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Random Acts of Marketing

|Random Acts of Marketing

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.

200px-Exxon_logo.svg

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.

250px-Valujet_logo.svg

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 Ways To Get Great Results From Aviation Magazines

John and I have been known to talk clients OUT of buying big glossy ads in the shiny beautiful magazines. We have several reasons for this

  • The number of magazines has proliferated, diluting the readership of many of the “old standbys.”
  • The number of paid subscribers has dropped over the past decade, while ad rates have not decreased proportionally – some have increased.
  • Results from magazine ads are often not tracked, some are not even designed to be track able.

Aviation magazines

Part of our aviation magazine collection! Click to enlarge.

We love magazines for lots of reasons. We read them with great interest and keep way too many of them around the office, dog-eared and flagged with sticky notes.

So, how do we get great results from them? The following might seem elementary, but you’d be surprised how few companies have the discipline to actually DO any of these things.

You’ve heard the phrase “Dig your well before you’re thirsty,” possibly from Harvey Mackay’s book on networking. How can aviation magazines help you “dig this well?”

  1. Research reporters. We keep a spreadsheet of reporters and the topic of interest to them. This is helpful when we have a news item they might have an interest in reporting. We recommend our clients make note of the names of reporters and writers who write articles their customers would be interested in. Connect with them on social media. Comment on their articles when appropriate.
  2. Research thought leaders. Make note of association and organization officers, as well as legal representatives who impact your business. Again, connect on social media, comment when appropriate, correspond when the situation calls for it.
  3. Research your competitors. What is the key point they emphasize about their product?  You should be prepared to counter it, even if you’re not advertising.  People who contact you are likely to research your competitors ads.   You may want to emphasize the differences and how YOUR product is superior, and under what circumstances.  Also, note whether your competitors are advertising more or less than last year.
  4. Request a media kit. You may just discover the demographics of the magazine you’re researching matches perfectly with your ideal customer profile, and you may find that an advertisement can be a cost-effective component of your marketing system.

It’s been our experience that every advertising channel (including magazines, social media, et cetera) are either vastly overestimated or underestimated, depending on the situation.

We have NOT advised against magazine ads (or any other channel in general) – only against reliance on ANY “random act of marketing” that is not carefully researched, considered and used as part of a complete performance-based, measured system.

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. 

 

Will Your Gorgeous Aviation Brochures End Up in the Las Vegas Convention Center Garbage Cans?

Will your brochure end up in the garbage? You spent hours choosing the right photos, had several rounds of wordsmithing with your team, and spent a fortune on printing beautiful aviation brochures for NBAA, or one of the other important conventions that are marketing landmarks for the industry.

There are two versions of what is going to happen with each of your carefully crafted works of art:

The Fantasy

Your prospective customer will drop by your booth. During a pleasant conversation with you, your prospective customer will recognize that your product is the perfect solution for a problem he’s trying to solve.  He asks for some literature, and you smile as you hand him one of your gorgeous aviation brochures and a nifty pen that has a laser pointer built in! He’s obviously impressed.

He tucks both items carefully into the faux-canvas bag with the neat NBAA-and-sponsors bag, where it remains safe and pristine through three more days of classes and parties.

Yours is the only literature he takes home with him, so there is no problem getting it home.

Upon returning to his office, he ignores the pile of work that accumulated during his absence and pulls your brochure out of his suit pocket. Miraculously, it’s still there.  He considers every word carefully, and develops a presentation for his boss based on your brochure; faithfully reproducing the wording.

His boss sits rapt through a half-hour presentation, gripping your still-pristine brochure in his hand; as your prospect highlights the key points with his new pen/laser pointer combo.

Your prospect obtains unconditional approval. The brochure, after all, answered all of their questions.

Your prospect calls you the next day, arranges to pay promptly,  and asks how soon the product can be delivered.

The Reality

Your prospective customer will drop by your booth. During a pleasant conversation with you, your prospective customer will recognize that your product is the perfect solution for a problem he’s trying to solve.  He asks for some literature, and you smile as you hand him one of your gorgeous aviation brochures and a nifty pen that has a laser pointer built in! He’s obviously impressed.

He tucks both items carefully into his jacket pocket, where it remains safe and pristine through three more days of classes and parties.

This prospect, however, finds his collection of literature growing rather cumbersome by the end of the day.

Our prospect is hailed by a colleague:

“Hey Fred, I got invitions to the <<insert OEM of your choice>> party!  Come on!”

“But what am I going to do with all this stuff?” He says.

“Dump it!  You can always pick up the important stuff tomorrow.”  Said his enthusiastic colleague.

And there goes several hundred dollars worth of very high-quality printing, into a convention center garbage bin.

The pen survives the day in his pocket, and also miraculously survives a cursory sorting as our prospect heads for the airport, anxious not to overstuff his luggage.  The ordinary pens, pencils, and highlighters are left on the hotel room desk, to be picked up by the maid, who takes them home as a treat for her children.

Our prospect takes the pen home and empties his pockets on his dresser at home.  His third grader, watching him unpack, picks it up and fiddles with it as he tells his Dad about a book report due on Tuesday.

“Keep it!” says our prospect, the indulgent Dad.” Use it for your presentation.” Little does he know, the pen will be confiscated by the third-grade teacher halfway through the first day, and put into the bottomless drawer of distracting contraband that children bring to class. Our prospect may see it again on Parent-Teacher Conference Day, but by that time, the context of your message will have been well and truly lost.

Our prospect returns to the office  and the pile of work that has accumulated in his absence. He vaguely remembers that there was a product that was an ideal solution to his problem, but he talked to so many people at the convention that it seems like a blur.

He sighs and turns his attention back to the items needing attention on his desk.

Better Ideas

We advise our clients to carefully consider the prospect’s point of view. What is the BEST way to help your prospect make the connection between his problem and your solution?

Here are a few tips, depending on the nature of your product or service.

  • Provide an experience, not just a brochure. Get your product into his hands and get him to demo or use it in the booth.
  • Offer to send an information package to his office. Have the packages ready, and mail it so that it will arrive soon after the show.
  • If you provide novelties or “tchotchkies,” make sure they are very unique, useful, easy to carry, and connected with your product or service in some way.  Trade these for contact information, don’t just give them away to everyone.
  • Have someone take a photo of you in the trade show booth, and send it (with the information package, or by itself) after the show.  The photo will help the prospect remember the conversation he had with you.
  • Include specific a note or letter indicating that you remember the conversation. Your prospect will understand that you listened to him and considered his problem, and are not just “shotgunning” responses to everyone who visited the booth.
  • Go for quality rather than quantity. Your trade show exhibit is more successful if you have a real, authentic, meaningful conversation with twenty people than if you collect hundreds of business cards.

About Those Aviation Brochures

  • It’s great to have literature to provide when people ask for it, but don’t push expensive aviation brochures, product sheets or catalogs into people’s hands. If they’re not interested, you’re wasting good paper.
  • Keep brochures small – trifolds or single sheets contain about as much information as you can expect a prospect to absorb at a show.
  • Ensure your headlines, copy, and photography are as compelling, specific and benefit-oriented from the customers’ point of view as you can make them. (Don’t just list features!)

Need some help? The Ad Preflight: 
Don’t “Take Off” Without it!

Great pilots never leave the ground without preflighting the aircraft.

  • They preflight every aircraft, before every flight
  • They use a checklist developed by experts
  • They know the conditions and mission parameters they’re expecting
  • When they need to, they don’t hesitate to seek a second opinion from a professional they trust

You spend a lot of money every time you place an ad in a periodical, every time you mail a sales letter or direct mail piece, and every time you launch an online campaign or online ad.

A mistake costs your company money, but worse than that – it could damage your brand or reputation.

Our Ad Preflight is an affordable, professional review of your ad to ensure you get the best possible results.

If your ads, sales letters and pages are written in-house or created by an advertising agency, a second opinion can be invaluable.
And we’re not just any second set of eyes.

With years of experience for large corporation like Wells Fargo and Pearson Education, we have seen what works and what doesn’t. All our writers and reviewers are pilots (fixed wing and/or helicopter) and have worked in the aviation industry. We buy aviation stuff.

We know what we’re looking for as consumers as well.

We ask about the audience, distribution and call to action “CTA.”

We use our exclusive 24-point checklist and write extensive notes and recommendations, including:

  • Visual Impact – How could it be improved?
  • Headline – Great headlines make all the difference of whether an ad captures attention or is instantly dismissed.
  • Message – Does the message focus on benefits the customer will recognize instantly, or is it merely a list of technical features that may not mean as much to your target customer?
  • Text – Is this the most compelling wording for your audience and purpose? Could it be made more powerful? 
Is there too much or too little? Could it be made stronger with more examples or less detail?
  • Delivery – Will it get opened and read? Is the media suited to the message? Is there a better way to reach your intended audience?

The Ad Preflight is $499, which is a great value for companies that save money by writing their ads in-house, or use a local agency that may not be experienced with the aviation market.  You get our expertise without the expense or commitment of a consulting relationship.

ABCI’s mission is to improve the profitability of the aviation industry, one company at a time.

Let’s get started by improving the profitability of your next ad, brochure or web page!

Order an Ad Preflight Now.

Marketing Webinar Wednesday – Dunkin Donuts or Starbucks? Treats are on Us!

It’s back to school time – and we want to encourage good study habits in for our Marketing Webinar students.

 “Our research shows that companies which adopt “formalized informal learning” programs (like coaching, on-demand training, and performance support tools) outperform those that focus on formal training by 3 to 1. In these companies the corporate training team doesn’t just train people, it puts in place content and programs to help employees quickly learn on the job. This means developing training in small, easy-to-use chunks of content and making it easy to find as needed.”  – Josh Berson,  5 Keys to Building a Learning Organization, Forbes.com

Keeping up with technology and learning new techniques can be daunting. And many of our class members have more than one job – they’re also CEOs, entrepreneurs, pilots, dispatchers, and maintenance folks – sales and marketing is only PART of what they have to do every day.  But without effective sales and marketing, there are no customers, and everybody is out of a job!

By scheduling just one hour a week to learn something new, you can really accelerate your career, and in our case, your company’s sales and marketing performance.

As they say, this work isn’t going to do itself. And the more you know about sales and marketing, the more effective you’ll be in the time you DO spend.

So, here’s what we propose:

Set aside one hour a week. We prefer Wednesdays because that’s the day we hold our Live Marketing Webinar for the Master Class . On weeks when there isn’t a live webinar, spend an hour reviewing classes you may have missed.

Recordings, workbooks and audio are all available at
http://ABCI.CustomerHub.net

Choose a class you like. Leave a comment at the bottom when you’re done. (You can ask a question, comment on the material, or just say hello!)

Please note – if you’re not a member of the Master Class, you will need to register.  We have options for every budget.

 

Aviation Marketing Master Class Screen Shot

Aviation Marketing Master Class Screen Shot

We will draw one name from the all of the comments for the week.

The winner gets to choose a $10 gift card from Starbucks or Dunkin Donuts.

starbucks-dunkin

Which will YOU choose?

Note – our next LIVE webinar is
Working with the Press, August 21 at 1:00 MST!  Put it on your calendar now!

Referral Marketing – Taylor Greenwood Photography


How would I spot an ideal customer for Taylor Greenwood Jet Photography?

An aircraft broker, dealer, or individual owner who wants to sell an aircraft in this crowded “buyer’s market” needs to make a prospective buyer fall in love with the airplane.  The fastest and surest way to do that is with excellent professional photography that evokes a response.

How would I best describe Taylor Greenwood Jet Photography’s unique benefits, approach, products services, and value proposition?

While many photographers “shoot” airplanes, there are unique challenges that our crew has experience with overcoming:

  • Dramatic and beautiful lighting is key to great photography.  We travel with 12 AlienBees B1600 studio strobes and reflective umbrellas and are expert at adapting to your particular aircraft and the conditions of the shoot.
  • We know you need your photos wherever and whenever you need them- with a minimum of inconvenience.   So we carry two Vagabond II external power supplies, which allow us to take the aircraft anywhere on the ramp or airport with  no need for power supplies for our photography strobes.   We also carry 2 -3 cameras and take backups of everything.  Murphy may have been a pilot, but his law applies to photographers as well, so we come prepared. ( “Murphy’s Law” – anything that can go wrong will go wrong!)
  • We are experienced at working with aircraft, FBOs, and airport staff. We know how to work with the folks involved to get things done effectively with a minimum of hassle.
  • We are centrally located in Wisconsin – near OshKosh and several major aircraft facilities.

What might prospects say to trigger me to know that they need to be referred to Taylor Greenwood Jet Photography?

  • “There are a ton of aircraft on the market. How am I going to make this plane stand out?”
  • “This is a very special airplane – I need people to just see the value of it.”

How should I refer a client to Taylor Greenwood Jet Photography?

Contact me, Taylor, at  413-522-4578. Always happy to talk about your projects.  Or download my ebook  – Six Things You Should Know About Selling Your Aircraft (Intro by Capt. Ivan Klugman) at http://www.tgjetphotography.com/freebook/

Referral Marketing

This month we’re shining the spotlight on ABCI’s clients and MasterClass members as we talk about great referral marketing techniques. It’s not too late to get in on the fun!

Join the Aviation Marketing MasterClass in 2012 and receive a free DIY Marketing Toolkit on the topic of your choice. (12 to choose from, a $129 value!)

 

Aviation Marketing TV – What’s Wrong with “Random Acts of Marketing?”

So, what’s wrong with “Random Acts of Marketing?”

Fifteen years ago, (or maybe even ten) you could simply buy an advertisement in one of five aviation magazines and/or show up at a trade show and that was all you needed to do to sell any aviation-related product or service.

So, what changed?  Why has aviation marketing become so much more difficult?

Three things.

1) Aviation went global

2) Trade shows and magazines proliferated

3) The economy TANKED.

Because aviation is now global,  it takes a lot more thought and effort to reach a global audience, compete with global competitors.

Because of the proliferation of magazines and trade shows, it takes strategy to decide which of the HUNDREDS of aviation magazines and/or trade shows to advertise in, (nobody has the time and/or money to do them all!)

Because of the uncertain direction of the economy, it takes a lot longer to convince decision makers to part with their capital.  You must clearly communicate your products superiority and value proposition to a larger number of stakeholders in your prospect’s organization. They will take days, weeks, or even months researching, deliberating and convincing themselves of what used to be a simple decision.

So, if “Random Acts of Marketing” are not the way to go, what should you do?

Obtain a system that creates a reliable pipeline of prospects, customers, and referrers.

This system should include cost-effective, measurable steps for each phase.

Phases must include:

Phase One – Prospecting (Getting attention, also called “advertising.”)

Phase Two – Build credibility and close the sale (also called “drip marketing” or several other names.)

Phase Three – Encourage testimonials, referrals, and resales.

Each step must lead to a logical next step. And each step must be interchangeable so if one magazine or trade show or Facebook ad stops performing (or becomes prohibitively expensive!)  you can substitute it with something else.

There are two ways to build your system.

  1. Do it yourself!  (We can help with our coaching program!)
  2. Have ABCI do it for you! (We have several different service levels, one of which fits your needs and budget.)

Ready to get started? Download our Ebook!

 

The Most Common Reason Marketing Campaigns Fail

Many of the people who come to us for marketing advice do so only after having tried many campaigns that fail to meet their expectations.

Marketing seems so simple – all you have to do is reach the right people and let them know that your product is the best available solution to their problem, and of course they will make the most rational decision.

Unfortunately, it’s not that simple.

It’s my contention that more marketers fail for this reason than for any other reason: They simply underestimate the difficulty of their tasks at hand.

-Dan Kennedy

In the aviation industry, we like to think that our customers and their potential customers are intelligent, rational and courageous. It’s very easy to underestimate the amount of time and effort required to get their attention, to present our case, to get them to agree with us that our product or service is the most rational choice, and to make a commitment and write a check.

The truth is that B2B buyers may feel that their very job is put at risk by every decision, every purchase, and every embrace of a new or different vendor. Even entrepreneurs or otherwise smart business owners or C level executives who are apparently used to decisively “calling the shots” need more convincing than we would expect before they part with their hard-earned capital.

What seems like a simple decision for an aviation-related purchase usually involves most (if not all) of the following:

  • In depth research to find the right prospects (target market)
  • Strategy to find the right communication channels and venues for advertising
  • Hours of perfecting and polishing advertising messages
  • Days, weeks or months of relationship and trust building
  • Reams of information, including newsletters, product sheets, demo CDs, articles, social media “information snacks,”
  • Many phone calls (sometimes 20+ separate calls over a period of time)
  • Personal visits (at trade shows, conventions, your place of business, their place of business)

Long cycle Marketing 204x300 ABCIs Specialty   Long Cycle MarketingWithout a measurable, results-oriented system to provide a road map to re-use, automate, measure and continually improve this effort; and skilled, trusted people doing the work at every level; marketing  becomes prohibitively expensive. Companies typically give up too quickly on prospects. They don’t meet their sales quotas or revenue minimums. Many can’t sustain their expenses and they go out of business.

Our specialty is Long Cycle MarketingSM.  This style of marketing is particularly effective in the aviation industry; as well as other large-ticket, high-trust or complex products and services.   Long Cycle Marketing is characterized by a systematic approach that includes an incentive for targeted prospective clients to “opt in” based on an informational incentive (usually a free white paper, report or ebook, as in this example.)

In exchange for high-quality information the prospect then begins a cycle of progressive, long-term, low-key, low-cost and educational contacts using a mixture of media, including social media, direct mail, email, video clips and other methods as determined based on the demographics of the target prospect.  Long Cycle Marketing is designed to position our client as the knowledgeable expert and source of information on the topic, as opposed to being viewed as a salesperson or vendor.

The prospect is thus moved further along the sales process.

After the sale takes place, Long Cycle Marketing continues to nurture the relationship so that testimonials, referrals and resells become a natural consequence.

Of course, this whole process depends on publishing interesting, high-quality, relevant content that your customers enjoy reading or viewing.  We develop and produce excellent articles, podcasts, newlsetters, and video to educate your customers and prospective customers about the unique value you bring to the table.

Ready to learn more? Call us at 480-225-4233 and let’s talk about your marketing challenges.

Is Your Social Media Earning its Keep or Just Taking Up Time?

“Yes, we have a Facebook account—doesn’t everybody? But we’re just not sure what we should be doing with it. We’re just not sure it’s worth the time and energy to keep it up.”

“Everybody says I should be on LinkedIn, but isn’t it just a resume service? I’m not looking for a job!”

“What the heck is Twitter for, anyway? Seriously! What good is it?”

Social media has been around for several years now, and it seems to be here to stay. But that doesn’t mean that people are any more comfortable with it than they used to be.

The webinar is free for our coaching program members and invited guests.

Wednesday, October 10,  1:00 p.m. MDT

Registered Coaching Program Members also receive

  • A ~20 page workbook prior to the webinar
  • A recording of the webinar
  • Custom feedback and suggestions on your homework about this topic
  • 2 hours of PDUs, CEUs or other continuing education credit (recognized by most professional accreditation authorities – ask us about yours!)

Visit http://www.aviationbusinessconsultants.com/coaching/ to register for this and future webinars.

The Price of Doing Nothing . . .

Thought of the day . . .

There are many options with your marketing efforts- we have service levels from Light Aircraft (mostly self-service) to Business Jet (white-glove full-service) and we also have our coaching program.

Here’s the one option we don’t recommend – 

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