Category Archives: Marketing

Aviation Marketing Need a Revamp? Here’s How to Do It

Aviation Marketing Need a Revamp? Here’s How to Do It | Aviation Marketing | Haley Aerospace Marketing

In last week’s post, we covered a recent survey that revealed some pretty telling things about digital marketing in our industry.

The gist? Aviation marketing is super reliant on old-school traditional media, and most companies just aren’t devoting enough effort or budget to things like SEO, social media or search and video advertising. They’re also not measuring their progress, or operating with any sort of consistency.

Does this sound like your company in a nutshell? If so, don’t fret. It’s never too late to course-correct. Here’s where to start to get your aviation marketing back on track:

  1. Ramp up your social efforts – and pay to play. Get more active on social media, and work on upping your organic reach. Post videos, photos and interactive content that pique your customers’ interest, and maybe even try Facebook Live once in a while. Also devote a portion of your budget to social advertising. Instagram and Facebook, in particular, allow for some super deep-dive targeting, and they can be great for bringing in leads and increasing your website conversions.
  2. Know your KPIs and track your progress. Establish what your goals are – both short-term and in the long run. Then, set up the tools you need to measure your progress. Implement the Facebook Pixel on your website so you can track conversions, and make sure the code for Google Analytics is installed, as well. Be sure to have a regular schedule for measuring and reporting on your progress, so you can adjust, tweak and change your strategies to improve their efficacy.
  3. Have a schedule. Don’t go about your marketing all willy-nilly. Implement a posting schedule – for blogs, for social content and even for things like email blasts and newsletters. You need to be cranking out quality content on a regular, consistent basis for it to have a true impact on your bottom line.

Finally, give us a call. We’ll help you create a custom-fit aviation marketing strategy just for your brand – one that’s designed with today’s modern, tech-savvy customers in mind. Contact us today to get started.

 

The State of Digital Marketing in Aviation

The State of Aviation Digital Marketing | Aviation Marketing | Haley Brand Aerospace Marketing

A recent survey of more than 300 aviation executives revealed some startling things about marketing in our industry.

Where aviation digital marketing is behind

Though it seems many companies have made headway in web design and content marketing (most have mobile-friendly websites and more than 70 percent are doing content marketing), the industry is lagging behind when it comes to more advanced tactics — things like SEO, organic social media strategy and, an even bigger shocker, paid search advertising.

What’s worse: Those that are using online advertising are leaving money on the table. A large majority are using basic geographic and demographic targeting, but few are using more powerful strategies like lookalike audiences, retargeting pixels or behavioral marketing. All of these can reduce ad waste and improve conversions on digital advertising campaigns.

This could come down to lack of experience with these tools, but it also looks like budgets — or at least budget allotment — is to blame. A whopping 42 percent of respondents are spending less than $5,000 a year on digital marketing.

Social status

Facebook reigns supreme as the industry’s foremost social platform, with more than 70 percent of respondents saying their company is on board. More than half also have a LinkedIn presence.

Instagram and Twitter are only in use at around 30 percent of organizations, while Snapchat falls last in line, at less than 10 percent. A big 38 percent aren’t advertising on social media whatsoever.

As far as content on these platforms goes, most aviation organizations are posting static images and video. Only 17 percent are using polls and just 13 percent have used live video.

Email isn’t stale

The one effort it seems aviation pros can agree on is email marketing. A full three-quarters of respondents send out regular newsletters and email blasts, with about 60 percent saying they do it once or twice a month.

Most are using their emails to promote company news and press releases, but about a quarter are also using them to establish themselves as thought leaders or to generate leads. About a third automate and segment their emails.

Room for improvement

Fortunately, executives at least somewhat recognize the need for improvement. Nearly 100 percent of respondents said they need to better their analytics and measurement efforts, while about half said they could do more to increase website leads. Others recognized a need to improve on content marketing, social media, targeting and SEO.

Currently, about 40 percent aren’t sure how much of their traffic comes from organic search and only around 30 percent are using event tracking, KPIs and goal conversions to measure progress — yet another sign SEO and analytics should take the forefront in the coming years.

There’s also a lot of room to improve on consistency. Less than 20 percent of companies are creating weekly thought leadership pieces, and 15 percent say they only do it once a year. Consistent, optimized content is crucial to bringing in leads, converting them and improving your site’s search presence.

How can you improve?

Do any of these results ring true for your brand? If so, let us know. We’ll help you get on track with your digital marketing.

 

How Aerospace Brands Can Stay Relevant in Changing Times

How Aerospace Brands Can Stay Relevant in Changing Times | Haley Aerospace | Aerospace and Aviation Branding

Thanks to technology, consumers are in more control than ever. They can research and compare brands in an instant, price-shop with just a few clicks and make a purchase even faster.

And as this control grows, brands get lost in the shuffle.

They’re easily cast aside. Overpowered by the next big thing. Deemed behind-the-times or boring.

How do you keep your brand from falling victim, too? It all comes down to relevance.

Building Relevant Aerospace Brands

You don’t need the best technology or the latest, greatest innovation to stay relevant. In fact, if that’s all you have to offer your customers, that pretty much guarantees only flash-in-the-pan success at best.

The true staying power lies with relevant aerospace brands. Brands that know how connect with their customers on a deeper level – how to engage them, excite them and keep them interested over and over.

To do this, brands need to:

  1. Know their purpose. What’s your reason for being? Your purpose for existing? Brands that know their purpose are able to singularly drive their efforts toward that goal. Every product is made with it in mind, and every marketing message is written for that reason as well. Think of Disney. As a brand, its purpose is simple – and one likely shared by millions of parents who buy its products annually: to make kids happy. Hone in on your simple, singular purpose and let it drive you.
  2. Offer an experience. It’s not just about selling products or services. It’s about delivering an all-encompassing experience that gives customers more than just one-off satisfaction. They will buy your part or system now, and later down the line, they’ll come back for repairs, maintenance, replacements or other needs. Brand loyalty develops when a customer’s need is always met – and met to its fullest – time after time. So use data and tech to anticipate those future needs and deliver on them seamlessly and with the same passion as the first go-round.
  3. Inspire internally. Great brands aren’t made by great marketing (of course it doesn’t hurt!) The most impactful aerospace brands are ones where internal culture has created employee-advocates – people who invest their time, energy and passions wholeheartedly into the company. They believe in the brand’s purpose and they want to share its message with the world. Invest in your people, and they invest in you. It’s a simple mantra all the best organizations operate by.

The Bottom Line

Aerospace brands that can accomplish these three tasks will consistently remain relevant – no matter what tech or developments go on around them. Want to ensure your brand stays relevant in the changing times? Haley’s aerospace branding experts are here to help.

 

3 Ways to Keep Your Marketing Agile

3 Ways to Keep Your Marketing Agile | Haley Aerospace Marketing

The aviation sector is a fast-paced one, with new technologies and innovations cropping up daily. Add in the constantly changing digital landscape, and it can often be hard to keep your marketing efforts relevant.

Are you using the right platforms? Are you speaking the right lingo? Are you taking out ads in the right publications or expos?

It’s easy to second-guess yourself.

And though there’s certainly a lot of trial-and-error involved when marketing in today’s quick-moving world of aviation, success isn’t impossible. The key is to remain agile while keeping these important cornerstones in mind every time:

  1. Always tell a good story. Great storytelling is at the heart of all effective marketing strategies. Your message needs to move the customer – to resonate at their core, pull at their heartstrings or spur them into action. It doesn’t matter if you’re posting a photo to Instagram, writing a landing page for a new product or coming up with a slogan for your new ad campaign. It’s the story that holds the key.
  2. Continue to innovate. Don’t be afraid to try new things. While it may be hard to get your higher-ups on board with a new-fangled tool or marketing tactic, you should make your best effort to sway them. Continuing to challenge yourself (and your customers) is vital to staying relevant and top-of-mind in today’s ever-evolving digital world. It’s especially important in aviation and aerospace, where customers don’t just want you to be on the cutting edge – they downright expect it.
  3. Engage your target audience regularly and consistently. Whether it’s through carrier pigeons or the latest, greatest social media platform, if you’re engaging and interacting with your customers on a consistent, reliable basis, then you’re doing your job. More importantly? The more you engage them, the more you get to know them – and that means more effective marketing on the whole.

The outlets and methods for your messaging may change, but as long as you keep these tenets at heart, your brand can – and will – remain relevant, even in changing tides.

Want help adapting your marketing efforts to today’s savvy consumers? Haley Aerospace can help.

 

The 5 Habits of Effective Aviation Brands

The 5 Habits of Effective Aviation Brands | Aviation Marketing | Haley Aerospace Marketing

There are standout brands in every industry. And it’s those brands that keep everyone else on their toes – constantly working to improve, get better and outdo the competition and reach more customers.

But what is it that makes a brand stand out from the pack? What do they do that’s more effective than the rest?

In aviation, there are five clear-cut habits these standout brands share. Want 2018 to be a banner year for your business? Then take a page out of their books and do the following:

  1. Know your why. What’s the purpose of what you do? What role do you play in your customers’ lives, and how are you playing that role better than anyone else in the industry? Know what makes your company tick and let that drive everything you do – every marketing campaign, every new product, every sales call.
  2. Be consistent. Every message should tie into the next, using the same voice, tone and feel whether it’s on social media, in a print advertisement or on the radio. Your customers should be able to recognize your brand’s unique voice instantly no matter where they encounter you.
  3. Get your employees on board. There’s no better advocate than your employees. Nurture them, reward them and make them truly grateful to be a part of your movement, and that passion will carry through in all they do.
  4. Know your competition. Be aware of others on the scene, and always stay in the know about their latest products and developments. Understand what place each competitor holds in the industry, as well as how your unique value can set you apart from them.
  5. Foster loyalty. Reward your customers for doing business with you and particularly if they review you, share your products on social media or come back for repeat purchases. Customers want to feel like a valuable part of your brand, so make sure they’re appreciated for all they do.

The most effective aviation brands know who they are, what purpose they serve and the nuances of their audience and competition intimately. Want help doing all this and more? Get in touch with our team of aviation marketing experts today.

 

The Biggest Aerospace PR Mistakes You Can Make

The Biggest Aerospace PR Mistakes You Can Make | Aerospace Public Relations | Haley Aerospace Marketing

It’s been more than two decades since we started in the aerospace PR and marketing business. And in that time? We’ve seen our fair share of successes and failures.

The majority of those failures happened in the digital age – when social media, websites and texting were the norm. Not only did these developments bring down those typical customer-business walls, but they have also allowed customers to reach brands more directly, and more publicly.

As those shifts have happened, aerospace brands have struggled to adapt. A fairly traditional industry in terms of PR and marketing tactics, there have been some growing pains for sure. Here are some of the worst mistakes we’ve seen — no names or specific details mentioned, of course!

  • Ignoring a call-out from a customer on Twitter or Facebook – Did a customer tag you in a bad review or post on your wall about bad service or products? Ignoring it won’t make it go away. In fact, it only makes the problem worse. Not only can other customers (and potential customers) see that customer’s post, but they can see your lack of response too, and that says a lot about the service they can expect from your brand should they choose to do business with you.
  • Pretending other brands in the space don’t exist – Just because you and another company might overlap on a product or service doesn’t mean you can’t work together. You actually probably have a lot of followers and customers in common, so retweeting their content, tagging them in the occasional post or partnering them in some way is actually a boon to business — not a hindrance.
  • Not using SEO – Search engine optimization (SEO) isn’t just for your website. You should also use your search terms in social posts and on your social profiles as well. This can help your account rank higher in Google searches and, by association, your main website as well. Social and search strategies should work in tandem together toward the same goal from the very beginning.
  • Ignoring the money – Let’s face it, aerospace is a big-budget industry. You’re not dealing with people purchasing $10 lipsticks. It’s million-dollar planes, parts and services in a global economy. As such, aerospace PR requires a little extra finesse. You need to recognize that your client is on the high end of the market and that those with deeper pockets deserve a little more attention. Don’t brush them aside and treat them like any old customer; make them feel unique, one-of-a-kind and important.

Great aerospace PR is really an art form, especially in today’s digitally driven world. Need help or not sure how to traverse things in today’s digital landscape? Haley Aerospace PR pros are here to guide you.

 

How to Get the Most From Your Aerospace Marketing Agency (And Be Their Star Client!)

How to Get the Most From Your Aerospace Marketing Agency (And Be Their Star Client!) | Haley Aerospace Marketing

Every relationship is a two-way street, even the ones you pay for.

Just like your marriage, your friendships and your work clique, you get what you give in marketing, and the more you put into your partnership with your agency, the better results you’re going to get.

Now that doesn’t mean you need to do all the work – not by any stretch. It simply means there are some ways you can make your aerospace marketing agency’s job easier and more effective.

Because at the end of the day, YOU are the expert in your company. We rely on your input, your experience and your team as key resources in our strategies, and by working together, we can produce better results in the long term.

Enabling Your Agency’s Efficacy

If you’re paying for a marketing agency’s help, you want to get the most from it, right? The most results, the most sales and the most revenues?

Though a lot of an agency’s efficacy depends on their team, expertise and experience, you play a role too. And the better, more effective client you are, the better your agency can perform on your behalf.

Here’s what you can do as a client:

Be constructive – not destructive.

When your agency produces something that misses the mark, by all means tell them. But simply saying “no,” “that’s not it” or “I don’t like it” is not helping anyone. Be specific with your feedback and about what you like and don’t like. This is vital for your agency to land on deliverables you can approve and stand behind.

Be responsive.

If your agency has a question, needs more information or wants feedback on a project, do your best to respond quickly and efficiently. Just like with your internal workflows, delays from one party can cause bottlenecks, slowing down the entire assembly line. Any holdup will push back how quickly you can receive your deliverables.

Be honest.

There’s no reason to beat around the bush with us. We want you to be happy with the services we provide and the projects we deliver, so be honest about what you do and don’t like. You won’t hurt our feelings – we promise.

Be clear.

As much as I wish we were, we marketers aren’t mind readers. Though we do have a certain knack for knowing what others want, we can’t predict exactly what our clients will or won’t like. So try to be as clear-cut as possible with each product brief, and set expectations early on, before work begins. This will prevent delays and ensure you’re happy with the deliverable the first time – not 10 revisions later.

Be trusting.

At the end of the day, you hired an agency for a reason. We’re experts in our craft, and we’ve helped others in your place see success and achieve their goals. Trust in our expertise and experience, and rely on us when things get murky. We will always have your best interest at heart. 

An A+ Client = A+ Results

Being a responsive, honest and constructive client allows your aerospace marketing agency to do the same. And that means better results for both parties in the long run. Want to learn more about using an agency to spearhead your marketing and branding efforts? Reach out today.

 

 

Does Your Logo Have $$ Value? A Lesson in Great Aerospace Branding

Does Your Logo Have $$ Value? A Lesson in Great Aerospace Branding | Haley Aerospace Branding

We tend to create logos and then forget them.

That’s likely why some long-standing aerospace brands still have the same logos and branding they did decades ago.

They might not think we notice … but we do.

Like anything, design trends come and go. And when a logo is outdated, old and passé – it’s noticeable, big-time. And it can have huge impacts on a brand’s perceived value and worth, especially with new and potential customers.

Think of it this way: A logo is usually someone’s first impression of your brand. If you sell high-tech aerospace systems but your branding screams of the 1960s, do you think customers will see you as a leading, tech-savvy company? Likely not.

Do you think they’ll deem you worthy of their hard-earned dollars and business? Another big no.

And that’s because it’s pretty simple. Your logo conveys your value. Your worth. Your virtue.

How Much Should Your Logo Cost?

Knowing that your logo plays a huge role in how your brand’s value is perceived, it’s pretty obvious that you should devote some serious effort and resources when creating yours.

But how much should you spend? And how often should you spend on it?

There’s really no way to quantify how much you should spend on a logo, but there is one thing that’s certain: It should never be a one-off commitment. Having a current, high-quality and relevant logo requires regular upkeep, and you’ll want to have an aerospace branding designer on hand (or at least on retainer) to make that happen.

Try to give your logo a refresh every few years to keep it in line with current trends – even if it’s just a minor change of fonts or hues. You should also consider updating your logo if you’re pivoting your services or products, or if you’re making any major changes in the organization. Your logo should always reflect your brand in its current state, giving potential customers an honest, transparent peek at what you have to offer.

Giving Your Logo Value

So how do you ensure your logo conveys the right value proposition for your brand? And that it’s worth the consistent investment of time and personnel resources over time?

Here are a few tips:

  • Know what different colors convey – Different colors convey different meanings, so be sure to choose your logo colors carefully. Here’s a quick and dirty guide.
  • Make sure your logo effectively and accurately represents your products/services – Don’t mislead or steer customers in the wrong direction. They should be able to glean who you are and what you do just by looking at your logo.
  • Make it stand out – You want to be accepted by your target audience and the marketplace, but you don’t want your logo to look exactly the same as everyone else’s. Your logo should be your differentiator, telling customers why they should choose you over a competitor.
  • Be consistent – Use your logo consistently across all your marketing, advertising and branding efforts. Consistency is key in improving brand recognition and value.

In the end, your logo is one of the most important elements of your branding, so don’t brush it off. Whether you’re a brand just starting off or you’ve been around for decades, devote some time and energy to really perfecting your logo and aligning it with your products, services and value proposition.

Need aerospace branding or logo guidance? Haley Aerospace is here to help.

 

Aviation Marketing Tip No. 1: Do Your Research

Aviation Marketing Tip No. 1: Do Your Research | Haley Aerospace Marketing

We’ve been at the aviation marketing game for a long time now, so it’s no surprise when people try to pick our brains once in a while.

We’ll get questions like …

What tips do you have?

What are the best tools to use?

What’s the key to success?

And though I’d love to say we have some amazing, magical secret sauce that helps all our clients win, the truth is, it all comes down to something pretty simple …

Good research.

It’s true. Research drives every campaign, strategy and effort we embark on with our clients, and it gives us the fodder we need to deliver noticeable revenue-boosting results.

Specifically, there are three types of research we focus on:

Audience Research

The purpose of audience research is twofold:

  • to determine who to best market a brand’s products and services to
  • to understand the unique demographics and differentiators about those audiences

I say “audiences” because rarely does a brand have just ONE audience. They have a large group of potential customers, sure, but that group can be broken down into three, four, maybe even 10 subsets – smaller groups with attributes unique to just them. Knowing these unique attributes is crucial to better marketing to them and resonating with them.

Audience research can be done in many ways, from surveys and interviews with past customers to paid focus groups or questionnaires. In the end, the goal needs to be have this information about your audiences:

  • Demographic and geographic data
  • Income and job level
  • Homeownership and marital status
  • Current job or personal challenges as they relate to your products/services

Knowing this information about your potential customers will help you frame your products and services in the best light for their income, location and job position, as well as their unique personal and professional circumstances.

Market Research

With market research, you’re looking to see what’s already out there. Are there products or services out there that serve the same purpose as yours? The same audiences? If so, what’s different about them? How does your product solve the problem better or add additional value for a customer?

You want to get a feel for the marketplace your products and services exist in. What are customers willing to pay in your space? What needs are and aren’t being met? Where are the holes in the market where your products could step in and fill a demand? The answers to these questions should frame your entire aviation marketing campaign.

Competitive Research

Finally, you want to research the competition – those other brands vying for your customers, sales and revenues. Make an exhaustive list of all those competing in your space, even the only semi-related ones. Then, look at each brand’s:

  • Marketing efforts – What publications are they advertising in? Are they investing in search ads, TV commercials, trade shows or other venues? Are you seeing their name splattered across billboards? Take stock of where and how each competitor is getting their name out there.
  • Product and service lines – What products and services does each competitor offer? How are those similar or different to yours? What needs/demands are they meeting with their products/services?
  • Branding – What is their branding like? Do they seem like more of a high-priced, luxury brand or a more affordable, budget-friendly one? What colors, logos, mottos and other signatures do they use?
  • Digital presence – What is their website like? Is it up to date, high tech and appealing? How about their social media accounts? Are they regularly updated and used to communicate with customers?

Using all this competitive research, you can create an effective strategy that positions your company as a unique standout in the marketplace – one whose products solve a problem/challenge that today’s consumers are actively struggling with.

Ready for Some Research?

Research is at the heart of any successful aviation marketing, advertising or branding campaign. Want help conducting the research your brand needs to take off in 2018? Haley Aerospace is here to help.

 

Lead Generation for Aerospace Brands: Blending Marketing Automation With a Personal Touch

Lead Generation for Aerospace Brands: Blending Marketing Automation With a Personal Touch | Haley Aerospace

Marketing automation is a much talked-about fad in today’s digital world. Not only can it make generating and nurturing leads easier, but it can do it using fewer resources and, in the long run, likely fewer dollars too.

Using the latest tech, marketers are now able to build leads, qualify those leads with semi-customized email chains and often even convert those leads, thanks to automated customer service apps and plug-ins.

And when done right, it works.

But does it work for everyone, every time? Definitely not – and especially not for aerospace brands.

Automation Isn’t Enough in Aerospace

Here’s the thing: Aerospace is a high-dollar industry. Our clients aren’t shelling out $10 for a new lip gloss. They’re buying multimillion-dollar machines, parts and aircraft, and they’ve got a lot on the line when making their purchases.

People don’t hand over eight figures in cash without a serious vetting process – and automated marketing solutions just can’t provide that high-touch, personalized approach that most aerospace customers need.

So effective aerospace marketing requires a mix of the two: a smidge of the resource-saving, tech-driven automated stuff and a whole lot of handholding and one-on-one interactions.

Now there’s no exact equation for how to do this, but for most of our clients we recommend something like this:

  • A good lead magnet – This could be an ebook, a guide, a tool or just a simple downloadable PDF. Whatever it is, it needs to be something that your potential clients would want and find valuable. They’ll need to enter their name, company and email address for it – so you’ll have to make your offer worth their while.
  • A few different email funnels – When they opt in for that magnet, those leads get put into an email funnel. You’ll want a funnel for each different client “persona” you serve so that your messages speak directly to their unique needs, challenges and place in the sales process – nothing too generic or broad. Use the funnel to expose your leads to your services/products, as well as how those can help solve the problems they have at hand.
  • A team to step in at the right time – In aerospace, you can’t let your email funnel do all the work for you. If someone has opted in, downloaded your lead magnet and has been regularly opening your emails, it’s time to touch base. Have dedicated reps in place to reach out, email/call them directly, and see how you can help them with their goals and objectives.
  • A good followup protocol – There’s lots of money on the line here, so most people aren’t going to make a decision on the fly. They’ll need to think about it, run it by their higher-ups and get back to you in time. But don’t let too many days pass. Assign team members to each lead to follow up, check in and remind them that you’re still there to help.

For aerospace brands, it’s a hard balance to strike. Naturally, you want the marketing process to be as easy, seamless and affordable as possible, but in a big-ticket industry like ours, automation often isn’t enough. Want help creating your perfect mix of marketing? Let me know. Haley Aerospace is here to help.

 

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 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. 

 

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!

 

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, AviationWeek.com, MRO-Network.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.

 

For Customers, It’s All About the Journey

Customers

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

loyalty

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.

 

 

Find Your Customer Sweet Spot – and Make More Money

Customer sweet spot

Thanks to the web and the ease with which virtually anyone can sell a product or service online, the market is now more competitive than ever. Regardless of what you sell or what services you offer, there are likely hundreds, if not thousands, of others out there doing the exact same thing.

So how do you make a profit in an overly crowded market such as this? It’s simple: Just find your customer sweet spot.

Your customer sweet spot is where need, value and behavior come together. It’s those customers who need what you sell, buy in the methods you sell through and offer an opportunity for profit.

As with anything, good data and analytics is the key to nailing down these potential customers. You’ll want to consider:

  • Need – What businesses or clients need your products or services? Whose lives could be improved or made easier through your offerings?
  • Behavior – Which customers buy through your sales methods? Do they prefer phone calls with sales reps, in-person meetings or a more DIY online buying solution?
  • Value – How often do they need your products? Is there potential for a long-term relationship? Do they have the finances necessary to purchase your offerings?

Once you identify the targets whose needs, behavior and value match up with what you’re selling, it’s time to start tapping that market. Here’s how:

  1. Sell the solution, not the product. Any company can sell products, but solving someone’s problems? That’s of much higher value. Sure, the product is what is purchased – what earns you money – but for the customer, it’s way more than just a product they’re buying. It’s something to make their life easier, to please their clients or to help them overcome some sort of hurdle. Sell your offerings as problem solvers instead of products, and you’ll have much more success with those hard-to-reach customers.
  2. Educate and consult. Many of these potential customers have the need for your offerings, but they might not know it or be educated enough in your space to realize it. Instead of just outright selling and advertising, try taking a consultative approach. Train your reps to connect with potential buyers and help them identify their needs, problems and potential solutions. Shift their mindset, make them realize your products can help, and then close the sale.
  3. Establish plenty of touchpoints. If you want to reach these potential customers, building a relationship with them is crucial. The best way to do that? Touch base when them on multiple levels. Have sales reps reach out by phone to close the sales, assign customer service team members to check in and offer assistance once the purchase has been made, and send email updates to remind customers you’re there for them even months or years after the fact.
  4. Streamline your data. You can’t discover what these potential customers want, need or respond to without solid data. But more important than just having data collection processes in place is ensuring every team member has access to that data in one comprehensive platform. Try not to house your data in separate silos; it’s hard to discern trends and determine next best steps that way.
  5. Reward your team. Your success as a business ultimately comes down to your team – how hard they work and how much they feel driven to move your company forward. If you want them to be invested in your organization’s success as much as you are, give them a reason. Compensate them well, reward them with bonuses for jobs well done, and have incentives in place for big sales. If they have a personal stake in turning those leads into customers, they’ll be much better at doing it from day one.

Want help determining your customer sweet spot and tapping into your company’s true potential? Contact Haley Aerospace today. Our expert branding team is here to help.

Branding vs. Marketing: Is There Really a Difference?

branding vs marketing.

When I first talk to new customers about branding, they think one of two things: 1) that marketing and branding are the same thing … simply shouting out to the world why your brand is best and drawing in customers and potential buyers or 2) that branding is a sect of marketing – a smaller, more specific niche of a broader effort to build your customer base.

Unfortunately, both of these assumptions are wrong.

The latter, at least, is in the right vein, but it has the roles reversed. You see, branding isn’t a subset of marketing. Nope! It’s actually the other way around.

Marketing is a subset of branding!

It sounds crazy, because most people hear a lot more about marketing than branding. They think branding is some new-fangled idea brought about in the last couple of decades to help companies make a splash in today’s overly commercialized world. But in reality, branding has been around as long as time. It’s marketing that’s new – and marketing that offers less return for companies that invest in it.

Don’t believe me? Let’s take a look at a few of the key differences between marketing and branding:

  1. Getting customers vs. keeping customers – Marketing is all about the act of getting customers – getting them to notice you, to need you and to buy into what you’re selling. While branding helps you get customers as well, it’s also about keeping those customers – and turning them into advocates who will bring others on board too. It’s a much more all-inclusive effort that can lead to more success in the long run.
  2. Push vs. pull – Marketing is a “push” effort – pushing your product, service or brand onto potential customers. Branding is more of a “pull” – developing a lifestyle that customers want to buy into and become a part of on their own accord.
  3. Strategic vs. tactical – While marketing is more of a tactical effort – a quick action to get a desired result – branding is more strategic, aiming to build up a long-term base of loyal, passionate customers who shout your name from the rooftops.
  4. Activation vs. advocacy – In terms of buyers and potential customers, marketing simply activates those people, turning them from onlookers into real, paying clients. Branding, on the other hand, does more than that. Rather than just getting them to buy a product, it gets them to buy into the organization itself. It creates passionate advocates who want to see your brand succeed and will stop at nothing to make that happen.

Most importantly, branding precedes marketing. You can’t have a good marketing campaign without first establishing a solid brand – a brand with a personality, a voice and a face that customers can get behind. Great branding is the keystone of any effective marketing campaign, and it’s something you should invest ample time and resources into before throwing your money toward advertising or other lead-generation strategies.

Need help perfecting your brand? Contact the B2B branding experts at Haley Aerospace today. We’re here to help.

Slogans vs. Taglines – Which Works Best for Your Brand?

branding agency

As a branding agency, we often get asked about slogans and taglines by new clients.

They know they need a logo, but should they also tack on a slogan? What about a tagline? Maybe both?

The truth is few outside of the branding world know the difference between a tagline and a slogan, and to be honest, they probably should!

While one can add value to your branding suite, the other serves more of an entertainment purpose and is funny, silly or a little bit flippant.

So which is which? And which should your brand be using? Let’s dive in.

 

Taglines                                    

Taglines are the flippant short phrases you hear at the end of commercials, radio ads and other promotions.

A good example? “We’ll leave the light on for you.”

That’s Motel 6’s tagline, and let’s think about that for a moment: What does it really tell you?

Nothing actually. It doesn’t speak to Motel 6’s value proposition, nor does it even explain what Motel 6 offers. There’s nothing about comfort, affordability, number of locations or anything remotely helpful to a potential customer.

It’s simply meant to be a memorable little phrase that people can recall later on.

But does it do anything for their business? Not really. Sure, it may stick out in someone’s mind, but is “We’ll leave the light on for you” ever going to be what makes a customer choose Motel 6 over the Ramada? Definitely not.

 

Slogans

Sadly, most people lean toward using taglines over slogans, simply because they’re usually a bit shorter, more fun and easier to integrate with a logo. But in reality, it’s slogans that hold the most power.

Slogans are more strategic. Instead of simply entertaining you or being memorable, they tell you something – they speak to the brand’s overall value to the consumer.

Let’s take that Motel 6 example. Instead of “We’ll leave the light on for you,” a good slogan would be something like “The lowest nightly rates in the U.S.” or “Over 1,000 locations nationwide.” Both of these give consumers information they need to make their buying decision.

Is Motel 6 affordable? Slogan No. 1 tells you yes! Will you be able to find a Motel 6 on your next trip? Slogan No. 2 says most likely!

A good slogan gives you a reason to buy from a brand, and it tells you why one brand stands out against another.

When it comes to selling, slogans are going to help your case and should play a big role in your marketing and advertising campaigns. Taglines, on the other hand? You may as well not waste the time.

 

Need a Good Slogan?

Want a killer slogan for your aviation or aerospace brand? Let our branding agency help. We’ll craft a slogan that powers your marketing efforts, drives sales and brings in new buyers. Contact Haley Aerospace today to schedule a consult.