Posts filed under 'aviation website'
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
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]
October 18th, 2005
Aero-News.net has a story today about the success of Seawind. With certification of the 300C nearly complete, Seawind has 46 orders, including sixteen orders placed during or shortly after Oshkosh. Wow.
In the article, Seawind President and CEO Dick Silva is quoted as saying, “Through our marketing efforts and attendance at aviation shows, we have added over seven hundred new enthusiasts and followers to our community.” What is interesting about that statement is that such prominent credit is given to the “community” that has grown around Seawind.
Anyone who has ever spent a night in the campground at Oshkosh understands how critical community is in the sport aviation industry. While Seawind is proud of the 46 orders (and rightly so), they are also very aware that 700 hundred new members have been added to the Seawind community. What I’m sure Seawind understands, that all other sport aviation businesses need to understand, is that the NEXT 46 orders are going to be from members of that community.
Beyond the campground at Oshkosh, the Internet is hands-down the best place to build community around a business or product. The proliferation of email groups related to aviation is evidence of this. When I ask around it is not uncommon for a homebuilder to subscribe to a half-dozen or more lists. Many production airplane owners subscribe to lists from multiple type clubs. There is a hunger for aviation-related online communities.
It is also worth noting that online community is beginning to extend beyond simple email groups. Due to the proliferation of spam there are exciting alternatives gaining prominence online everyday. As an example, there is tremendous opportunity in promoting community for sport aviation products through the use of Wikis. To learn more about this technology see the definition of “Wiki” on Wikipedia, the best example of the technology. Wikis present an incredible marketing opportunity in that they engage your customers (and potential customers), can be setup very quickly using low cost or free open source software, and are easy to maintain.
What is amazing (and surprising), is that sport aviation businesses are not leveraging the opportunities that exist in online communities. In our analysis of sport aviation industry websites, only 33 of the 179 websites analyzed offered more than static customer testimonials as part of their content. In terms of customer advocacy, the companies that succeed in the new sport pilot environment will have to do better.
Much more to come on this topic…
[tags]Sport Aviation, Aviation Marketing, Aviation Website, Online Community[/tags]
October 5th, 2005
We are pleased to announce that Veer Interactive has completed the Sport Aviation Industry Website Analysis report and it is now available for just $287.
The report includes a 30 point analysis of 179 companies in the sport aviation industry. In addition, a search engine effectiveness study for each company is included with five category terms and five company specific terms for each.
The report also includes a 50+ page introduction that describes each of the 30 analysis points in detail with an explanation for each potential score.
The Sport Aviation Industry Website Analysis report was highly researched to provide relevant and useful information to business owners in improving their web presence to deliver real business value. All of the information included in the report is practical, accurate and actionable.
Please note: this report is not intended for potential, current or past customers of the companies included in the report. It is not an analysis of products or services offered. Rather, it is an analysis of the effectiveness of online marketing and sales efforts of the included companies.
To learn more about the report visit: www.sportaviationmarketing.com/sport-aviation-industry-website-analysis-report/
To learn more about the author visit: www.veerinteractive.com
[tags]Aviation Marketing, Online Marketing, LSA, Sport Pilot, Light Sport Aircraft[/tags]
September 24th, 2005
One surprising aspect of the majority of sport aviation is the general lack of quality features. This is especially critical considering the price point of many sport aviation products. Simple avionics such as a comm radio can easily meet or exceed the cost of high-end kitchen appliances. A basic multi-function display or engine can cost more than a new car. Basic airplanes and homes are often in the same price range. However, if you go online to research appliances, cars or homes the quality of the websites and their features greatly exceeds that of the sport aviation industry.
Obviously there is much a larger market for kitchen appliances than comm radios and surely Maytag’s marketing budget is larger than yours. However, it is important to meet the expectations of your site visitors. There are dozens of strategies for delivering valuable information online that can be done quickly and affordably. Many of these affordable strategies will be discussed on this blog over the next weeks and months.
For now, it is time for the sport aviation industry to recognize that the Internet is integral to business success and that overall, today’s effort fall woefully short of customers expectations.
Which sport aviation company is going to break away from the pack first and deliver a truly exceptional online presence?
[tags]Aviation Marketing, Online Marketing, LSA, Sport Pilot, Light Sport Aircraft[/tags]
September 17th, 2005
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