Sport Aviation Marketing

creating the sport pilot market

October 18th, 2005

The sport pilot rule is simply a framework. Whether or not it is successful, whether or not general aviation grows, whether or not any of the 15 currently certified SLSA aircraft ever sell, is completely dependent on how sport aviation businesses approach the market.

We recently clicked around the websites of the fifteen certified SLSA aircraft. What we found was that the websites focus on aircraft features, specs, production issues and certification status. This approach makes perfect sense if the target audience is current pilots and other manufacturers or distributors. However, for someone who has always had the desire to fly, but isn’t already a pilot, these things don’t matter much. And in terms of the larger goal of capturing a new market, this isn’t going to accomplish much at all.

For example, take a look at the StingSport site. That is a beautiful airplane and the view must be absolutely stunning! Currently, the messaging on the StingSport site is optimized for an insider audience. The first paragraph is all about distribution and the risk of flying. The second paragraph describes compliance with LSA ASTM standards. The third paragraph is about certification and production. The fourth paragraph is about the ESLA market, maintenance and bi-annuals. It’s not until the fifth paragraph that the incredible canopy and resulting view is mentioned.

Perhaps this is intentional. Perhaps Sportair USA is targeting current pilots. If so, the copy may work well. However, if the intent is to capture a new audience and grow the market, the emphasis should be changed. In that case, it’s the view out of that amazing canopy that will capture the imagination of someone that is dreaming about becoming a pilot. That is the potential that the sport pilot rule has given us.

Nike and Reebok sell shoes by making you believe you’ll be able to run faster, jump higher, or win the Tour de France. They don’t approach the market with the durometer of the rubber soles or a count of the eyelets on each shoe. They are selling an idea as much as a product. The same is true of Starbucks coffee, Ford trucks and Apple iPods. The sport aviation industry needs to begin thinking in those terms

It’s not just Sportair USA. It’s all the SLA manufacturers. And it’s not just the aircraft manufacturers. It’s the engine and avionics manufacturers. It’s the parts and tools manufacturers. It’s the pilot supplies and training providers as well.

Current marketing efforts in sport aviation are pilots talking to pilots and manufacturers talking to manufacturers. This approach will likely result in a few converted ultralight pilots and planes but probably not much more. The real potential of sport pilot will go unrealized.

Aviation is powerful. It’s exciting, challenging, rewarding, therapeutic, fun, breathtaking, electrifying, overwhelming, spine-tingling, intriguing, awe-inspiring, impressive, thrilling, dynamic, powerful and a thousand other adjectives - all positive.

Further, pilots are knowledgeable, interesting, captivating, compelling, histrionic, responsive, fascinating, passionate, spontaneous and a thousand other adjectives - all positive.

It’s time to capture the imagination of the thousands of individuals who want to fly but don’t think they can. We need to stop talking to ourselves and capture the attention of those who have wanted to fly since they were little kids. That is how sport pilot will succeed.

[tags]Sport Pilot, Light Sport Aircraft, LSA, Blue Ocean Strategy[/tags]

Entry Filed under: SLSA, aviation website, blue ocean strategy, light sport aircraft, online marketing, sport pilot