Archive for November, 2005
A week or so ago AOPA ePilot, Aero-news.net Propwash and EAA e-hotline emails all had a story about Symphony Aircraft’s certification for doors off flying. I clicked to go over to the Symphony Aircraft site to read more. Their site didn’t even mention it!
This is a huge missed opportunity. Consistency in messaging strengthens a companies position. Having the “doors off” press release picked up by three of the aviation industry’s biggest online newsletters is extremely valuable. Carrying that message through to the home page of the manufacturer website is a no-brainer. Before sending out your next press release, make sure your website is ready to speak directly to the visitors who arrive as a result of the story.
[tags]Symphony Aircraft, EAA, AOPA, Aero-News, PR, Online Marketing, Aviation Marketing[/tags]
November 26th, 2005
Shortly after I posted about marketing aviation products to women I ran across this in the AOPA ePilot email newsletter:
THREE AOPA EXPO ATTENDEES TAKE FLIGHT WITH PATTY WAGSTAFF
Three lucky women won an hour-long flight in a Cirrus SR22 with aerobatic pilot Patty Wagstaff during AOPA Expo 2005 in Tampa, Florida. Cirrus Design hosted the raffle as a fundraiser for Women in Aviation, International, a nonprofit organization dedicated to creating scholarship and leadership opportunities for women in aviation and aerospace.
Nicely done, Cirrus.
[tags]Cirrus, AOPA, Patty Wagstaff, Aviation Marketing, Women in Aviation International, Marketing to Women, Online Marketing[/tags]
November 26th, 2005
Here’s an idea to stir up some controversy…
There has been little, if any, progress in sport aviation marketing since the dawn of time. The industry continues to use the same channels it always has. It continues to talk to the same audience it always has.
How about this: market your sport aviation product to women.
Before you laugh, think about it for a minute. Have you seen any Home Depot ads lately? Have you watched any car ads lately? Targeting women. Remember that episode of Northern Exposure when Maggie O’Connell built a Titan Tornado without the help of Maurice Minnifield? She even built the whole thing in one episode…
The aviation industry is way behind in it’s thinking about women and it has never been friendly to them. This is an untapped market that holds real potential for the companies that have the guts to go after it.
For what it’s worth, online marketing tactics are easily the most cost-effective and low-risk way to test innovative marketing tactics such as this.
[tags]Aviation Marketing, Marketing to Women, Online Marketing[/tags]
November 15th, 2005
While flipping through the latest batch of aviation magazines I noticed new ad campaigns by both Cirrus and Cessna. Both are interesting because of their use of sitelets, which can be a productive tactic when executed properly. A quick look at the attempts of Cirrus and Cessna show the good and the bad.
In the case of the Cessna “43 Reasons” campaign, the overall concept is lacking but the execution is terrific. The sitelet leverages the strength of the Internet by easing potential customers into a dialog. Visitors can simply subscribe to receive email notification of new reasons and they can also contribute their own reason for supporting Cessna. These two simple tactics allow Cessna to begin ongoing communication with those who sign up through a very low risk call-to-action.
The Cirrus “I am not that guy” campaign, on the other hand, is an excellent concept but the execution is flawed. The sitelet is nothing more than a repeat of the print ad with options to locate a dealer or schedule a demo ride. For most of us, that’s a high stake call-to-action that requires a certain level of commitment. The sitelet misses the opportunity to catch potential customers who may be in the earlier stages of research.
Cessna currently has the upper hand when comparing sitelets. Although, considering the base price of a Skyhawk, I’d prefer to see 164,250 reasons (why only 43?).
Cirrus certainly has the better concept. “I am not that guy” will resonate extremely well with most pilots. However, instead of repeating the ad, tell us more about why we’re different and provide a more palatable call-to-action.
Overall, both Cirrus and Cessna are on the right track with their usage of sitelets. We hope to see more aviation-related online marketing efforts such as these in the future. Good luck to both!
[tags]Cessna, Cirrus, Skyhawk, SR22, Sitelet[/tags]
November 10th, 2005
What steps do your customers take before deciding to buy your products? What does it take for an interested buyer to convert to a paying customer? This is a complex question that, when analyzed properly, can help set your marketing strategy both online and offline.
The AOPA Expo kicked-off today and, from all accounts it looks to be a great event. 500 exhibitors and over 70 aircraft are on display. I’m sure all of the companies involved worked hard to get ready for the show. But how many of them considered their website as part of the preparation for the show?
The Expo provides an excellent opportunity to sit, and perhaps even fly, in the aircraft of choice for buyers. Yet, it’s safe to assume a visit to the aircraft manufacturer or distributor website is extremley likely before a sale ever occurs.
This is true for lower ticket items as well. It may make sense to wait until after the event to order avionics online simply to avoid paying sales tax. Or, in the market for a rivet gun? Want to try to explain it to the TSA on your flight back home? Might make more sense to take them for a test drive at the show and then order back at home.
So, with all this in mind, your website needs to be ready for the post event traffic. Does the quality of your website match the quality of your tradeshow display? Does the design of your website compliment the design of your tradeshow display - will cusotmers recognize you online? Can you manage your website to quickly and easily update content based on news from the event? Have you ever considered extending your airshow specials for a week or two after the show for potential customers that visit your website?
After going through all the work of participating in an event such as the AOPA Expo, ensure that your website is positioned to fully maximize your efforts. There’s still time to get ready for the rescheduled Sebring Sport Aviation Expo and Sun ‘n Fun and Oshkosh are just around the corner…
[tags]AOPA, tradeshows, customer conversion cycle, aviation marketing[/tags]
November 3rd, 2005
