Category Archives: Aerospace Marketing

Aerospace Marketing 101: Flexibility in an Unpredictable Market

Aerospace Marketing 101: Flexibility in an Unpredictable Market | Haley Brand Aerospace

If there’s one thing that’s certain, it’s customers don’t interact with businesses like they used to.

Just a decade or two ago, the only way you’d come in contact with a brand was if you walked into their store, called up a customer service line or scheduled an appointment with a representative. Today, customers interact with brands daily and on-demand.

With just a few clicks, they can submit complaints, ask questions, find out the latest company news, or even interact with other customers all from the comfort of their own home.

And with this instant access comes unpredictability—and as brands, that means not everything is in our control anymore. We can’t always see what’s coming down the pipeline, nor can we prepare for it.

In aerospace marketing, it’s crucial we take this to heart—particularly in how we project our brands to the world.

Less Control, More Power

Brands used to be very strictly managed. You could only interact with customers one way, you had to work off prompts and carefully tailored PR messages, and you didn’t have much leeway to customize each audience’s experiences.

Those days of a rigidly governed brand are gone, my friends.

Customers wouldn’t even respond to that type of approach nowadays. In fact, it may even anger them, tarnish your reputation in their eyes or turn them off to your brand forever.

Customers are looking for less primped-and-polished and more honest-and-accessible. They want brands to feel authentic, off-the-cuff and living in real-time just like they are.

For longtime veterans of marketing, it can be a difficult concept to grasp. Letting go of rigid brand constructs? Giving your teams the freedom to tailor their messaging, strategies and campaigns as they see fit? It’s a scary thought.

But loosening the reins isn’t just important; it’s downright necessary if you want to survive. A few tips:

Guide, don’t control
It’s OK to set loose standards for how your brand is used, but give your teams the freedom they need to get creative on the fly. In today’s disruptive world, you never can see what’s coming at you, and employees need leeway to custom-fit solutions to each new problem that’s thrown their way.

Let your audiences shape your strategies
Don’t create your brand and then force it on your target audience. Let your target audience shape your brand. What do they want and need in a provider of your services/products? What challenges can you help them through? How can you make their work or lives easier? Take those to heart, and let them influence your brand organically.

Segment
Not all audiences should be treated the same way, and they certainly don’t want to be. Get to know your audiences and interact with them how—and where—they prefer it. Hire people who can support those unique preferences, too. Your employees should shape your brand just as much as your audiences should.

Don’t treat all interactions as equal
Not every customer touchpoint is as important as the next. Find out which touchpoints are most vital to your customers, your goals and your bottom line, and pour more resources into those. You can’t be everything to everyone, so focus on what holds the most potential for your organization and the people you’re trying to reach.

Take more risks
It’s a disruptive world we live in—particularly in high-tech sectors like aerospace and aviation. Don’t be afraid to dive in head first when new tech, social media platforms or other strategies become available. Your audiences won’t just accept it; they’ll probably expect it.

Flex Your Muscles

The time is long gone for lengthy branding documents that dictate every word you write or say with a customer. In today’s marketplace, your audiences expect a more agile, reactive approach, and they value honesty and transparency over pomp and circumstance. Need help staying flexible in today’s unpredictable market? Haley Aerospace Marketing is here to help.

 

Hey, Aerospace Brands: You’re Not for Everyone

Hey, Aerospace Brands: You’re Not for Everyone | Haley Aerospace Marketing

Bet I got your attention with that headline.

It sounds harsh, but it’s something most aviation and aerospace brands I’ve worked with need to hear.

Your brand is not for everyone.

But you know what? It shouldn’t be.

Don’t Be a People Pleaser

When brands try to appeal to the masses, big problems follow.

They water down their content, so it applies to any and every situation. They create broad-stroke emails, marketing materials and trade show booths to catch as many eyes as possible. They try to be everything to everyone.

And while you’d think in appealing to more people, that’d mean more customers, in the end, the opposite is true.

Because of their generality—their failure to pack a punch—these people-pleasing strategies simply don’t land.

Customers, unimpressed, head to competitors instead—ones who can better meet their needs and understand their struggles.

Drill Down

We all have a universal need to be liked—and the more people who like us, the better. But it’s important to fight these instincts in business.

The truth is, you want your brand to be liked—but only by a select few people.

Drill down deep, and define your target audience to the tiniest detail. Carve out the absolute smallest market you can for your brand … and then dominate it.

Craft strategies that speak uniquely to that niche. Address their needs, wants and challenges head-on, and give them your 100-percent attention every step of the way.

Ultimately, a brand that delights a few customers is much more effective—and profitable—in the long run than one that halfway satisfies thousands.

Those customers return time and time again, they refer new business, and they become veritable brand ambassadors in their own right. They’re the gift that keeps on giving.

Fight the Urge

Don’t succumb to the people-pleasing trap. Go after a small, tightly-defined market, and your strategies will make a stronger—and longer term—impact on your bottom line.

Want help honing in on your target audience? Shoot me an email. I’m here to help.

 

Aviation, Defense & Aerospace Media Opportunities: A 2017 Calendar

Aviation, Defense & Aerospace Media Opportunities: A 2017 Calendar | Haley Aerospace Marketing

With year-round events, conferences and expos, the aerospace industry certainly isn’t short on places to promote your brand.

Not sure where to spend your time and money? Here are a few of 2017’s best remaining aviation, defense and aerospace media opportunities and events:

 

NBAA – Oct. 10-12, Las Vegas, Nevada

The NBAA Business Aviation Convention & Exhibition is the single best event if your company’s involved in the bizav sector at all. With attendance close to 30K and more than 1,000 exhibitors, it’s a massive conference that brings together the best in the industry. (Plus, who doesn’t like a little Vegas getaway?)

Dubai Airshow – Nov. 12-16, Dubai, UAE

One of the largest conventions of its kind, the Dubai Airshow brings in more than 60,000 visitors from across the world. With exhibitors from the military, general, business and commercial aviation sectors, it’s a great event for any organization, regardless of what services or products it offers.

AEA Connect – Sept. 6-8, Reno, Nevada

Presented by the Aircraft Electronics Association, AEA Connect is a two-day conference that connects industry pros throughout the avionics industry. There are interactive discussions, regulatory updates, technical training sessions and, of course, exhibits showing off the latest and greatest technological developments.

MRO Europe, Oct. 3-5 in London, UK

Bringing together MROs, OEMs, regulators, suppliers and major airlines, MRO Europe covers all bases of the aviation maintenance sector. Spanning more than 17,000 square feet of space, the event draws in more than 7,000 attendees and 400-plus exhibitors every year.

Digital Avionics Systems Conference, Sept. 19-21 in St. Petersburg, Florida

Involved in the avionics or air traffic management sector? Then DASC is for you. In its 36th year, the conference will include panel discussions, educational workshops and hundreds of exhibits and product demonstrations from organizations across the world.

Business & General Aviation Industry Suppliers Conference, Oct. 4-5, Los Angeles, California

Presented by well-known publication SpeedNews, the 22nd annual suppliers conference is ideal for any manufacturer or supplier of products, services or technology for the any segment of the aviation industry. Both big and small-name brands attend the event, which will include strategy sessions, expert presentations, panel discussions and more.

 

These are just a few of the events and aerospace media opportunities coming up for the remainder of 2017. Did we miss an important one you’ll be attending? Let us know in the comments, so we can update our list!

 

A Lesson in Aerospace Marketing: How We Helped Launch the AB139

A Lesson in Aerospace Marketing: How We Helped Launch the AB139 | Haley Aerospace Marketing

Surely you’ve heard of the AW139.

A twin-engine helicopter from AgustaWestland, this baby is a favorite amongst VIP fliers, firefighters, search and rescue teams, emergency services and even certain branches of the military.

It’s been around for almost two decades now and has since become one of the most popular helicopter models in the world, even inspiring two larger versions — the AW149 (for military use) and the AW189 (for civilian use).

But before the AW139 became a hot commodity, it was actually called the AB139 … and you know what? We were there to help launch it. 

A Paper Plane

One of our first forays into aerospace marketing was with Bell/Agusta—well before Westland had come into the picture.

The companies needed help launching their newest joint aircraft — a plane that, at the time, was merely a drawing on a piece of paper. Though a blueprint and design had been approved, no part of the craft had gone into production yet — that was still a long way down the road.

Regardless of its infancy though, Bell/Agusta wanted to ensure the AB139’s success from the beginning, so the firms called in Haley Aerospace to create a strategy that would do just that.

Once on board, we knew we had our work cut out for us. The craft needed everything — branding, marketing, advertising and everything in between. So we hit the ground running.

A Multi-pronged Approach

Ultimately, Bell/Agusta wanted clients all over the world to invest in the AB139 — including military branches, corporate buyers, governments, search and rescue organizations, emergency services and more — so we created targeted campaigns aimed at each of these sectors in markets across the globe. We even launched an ad effort to reach the U.S. Department of Homeland Security.

We also secured global press and international ad placements, created all branding assets, designed an entire website and created a comprehensive strategy for the aircraft, all before a single piece of it was built.

Giving it the slogan “New Missions, New Helicopter,” our holistic campaign positioned the AB139 for long-term success well before the assembly line started.

The AB139 Today

Once the AB139 launched, success was instant — and Agusta bought Bell’s share of the aircraft. When Westland partnered up with Agusta, the helicopter was designated the AW139 to reflect the new company name.

Later on, renowned Italian aircraft manufacturer Leonardo bought Agusta for a hefty sum, and the company still produces the widely used helicopter to this very day. In its time, the AB139 has been used by the Irish Air Corps, the Japan Coast Guard, the Egyptian Air Force, the Italian Air Force, CareFlight, the Los Angeles City Fire Department, the Maryland and New Jersey State Police departments, and the U.S. Border Patrol. The crafts have logged more than a million flight hours since their launch in 2003.

We’re proud of the role our little aerospace marketing firm played in the creation of such a historic and renowned aircraft. It’s why we do what we do—and we can’t wait to help more aviation brands see similar widespread success in the years to come.

 

Meet Gayle Haley: Pilot & Aerospace Marketing Pro

Meet Gayle Haley: Pilot & Aerospace Marketing Pro | Haley Aerospace Marketing

There are a lot of things that make Haley Aerospace stand out from the pack when it comes to aerospace marketing firms. But the biggest?

That’d be our fearless leader, the one and only Gayle Haley.

A smart and savvy CEO? Check.

A marketing pro? Absolutely.

A licensed pilot? For nearly 25 years!

Meet Gayle Haley: Pilot & Aerospace Marketing Pro | Haley Aerospace

Gayle Haley: Pilot First, CEO Second

Gayle became a pilot back in 1993 after flying in a family friend’s King Air to watch an OU game (Go Sooners!) Immediately drawn to the instruments, the sky and the scenic views, she got her private pilot’s license not long after – and she never looked back.

Since then, Gayle’s flown a Twin Cessna 310L, a Cessna 340, a King Air, a Piper Warrior, a Cessna 182, a Cessna 210, a Bonanza and a Baron, visiting everywhere from Oklahoma, New Orleans and Houston to Chicago and California. She even went so far as to get her instrument rating, multi-engine rating and a commercial pilot certificate.

Flying to a New a Career

Eventually, Gayle’s love of flying trickled over into her business life. Already a marketing and advertising pro, she decided to call up Cessna and offer her services. The call was a success, and she flew to the Cessna offices the next day.

Gayle ended up producing a film project for Cessna’s NBAA efforts on the spot, and her foray into aerospace marketing only grew from there. Since then, she’s spearheaded projects for big-name brands like DynAviation, The Triumph Group, Genesys AerosystemsAtlantic AviationCessna Aircraft Company, and more.

Her long history as a pilot enables Gayle to truly understand her clients’ needs and struggles – and unlike other aerospace marketing strategists out there, she doesn’t waste time (or money) trying to learn your business.

She already knows it.

Want to get talk to Gayle Haley about aerospace marketing, aviation marketing, aviation media, or something else? Contact Haley Aerospace today