Category Archives: Digital Media

Say Hi to Aviation Communications Guru Leah Shafer

Say Hi to Aviation Communications Guru Leah Shafer | Haley Aerospace Marketing

We’ve been slowly pulling back the curtain here at Haley Aerospace, introducing you to the stellar strategists and experts who make up our winning team.

Today, we’re sitting down with Leah Shafer, Haley’s Senior Communication Specialist. She’s in charge of the social media efforts, writing, editing and various other PR-related tasks that help our clients increase visibility and draw in more customers.

Let’s dive right in.

Leah, you work for an aerospace marketing firm, so one can only assume you’re a traveler yourself. What are your favorite places you’ve visited in the U.S.? In the world?

I’ve been fortunate to travel quite a lot; I even worked as a travel writer at one point. My favorite in the US was a trip I took to Napa Valley—a food and wine tour. In the larger world, I’d have to say Denmark. I lived there for about nine months and have been back many times. I even speak a little Danish—quite poorly, I should point out.

If you could pick up and fly anywhere right now (after work hours, of course!), where would it be?

San Francisco. LOVE IT THERE.

What would you listen to or read along the way?

I read a lot of spiritual books, so something like that. For music, it would be Chopin or the Beatles, for sure.

You run Haley Aerospace’s social accounts—as well as many of its clients’. What’s your favorite social media tool to use personally? Why?

My personal favorite is Facebook. My list of friends is carefully curated and full of fascinating personalities. I can find such a range of information on there, from photos of cats to important political news. That’s perfect for me.

When you’re not hard at work on Haley’s client campaigns, how do you like to spend your time? What are your top hobbies?

I am an artist and have sold quite a few of my paintings online and auctioned them for charities. In my free time, I love to paint, sew, craft, and other creative endeavors.

What makes Haley Aerospace different, in your opinion? What do clients get that they can’t get with other agencies?

Because Haley is a smaller agency, it offers a higher level personal attention. It is nimble, able to easily adjust course when circumstances change. I’ve worked at several agencies, and it’s easy for clients to get passed around from one person to another, with the work treated like a generic task to complete. At Haley, every client gets the eyes of the owner and senior-level talent; we all know what’s happening at any given time and can offer ideas and feedback to help further projects. It’s a strong team, and I’m proud to be a part of it.

Reach Leah Shafer, our resident aviation communications guru, at!


Killer Copy: The Key to Winning the Aerospace Marketing Game

Killer Copy: The Key to Winning the Aerospace Marketing Game | Haley Aerospace Marketing

In today’s digitally driven world of aerospace marketing, the options for reaching potential customers and generating leads are virtually endless.

There’s advertising—search ads, Facebook ads, standard print ads and more.

There’s marketing via trade shows and expos.

There’s SEO and web marketing.

There’s social media.

The list goes on and on.

But while these may seem like very disparate and separate strategies on their face, when boiled down, their success relies on the same, singular factor: The effectiveness of your copy.

The right copy is what will make people click those ads and then convert to customers. It’s what will make people stop at your trade show booths, pick up your card and give you a call. It what will get visitors to your website and what will inspire them to learn more.

So what is the “right” copy? How do you craft it and how do you ensure you’re reaching people in the right way, at the right time in the sales funnel? Our resident content strategist has some tips.

The Dos

Have a voice.

You might be talking on different platforms and mediums, but your brand’s overall voice should be consistent and reliable at all times—no matter where your copy’s going. Today’s customers want to feel connected to the companies they do business with, and your voice helps you establish those connections (as well as set you apart from your competitors!)

Inspire action.

The point of marketing is to gain more leads, more customers and more sales—so don’t be wishy washy with your language. Tell your reader exactly what you want them to do with the information you’re providing. Should they contact you to learn more about it? Should they buy your product to help with their current need/challenge? Should they follow you on Twitter for key industry news? Let them know what action you want them to take and what they’ll get in return for doing it.

Have a goal in mind.

Always keep your goal top of mind when creating content. Are you trying to sell a product? Increase knowledge of your brand? Prove your experience and clout? Think of this goal as you’re writing, and then again when you proof your final copy. Does it get your point across? Does it drive toward your ultimate goal? If not, it’s back to the drawing board you go.

Know your reader.

Knowing your goal is important, but so is knowing your reader. What are their unique struggles and challenges? Where are they located? What point of life are they at? These details should drive your copy and help you create content that really resonates with the reader and makes them connect.

Customize and target.

You may very well have two, three or even 10 different types of target customers—each with different wants, needs and challenges. There’s no reason your copy has to speak to all of them at once; in fact, it shouldn’t. Use what you know about your target audiences to segment your marketing strategies and really reach each one in a direct and meaningful way.

The Don’ts

Use and reuse.

Don’t copy and paste copy across every strategy and campaign you launch. Copy needs to be customized at every level—customized for the target audience, for the specific platform you’re using, for the time of year, etc. The more customized your content is, the higher your ROI will likely be.

Go too broad.

By the same token, you don’t want to be too broad with your copy. Sure, general copy may appeal to more people, but it won’t do so in a meaningful way that converts them from passive onlooker to paying customer. Your copy may resonate with a smaller group by drilling down deep, but the impact will ultimately be much larger if the content is targeted to their specific mindset.

Leave off the CTAs.

Calls to action are non-negotiable. You never want someone to finish reading your copy and think “so what?” Then you just wasted their time and yours. Always include a CTA that tells the reader exactly what they should do with your information and how to interact with your brand further once they’re done. Make sure to measure the conversions on that CTA too, so you can tweak your efforts as necessary.

Forget to proof.

Nothing makes your brand look shoddier than bad, typo-ridden content. It’s unprofessional and it looks rushed—neither of which deem you worthy of someone’s hard-earned time and money. Always run your final copy through spell check and a tool like Grammarly, and if you can, put it in front of another pro’s set of eyes, too. You never know what someone new might catch.

DIY it.

Let’s face it: Most of us can write at least fairly well. But do you want potential customers thinking your company’s just “fair?” No. You’d likely rather they think you’re “great,” “impressive” or, better yet, “expensive.” Like anything, you get what you pay for. If you DIY it and do it cheaply in-house, you’ll likely get subpar content. If you invest resources in a professional content writer, you’ll get professional, top-quality content instead.

Content is King

The importance of copy in aerospace marketing can’t be understated. It’s what drives every strategy, every effort and every campaign we launch, and at the end of the day, it’s vital to our clients’ successes. Want to make sure your content is where it should be? Reach out to Haley Aerospace today.


Case Study: Making AeroTurbine One of the Nation’s Most Recognizable Aerospace Brands

Making AeroTurbine One of the Nation’s Most Recognizable Aerospace Brands | Haley Aerospace Marketing

After years in the business, AeroTurbine’s branding had become static, outdated and behind the times.

Its strategic position and unique selling proposition had become muddled in the ever-changing marketplace, the organization struggled with its identity, and the brand’s overall look, feel and voice seemed out of touch.

They called Haley Aerospace for help.

The Re-branding

Our branding experts were able to give AeroTurbine a full refresh, bringing the brand into the 21st century in a serious way. Though the historic aerospace brand’s logo was off limits, our team was able to use it as a jumping off point for all other rebranding efforts.

We did away with the brand’s overuse of stark, bland white, and started pulling in the rich, powerful blue tones from the logo, incorporating these into all new marketing materials, online collateral and digital assets.

We also took over AeroTurbine’s copy which, to many consumers, felt dry, over-wrought and unrelatable. To give the brand a more relevant and approachable voice, our copywriting team crafted eloquent, concise copy that better conveyed the brand’s expertise and experience. We implemented it across all assets to much customer acclaim.

The Strategic Makeover

To establish AeroTurbine as a stronger player in the industry, we devised the “Power” campaign, which declared “The Power to Perform, The Power to Deliver, The Power to Make a Difference, and The Power to Change How You Do Business.” Descriptive yet succinct, the “Power” campaign helped AeroTurbine better articulate its strategic position, its long history in the business and the unique value it offers its customers.

The “Power” campaign was so successful that it’s still in use today.

We’re proud of the work we did with the AeroTurbine team. The company truly is a “Power” player in its space—and will likely remain the way for some time!

If you are looking for rebranding help that truly hits the spot, contact our experts today. We’ve got powerful branding know-how and experience.


Aviation Advertising Disruptors: How Some Brands Are Breaking the Trade Show Status Quo

aviation advertising

Ever get tired of the same old, same old at trade shows?

Us, too.

The seas of plain, banner-laden booths are informative, sure, but do they hold our attention? Capture our hearts? Make us open our pocketbooks?

Definitely not.

Changing the Aviation Advertising Game

Apparently, we’re not alone in thinking the trade show status quo is boring. And fortunately, a few brands are taking it upon themselves to change the game.

In the last year or so, a number of exhibitors have taken their aviation advertising to new heights. Instead of tired, yawn-worthy booths, they’ve created interactive experiences, immersive demonstrations and eye-catching displays that don’t just draw in visitors—they engage them, too.

Here are just a few of our favorite examples:

  • Clay Lacy Aviation – At NBAA 2016, Clay Lacy Aviation enlisted local artist Stacy Weltzner to turn its CEO’s career into a live-action infographic on the spot. Weltzner transformed an entire booth wall into a colorful mural, detailing Clay Lacy’s life as a private jet pilot—reason in itself for customers to buy in.
  • Embraer – Embraer also used NBAA to get creative. The executive jet company turned booth visitors into designers on the spot. With the help of a virtual reality headset and two hand controls, visitors could create the aircraft interior of their dreams right before their eyes.
  • Bell – At HAI HELI-EXPO earlier this year, Bell went all out in showing off its newest, futuristic helicopter, the FCX-001. With an on-site life-size mockup and, once again, fully immersive virtual reality headsets, visitors could literally step inside the alien-looking craft, which boasts hybridized propulsion, morphing rotor blade tips, gull-wing doors and a cockpit completely free of physical control buttons.

Though this is just a snippet of the brands that have disrupted the trade show status quo in recent years, they prove one thing: A new bar has been set—and set high—for the future expos before us.

How can you follow suit? Here are a few tips:

  • Create an experience, not a booth – People won’t remember what they read or what was said to them, but you can bet they’re remember how they felt—their excitement, their curiosity, their shock and awe. So forget handing out flyers and brochures, and immerse visitors in your brand instead.
  • Cover all the senses – Most booths have something you can see (or maybe just read), but few really engage visitors across all five senses. Give them something to touch, taste, hear and smell—something that really sticks with them, even after they’ve left the tradeshow floor.
  • Leverage technology – Apps, virtual reality and other technological innovations are great ways to enhance your booth’s experience and make them more interactive for your visitors. You can also leverage social media—including hashtags, to increase your booth’s visibility both at the show and across the world.
  • Use your space – The space you rent may be a basic square or rectangle, but that doesn’t mean your exhibit has to, too. Use your space creatively and to its fullest. Build up, out and all over, and give your visitors a start-to-finish experience they’ll remember.

Want to put these tips into use? Need help upping your trade show game? Our aviation advertising experts can lead the way. Contact us today to chat.


Aviation Marketing at Its Best: Growing Atlantic Aviation to the Nation’s Best FBO

Aviation Marketing at its Best: Growing Atlantic Aviation to the World’s Best FBO | Haley Aerospace Marketing


We know aviation marketing, and the proof, as they say, is in the pudding.

Atlantic Aviation pudding, that is.

Haley Aerospace & Atlantic Aviation

Atlantic Aviation is one of the nation’s biggest (and best) FBO networks. With locations across the country, it’s a brand that’s recognizable both for its scope and its unparalleled service.

But it wasn’t always that way.

When we started working with Atlantic more than a decade ago, the company was small and unknown. It had virtually no branding collateral, aside from a simple logo, and there were only a handful of FBOs across its network.

Today, there are more than 65 Atlantic FBO hubs in the United States and counting.

How We Got Here

Atlantic came to the table with an ambitious plan, looking to grow aggressively by acquiring new companies and rebranding them as their own. Unfortunately, they didn’t have any branding, marketing, or advertising tools in place to reach this end goal – only a logo.

That’s when Haley Aerospace stepped in, building the foundation for an unstoppable brand piece by piece.

We designed, developed, and launched all Atlantic’s customer touchpoints, including the brand’s website, trade show booth and materials, fuel truck designs, advertisements, and more. We also provided brand positioning, advertising, media buying, marketing, and social media strategy.

To This Day

Our efforts with Atlantic have been so effective, we continue to work with the organization to this very day. As the Atlantic network continues to expand, we guide the way in all branding and marketing efforts, and with each new location, our team works to ensure brand consistency across all touchpoints.

We make sure that all customers – no matter which FBO they visit – fully grasp the Atlantic brand, services, and personal attention it provides its customers.


Are you interested in aviation marketing and growing your brand? Contact the experts at Haley Brand Aerospace Marketing today. We’ve got the know-how and experience to help your brand win. 


Meet Aly J. Yale: Digital & Aviation Marketing Expert

Meet Aly J. Yale: Digital & Aviation Marketing Expert | Haley Aerospace

Last month, we introduced you to our fearless leader and resident pilot, Gayle Haley. Now, it’s time to take another peek behind the curtain and meet the face beyond most of Haley Aerospace’s content and digital strategy: Aly J. Yale.

Content, Marketing & SEO, Oh My!

When it comes to the online world, Aly is a veritable jack of all trades (or maybe Jill?). Over the years, she’s worked with marketing agencies, universities, law firms, doctors and, most importantly, aviation and aerospace brands to create custom-fit, powerful strategies that bring in leads—qualified, ready-to-buy ones that bring clients money.

With experience in SEO, content marketing, social media and web design/usability, she’s able to dig in and get her hands dirty on whatever clients might need. But her real strength? That lies in writing.

A longtime veteran of the publishing world, Aly’s work can be seen in The Dallas Morning News, Dave Campbell’s Texas Football Magazine, MReport, DS News, Addison Magazine, Mansfield Magazine and more. She’s also an experienced blogger and editor, and you’ll see her work often on our website and the sites of our clients and customers.

Aviation Marketing Extraordinaire

Since joining the Haley Aerospace team in early 2015, Aly’s been an integral part of our aviation marketing campaigns. She helped take Atlantic Aviation to new heights through social media and press content, and she spearheaded SEO efforts that took Genesys Aerosystems to the top of Google search results in just a matter of months.

Chances are if you’ve ever worked with Haley Aerospace, you’ve worked with Aly—whether you’ve known it or not. An integral part of the team, she plays a key role in our aviation marketing efforts from start to finish.

Stay tuned in the coming months to meet more of the Haley Aerospace team!


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.

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.


Attention, Aviation Brands: B2B Doesn’t Mean B2Boring

Attention, Aviation Brands: B2B Doesn’t Mean B2Boring | Haley Aerospace Marketing

For some reason, the term “B2B” seems to translate to “formal” for many marketers.

Instead of talking about their brand in conversational terms — terms we’d all use when talking to a friend, colleague or even our mom — B2B marketers often resort to stale, dry and just plain boring language when discussing their company.

It’s easy to understand why.

When you’re marketing toward corporate buyers (especially for high-dollar aviation brands and products), you automatically think you need to take on that “business” air — treating the relationship like a formal handshake and a written contract rather than a pat on the back and a hearty laugh.

But here’s the thing: In today’s world, people aren’t looking for another cold, sterile service provider. Not even with their doctors.

Social media has completely changed the game. Offering a level of transparency never seen in the marketing of years past, social platforms allow brands to become friends — trusted, helpful advisors — rather than PR people with a product to sell.

And now, customers expect that. More importantly, they want it.

So take a look at your B2B efforts. Are you taking the old-school cold and removed approach? Or are you really connecting with your target audience — B2B or not?

Make the Connection

B2B doesn’t have to mean boring. In fact, B2B marketing can be just as exciting and interesting as any brand out there, if not more so.

The key is remembering one simple thing: You’re marketing to a person.

Regardless of whether you work for a B2B or B2C brand, you’re trying to reach a single human just like yourself — someone with interests and goals and a sense a humor. They have families, they like sports teams, and they celebrate holidays just like you and me.

So forget labeling your marketing efforts as B2B or B2C. Instead, focus on getting to know your customer — their likes, their dislikes, their hurdles and their goals. Then, use these tips to resonate just a little bit more with your audience:

  • Hang out where they do — Are your customers big on LinkedIn? Join their groups. Do they love the Paris Air Show? Reserve a booth. Are they big fans of Aviation Week or some other publication? Secure yourself a spot. Show them you understand their niche, and show up where they do.
  • Do the opposite — See your competitors do something? Don’t try to do it better. Try to do it different. When comparing vendors or products, customers want to see marked differences — unique qualities that set them apart from one another. Tune into your customers’ needs and wants, and then try and figure out where your competitors are falling short on those.
  • Employ the best — Really want to take a different angle on your marketing? Then build a team that’s outside the box. Don’t hire just any old MBA to head up your marketing team; reach out to a social media maven who’s got 4 million followers and an eye for a great Instagram photo. Forget bringing in a 40-year veteran, and take a chance on someone with a fresh, outside take on the industry. Those people will be what set you apart in your sector.
  • Tell it like it is — Forget building up those typical walls between company and customer. Let them in. Make them feel a part of your brand by being transparent, honest and open. Give them behind the scenes looks at what you do, and welcome them into the fold more than your competitors do. It will encourage loyalty and get them excited about what you’re doing.
  • Get visual — You can do so much with graphics nowadays. Have lots of stats to share? Use a colorful infographic. Launching a new plane? Post amazing photos from the cockpit. Integrate quotes, images, filters, memes and even gifs to keep things visually interesting. And, most importantly, forget boring stock photos. Invest some resources into a pro — someone who can make you look as high-dollar as your products.

Though typically in the B2B sector, aviation brands don’t have to take the boring, old-school approach to marketing that keeps customers at arm’s length. Get excited about your brand and what you have to offer, show it online and in your marketing collateral, and your customers will follow suit.

Are you tired of boring approaches to marketing for aviation brands — and the boring returns that come along with it? Let Haley Aerospace diversify your strategy and put your brand in front of more valuable, qualified leads. Contact us today to get started.


An Eye on Aviation Media: The Industry’s Latest Headlines

An Eye on Aviation Media: The Industry’s Latest Headlines | Haley Aerospace Marketing

Don’t have time to keep up with all the latest aviation media news and happenings? We’ve got you covered. Our experts have scoured the top aviation media outlets and rounded up the month’s biggest headlines right here. In all their bite-sized glory, here they are:

Boeing 777X Lifts Off

Boeing has officially started production on its 777X aircraft, its newest large long-range flagship. The initial piece of the puzzle — the first wing spar — is being produced in the firm’s Composite Wing Center located in Washington.

TSA Goes Biometric

The Transportation Security Administration has announced it will start using biometric fingerprint IDing at airports in Atlanta and Denver. The technology will allow passengers to use fingerprints instead of boarding passes to enter the terminal.

Behind on ADS-B

According to research by Duncan Aviation, a whopping 73 percent of all business planes in the U.S. — about 10,000 of them — aren’t currently in compliance with the Federal Aviation Administration’s ADS-B mandate. In fact, Duncan’s VP says “at the current rate of ADS-B adoption, about 4,760 aircraft will still need ADS-B when the mandate goes into effect,” which is 2020.

Flying with Bitcoin

Peach Aviation, an airline based in Japan, has announced it will start accepting bitcoin — a kind of digital currency — as payment for airline tickets. The airline’s EVP Jose Oller announced the news on Bloomberg Daybreak earlier this month.

Honeywell World Tour

Honeywell is taking its “Connected Aircraft” on a world tour. On a flight to nowhere, the plane is a souped-up version of a Boeing 757 — outfitted with the firm’s top technology apps and blazing-fast Internet connections. Passengers on the craft enjoy internet speeds up to 35 Mbps, and enhanced piloting tools, flight preview apps and weather services are also on board.

EasyJet Gets Efficient

Budget airline EasyJet has received its news aircraft — an Airbus A320neo, which the firm says will increase overall fuel efficiency by 15 percent. EasyJet also says the plane will reduce carbon dioxide emissions by 15 percent and reduce noise by a whopping 50 percent. According to the company’s CEO Carolyn McCall, “this helps us be very lean.”

Prepping for Paris

It seems everyone, everywhere is busy readying for the Paris Air Show, which runs June 23-25. The usual names are showing up — Boeing, Embraer, Raytheon and Airbus — but there are also a few new names. Airstar Aerospace, for example, will make its first-ever Paris appearance to show off its tethered surveillance balloon. You’ll also catch a glimpse of Elbit’s SkyStriker, a loitering weapon system that can locate, acquire and attack targets using an infrared seeker.


Did we miss any big news or events? Let us know in the comments below.

If you want to get your company better coverage in aviation media, contact Haley Aerospace Marketing today. Our experts have got their fingers on the pulse of the industry. 


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


Take Your Aerospace Advertising Digital

Take Your Aerospace Advertising Digital | Haley Aerospace Marketing

In an industry as ever-developing as aerospace, why is it most advertisers seem fit to keep the status quo? Sure, the magazine you’ve bought space in for the last decade will give you some visibility, but will it put you in front of the very clients you’re hoping to reach, right at the time they’re looking to buy?

Probably not.

The truth is traditional aerospace advertising methods just don’t do it anymore, at least on their own. For many brands, it takes the right mix of ad placements across all platforms – online, in print, in the media and even on social sites – to really make an impact on the bottom line. And the reason for that is simple: Your customers are evolving.

The Times They are A-changing

Though you may still be making the same products for the same airplanes your company made 30 years ago, the people actually purchasing from you have come and gone, and with them, their old-school ways have left as well. Their replacements are researching products online. They’re reading reviews on Google. They’re checking your Facebook page and Twitter account to gauge customer interest. They’re flipping through Instagram to see your products in action.

And that’s a good thing.

While it may be hard to adjust to new advertising mediums, the reality is sites like Google, Facebook, Twitter and even Instagram offer you a much more direct way to reach your target audience. You can tailor your campaigns with detailed demographic data, filtering out certain age groups, genders, geographic locations or even interests.

In the end, drilling this deep may mean fewer eyes on your ads than with a traditional ad buy, but those eyes were all from qualified, ready-to-buy customers in your exact target market. And isn’t that the whole point of advertising in the first place?

Many online advertising methods even let you add in advanced features like lead capturing forms, videos, photo galleries and products for purchase. These tools allow you to not just boost visibility with your ad, but actually, physically get something in return for it – something old-school methods just can touch.

Tired of the Status Quo?

Are you tired of the aerospace advertising status quo – and the mediocre returns that come along with it? Let Haley Aerospace diversify your strategy and put your brand in front of more valuable, qualified leads. Contact us today to get started.


Aerospace Media Buying: The Best Bang for Your Buck

Aerospace Media Buying: The Best Bang for Your Buck | Haley Aerospace Marketing

The aviation and aerospace industries are rife with media opportunities. From the hundreds of trade magazines and newspapers to the dozens upon dozens of annual trade shows, conferences and expos, there’s no shortage of places to promote your brand and show off your products.

But while having all these options is nice, it’s important to remember: all aerospace media is not created equal.

What’s Worth the $$?

If you really want to get the most bang for your buck with media buys, there are several factors to consider – things like the number of attendees or subscribers, the cost of the placement, the resources it takes to create the ad/booth/promotion, and a million other things.

Don’t have time for that sort of analyses? We’ve got you covered. We’ve been in this business for more than two decades, and in that time, we’ve honed in on what works, what doesn’t and what’s just plain not worth the effort or cash.

Here, in our expert opinion, are the best bang-for-your-buck aerospace media buys:

  • Aviation Maintenance Magazine– With a print circulation of more than 30,000 and 20,000 more distributed at trade shows throughout the year, Aviation Maintenance is a great option if you’re involved in the MRO, commercial refurbishment, business aviation or defense/military aircraft sectors. Advertising on the site is a good idea, too; it gets about 10,000 views a month.
  • Aviation Week – Aviation Week also has a number of other publications and venues you can advertise on, including Air Transport World, com,,, Air Transport Observer and more. AW itself is one of the most-read publications in the industry, so you should always consider it when planning your media buys.
  • Flight International – Around for more than a century, Flight International has serious clout in the industry. With sections on MRO, safety, trade shows, flight testing, regulation and more, it covers just about every facet of aerospace. You can even purchase editorial features on your brand, which is a great way to dive deep into a new product or service.
  • Aerospace America – Published by the American Institute of Aeronautics and Astronautics, Aerospace America is a must-read for anyone in the industry. With a circulation of 25,000-plus, it reaches lawmakers, AIAA members, key decision makers throughout aerospace and defense.
  • Air, Space & Cyber Conference – Hosted by the Air Force Association, the expo at the annual Air, Space & Cyber Conference is the perfect place to show off new tech in the aerospace and defense space. More than 7,000 people attend the show, with many from the highest ranks of government and military.
  • AeroMat – Focused specifically on aerospace materials, AeroMat is the ideal investment if you’re in this space. Thousands of executives from around the world attend to evaluate new products and view demos of up-and-coming aerospace components.
  • SciTech – A conference hosted by the AAIA, SciTech features exhibitors in aerospace sciences, guidance, navigation, infosystems, space flight, aerospace materials and more. AAIA also hosts a variety of other conferences too, including the Space Forum, the Aviation & Aeronautics Expo, the Propulsion and Energy Forum and more.

If you cater to specific niches within the industry, there are also other events that may be a good opportunity for promotion, like the NBAA’s Business Aviation Convention & Exhibition (27,000 attendees), the Air Medical Transport Conference (2,500 attendees) and the Airborne Law Enforcement Association Expo (1,200 attendees).

Don’t Waste Your Money

Want to make sure your money is put to best use? Let Haley Aerospace spearhead your advertising efforts. We’ll help you hone in on the absolute best aerospace media opportunities for your brand, your target customers and your budget. Contact us today to get started.



Go Beyond B2B, Try P2P

Person-to-Person Marketing

The aviation and aerospace industries are largely B2B. With such technology and big-budget products on the line, most companies aren’t aiming at individual consumers; instead, they’re targeting large corporations, international firms and even government agencies.

But as important as recognizing this “B2B” aspect of your business is, too many people let that designation limit them. Rather than using B2B to guide their strategies and efforts, they use it as a fence – one that tells them not to go somewhere, do something or try something different. They stay in that safe “B2B” pen and never venture out ever again.

Here’s why this is a problem: Sure, there are B2B and B2C companies out there, and yes, they should take care to target their marketing and branding accordingly. But at the heart of it, there isn’t much of a difference in the two labels, is there? In fact, they have one very, very important thing in common.

With both, the end user – the one who’s making the decision to buy (either for themselves or their company) – is a PERSON.

And that’s the key. Whether you’re targeting the business of an individual or you want a company to buy your services, at the end of the day, you’re still marketing to a human. In the end, person-to-person marketing should be at the forefront of your mind when thinking about your organization and its offerings.

Person-to-Person Marketing

B2B doesn’t have to mean cold, sterile or impersonal. Just because someone is buying for a million-dollar company doesn’t mean they don’t want a friendly smile, a good laugh and maybe some hand-holding throughout the buying process.

They’re still a person, just like you and me, and just as you would in a B2C situation, you should try to make a connection with your B2B customers and make them feel excited, engaged and a part of your brand.

Here are a few ways you can pivot your B2B efforts to more P2P ones:

  • Prove the personal benefits. Everyone wants to get something out of the work they do, so appeal to that when making sales. Will your services make them look good to their boss? Will your products position them above their colleagues or maybe even their competitors? Will it give their company clout, and therefore themselves? Show them that they – not just their company – can benefit from doing business with you.
  • Build relationships. Don’t sell and run. Invest time in developing relationships and keeping in touch long after a sale is complete. Follow up with people you meet at trade shows, check in to see if customers need support after a purchase, or simply send an email to wish them a happy holiday or check in on their family. When their job requires them to interact with sales people every day of the week, it can be easy for vendors to fade into the background. Keep your company at the top of their mind by nurturing a strong relationship with each customer (and potential customer) you meet.
  • Get to know the individuals. Knowing what a company is about is one thing, but if you want to connect with the people buying your products and services, you need to know them on a personal level, too. Take time to get to know the individuals on the teams and at the organizations you’re selling to – and make it a point to appeal to their personal interests and needs, rather than just their company’s.
  • Be you, not your company. Whenever talking with a potential client, making a sales call or attending a trade show, come as you. Yes, you’ll be sporting that company polo, and you’ll certainly be a representative of your organization, but at the end of the day, be you. Customers don’t want to do business with robots. They want real people who they like, know and trust.

Are you still limiting yourself with the traditional B2B label? Instead of focusing on what type of customer you’re targeting, try focusing on the bigger picture: The people. Strategize with them in mind, and you’ll be far ahead of your competition. Need help pivoting to a person-to-person marketing approach? Haley Aerospace can help.


B2B Customers Need Connection, Too

B2B Customers

With B2B marketing, it’s all too easy to fall into the numbers and acronyms trap.

Selling your services to a CEO, you throw out ROIs, KPIs, profit margins, costs per click and all sorts of other stats and financials, and sure, they SAY something to your potential buyer … but do they really MEAN something?

It’s doubtful.

This is a common problem in the B2B world. Marketers think that because B2B customers are buying on a large scale or with corporate cash, they’re only concerned with the details – how much it’ll cost, what it will cost them and what the return will be. For sure, that data is important, but B2B customers want much more than that.

They want a connection.

B2B buyers may be representing a business, but they’re still human. And just like you’d make a connection with a B2C buyer, gaining their trust and earning their business, B2B buyers want that, too.

So how do you do it? How can you connect with a B2B customer like a B2C one? We’ve got a few tips.

Listen to them.

What problems, issues and hurdles are they facing? What do their buyers want? What are their competitors offering that they can’t? Show them you care about their business just as much as they do.

Give them what they need.

Respond to those needs and wants. Offer them custom-fit products and services to help them overcome their obstacles. Give them a helping hand in installing, selling or using the products you’ve sold them. Remember: When they make money, you do, too. It’s worth your time.


Don’t just send out their order and close the book. Go above and beyond. Check in and make sure their order was on time and as expected. Follow up and see how you can add value to their purchase. Have customer service reps reach out to answer any questions.

Keep in touch.

Check in with your B2B customers regularly, not to tell them what sales you’ve got going on, but to ask what they need and how you can support them in their goals. Add them to your email list. Follow them on Twitter and Facebook. Interact with them online and in trade shows, and keep your brand top of mind.

Don’t assume.

Many B2B marketers assume once a customer, always a customer. Though it may be easier for a B2B buyer to use the same vendor time and time again, don’t take it for granted. Show your customers you’re willing to work for their business – and not just the first time around. Give them your full attention at every touch point, and keep providing value. That’s how you’ll lock them down for the long-term.

The Connection’s What Matters.

Whether you’re a B2B or a B2C company, success all comes down to the connections you make with your customers. Make them feel valued and heard, and you’ll have their business for life. Make them feel like just another number in the ledger, and you can bet they’ll find another vendor next time the contract’s up. Want help connecting with your B2B buyers? Haley Aerospace can show you how.


Building a Luxury Brand? Create Your ‘Tribe’

luxury brands

For luxury brands, the target customer is a minutely-drilled down avatar. It’s not just a “Millennial female in the Midwest,” but instead a “26 year-old female from St. Louis with an income of $100K or higher who’s interested in fashion, travel and shoes.”

It’s specific. It’s detailed. It’s exclusive.

At first glance, many marketers think appealing to more people is the best way – it means more potential, business (and more potential sales), right?

Logically, that seems correct, but in the luxury world, it couldn’t be further from the truth.

To build a luxury brand, you don’t want to reach the masses. You want to reach a small, highly qualified subset of people.

In fact, you may even want to take it one step further and, instead of just simply pulling in those who are qualified to be your brand’s customer, work on repelling those who aren’t.

Where Your ‘Tribe’ Comes In

There are a few ways you can think of “tribes.” There’s the age-old type – communities of indigenous people that span generations – or the new-age type – like crunchy yoga PTA moms or just the “tribe” of friends you regularly hit up $5 sushi night with.

Either way, these “tribes” are exclusive. They have a “you’re in or you’re out” mentality, and their doors aren’t open to just anyone. You have to meet certain qualifications, be they gender, income level, geographic location, or even something as superficial as hair color or weight.

In our increasingly politically correct world, making yourself this hard-lined exclusive can be scary. After all, won’t alienating people hurt your brand?

For your average brand – one that wants to appeal to everyone and get business equally across demos, yes, it very well may. But for a luxury brand? It can only help.

You see, building an exclusive tribe, a group that only a certain, limited amount of people can join, is a way to build standing for your brand. It makes you special. It makes you in-demand. It makes you a marker of status.

And, best of all, it makes customers come to you – not the other way around.

Do You Have a Tribe Yet?

You can be as subtle or as in-your-face as you like about your luxury brand’s exclusivity, but the goal is to build an “us” mentality with your tribe – a feeling of solidarity and similarity amongst those who belong to it.

Do it right, and you’ll have lifelong customers who are loyal to your brand and vocal about it in their circles. And that’s something any brand would want, luxury or not.

Do you need help building your brand’s tribe? Contact Haley Aerospace today. Our luxury branding experts can help.


For Customers, It’s All About the Journey


Having a great product or service is definitely crucial to a company’s success, but though customers come to you for those offerings, it’s not all about the end result for most.

Sure, that product or service will solve their problem or meet some need they have, but what really matters most to the customer? It’s the journey … the experience along the way.

Give them an experience that delights them, and they’ll be longtime buyers and brand advocates. Deliver an experience that lets them down, frustrates them or feels invaluable, and you can kiss their repeat business goodbye.

So, how exactly do you design a stellar customer journey? Here are the steps:

  1. Be proactive, not reactive. Know what it is your customers want, and deliver. Don’t make them ask for it. Anticipate what problems and frustrations they may have along the way, and take steps to prevent them before they happen. Think your airline’s customers will get frustrated with the time it takes to print out boarding passes? Enable QR code tickets so passengers can use their phones instead. Worried pilots will find your display too complicated to install? Include professional installation with every purchase.
  2. Be consistent. Deliver the same, reliable experience every time. Let customers know they can count on you for whatever you’re offering – anytime they need it. Align your processes and train your employees so that the customer experience is consistent across the board from A to Z.
  3. Know what you want out of the transaction. Do you want to make money off your ticket prices, or would you rather be a budget airline and make cash from food, beverage and upgrade sales in the air? Are you looking to get pilots to subscribe to your monthly fuel packages, or do you want to be an on-the-fly refueling solution when anyone needs it? Start with your goal, and then use that to point your customer experience in the right direction.
  4. Put yourself in the customer’s shoes, and imagine how they feel at every step in their experience with you. Adjust the experience to avoid frustration and annoyance and increase delight and satisfaction. What could you do to make things easier? What could be changed to make the experience even better and richer?
  5. Know what’s expected. Make sure you’re delivering on your customer’s expectations. If they expect an easy, quick check-in process, no baggage fees and no delays, deliver on that. Customers don’t like to be surprised. They like to know what they’re getting, and then get just that – and more.
  6. Keep evolving. As customers and trends change, your experience will need to change too. Never stop measuring, analyzing and reviewing your customer experiences and making sure you’re still delighting them at every turn. That’s how long-term relationships are made!

What is your customer’s journey like? Are you giving them the five-star experience they deserve or are you sending them straight into the arms of your competitors? If you’re not sure or you think improvements could be made, contact Haley Aerospace today. We’re here to help.


Loyal Fans Carry the Brand


For a brand, the key to long-term, extended success is brand loyalty.

By building up a following of passionate, devoted fans, a company can virtually guarantee a long, profitable life for as long as those fans still exist … and as long as they’re kept happy.

But that’s easier said than done, isn’t it?

After all, customers are fickle beings. One minute, they like you, and the next, you’re yesterday’s news.

So, how can you ensure your brand continues to satisfy those who’ve helped it thrive – especially as the market, trends and society constantly shift and change?

There are a few things you can do:

  • Stay true to your original values and differentiators. If there is something that makes you stand out from your competitors – something that your customers love about your brand and have come to expect – make sure that it always motivates your strategic efforts. Sure, you can expand and evolve over the years, but don’t stray too far from what got you where you are today. Customers want consistency and reliability from their brands!
  • Don’t let budget break you down. We all have to cut costs sometimes. It’s just the nature of an economy that ebbs and flows. To ensure those harder times don’t break you, make sure to do some heavy research before cutting costs in any of your departments. You want to ensure your cuts aren’t going to negatively impact the value of your products or the services that your customers have come to expect. Long-term buyers will spot the difference right off the bat!
  • Avoid expanding too fast. There’s nothing wrong with adding more products to your line or expanding into other related services and offers. But try to temper expansion a bit, and give your customer base some time to adjust. Like I said, customers expect consistency. They don’t want a brand they’ve known and loved for three decades to suddenly up and do a 180. Expand and change in phases, and let your customers get used to each change before you move on to the next.
  • Always be in tune. Initial audience research is, of course, crucial to setting up your business. But it shouldn’t be a one-time thing. In fact, your influx of consumer data should be constant and year-round. You should be collecting, analyzing and acting on customer research every day you’re in business. That’s the only way to keep your ever-changing audience happy and coming back for more.
  • Stay in alignment. As your customer’s needs and attitudes shift, so should your operations – and across the board. Of course you’ll need to change up your marketing efforts to better reach your target buyers, but don’t forget to also shift how customer service works, sales, HR and more. They will all need to align with your new approach if you want to see success.
  • Build customer intimacy. Let your customers know you appreciate their business. Build relationships with them through social media, keep in touch via email, and approach them like an old friend by remembering their name, purchase history, preferences and more. You want them to love your brand so much they take ownership in it!

How loyal are your fans? Does your brand have long-term customers and repeat business? If not, it’s time to make some changes. Contact Haley Aerospace today, and we can help.