Posts filed under 'Uncategorized'
A while back I wrote a quick analysis of the Cirrus and Cessna sitelets. At that time, it had been over a year since I had flown commercially. Over the last two weeks I have had four commercial flights with another trip scheduled for next week. I like the “I am not that guy” concept even more today than I did back in November. Flying commercially is a nightmare. Put me on the list for an SR22.
With that said, the execution of the campaign is also more flawed than I originally thought. The opportunity exists to make a strong impact with the sitelet. The mountain scenery doesn’t resonate with me (I’m a flat-lander) and the engine noise makes the site feel more like one of the websites my 3-year old plays with rather than a sales tool for a $300,000 product.
While in Chicago last week I waited in line with hundreds of other travelers for a full 45 minutes. None of us were happy. A well-executed campaign could really resonate with those business travelers who experience the hassle on a regular basis and have the income to afford an airplane.
Cirrus should keep the ads but replace the sitelet. Designing a new site would be an insignificant cost in relation to running the print ads that are used to drive traffic.
[tags]General Aviation, Aviation Marketing, Cirrus, Sitelet, Online Marketing[/tags]
February 18th, 2006
Last fall a Florida State University undergrad named Milota K. Srkal published a thesis titled The Marketability of New Rules and Technologies in General Aviation.
The author himself points out that the paper is lacking for several reasons, including a limited sample size. However, he also notes that no one has ever done a similar analysis. With that in mind, it is certainly worth a quick read if you are marketing an airplane.
Here are a couple of highlights:
1. As the respondents got older, they would not be willing to pay a premium for the Whole Airplane Recovery System and the availability of this technology in a new aircraft would not make a difference with their decision making process for a purchase. (page 51)
2. The more knowledge that pilots generally have about [Glass Cockpit] technologies, the more they feel that Glass Cockpits greatly increase the safety of an aircraft, and they would be willing to pay a premium to purchase this technology. (page 52)
So what to do with this information? Whether your plane has a parachute or not, you can leverage it as a benefit with specific age demographics. Also, don’t rely on avionics manufacturers to promote the features of their products. If you’re using them in your plane, educate your potential customers accordingly.
Thanks to Milota for doing the research. If you ever update it, please let us know!
[tags]General Aviation, Aviation Marketing, Online Marketing, Light Sport Aircraft, SLSA, Sport Pilot[/tags]
February 16th, 2006
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?
October 1st, 2005
Change is in the air – literally.
It is an exciting time for the sport aviation industry. The sport pilot rule is now one year old, the support from organizations like the EAA and AOPA is strong, and momentum continues to build. The promise of new categories of aircraft and pilot certification are quickly becoming a reality. Along with this new reality comes incredible opportunity and challenges for all businesses in the sport aviation industry.
Factor #1: A new market is here.
The new sport pilot rule will make flying a reality for countless people. During Airventure 2005 alone nearly 400 sport pilot student certificates were issued. As the infrastructure becomes available to train these students, an entirely new market will open up to the sport aviation industry.
Factor #2: The current fleet is aging fast.
The Pipers and Cessnas that most of us learned to fly in are not getting any younger. New design and construction technologies have increased performance and safety over the last 30 years and it is time to leverage those advances. The success of Cirrus illustrates that the appetite for new designs is abundant. LSA has the potential to make technologically advanced designs affordable for the masses.
Factor #3: New avionics add functionality and safety.
The last few years have witnessed an explosion of new instruments to replace the traditional steam gauges. The new glass cockpits are affordable (becoming more so everyday) and enhance safety by providing relevant information to pilots in a meaningful way. Everyone is interested in these new instruments and as prices continue to fall the demand will be met.
Factor #4: New services are needed.
All of these factors also result int he need for new services. Already the sport pilot rule has created high demand for training with no infrastructure to support it. Aircraft categories such as the LSA and E-LSA will also lead to new support services such as transition training, maintenance support and aircraft accessories.
Factor #5: New competition is here.
As a result of the sport pilot rule, more than a dozen new S-LSA certified aircraft hit the marketplace in just a few months. Dozens more are on the way. Once final standards are established E-LSA aircraft will also be available in abundance. But it isn’t all good news… As sport pilot increases the size of the market, competition is also increasing.
A perfect storm.
These factors taken together point to a massive revolution in the sport aviation industry. The next months and years will see massive change in the industry. It is very likely that companies we’ve known for decades will not survive the storm, while new players will emerge and thrive.
Opportunity everywhere.
Change is good. Now is not the time for business as usual. To thrive, sport aviation businesses must assess their marketing efforts to ensure they thrive.
Opportunity online.
The majority of sport aviation websites are below average at best. This leaves ample opportunity for companies to differentiate themselves and rise above the crowd. This blog will focus on the opportunities related to online marketing for the sport aviation industry.
September 3rd, 2005
