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Troubleshooting Your Marketing Funnel Webinar Replay

Most aviation sales and marketing professionals rely on wasteful, haphazard “random acts of marketing,” and don’t achieve the sales results they otherwise could.

Download the worksheet used in this free webinar

Then watch the video, complete the worksheet, and make improvements to your funnel!

Evergreen Content and Reusable Campaigns – Why You Should Invest in Quality Aviation Marketing Materials

Quality aviation marketing materials, and evergreen content and campaigns – are not THAT much harder or more expensive than just getting by – but it does require a change of mindset.

There is a mindset in sales and marketing about “just getting through this,” – this trade show, this holiday campaign, this current situation.

What do cowboy hats, fountain pens, and expensive laptops have to do with marketing materials?

It doesn’t pay to go cheap with something you use a lot.  Quality is a good investment!

Couple of notes to supplement the video:

What is Evergreen Content? 

We have some very OLD articles on our website (and on the websites of our clients) that get lots of traffic YEARS after they were published. These articles are called “evergreen” because they keep working for us, long after we stopped working on them.   Some of this content is very timely or based on current technology, but some of these topics are timeless.  We work to create at least one timeless or “evergreen” piece per month.

How can you use aviation marketing materials over and over again?
(Make “evergreen content” instead of having to do the same work over and over?)

If you build a great sales letter, there is no reason you can’t send it to new prospects – they haven’t seen it yet, and as sales and marketing professionals, we get tired of materials LONG before they cease to be effective.

While it’s important to have consistently fresh angles and insights, you CAN invest in a great structure, and simply refresh a few details on a sales piece that has a reliable track record.

What is a resuable campaign?

You create a great multimedia ad campaign for Valentine’s Day.  It has a great print ad, three emails, a printed postcard to follow up on responses, and a series of social media posts.

Why not take that WHOLE structure of a proven campaign, lock stock and barrel, and refresh the graphics and text for Halloween?

Why invest in quality?

Because it works!  Quality products are a pleasure to use. Quality marketing materials give you confidence in using and reusing them.

For our Content Marketing Clients, we strive to create the right mix of timely (or newsworthy) articles and well-crafted evergreen content.

Of course we want to respond to the latest news and provide timely updates, but there are many article ideas we can pursue that will continue to provide value years after we’ve written and published it.

  • How-to articles relevant to your product or service.
  • Customer success stories.
  • Interviews with thought leaders in your field.
  • Explainers that make it easier to understand key concepts in your field or specialty.

Have some ideas you’d like us to help you create?  Give us a call at 702-9870-1679 or reserve some time for us to virtually “sit down together” and discuss them- my calendar is here:  http://30minutes.AviationBusinessConsultants.com


Do you Reuse Content? We Ask Our Panel

In our panel discussion last week, we had a great conversation with some of the best content creators in the aviation industry. As you can see, the answer to the question, “Do you reuse content?” is not a black-and-white issue, so we thought we’d share the whole conversation with you. Video here, transcript below.






Paula Williams: Todd if you’d like to carry on with the next question: Do you reuse content?

Todd Lohenry: Oh, absolutely! As often as possible. And, you know, there’s an order of things you know on the internet. If you’re trying to send people to your website, think you need to be intentional about how you do that. So my favorite work flow right now is to post things to a WordPress, a self hosted WordPress website. Where I have full control over the search engine optimization.

And from there, I automatically post to my Google, page. And then, I’ll turn around and comment on that from my Google profile. And the reason why I’m doing it in that way is that it sends people back to the website where I can control the whole experience.

But I’m using the authority, the power of the Google page combined with the authority of my personal profile. To show up in search. After that,  I still continue to see it on my Facebook page, and my LinkedIn page, and my Twitter profile.

But you know, if I only could use three tools, those would be the tools and the order in which I use them. And it, okay to go back into your website and to grab things that haven’t been exposed. Just search via Google, and, and dig those up every once in awhile.

Paula Williams: Right. Excellent. Ludo?

Ludo Van Vooren:  I tend to, to reuse it in, in two forms. Most likely I will re-use it in a, in the current blog post. I will, post link to previous posts in terms of giving background or giving more emphasis to this story.

If people are interested in some of the background they can follow these links. And these links can be re-use of my own content or content from somebody else. I think that is also relevant. And then, I tend to write the articles that fall into two categories.

One the post falls into something that is current, maybe like a trade show or my review of a trade show or something. Which doesn’t have necessarily a long term value. But, other articles I write purposefully so that I know I could reuse them later on. And then, I would use them on my Twitter to maybe with someone.

Or, I might re-use them in comments I use on LinkedIn, or on another platform. I’m going to put a link to an older post.  I don’t automatically use the content. I tend to try to make it something that is relevant to the current situation. So for example even if I have an old review, like when I did the review of the Farnborough event of this year, of 2014.

It was interesting because I was able to reference the post that I did in 2010. In terms of comparing some of the numbers that were in there.

Paula Williams: Excellent, and Jason?

Jason Wolf: We pretty much do the same thing, at NBAA we for every article that we post, we go through kinda packaging process.

Where we create the associated tweet,  Facebook post, LinkedIn post, and Google post. So when we post the article on the website we get it out on social media. We have a, a small blurb that appears in our weekly email newsletter. And we also, like Ludo does try to reference previous articles on the same topic.

And often this will show NBAA’s focus on a particular issue so that we reinforce that, yes, we’re on, we’re on this issue. But also sometimes to just give updates on, changes and airspace procedures, or whatever it is. We don’t tend to retweet things again and again and I’ve seen some people do that a lot. And I think there’s value in hitting the, the East Coast, West Coast people at different times. We haven’t tended to do that yet we, we were thinking about it I guess so I’d caution people from over doing that.

For those that follow you closely, can kind of  punish them.

Ludo Van Vooren: Jason, that’s a very interesting thing that you just mentioned because, that’s one of my pet peeves, there are people that treat Twitter like live TV.

When it’s gone it’s gone they think in sports, like if you missed a broadcast and I had to broadcast again for the West Coast because they would not see it. When I look at the tracking number on my blog for example, I’m always surprised when somebody’s reading an article.

And so, I might have written a post last week, and Tweeted about it, and so on. And then maybe four, five weeks later, suddenly there’s hits on that post because the somehow through the search engine, they’ve searched for that term and it came up. And so, it taught me  that Twitter is not like live TV.

It actually lives on forever, and you could see hits on some of the posts that you’ve done in the past.  So I try to resist the temptation to retweet multiple time in case somebody missed it.  I see a lot of people Googling and searching for things and they’re finding it and then the people that are really interested in what I’m saying are following me anyway or are following the hashtags in which I post.

Jason Wolf: And I think that the counter to that though is you have to know your audience.  Becasue there’s some Twitter users who are very casual. And for those people, if they’re only following a handful of companies they may focus every time they go in on the five, twelve companies that they actually follow. So those repeats will be more obvious. But for other people who have  larger interests who follow more people. They dip in and out of their Twitter stream all the time. They may not notice the duplication as much if they’re not really tuned into what you’re saying.

So  have to know who who your audience is, how tech savvy they are. And just listen.

Paula Williams: Right, watch the data!


Click here to read more about our all-star panelists.

We have great conversations each month with thought leaders in the Aviation industry.  Don’t have time to join the live sessions?   We send recordings and transcripts to our members.  Join now – You don’t want to miss out!

If The Purpose of Your Ad is to “Get Your Name Out There,” Don’t Waste Your Money!

“I was kind of upset. We had run the ad for three months straight, and received no inquiries.  But, as the ad salesman said, the real purpose is really to ‘get our name out there.'”

Um, no.

To “get your name out there” is a fine objective if you’re Coca Cola or Boeing or GE.

For the rest of us, we require better performance from our marketing dollars.

“But shouldn’t we be copying the methods of big, successful companies? After all, that’s who they mention in the marketing textbooks.”

Um, no again.

A big, important brand with a great reputation is earned, not bought.

Those big companies have been doing business with hundreds of thousands of people for decades. The vast majority of those associations have been positive. So when people hear about those brands, they associate the familiar name and logo with those positive associations.

We are teaching our Branding and Consistency Workshop again this year, and it’s a great program.   We like making small companies look like large ones, and we can help protect your investment by making sure your brand is recognized for the good it does. (NOT by just “getting your name out there!”)

But great design, fonts and colors can only go so far, so consider this article a HUGE caveat.

Even the biggest, most reputable brands can lose all of their value overnight with a bad association.


The oil company Exxon had a huge marketing and PR budget, with signs along every major freeway and sponsorships of many worthy projects.  All that was eclipsed for years – people that remember the  1989 Exxon Valdez oil spill STILL feel a twinge when they hear the name. They are making a remarkable comeback, but it’s a great illustration of how a brand that’s a household word can lose its luster.

Wikipedia lists 12 major brands that collapsed irretrievably since 2008, including these:

150px-AIG_logo.svg 200px-Nortel.svg 250px-Lehman_Brothers.svg

In the aviation industry, we have ValuJet Airlines.


Flight 592 was a DC9-35 on a domestic passenger flight between Miami International Airport, Miami, Florida, and William B. Hartsfield Atlanta International Airport, Atlanta, Georgia that crashed into the Everglades on May 11, 1996 as a result of a fire in the cargo compartment caused by improperly stored cargo, killing all 110 people on board.

Does the color of their logo affect your opinion of their brand?

I didn’t think so.

Spending more resources on responsible advertising, great customer experience, safety, and a great product will do more for your brand than the choosing the right color for your logo ever could.

(And yet many companies spend more time obsessing over this detail!)

The amount of money spent is certainly not a guarantee of great brand-building. Nor is a catchy slogan, a stylish logo, or the correct colors or fonts used in your marketing materials.

Those things only have value with people who already find them familiar, and have positive associations with the brand. People who know, like and trust you, and see your branded materials  often on your billing statements or customer service communications build these associations.

As newer or smaller companies, have to earn credibility for our brand.

We build our brand every time we answer the phone, send a letter, acquire a new customer, or solve a problem.  The more consistently positive we can make these interactions, the better.

So, what good is advertising?

Every advertising and prospecting campaign (not every advertisement) should be expected to generate a positive return on investment.

Every advertising and prospecting campaign should be complete (See Anatomy of a Successful Marketing Campaign in Aviation with an appropriate list, offer, and presentation;  and should have measurable objectives that take into account the total cost to acquire a new customer, the expected lifetime value of a customer.

There are no “mulligans,” no throwaway ads to just “get the name out there,” etc.   We call those things “random acts of marketing.”

A very common mistake (made by a large number of businesses) is to run an ad once, get unsatisfactory results, and stop using that ad, or that medium altogether.  Why is this a  mistake?

Because very few aviation customers respond to the first ad, postcard, or email they see.

We plan each campaign to have a minimum of three components (or ads) sent to the same list, preferably using different media.  (Such as a magazine ad, followed by a postcard, followed by an email, followed by another postcard.) All with the same offer or call to action.  (And we usually start with a low-cost, low-risk offer for our first campaign with a new list of prospects.)

What we may find is that the last postcard redeems the cost of the whole campaign.

Does this mean the other ads were wasted?

Not at all – it just means that an in-depth, organized campaign was required to capture sufficient attention and build the credibility required to motivate the prospect to click, call, write or do whatever it is we asked him to do.

So, in answer to the question (couldn’t we just send the LAST postcard?  The one that worked?)  The answer is, unfortunately, no.

We can’t we just send the last postcard and save the time and expense of all those other steps.

There is no “easy button.”

On the good side, if marketing were easy, everyone would be doing it well. Including your competition!

Four Things to Consider when Choosing a Marketing Company

If you're in the aviation industry, there are many factors to consider when you're choosing a marketing company to help you sell more products or services.

Sample Aviation Marketing Calendar Template – Free Download

You asked, we answered!  After last month’s class on building your company’s Aviation Marketing Calendar,   our Master Class members will receive our Aviation Industry Marketing Calendar with instructions on how to incorporate industry trade shows, publications and events into their own companys’ marketing efforts. But some asked for a handy “fill in the blanks” template.  So, we created this Aviation Marketing Calendar Template.

Of course, we recommend doing this in a very visible way, such as a large whiteboard. But many companies have people who work remotely and want to have a one-page version of the Marketing Calendar.

Here’s a one-page, version you can download in Microsoft Word.   Remember to customize it with your own goals, campaigns, expenses and events.

2015 aviation marketing calendar template

Marketing Calendar Instructions:

1. Create a SMART Goal for every month or quarter.
Remember, SMART is an acronym:

  • Strategic
  • Measurable
  • Achievable
  • Relevant
  • Time-Bound

2. Include the Executive Brief  topics in your planning.
This is a great way to get professional feedback on your projects and campaigns.

Not yet a member?  Join today here.

3. Create a Campaign designed to achieve each SMART goal.  Remember, every campaign must have three elements:

  • An Offer – A time-bound “deal” that is attractive to the prospects on your list.
  • A List – The prospects you want to reach with this offer
  • A Presentation – The ads, letters, postcards, emails and social media posts in which you present your offer to your list.

4. Estimate your monthly expenses.  Based on the campaigns you have planned, how much money do you plan to spend on trade shows, printing, postage, advertisements and other media?

5. Plan your Events.  We put this in the last column so they’re easy to see, (and most of our clients don’t attend events EVERY month.)  These should be planned as carefully as campaigns, and include a SMART goal. For example, in our template, we have Prospecting – add 30 qualified names as our SMART goal for March, and we’re going to do the prospecting at the Aviation Pros Live show in Las Vegas.

Download the 2014 Marketing Calendar Cheat Sheet,

Download the 2014 Marketing Calendar Template,

See the Video Here:


Join our Executive Brief for more assistance!


Executive Brief

If You Do What You’ve Always Done, You’ll Get What You’ve Always Got!

I’m sure you’ve heard this old saying before, but you’d be amazed how many people in the aviation industry stick with the same old tactics –

  • Magazine ads that generate no discernible new business.
  • Email broadcasts that garner less than a 2% click through rate (and often zero in sales revenue.)
  • Trade show appearances that generate an exhausting but short-term flurry of activity, only to find that few sales were made when the dust clears.

Aviation Marketing Master Class - Free Storage BinderWe learned marketing in the finance and high-tech industries, where every dollar is scrupulously accounted for.   When we started applying these principles to aviation, we were amazed at how few aviation companies create a marketing system that generates a reliable pipeline of leads and new business.

We were also astonished by how much money is “left on the table” in an industry where more than 50% of the revenue comes from resells, recaptures, and referrals, yet many companies don’t have a formal system to keep in touch with their old customers – the source of all three of these types of sales.

Aviation Marketing Master Class - Free storage binderIt makes sense, because we’re all busy putting out fires and doing more with less staff.  That’s why we created the Aviation Marketing Master Class – to help our clients learn from our consulting experience and “swipe and apply” many
of these methods quickly and cost-effectively.

You get the benefits of our consulting experience
at a much lower cost!

Are You Ready to Do Things Differently in 2014?

Enroll in the Marketing Master Class today!

Go to www.AviationBusinessConsultants.com/Class
and select your service level!

Setting Sales and Marketing Goals for 2014

The first step to reaching your goals is to set SMART ones!
A few things that have affected our planning for 2014:

  • The government shutdown in October was just the latest in a series of wake-up calls for companies doing business with the government (or whose clients depend on government contracts.)  We’re advising these clients to start campaigns now (yesterday, really, but now will do) to attract more private clients.
  • The US economy has been improving, particularly for the largest companies. At this writing, the DIJA index is above 15,000 for the first time in a long time.Two action items from this bit of news -1) If you’ve been waiting for the economy to improve to make investments in your sales and marketing system, it’s time to stop waiting.2) If you have a product or service for this market, you should have several large companies in your “top ten” list of most desired potential clients for 2014. If you don’t, consider developing or repurposing an “industrial sized” product or service.


stock market Setting Sales and Marketing Goals for 2014

Dow Jones Index 2009 to Present

  • International markets (and international competition!) are continuing to be a factor. Buying and selling (and sourcing) internationally is a great way to diversify.  As an example, our clients that sell aircraft internationally say that Latin America, Asia and Africa are great markets for 10-year-old and older aircraft that may be selling more slowly in the U.S.
  • Sales and marketing investments should be made carefully as part of an integrated, measurable marketing system. Careful metrics should be taken to ensure those investments continue to perform well. We advise spending a  small percentage of your marketing budget experimenting with new technologies, (in carefully controlled experiments, not random acts of marketing!) Make larger investments only when those experiments show promising results.

All that said, how do you set smart goals for 2014?

In our classes, we talk a lot about SMART goals-

S- Strategic

M- Measurable

A- Achievable

R- Relevant

T- Time Bound

We set goals that are no shorter than a month and no longer than 90 days.

Monthly goals are particularly motivating because they’re short and convenient. 60 or 90 days might be needed for more ambitious goals, but any longer and it’s hard to keep motivation up and tracking accurate.

Some example 30 days goals:

(Adjust numbers to reflect your transaction size and length of sales cycle.)

  • Research 100 potential customers and select 20 to contact.
  • Contact 15 of 20 selected potential customers (from the list of 100)
  • Set six appointments for formal sales presentations (from the list of 20)

Example 90 day goals:

  • Repackage, rebrand and relaunch an old product to a new market. (Such as a military product to a civilian market, or a service package designed for mid-sized businesses to Fortune 500 prospects.) This might include  list research, a sales letter, brochure, sales presentation, social media tactical plan and a new website or subsite
  • Plan and execute a complex campaign, including three direct mail pieces, six emails, a landing page on your web site, and two phone call outlines.
  • Plan and execute a campaign centered around a trade show appearance or public speaking event.

Ready to get started?

Be sure to attend our Marketing Master Class before Wednesday, December 18.  You won’t want to miss our next Webinar Wednesday, which is a special session on planning your 2014 Marketing Calendar. This perhaps our most important session of the year.

Wednesday, December 18th.  1:00 MST.

If you’re a member, you have the login information. (Call or email if you’re a current member and need credentials sent to you.)

Not yet a member?  (Or have a friend or colleague who isn’t?) You should know that:
Members receive:

  • More advice on what’s changed this year in the aviation industry.
  • Updates on new tools, techniques and technologies in marketing and sales.
  • How to plan your company’s 2014 Marketing Calendar, including Customized feedback on your own 2014 Marketing Calendar.
  • Our exclusive compiled Editorial Calendar of Aviation Publications for 2014. This includes carefully compiled editorial calendars from eleven major aviation publications, and 39 different aviation trade shows and events you should know about.  We also include marketing ideas around seasons and holidays. This 30-page document is available only to our members and consulting clients.

Don’t miss out! This is the only professional sales and marketing course by and for aviation professionals.

Sign up at any service level and you’ll be invited and receive everything mentioned above.

Sign up at Silver Level or above to get hard copies and recordings of everything mailed to you.

See you Wednesday!  Bring your questions! We look forward to a great class.

The 21 Best Business Aviation Blogs

aviation marketing- 21 great blogs in the aviation industryWe haven’t run a “best of” list for awhile, (last one was in 2010!) and decided it was about time. Of course, creating any kind of “best business aviation blogs” list simply BEGS for someone to point out what we’ve left out, so feel free to let us know in the comments.

These blogs, news services and compilations are sites of interest to you, and sometimes more importantly, to your target market if you sell a business or general aviation product or service.

  1. Aviation Marketing by ABCI – Marketing strategy in the Aviation industry. You’re reading it now! http://www.AviationBusinessConsultants.com
  2. Aircraft Sales Insights – Advice on buying, selling, leasing, trading and flying business aircraft. http://www.aircraftsalesinsights.com
  3. Pilot Weather Training – Sign up for weekly weather tips to stay current & stay safe http://pilot-weather-training.com/
  4. Ask Bob – Great information for aircraft maintenance personnel. http://www.askbob.aero/
  5. Business Aviation Now – Aviation Week’s Business Aviation blog http://www.aviationweek.com/Blogs.aspx
  6. iPad Pilot – By Sporty’s – great advice for pilots new to iPads, apps and other electronics. http://ipadpilotnews.com/
  7. Aviation EBrief – Subscribe for top news. http://www.smartbrief.com/industry/aviation
  8. Aviation Mentor – A gold seal flight instructor and former “freight dog” shares flying tips & techniques with an occasional bit of humor. http://aviationmentor.blogspot.com/
  9. EAA – The Experimental Aircraft Association – Emphasis on, you guessed it, experimental aircraft, and the EAA convention in Oshkosh. http://www.eaa.org/
  10. Bangalore Aviation – News, views, and analysis on aviation, airlines, airports, aircraft with an emphasis on India, the middle and far East. http://www.bangaloreaviation.com/
  11. JetWhine – Robert Mark of Commavia’s sometimes humorous but always insightful take on the airline industry, business aviation, air traffic control and the FAA. http://www.jetwhine.com
  12. My Flight Blog – The personal blog of a pilot  who shares his story with other aspiring pilots about training, career path, and so on. http://www.myflightblog.com/
  13. Airplane Geeks Podcast – Max Flight, the host of The Airplane Geeks Podcast, is an “engine guy” and creator of Thirty Thousand Feet, an online aviation directory. Max is often joined by Robert Mark,  Dan Webb,  David Vanderhoof and a special guest each week to discuss aviation news.   They also include a segment called the Airplane Geeks Down-Under Desk which discusses Australian news and commentary.  http://www.airplanegeeks.com
  14. AVWeb Podcast – More aviation news, but with more of a general aviation slant.  Includes Learn to Fly Day, AOPA updates, Aviation Consumer updates, and  other information.  Frequent contributors include Glenn Pew, Mary Grady, and Paul Bertorelli. http://www.avweb.com/podcast/podcast/index.html/
  15. AOPA Pilot Blog – Reporting Points – Includes updates from the editors of AOPA Pilot, including general aviation news and commentary. http://blog.aopa.org/blog/
  16. Ask a Flight Instructor – Great blog for student pilots, a forum for asking questions they don’t want to ask their own CFI. Paul, a CFII MEI and AGI from Dayton Ohio and a group of dedicated flight instructors answers questions from students, and provides flight training articles. http://www.askacfi.com
  17. Golf Hotel Whisky – Online magazine and airport guide for pilots by Matthew Stibbe. http://www.golfhotelwhiskey.com
  18. Air Facts Journal – By and for pilots about personal travel. http://airfactsjournal.com/
  19. Universal Weather & Aviation Blog – Great advice about weather, flight planning, and other topics by the folks at Universal Weather. http://www.universalweather.com/blog/
  20. Wayne Farley’s Aviation Blog – A blog written from the unique perspective of an ATC controller.  http://www.atc-blog.com/
  21. Business Aviation Network Blog – A social network built for aviation people. http://businessaviationnetwork.net/business-aviation-blog

Our advice?  Bookmark (or subscribe) to the most relevant ones, read them regularly, make note of them, comment when appropriate, and think of them as social clubs where your prospective customers hang out. Never make a direct pitch (just as you wouldn’t at any other social occasion or event) but share information, assistance and ideas.

Square Ad - SEO 2

Three Marketing Horror Stories

marketing horror storiesHalloween is a time when we scare ourselves for fun. It seems an appropriate time for marketing horror stories.

One of our neighbors turns his front yard into an amazing  musical graveyard full of special effects. I think he spends the rest of the year planning and building things that will scare the jeebers out of the neighborhood kids. Well, everybody needs a hobby!

The government shutdown, the economic situation, and aviation regulations and tax implications are all frightening enough without any embellishment.  Many of the things that scare us are outside of our control. But here are four things that should scare you. And these are things that you can and should do something about!

Marketing Horror Story #1 – Dependency on One Large Client or Client Type

The scariest number in any business is the number one.

Pilots love redundant systems –  All pilots associated with  our companies eat two different lunches when we’re on the road. (Speaking of horror stories – John and I carelessly both ate hamburgers at a hangar cookout in Farmington New Mexico – we were looking for the nearest airport soon after takeoff.) We have two radios, two sets of instruments (the sixpack is the backup for the glass panel, looking out the window is the backup for the sixpack, etc.)   We like having at least two of everything. Options can save your life!

If the life of your company depends on just one of anything  (all of your business from one client, all of your talent from one employee, all of your data on one hard drive) you should be staying up nights in a cold sweat until you get that fixed.

The most obvious example that comes to mind is an aviation company that does the vast majority of its business with the U.S. Postal Service. Being astute business people, of course they’re expanding their product offerings and researching marketing opportunities to reach out to a diverse group of civilian organizations and corporations.

We’re picking on the government here, but if most of your revenue comes from just one client, or if most of your clients come from ANY one narrow sector of the economy, you should be scared.

Marketing Horror Story #2 – Being the Low Cost Option In Your Market

Wal-Mart positions itself as the low-cost leader in the retail industry.  There are aviation companies that pride themselves on being the low-cost provider of a product or service.   We think this is a scary place to be.

Low cost equals low margins. Low margins equal risk.

You can’t afford to attract and keep the best people. You can’t afford to provide the best service. You can’t afford the sales and marketing process to have a reliable flow of new customers.  You can’t afford to upgrade to new technology that your competitors adopt.  That latest technology that your competitor invests in might just be something that revolutionizes the industry and allows them to provide their product or service at a lower cost than you can.

Their investment could put you out of business.

Customers who buy from you because of price are by nature more cost-sensitive, and easily leave you for a competitor because of price.

Better unique selling propositions (USP) to aspire to are those that inspire loyalty from your employees and customers.

Strive to be one or more of the following:

  • The highest-performance provider (by some meaningful metric.)
  • The over-the-top luxury service provider.
  • The custom solution provider.
  • The safest or most reliable product or service provider.

Customers who buy from you for any of the reasons above are more likely to stick with you even if you charge more, and even if your competition offers them a better deal on price.

Marketing Horror Story #3 Empty Spots In your Sales Pipeline.

Or (Gasp!) No Documented Sales Pipeline At All!

A functioning marketing system includes a pipeline of prospects in your sales process. It takes many aviation companies months to acquire a new customer. (This is the time that passes between the first contact with an ad or a trade show, through the time it takes the prospect to do the research, get consensus among the decision makers at his company, get the budget approved, and execute a contract.)

If you know the statistics of how many people from each stage in your marketing system proceed to the next stage, and how long it typically takes, you know how many new customers you will have six months or one year from now.

If you don’t know this, you should be very scared.

If you HAVE a reliable sales pipeline but see a dramatic drop at any point along the way, this is not quite so alarming because you have some time to make adjustments and corrections.

marketing horror stories - sales pipeline

Click to Enlarge

If any of these three marketing horror stories rings a bell, find some time to talk with us as soon as possible.
th Improving the Profitability of the Aviation Industry, One Company at a Time

Is working with ABCI the right option for you?
Let’s find 30 minutes to talk on the phone about your marketing objectives.

checkavailability Improving the Profitability of the Aviation Industry, One Company at a Time

The call is free. 


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