Category Archives: News

Are You Committing Any of the Online Reputation Deadly Sins?

Are You Committing Any of the Online Reputation Deadly Sins? | Haley Aerospace Marketing

How well do you know your online reputation? How closely do you monitor it? If you’re iffy on either question, you’re likely killing your online reputation without even recognizing it.

We’ve seen it time and time again with our aviation and aerospace clients. Maybe they ignore a certain aspect of their online presence or they fail to put the right resources behind their social media accounts. Maybe they avoid Facebook or Twitter altogether just to steer clear of potential conflict.

There’s no doubt their intentions were good: They simply wanted an easier operation to manage or they wanted to avoid conflict in the public eye.

Sadly, in the end, these actions hurt more than help. In fact, they could even ruin your online reputation altogether.

Want to safeguard your online reputation? Here are just a few of the deadly sins you’ll want to avoid:

  • Failing to respond on social media – Social media platforms are as much for entertainment as they are for plain old customer service. If someone calls you out on Facebook, Twitter, Instagram or another social platform, don’t just ignore it, even if it’s bad or nonsensical. Remember, these are public forums. Everyone can see how you respond (or if you fail to respond altogether). No response gives potential customers insight into how you operate. If they do business with you, will you ignore their calls for help too?
  • Not being transparent online – Don’t have your team members listed on your website? Do you avoid posting photos from the office or behind the scenes? Is your voice bland and impersonal on social media? Today’s consumers are tired of those old walls between brand and customer. They want to get to know you. To understand your voice and your vision. Your values and your goals. If you don’t use your digital arsenal to give them a glimpse behind the curtain, you’ll come off as cold, sterile and unapproachable, the exact opposite of what today’s buyers want.
  • Ignoring bad reviews and ratings – You should be checking your reviews across Google, Yelp, Facebook, the Better Business Bureau and other major sites regularly. If you see a common thread of dissonance, address it head-on and quickly. You’d be surprised at how much weight those reviews and ratings hold; take action now, and start turning things around as soon as possible before they snowball.
  • Not staying on trend with design and layout – If your website looks like it’s straight out of 2002, with vertical menus and flash intros, then your online reputation’s shot already. If it doesn’t work on mobile devices, you might as well stop doing business. Clean, functional, mobile-friendly web design isn’t just nice to have nowadays; it’s a downright precursor to doing business. Work with an experienced agency ASAP to fix your site if you think it may be lacking. In today’s digital world, that’s your No. 1 marketing tool, so make sure it’s sensational.

If you’re guilty of any of these deadly sins, you could be hurting your online reputation right this very second. Want to fix it and get back on track? Get in touch with us today.

 

Meet Ken Koester: Haley Aerospace’s Branding Design Extraordinaire

Meet Ken Koester: Haley Aerospace’s Branding Design Extraordinaire | Haley Aerospace Marketing

It’s time for another behind-the-scenes peek at Haley Aerospace. Today, we’re sitting down with Ken Koester, senior design director and creative extraordinaire. He’s the talent behind much of the branding, advertising and marketing collateral we produce for our clients here at Haley, and he’s got more awards than we’ve got room to list!

Read on to learn a little more about Ken and what makes him tick.

Q. Where do you get your inspiration?

A. Generally, I get inspiration from anything that has a great idea behind it and is exceptionally well done. From fine art and graphic design to movies and music. Creatively, I like to immerse myself in the world of the client and the people who will encounter what we are creating.

Q. What design trends do you see coming down the pipeline in 2018?

A. I was glad to see, in the last year or so, the return to simplicity in identity design. Simple shapes, lines, type and forms either converged or played solo to create solid, lasting logos that are easily interpreted – and reproduced. I think we’re going to see a continued upswing and more attention given to those really simple elements in the coming year.

A fairly new result from the trend of responsive web design is companies refreshing their brand identities into modern, simplified versions. Creating a logo hierarchy that can meet the user demands of an endless assortment of devices and screen sizes. For instance, there’s Disney’s hierarchy of the “Walt Disney” full lockup logo with castle, just the “Walt Disney” logotype, just the “Disney” logotype and, most simply, just the “D” from the logotype.    

Q. What’s the coolest thing you’ve ever designed?

A. An invitation to the grand opening of a unique shopping mall built on the location where John Philip Sousa and his band originally played. The invitation was a small box that you were instructed to place on a flat surface. Then you opened it by pulling a side of the box down, and a marching band wind-up toy walked out. It took a lot of engineering and test mailings, but it resulted in a very successful mall opening.

Q. What are your biggest design pet peeves? The deadliest sins of design, in your opinion?

A. Using bad photography. Nothing can mess up good design quicker than having to use poorly photographed, low-resolution images. It is always better for a client’s brand image to shoot new professional photography that is unique to them, rather than relying on stock images.

Making a brand look like everybody else in an industry is a pet peeve too. The point should be for the company to be more memorable than the competition and stand out, not be camouflaged within the market.

Q. What’s the best part of being a designer?

A. Being a designer in the creative brand marketing business allows me to work in hundreds of different industries. I get to learn all about the operation, management, sales process and customers of completely different, but equally interesting, companies.

Q. What can clients expect when they use Haley Aerospace’s design services?

A. Integrity. Creativity. Friendliness.

Q. When did you know you wanted to be a designer?

A. My parents said it was when I tried to paint pictures with my baby food. However, my first recollection of being aware of good design was watching television and the opening titles to the great Stanley Kubrick movie Spartacus. I remember just being awed by the iconic and dramatically lit photography, along with beautiful typography (and, of course, the music). It wasn’t until I was in college that I learned it was designed by one of the greatest graphic designers of all time, Saul Bass.

 

We’ll be introducing you to more of the team here at Haley Aerospace in the coming months, so stay tuned to the blog and watch for our emails. You won’t want to miss it!

 

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.

 

LinkedIn: The Missing Link in Your Aerospace Marketing Campaigns

LinkedIn: The Missing Link in Your Aerospace Marketing Campaigns | Haley Aerospace

With million-dollar budgets on the line and world-changing projects in the works, most aerospace companies aren’t letting their bottom-tier employees make the decisions.

Nope.

In aerospace marketing, it’s all about reaching the higher-ups—the executives, directors, managers and even CEOs in charge of overall strategy.

And with more than 61 million senior-level influencers and more than 40 million decision-makers registered to the site, LinkedIn offers a pretty effective way to do just that.

The Power of LinkedIn in Big-Budget Industries

According to LinkedIn itself, four out of five members drives decisions at their organization, and the site’s audience has twice the buying power the average website does.

Twice.

So forget marketing via lower-totem tools like Facebook or Instagram. As they say, “you get what you pay for.” Invest resources into high-dollar forums like LinkedIn, and reach potential consumers with equally deep pockets.

It’s plain and simple.

Not on the LinkedIn train just yet? Here are a few ways you can use the platform in your aerospace marketing efforts:

For background research.

LinkedIn is a great tool for getting to know your customers. You can find out about their backgrounds, their careers, their interests and values, and you can even view their activity and see what articles and content they find valuable. Tailor your messaging to fall in line with these preferences, and you’ll find your conversions (and ROI) much higher as a result.

This method is especially effective in account-based marketing—a great way to make potential big-budget customers feel valued and empowered.

To show your expertise.

Though you might already have a blog, you can also publish articles on LinkedIn—a great way to show off your knowledge and expertise. Articles published on LinkedIn give you yet another way to generate new leads and up your exposure, especially if your content is liked, shared and commented on. LinkedIn also promotes various articles through its “Pulse Discover” feature, which can put your brand in front of even more eyes—even ones not connected to your brand or employees on the network.

To up your search rankings.

Like other social media platforms, simply posting content on the network helps with SEO—particularly if that content contains targeted keywords. Publishing articles, optimizing your profile and pages, and posting SlideShare content can also help boost your search rankings—both within LinkedIn and on Google, Bing and other off-site search engines.

As a direct line to decision-makers.

Perhaps the biggest benefit of LinkedIn is that it offers you a direct line to the exact people you’re targeting. There’s no cold-calling and hoping you reach the right person, and there’s no waiting for your pitch to climb the totem pole for weeks and months on end. You can message decision-makers quickly and directly, answering their questions, addressing their concerns and getting feedback in real-time.

Hone in on LinkedIn

Have you invested resources into LinkedIn yet? If not, now’s the perfect time to put it on your radar. Get in touch today, and we’ll help you create a 2018 aerospace marketing plan that uses LinkedIn—and other vital tools—to their fullest.

 

Your 2018 Aerospace & Defense Media Plan: 5 Questions to Ask

Creating Your 2018 Aerospace & Defense Media Plan: 5 Questions You Need to Ask | Haley Aerospace Marketing

It’s hard to believe, but 2017 is quickly coming to a close.

You’ve attended all the trade shows. Closed all the deals. Met all your sales goals.

And now, it’s time to look toward the future–to determine where you’ll focus your efforts, what you’ll spend your limited budget on and how you’ll ensure even more success in the year to come.

Not sure where to start? Just ask yourself these questions:

What worked this year?

Obviously, if a facet of your aviation / aerospace / defense media plan worked this year, by all means, you should do it again. Did one magazine ad bring in a lot of great leads? See what other advertising options they offer and expand your reach. Do they have bigger ads? Special issues you can be a part of? Other ways you can get involved?

Were there any trade shows that brought in a big ROI? Editorial features that got your team members noticed? Hone in on what parts of your plan were successful, and build your 2018 plans around them.

What didn’t?

Even more important than figuring out what worked last year is determining what didn’t. What efforts were a waste of time, money and resources? Which ones just didn’t deliver on expectations? Which ones failed to produce quality leads or sales?

Make a list of which efforts under-delivered, as well as how much they cost. Once you’ve tallied up all the initiatives that weren’t successful, you’ll know exactly how much you’ll save by not repeating them. Then you can put those funds toward efforts you know are effective–or new initiatives you may want to try out.

What are your competitors doing?

You should always keep a close watch on what your competitors are up to. What publications are they advertising in? Which trade shows are they attending? Where events are they sponsoring?

If they’re investing in initiatives you’re not, do your research. Could there be value in those efforts for your brand as well? Is it worth giving them a trial run? It’s likely if your competitors are seeing results, you will, too.

What’s new?

Just as important as being in tune with your industry, is being in tune with marketing at large. Are there any need strategies that have hit the scene? New social platforms or advertising methods you haven’t used yet? Dive in, and find out if they offer you opportunities to reach your target audience. If you’re not sure, reach out to a marketing pro and get some input.

Better yet, survey your customers, and get their opinion.

What are your goals?

Finally, it’s time to get down to goals. What do you want to accomplish this year? Get more customers in a specific niche? Secure more sales from existing customers? Have more visibility with potential partners in the space? These goals should drive where, when and how you spend your budget.

Map out each goal, as well as what you’re currently doing to accomplish it. This will give you an idea of what gaps exist in your strategy. Then you can plan your 2018 plan and budget accordingly.

 

Need help creating your aviation, aerospace or defense media plan for next year? Shoot me an email. The Haley Aerospace team is here to help.

 

The ABCs of Great Aerospace Brands

The ABCs of Great Aerospace Brands | Haley Aerospace Marketing

What separates the good from the great?

What makes one brand a smashing success and the other a mere blip on the radar?

Most importantly, what can you do to ensure your company is the former, not the latter?

Of course, there’s no set-in-stone recipe for success, but we’ve seen a lot of both worlds here at Haley Aerospace, and we’re pretty in tune with what makes aerospace brands successful—and profitable.

In fact, we’ve even boiled it down to some simple A-B-Cs. No matter what sector of the industry you’re in, these five traits are crucial to reaching your target audience, resonating with them and, ultimately, converting them to paying customers.

Approachable

Today’s consumers want brands to engage—to have two-way, interactive conversations with them. And that even goes for B2B brands.

Thanks to the growth of social media, providing this level of approachability isn’t difficult—it just takes some resources. Research where your target customers hang out and what platforms they use. Then, devote time and effort to optimizing your presence there, posting regular content and, most importantly, interacting with your followers.

When done right, good social media management can even help with your SEO!

Believable

Trust and transparency are also vital—especially as fear of the media and “fake news” grows. Customers fear being conned, and instead crave honest, authentic, real interactions with brands that bare it all. They want to know how it’s made, who’s making it and who’s selling it to them. After all, they’re spending their hard-earned money; they want to ensure it’s being spent wisely and in line with their views and values.

It might sound like a tall order to pull back those B2B curtains a bit, but brand transparency and believability actually has serious long-term effects for a business. According to a recent survey, 56 percent of consumers said they’d be brand-loyal for life if the company were 100-percent transparent with them.

Considerate

Now I’m not saying be polite here (you should do that anyway!). What I mean by “considerate” is that brands must consider the unique needs and situations of their customers—and not just assume each one is created equal.

Put yourself in the shoes of your audience, and tailor your messaging exactly to their mindset. What are they going through? What hurdles are they facing? What challenges do they need help overcoming? Address those concerns with targeted content (blogs, articles, e-books or even products) they can actually put to use and get value from. Be sure to segment your efforts, too; one-size fits all never makes anyone feel special.

Dependable

Aerospace brands—especially B2B ones—need to be dependable and consistent. In many cases, customers are shelling out thousands, even millions of dollars on one single purchase, and they need to know they’re getting quality products, top-notch service and absolute value every time.

This is where customer feedback can come in handy. Make sure to regularly solicit reviews and testimonials, and send out occasional surveys to ensure your customers are satisfied. If they’re not, use their input as a guidebook on what to improve and how to going about doing it.

Educated

No one wants to buy from a company that doesn’t know what it’s talking about. They want to buy from an expert—the single-most knowledgeable and experienced brand in their space.

Show your customers you’re the go-to resource in the industry. Create blogs, articles, emails and web content that answers their questions, addresses their concerns and empowers them to be a more educated buyer. The more you prove to them your expertise, the more likely they’ll come to you in their time of need (even if that’s years down the line).

 

How’d Your Brand Fare?

Is your brand in line with our A-B-Cs? Need a little help getting there? Drop me a line. Our team has helped dozens of aerospace brands become the top of their class, and we can help you, too.

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 leah@haleybrand.com!

 

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.

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

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

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

Flex Your Muscles

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

 

Hey, Aerospace Brands: You’re Not for Everyone

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

Bet I got your attention with that headline.

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

Your brand is not for everyone.

But you know what? It shouldn’t be.

Don’t Be a People Pleaser

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

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

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

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

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

Drill Down

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

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

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

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

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

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

Fight the Urge

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

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

 

Aviation, Defense & Aerospace Media Opportunities: A 2017 Calendar

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

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

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

 

NBAA – Oct. 10-12, Las Vegas, Nevada

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

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

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

AEA Connect – Sept. 6-8, Reno, Nevada

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

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

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

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

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

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

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

 

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

 

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

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

Surely you’ve heard of the AW139.

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

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

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

A Paper Plane

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

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

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

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

A Multi-pronged Approach

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

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

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

The AB139 Today

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

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

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

 

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.