Sport Aviation Marketing

case study: the sonex reality check

October 1st, 2005

Most of the pilots I know got into flying from either a family member, close friend or the military. When I ask around at the airport, I could count on one hand the number of pilots that said they got into flying just because they always wanted to.

For those simply interested in aviation, becoming a licensed pilot is a big jump. I think the reason is that it just seems impossible to those who aren’t exposed to it through their life experiences. When it comes to actually owning or building an airplane, the sense of impossibility seems to increase exponentially.

That’s why the Sonex approach to marketing has been so effective. All of their marketing materials reference the “Sonex reality check.” Right off Sonex instills a sense of belief in their potential customers that it can be done. The Sonex reality check is a bridge - converting a potential customer to a paying customer - by creating an emotional connection. It is a very effective approach that has contributed to the sale of nearly 1000 kits.

Tech specs for sport aviation products are also critical, but the industry as a whole needs to look beyond them. Strong marketing messages that resonate on a more emotional level, like the Sonex reality check, will differentiate the the leaders in the new sport pilot environment.

While that may sound simple, it is not. In fact, it is worth noting that according to their customers, Sonex truly delivers on their reality check. So, what is your company’s equivalent? What did you set out to deliver when you started your company and how can that be transformed into a message that will resonate with the more emotional side of your potential customers?

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