Category Archives: News

Your 2016 Aviation Marketing Budget: Where Should You Spend Your Cash?

budgetIt’s that time of year again: The time for setting – and divvying out – our annual aviation marketing budget.

It can be a lot of pressure – especially if you’re lucky enough to have an employer with deep pockets.

Where should you put the money this year? Will it go toward the same old billboards and trade magazine ads you’ve been doing every month? Or will you branch out and put it toward something different – something that can reach new audiences and new heights?

Fortunately, you don’t have to make the decision all on your own. We’re here to help guide the way and ensure you’re using your dollars to their absolute fullest.

Need help allocating your aviation marketing budget for 2016? Here are the top 7 areas we recommend focusing on:

Content

Content marketing is one of the most affordable – and effective – ways to market your brand in our digital age. With blogs, e-books, white papers, landing pages and other online copy, you can qualify leads, bring in customers and make bona fide sales all in a matter of minutes (and without the help of a salesperson or any resources at all). All you need are some solid customer insights and an on-staff writer – or a freelance one – to create powerful, effective content on a daily or weekly basis. The rest does the work for you.

Social media

Social media is another marketing method that delivers a lot of punch without a big investment. You simply need a dedicated social media manager to set up your accounts, tend to them daily and interact with customers on your behalf. Aside from the salary and benefits that an employee gets, that’s about all the marketing dollars it will cost you. You can even cut those costs by using an outsourced manager – either through an agency or a freelancer.

SEO

You just can’t avoid SEO nowadays. It truly has the power to make or break you. Focus on it, do it right and do it well, and you could have customers flooding the gates in no time. Let it fall by the wayside, and your competitors can push you out of the marketplace before you can even say “oops.” Make sure to allot resources for proper search engine optimization this year, as well as SEO management. You should have an SEO pro or agency on your side to properly optimize your site, and be sure to get a monthly retainer too. You’ll want them to check in on analytics and make tweaks and changes as necessary.

PPC

Where SEO fails, PPC steps right in and picks up the pieces. If your SEO efforts just aren’t giving you the results you want – or there’s a hard-to-reach keyword you can’t seem to rank for – PPC advertising can give you an easy, affordable way in. All it takes is a small piece of your budget, and you can ensure your brand’s site ranks on page 1 for virtually any keyword you can think of – even extremely competitive, popular ones that all your rivals are going after.

Web design/maintenance

There’s no point in pouring resources into online marketing efforts if your website isn’t up to snuff. If it’s outdated, messy, confusing or just plain ugly, it simply won’t convert leads like it needs to. Allot some resources to do a full-on revamp if your site is lacking, and if it’s not, set aside a little just in case. You want to keep your site up to date with the latest content, news and graphics, and sometimes that requires a few changes once in a while. You’ll want to have a designer or web developer on your side when those times arise.

Graphic design

Don’t even think about content marketing if you don’t have resources for great graphics as well. Studies show that content with visually appealing images, infographics and photos perform significantly better than those without – and imagery can often mean the difference between a post going viral and a post just disappearing into online oblivion. If you don’t have a skilled designer on your team, reach out to a freelancer or agency who can support you in these efforts. You want to have great graphics for every piece of content you produce, as well as your social media posts, your website and other marketing collateral.

Trade shows

We can’t talk about aviation marketing budgets without covering trade shows, can we? Though it’s true that online marketing strategies are where the real power is in 2016, trade shows still hold a lot of clout in our industry. Be sure to allot plenty of resources to attend the ones important for your niche – ones where your customers and partners are sure to be in attendance. You may also want to allot funds for updated booth and exhibit materials. You don’t want to become boring or forgettable. Keep that collateral updated, current and exciting for potential customers.

Want to make the most of your aviation marketing budget in 2016? Let the experts at Haley Aerospace help. Contact our team today to get started.

8 Tips to See Success in 2016

see success in the new yearIn just a matter of days, 2016 will be upon us, and the slate will be wiped clean.

Those failures of 2015? Forget ’em.

In 2016, you can start anew. You can revamp your marketing strategies, fine-tune your budget and reposition your brand for more success and more sales in the coming year.

But exactly how do you do that?

Though every brand is different, here are a few mantras we typically follow when entering a new year:

Nix the same old, same old.

If you don’t want the same results as this year, you can’t very well use the same old strategies and methods, can you? To see different results – possibly better ones – you have to make a change. You have to be willing to step outside your comfort zone, try new things and reach parts of the market you never have before. Only through this will you see a true difference in your bottom line.

Try a new marketing platform.

Along the same lines, you should also consider trying a new marketing platform – not just new strategies and methods. Maybe that means simply getting on Instagram, instead of just Twitter and Facebook, or maybe it’s diving into a whole new CRM solution that automates your customer journey. Whatever it is, getting your brand out there in a new and unique space will open countless doors for the future.

Check in with your customers.

Don’t just dive into 2016 thinking your customers are in the same head space as 5 years ago. Take time to check in with your customers. Do some market research, find out what their needs are, and discover what hurdles they’re currently facing. Then analyze whether your company is still meeting those needs and helping them overcome those hurdles. If it’s not, you may need to pivot your strategies to better hit those customer pain points. After all, that’s how you draw in new business and keep old customers coming back for more.

Consider a new product.

How long have you been selling the same product or the same services? 10 years? 20 years? 50 years? Maybe this year, it’s time to add to that offering. Consider venturing out, and releasing a new product that complements your existing services. If you provide aviation interiors, for example, maybe you can also start offering electronics, like in-seat TVs, audio sets and more. Or if you offer autopilots, maybe you can also venture into installation – giving customers not just a product they can use but get help implementing and outfitting those products as well.

Plan content (and lots of it).

These days, it’s all about content. Blogs, white papers, e-books, articles and even just social media postings are huge marketing drivers nowadays, and they’re responsible for a large chunk of new leads, customers and sales for most big companies. If you’re not already focusing on content, make 2016 the year to do so. Hire a staff or freelance writer, and start planning a strategy for your content ASAP. Think about what information your customers may need in their buying journey, and make plans to produce that content and help them along their way.

Hone your industry connections.

We might be in a digital and tech-heavy world, but good old face-to-face connections still matter – especially in the aviation industry. Set aside some time in the early months of 2016 to check in with your industry connections, whether it’s been a month or 10 years since you’ve talked to them. Find out what they’re doing, where they’re headed and what their needs are, and see if you can help each other out in any way. Who knows, they might actually need your brand’s services in the coming year! And if they don’t, they very well may know someone else in the industry who does, and that could mean a new customer and another long-term ambassador for your brand.

Attend at least 5 trade shows.

Get that trade show calendar ironed out, and plan to attend at least 5 events in the next year. Make sure they’re applicable to your brand, but don’t just attend the same type of show over and over again. Try to branch out a little, and make connections with people you wouldn’t normally come in contact with. These may be your key to reaching a new part of the market you never knew existed!

Call a consultant.

If you’re not sure what direction to head in next year, there’s no shame in calling in an outside party. In fact, it’s actually a great move. A third-party consultant can look at your brand in a removed, unbiased way, and they can also analyze it in light of industry trends and changes. It can be a great way to get advice on moving forward, making changes and spending your budget in the coming year.

 

Want your aviation brand to see more success in 2016? Let Haley Aerospace help. Our aviation marketing experts can recommend strategic moves that can bring in leads, encourage sales and inspire change. Contact our team today to learn more.

 

 

 

How to Strengthen Your Aviation Marketing Efforts in 2016

aviation marketingAs 2015 comes to a close, it’s time to start analyzing this year’s marketing campaigns.

Did they deliver the leads and sales you hoped for? Was your budget used properly? Did your higher-ups get the results they wanted?

For many of us, the answer is no all around.

In an ever-changing aviation marketing landscape, it can often be hard to see absolute success year after year. Unless you’re super tuned in – both to the industry and to your audience – we all have slips and hiccups along the way, and we fail to hit our marks from time to time.

It’s nothing to be ashamed of. In fact, it can actually be a good thing.

A not-so-great year in marketing can tell us that something’s wrong – that something needs to change. And it can give us that push we need to pivot, alter our strategies and get our campaigns back on track once again.

Did you fail to see the marketing results you wanted in 2015? You’re not alone. Here are a few ways you can strengthen your aviation marketing in the coming year:

Strive for consistency.

Get your marketing efforts in line with one another. Make sure your social accounts use the same name, your logo is consistent across the board, and that your messaging is the same wherever you use it. This makes it easier for your brand to stand out in people’s minds, and it gives you more of a “personality” that customers can get behind and become ambassadors for.

Get the whole team behind you.

Marketing isn’t just the marketing department’s responsibility. Every employee has a stake in the company, and they should all play a role in raising awareness, promoting brand loyalty and improving the customer experience. Invest some time and resources into your team this year. Get them behind your brand’s values and messaging, and show them how they can be true ambassadors for your company.

Choose your platforms wisely.

Good marketing doesn’t mean having your hand in every pot. It means using your budget wisely and carefully choosing each strategy and method you put resources into. You don’t need to be on every social media platform or start sending out an email campaign every day. Take a step back, analyze what your audience needs and wants, and choose the marketing efforts that best align with those. That’s how you’ll get the most results in the long run.

Get a third-party assessment.

When in doubt, always bring in an outsider. Sometimes, you’re just too close to really make an unbiased assessment. You’ve simply put in too much time and work and the stakes are too personal. That’s when it helps to bring in a third party – someone who can look at your marketing efforts (and your brand as a whole) without bringing any personal baggage to the table. You’d be surprised at some of the game-changing insights that can come out.

Automate some workflows.

Investing in some automation software can be a great way to make your efforts more efficient and more cost-effective. CRM automation is particularly helpful, as it can help you better manage your leads and customer base, and it can help you cultivate that long-term customer loyalty you’re looking for.

Hire a writer.

Having a writer on your team can turn the tables when it comes to marketing. They can bring more power to your website, your social media efforts, your brochures, your emails, your flyers and anything else your marketing team produces. They can even help with SEO, bringing in more leads and potential sales with everything they do.

Do you want to strengthen your brand’s aviation marketing efforts in the New Year? Then call Haley Aerospace. Our consultants will give you a third-party assessment, and they’ll get you on track for a successful, profitable 2016. Contact us today to learn more.

The 5 Pieces of the Aviation Digital Marketing Puzzle

puzzle (2)Marketing is no longer just print ads, press releases and handout brochures. Today, marketing has gone digital, and aviation companies are having to shift away from outdated, long-worn processes they’ve used for years – maybe even decades – if they want to stay successful.

But digital marketing encompasses a vast array of strategies and processes: web design, social media, PPC, SEO, blogging, content marketing and so much more. For an old-school aviation marketer just getting their toes wet, it can be a little overwhelming to say the least.

Have you started delving into digital marketing? Are you overwhelmed by all the options? Unsure about what areas to pour your money into for 2016? We can help.

Here are the 5 must-have pieces of the digital marketing puzzle:

1. A sleek web presence.

No matter what side of the industry you’re in – business aviation, MRO, heli, defense, air medical, etc. – there’s one thing we all have in common: We’re in a high-tech world. There are few industries that rely on state-of-the-art, cutting-edge and often expensive technology as much as we do. And in such a high-tech sector, our customer-facing collateral needs to reflect that at all times.

Most important on this list? Your website.

In the aviation and aerospace sectors, a “decent” website just doesn’t cut it. If you want to draw in high-paying customers, not to mention promote your reputation as a knowledgeable, on-the-cusp-of-technology business, your site needs to be downright seamless. That means it needs a professional color scheme, a well-thought-out architecture and navigational menu, a sleek, pleasing design, and high-performing, fast-loading pages that give customers the information they need without a lot of hassle.

 

2. The right social media accounts.

In this day and age, every business should be on social media in some way, shape or form. That includes even B2B and higher-income sectors like aerospace and aviation.

Now, I’m not saying you need to go sign up for Google+, Twitter, LinkedIn, Facebook, Instagram, Pinterest and everything else all at once, but you should definitely get on – and get active with – the ones your customers are using.

Do you run an FBO? Chances are your customers are checking in on Twitter and uploading photos to Instagram as they make their travels. Be there to interact with them, answer their questions and cultivate their loyalty. Operate a B2B avionics supplier? Head to LinkedIn and join various professional aerospace groups, connect with senior-level decision makers, and get networking.

Take a bit of time to research where your customers are congregating and make your presence known.

 

3. SEO.

A lot of business in our industry comes from word-of-mouth referrals, but those that don’t? The bulk come straight from the king of the Internet itself – Google.

SEO helps ensure your brand and your website are visible when potential customers search. Whether that’s for “private FBO,” “avionics systems,” or even just “aviation marketing” like us, do a little research and hone in on the keywords that can bring in qualified, ready-to-buy customers. Then hire an SEO pro to optimize your website – both on- and off-page – and start making your presence known on the web.

 

4. A well-segmented email list.

When properly tailored and segmented, an email campaign (or even a monthly newsletter) can be a real boon to business. It can bring in qualified customers, help promote brand loyalty and repeat business with existing ones, and even encourage referrals from past clients.

To start, you should actively work to gain email addresses at every turn: on your website, from potential customers at trade shows and even just referrals or industry connections. Then, segment those into different groups. Have one for their different interests – bizav, avionics, MRO, etc. Create another for the point they’re at in the sales process – leads, past customers, current customers, etc. And even create one for where you met them or where they’re located.

The more you segment these lists, the better you can tailor your messaging – and the higher your open, click and conversion rates are going to be. An example?  At Christmastime, you could send an email coupon code to your leads, inspiring them to move forward with that purchase and become a real paying customer. For your existing customers, you could send them a Christmas card, thanking them for their business and even giving them a free gift. These would both be more effective than sending a one-size-fits-all greeting that doesn’t really speak to where they’re at in the process or what their needs are.

The result? More conversions and more sales.

 

5. A blog.

Blogs are no longer just online journals for teens and tweens. Now they’re a bona fide marketing tool that can make a marked difference on your reputation and your bottom line.

What do I mean by this? Well, first, a blog helps you convey your expertise. By offering readers free information on topics of interest, you’re showing them how much you know and how much experience you have. Essentially, you’re telling them that you’re THE business to come to when they’re in need.

Second, blogs help from an SEO perspective. They give you a chance to work in your keywords, they create more URLs for Google to crawl, and they give you more fodder for posting to social media and other sites on the web. All this equals more SEO clout and higher rankings in search results.

 

Still unclear on how to best use digital marketing to your brand’s advantage? Contact the team at Haley Aerospace today. Our expert aviation marketers are here to help.

Aviation News Roundup: November 2015

November was a big month for the aviation industry. We saw NBAA15 come and go, as well as several other events, like the Dubai Airshow, the ABAA Safety Symposium and the Aircraft Interiors Expo. It was a busy 30 days to say the least!

The month also brought about some big headlines – from regulatory changes and new product releases to big defense and aerospace announcements, the news just kept on coming.

In case you were busy (or out attending all those tradeshows!), we’ve rounded up some of the month’s top headlines just for you. Catch up on the latest news below:

NBAA 2015 a Success

Held in shiny Las Vegas Nov. 17-19, NBAA 2015 went off without a hitch. With 50 educational sessions, more than 100 aircraft on display, 1,100 exhibitors and a grand total of more than 27,000 attendees, it was the most successful NBAA convention since the economic downturn. Big names like Pilatus, Gulfstream, Lear Jet and Lufthansa could be seen on-site, as well as hundreds of other brands and organizations from across the world.

 

Bizav Reaches Peak

According to stats released in November, the month of October saw business aviation in Canada and the U.S. reach their highest levels since 2007. Bizav flights were up nearly 5 percent from the month before, and Part 135 midsize cabin jet operations were up a whopping 9.2 percent.

 

All-electric Flyer Heads into Construction

The prototype for AEAC’s all-electric sun flyer, which aims to be an affordable, lightweight training tool for flight schools, is all set for avionics integration. After its completion, the flyer will be sent to Centennial Airport for electrical construction and assembly. It is expected to be up and flying by early 2016.

 

Mr. Airports Says Goodbye

Longtime director of airports for NBAA Jeffrey Gilley, often referred to in the industry as “Mr. Airports,” announced his retirement last month. He has worked with NBAA for 16 years, serving on the NBAA Access Committee, the FAA/Industry Runway Safety Council and the International Business Aviation Council.

 

UAS Registration Recommendations Released

An FAA task force recently released a series of recommendations for how unmanned drones and UAS must be registered. If passed by the FAA, the recommendations will require registration by both commercial flyers and hobbyists. Currently, these recommendations only apply to those that weigh 55 pounds or less, though rules for larger ones may be in the pipeline for the future.

 

Laser-Sound System Aims to Clear Birds from Helipads

Birds often land on helipads and helidecks, causing a build-up of guano that can endanger pilots and passengers. Thanks to a new device from Bird Control Group, CHC Helicopter and Total E&P, this problem may now be a thing of the past. The three organizations collaborated to create the Aerolaser Helipad, which uses an automated system of lasers and sounds to repel birds and keep them at a safe distance from the landing pad. It could save heli operations thousands in cleaning fees per year.

 

Safran Expands Lighting Display Options

Though Safran Aircelle originally revealed its electroluminescent display lighting at the Paris Air Show in June, the company upped the ante this time around, showing the displays integrated on various business aircraft at NBAA. The technology can display images, colors and animations, giving corporations more customization on their fleets.

 

We’ll be back next month to fill you in on more news and headlines, so be sure to check back with us in a few weeks! Happy Flying!

How Thank Your Aviation Brand Customers This Thanksgiving

aviation brand thanksgivingWe might all be off work on Thursday, but marketing never stops.

Every day – whether it’s a holiday or not – is another opportunity to reach our customers, deliver stellar service and cultivate brand loyalty.

And Thanksgiving? That’s the best day of all.

 

Why Thanksgiving?

Thanksgiving is all about giving thanks – thanks to people, places and, you got it, even companies that have made an impact on our lives.

From an aviation marketing perspective, it’s also a time when we can show those customers just how much we appreciate them … how much their money, time and effort has meant to our organizations.

Because you are thankful, right?

Without customers, your business wouldn’t exist. There’d be no paychecks on Friday, and no paid time off this week to spend with your loved ones.

Those customers deserve recognition. And you know what? When you offer it, they’ll repay you in spades.

Showing customers your appreciation not only makes you look good, it also makes them feel good. And that’s what customers are looking for with brand interactions … to feel connected, inspired and wanted.

Give them that, and you’ll have a customer for life. And isn’t that the point?

 

How to Give Thanks

Want to show your customers just how thankful your aviation brand is this Thanksgiving? Here are a few ways to do it:

  • Keep it simple. Giving thanks doesn’t have to be complicated. Just send out a simple email to your contact list, thanking them for their part in your success over the last year. Bonus points if you can get your CEO to write it. Customers love feeling important!
  • Give back. You can also give customers a little thank-you gift, if you’re feeling generous. In the aviation industry, things like frequent flyer miles, awards dollars and free upgrades are great options. You can also go with coupons for future services or even discount codes.
  • Go social. Have an account of Facebook, Twitter or Instagram? Send out a Happy Thanksgiving message via those pages, or even create a festive graphic to post across all platforms. Your followers will love seeing you in the holiday spirit!
  • Send out cards. Christmas cards have become a thing of the past, and Thanksgiving cards, well those are even rarer. Surprise your customers with a little snail mail, and show them that they’re worth the extra effort. Who knows, you may get full display on their mantel, and if their holiday guests see it, that’s free exposure for your brand!
  • Invite them in. Celebrating Thanksgiving around the office? Invite your customers to take a pic. Post photos on your Facebook page, send out an email recap of your turkey feast, and just make your customers feel like a part of it all. Maybe they’ll even share some of their own celebrations in return.

Thanksgiving offers the perfect opportunity for an aviation brand to show its gratitude. Want more holiday guidance? Contact the expert aviation marketing team at Haley Aerospace today. We’re here to help.

 

How to Make the Most of Your Tradeshow Time

If you’re like most of us in the biz, you’re heading out to (or you’ve already arrived at) the annual NBAA convention in Las Vegas.

A gathering of the aviation and aerospace industry’s top companies, leaders and trendsetters, NBAA is the place to make connections, find leads and close sales with people from across the world.

That is, if you do it right.

You see, visiting a tradeshow isn’t just walking around and schmoozing, as many seem to think. If you want to come out the other side with something real to show for it – leads, purchase orders or even just business cards – it takes a little more effort on your part.

Want to make the most of your time at NBAA or any other tradeshow in your future? Here’s how to get the most bang for your buck:

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Plan ahead.

Take a look at the list of exhibitors, and write down all the ones you’re interested in. Then check out the map, and figure out where each booth is located. From there, you can create a detailed plan of which booth to visit, in what order and when. This will help keep you on track when the days get busy.



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Wear comfortable shoes.

Tradeshows require a lot of walking. If you start day 1 in sky-high stilettos, chances are your feet won’t feel so great come day 4. Keep this in mind when planning and packing your wardrobe, and bring at least two pairs of comfortable shoes. They don’t have to be tennis shoes, but ballet flats, comfortable booties or simple Sperrys are usually your best bet.



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Bring supplies.

There’s nothing worse than meeting a real, viable lead, only to realize you’ve run out of business cards. Don’t let this happen to you. Stock up on business cards, flyers, brochures and anything else you’ll be handing out, and make sure to bring a pen and pad of paper. If worse comes to worst, you can simply write down your number and website and exchange info.



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Time it right.

If you really want to learn more about a company or product, avoid their booth when it’s busy or packed with people. Come back when there’s a little more room to breathe, and you’ll get more one-on-one attention (and more value) out of your visit.



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Stay connected.

Most tradeshows operate an ongoing Twitter feed, and attendees will usually tag social posts with a show-related hashtag. Be sure to follow both of these on your phone, so you can keep up with the latest buzz, and if you visit a cool booth, meet a great exhibitor or are just having a great time, be sure to post on your own accounts and join the conversation.



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Don’t get caught up.

Sure, it can be fun to connect with people you haven’t seen in a year or two, but don’t let yourself get carried away by the social aspect of a tradeshow. Treat your trip as a business obligation, and avoid staying out late, drinking or sleeping in. Work hard and keep your eye on the prize at all times.



Engage.

Don’t just visit a booth with the intention of grabbing a brochure and going on your way. Engage the exhibitor’s staff – ask them questions, have them demo a product, or just have a two-way conversation with them. This will 1) give you more info about the company and their services and 2) it will help you stand out in the staff’s mind. These are both things that translate to stronger connections later on down the line.



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Keep notes.

Always keep a notepad handy for taking notes as you go through the booths. Write down what you learned, what questions you have and any ideas you may have for how you can utilize their product or services. After a full week of tradeshowing, all the booths will start to blend together. You’ll want to go back to these notes when you get home, so be as detailed as possible!

Hope these tips help you have a successful and profitable NBAA experience. See you all on the tradeshow floor!

5 Ways to Stand Out at Your Next Bizav Tradeshow

With NBAA right around the corner, I thought it a fitting time to talk about tradeshows. More specifically, how you can make a splash at tradeshows.

In our industry, I know tradeshows are a dime a dozen. There’s a new one every week, and for the true veteran, they all blend into one long year of plane rides, handshakes and schmoozing.

It’s easy to get jaded by the whole thing.

But you know what? Regardless of how many shows there are or how often you attend them, tradeshows and conventions are still effective – at least if you do them right.

So instead of phoning it in and using the same old booth and pitch you’ve had for years, take some time to change your approach. Here are some tips to help:

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Start a buzz.

Sure, you’ve been to NBAA before, but make sure your fans and customers know this time is going to be different. Tweet about it, post it to LinkedIn and let your media contacts know well ahead of time. You can also send out an email to your contact list or post it on your blog, or get super clever and start your own hashtag (#HaleyAtNBAA). Do whatever you can to get people talking.

 

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Keep that buzz going.

Don’t let the buzz die down just because the show has started. Keep it going by constantly publishing updates. Hire a photographer, and share photos to your Twitter and Facebook accounts. Take videos, and add them to Vine, Instagram or even Snapchat. Use those social platforms to your advantage!

 

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Go interactive.

People are more likely to remember (and visit) your booth if you give them something to do, so forget static table-and-booth setups and make your exhibit fun instead. Allow visitors to demo your products, or set up a faux cockpit and let people play pilot. Aim to give your visitors an experience, not just a handout or lecture.

 

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Give out freebies.

Everyone likes free stuff, so hand out something to everyone who visits. It doesn’t have to be big or expensive – just something they need or could use, like a pen, pad of paper or coffee mug. You can even go big and give away one of your products via a raffle or drawing. That will really get people stopping by your booth. Just remember to always brand your freebies. You want those visitors to remember your name every time they use that giveaway in the future.

 

 

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Use color.

Too many tradeshow booths are boring and bland. They’re black, blue and white, and every single one looks just like the last. Make your booth physically stand out by using color to your advantage. Put down neon yellow rugs, hot pink chairs or other bright accents. These will get you noticed from far away, and they’re sure to stand out in people’s minds once the show has ended. You can even put your staff in something colorful too. Playful, bright sneakers or fun, printed ties are great options!

 

Headed to NBAA? Planning your next convention trip? Make sure your booth stands out. Haley Aerospace’s experts can design a jaw-dropping exhibit for you that truly makes an impact. Contact us today to learn more.

Aviation News Roundup: October 2015

It’s time for another aviation news roundup, where we sum up the month’s biggest and most important headlines.

Whether you’re in bizav, commercial aviation, MRO, avionics, aerospace or defense, there’s something for everyone in this bunch, so check it out and get caught up on the latest industry news now.

 

Northrop Grumman Wins USAF Contract

It’s been the talk of the industry for months: Who would win the U.S. Air Force’s contract for long-range strike bombers? Would it be Lockheed? Boeing? Turns out it was neither, and Virginia-based Northrop Grumman was awarded the contract just last week. The deal, which is set up in two phases, is worth upwards of $77 billion.


Unmanned Firefighting May Be on the Horizon

Kaman may have forever altered the air firefighting industry when it demoed its unmanned aircraft in mid-October. Dubbed the K-MAX, the aircraft can uses a Bambi bucket to perform spot drop and trailing drops. It is controlled via remote control or autonomous piloting, and a thermal imaging camera makes it easy for the operator to determine hot spots. The K-MAX was demoed for 2.5 hours (it has a 2.75-hour endurance) and is expected to cost between $11 and $15 million per aircraft.


NASA Releases Never-Before-Seen Apollo Pictures

If you’re a true space and AV geek, NASA delivered you quite a treat last month. Hundreds of photos from Apollo missions 7 through 17 were released into the public domain. Together, they deliver an unbelievable glimpse at what the lunar landings were like, from both inside the aircraft and on the Moon’s surface.


Drone Registration Required by Mid-December                      

In an Oct. 19 press conference, the U.S. Transportation Department revealed plans to force drone owners to register their devices by mid-December, or face fines and penalties from the FAA. Though the exact penalties were not outlined, more details are expected to emerge as the rule is finalized.


BizAv Forecast Predicts Big Growth in North American Market

According to a bizav forecast released by Jetcraft last month, the next 10 years will see the North Americans dominate the industry. By 2024, the report says, more than 8,700 aircraft and $271 billion in revenues will be delivered, with Bombardier holding the biggest market share. Dassault will have the biggest game-changer as far as aircraft go, and Rolls-Royce and Pratt & Whitney Canada will continue to be huge players as well. Full details of the report are available at baviation.cn.


easyJet Looks to Increase Female Pilot Representation

In an address to the British Air Transport Association, easyJet president Carolyn McCall said the budget airline is looking to double its number of female pilots in the next year. To do this, the airline will work with pilot training programs to recruit more females and will offer training loans to those who qualify. If accomplished, easyJet’s pilot makeup would be 12 percent female, 88 percent male.


No-Fly Day Protests NextGen Delays

Protests against NextGen changes were held in eight major cities last month, including Boston, Phoenix, Seattle, San Francisco, San Diego and Minneapolis. Protestors say the changes NextGen has brought have increased noise levels in quiet, residential areas, disturbing residents and families. According to the organizer of the Phoenix event, more than 20,000 noise complaints have been filed since NextGen was introduced. In the year before that, it was a mere 298.



There you have it: the month’s biggest headlines all in one handy place. Stay tuned to the blog for more aviation news, marketing advice and guidance. We’ll have a new post every week!

What Social Platforms Should Your Aviation Brand Be on?

aviation marketing social mediaA few weeks ago, I talked about social media and its role in the aerospace and aviation industries. I even showed you how social media can best be used to your advantage.

But what didn’t I cover? The platforms you should be on.

Since the advent of social media, hundreds of platforms have come and gone. MySpace is now a thing of the past, and things like Snapchat, Vine and Kik didn’t even exist until a few years ago.

With the constant ebb and flow of this arena, it can often be hard to choose a venue to focus on. Sure, you could use all of them, but is that really the best, most effective use of your resources? Definitely not.

The truth is the best social media platforms depend on your business – the types of services and products you sell, your audience and your overall goals for your marketing efforts.

Not sure which social platforms should be a part of your aviation marketing campaign? Let’s break them down:

  1. Twitter – I would say Twitter is the single, most important social media platform for any aviation or aerospace brand. For one, it opens the doors for immediate communication. Customers can ask an airline a question, get parking advice from an FBO or airport, or even cancel and book flights within a matter of minutes. It’s also great for sharing news updates, like flight changes, terminal closures, industry headlines and more. The best part? Customers can tag businesses and share photos, acting as word-of-mouth marketers without even knowing it!
  2. Instagram – Earlier this month, I talked about the visual advantage we aviation marketing pros have. You see, our industry is an especially aweworthy one, and great photos aren’t hard to come by in our line of work. Instagram makes sharing these photos a breeze. You just snap a photo of a plane, helicopter, airshow or tradeshow, upload it via your phone, add a few hashtags, and your brand can get discovered by hundreds or even thousands of potential customers in no time. It’s pretty amazing.
  3. LinkedIn – LinkedIn is a crucial platform in a few situations. The first is if your brand appeals to C-suite, higher-level professionals, like a charter airline, private pilot service or FBO. These types of higher-income customers tend to congregate on LinkedIn, and they’ll be more likely to respond to posts on this platform than most of the other options. The second way LinkedIn can help is when you’re actively recruiting employees. As many people who are looking for jobs turn to LinkedIn, you can use it to promote job opportunities, reach out to potential candidates or even let applicants submit their qualification right through the platform. LinkedIn also offers ads, which can be great for recruiting as well.
  4. YouTube – Though static photos can be great, nothing compares to an engrossing story or awe-inspiring live action shot via video. With YouTube, you can upload these and more. Add your latest commercial, share customer testimonials, give customers a tour of your facilities or even take them on a ride on your most high-tech aircraft. A huge bonus? Video content is like the Holy Grail for SEO. It can help your search rankings immensely!
  5. Facebook – Facebook is one of the oldest social networks still getting traction, but that doesn’t mean it’s become old hat. In fact, Facebook is a great option if you’re looking to create an online community – a place where people feel comfortable asking questions, sharing reviews and communicating with other customers. It’s also great for exposing you to potential leads; when current customers like your content or post on your page, their friends and social contacts see it too. That means more exposure and more potential leads. It’s a win-win for everybody.

Though not a social platform per se, aviation brands can also see success by cultivating and maintaining an on-site blog. This not only helps with SEO, but it can help inform and qualify potential leads as they visit your site. Want more advice on social media or aviation marketing? Contact the Haley Aerospace team today.

Why a Flawless Mobile Site Is Vital to Aviation Marketing

aviation marketing Mobile siteHaving an amazing, well-designed desktop site is certainly important, but in this day and age, there’s nothing more vital than a flawless mobile site – especially for aviation and aerospace brands.

You’d be amazed at the chunk of web traffic that comes from on-the-go consumers. Tablets, iPhones, Androids, eReaders and other new technology have truly changed the way our world works and does business.

If aviation brands want to stay relevant (and profitable), they need to keep up. That means having a beautiful, persuasive and 100 percent functional site that shows up properly across all devices – whether they’re phones, tablets or even web-enabled TVs.

Mobile friendliness is a crucial part of any aviation marketing strategy, and if you haven’t broached the subject at your company yet, it needs to be priority No. 1 – starting today.

 

Are You a Part of the Problem?

Get out your phone or tablet and pull up your company’s website. How does it look? Does it resemble your main site, or is everything out of alignment and jumbled? Can you read the text without zooming in and out? Can you navigate to and from pages easily? Do contact forms and links work?

Unless you’ve specifically had a mobile site designed, it’s pretty likely you’ll come across some issues. And if you’re having issues, imagine what it’s like for your customers. What if they need help or have a question? What if they want to buy a product but are unable to? That would be pretty frustrating – and it might even turn them off your brand for good.

The truth is a great mobile site is more powerful than you think – particularly for aviation brands. After all, when you’re in the aviation or aerospace industry …

  • Your clients need to access you on the go. Whether you operate an airport, airline, FBO or a fleet of charter jets, one thing is undeniable: You cater to travelers. Those travelers want to connect with you, get information, buy products and get help wherever they go. If your site doesn’t work on their portable phones and tablets, that can’t happen. That means a lot of unhappy customers on your hands.
  • You need to be on the edge of technology. The aviation and aerospace industries are some of the most advanced in the world. They’re responsible for developing amazing new things – rockets, planes, avionics systems and more – and customers expect brands in this field to be on the absolute cusp of technology. What will they think about your brand’s tech savvy if you can’t even get a simple mobile website up? (Hint: It’s probably not good!)
  • It helps with SEO. Since such a big chunk of web traffic now comes from mobile phones and tablets, search engines now consider a site’s mobile functionality as a ranking factor. To put it simply, that means if your site works well on a mobile phone, it will have a higher search ranking than one that doesn’t. In a big-budget industry like ours, that can mean the difference between a million-dollar sale and a lost customer.
  • You need to look professional. Customers aren’t going to spend thousands of dollars (sometimes millions, depending on your products) on a brand that’s not up to snuff. If you want to bring in the big spenders, you need to look worth every penny. Your web presence – both on a desktop and on the go – plays a huge role in how you look to the outside world. So if they’re aren’t at their very best, you’re probably losing out on some valuable business.

As a longtime aviation marketing expert, I can’t tell you how many times I’ve seen a client with a stunning desktop site that became a jumbled mess when pulled up on my smartphone. If this sounds like your brand, it’s time to make your mobile site a major priority – before it impacts your reputation, your sales and your profits.

Want to learn more or get help perfecting your brand’s mobile site today? Contact Haley Aerospace now.

Aviation News Roundup: The Biggest Headlines From September

aviation marketing newsAs one of the premier aviation marketing agencies in the country, we make following aviation and aerospace news one of our highest priorities. We watch all the biggest publications, read all the blogs and follow all the reporters, and we stay on top of the industry’s leading trends and changes daily.

While this certainly makes us well equipped to help our clients and customers, it also comes with a huge benefit for you. We read the news, so you don’t have to.

That’s right. Whatever position you hold at your company, we understand how busy you are. You’ve got customers to please, bosses to impress and shareholders to keep happy, and you just don’t have the time to stay up on industry news as much as you’d like.

Well, we have you covered. From here on out, we’ll be providing you with a handy, headline roundup at the end of every month. We’ll sum up some of the month’s most interesting news in aerospace, defense, business aviation, MRO, UAV and more.

Today, we’re taking a look back at September. Catch up on all that happened this month now:

BizAv Market to Remain Weak

Although just released this week, Rockwell Collins’ 2016 BizAv outlook is one of the biggest pieces of aviation news to hit this month. According to the industry leader, most sectors of business aviation will see only a modest increase – if any – over 2015 numbers. In fact, the company has announced it will reduce production rates of both midsize and light business jets, and it expects business and regional jet OEM sales to decrease as well. This comes just one week after Bombardier announced a similar rate reduction of its Global 5000 and 6000 aircraft.

Pentagon Banks on F-35s

Lockheed Martin and representatives from the Pentagon have declared the F-35 to be the expected leader in defense aircraft for the next two or even three decades. According to Lt. Gen. Christopher Bogdan, “Nothing compares to it. I’d put this airplane up against any airplane in the world today, tomorrow and for the next 20 or 30 years, and we will come out ahead.” Pentagon Procurement Chief Frank Kendall agreed, “We don’t expect any airplane that is currently in development to be seriously competitive with this airplane.”

NBAA Regional Hits St. Louis

More than 100 exhibitors showed up in St. Louis earlier this month for the NBAA Business Aviation Regional Forum. Visitors were able to view 25 aircraft, including the Cessna Citation Latitude, the Gulfstream G65ER and three Falcon 900s. NBAA President Ed Bolen also used the forum to brief BizAv professionals on FAA news, tax policy, airport access and other features facing the industry. This event marked the final NBAA Regional Forum of the year. Check out photos of the event here.

Study Shows Small Airports Need New Strategy

According to a recent study called “Effects of Airline Industry Changes on Small- and Non-Hub Airports,” small airports have some changes to make if they want to see success in the coming years. The study revealed that domestic carriers saw a 17 percent drop in flights over the last decade, resulting in a 32 percent decrease in non-hub traffic and a 21 percent decrease in small-hub traffic. In order to bounce back, the study says small airports need to find ways to make routes more profitable for carriers – at least more profitable than other routes in the area. A “retention strategy” is also important to keep those carriers happy and “maintaining constant communication with community organizations and conducting rigorous analysis of existing service and passengers to best suit the needs of the carriers and the community” is crucial.

Supersonic Is on the Horizon

At a Wichita Aero Club appearance, Brian Barents, chairman at Aerion Corp., announced the development of a Mach 1.5+ supersonic business jet, courtesy of Aerion and Airbus. Barents said he expects the jet to be certified by 2023, and that demand for the supersonic flyers could jump to 600 over the next 20 years. The jets would come with a $120 million price tag.

New Technology Helps Fight Turbulence

Turbulence may be a thing of the past thanks to some new technological advances. Electronic flight bags, onboard tablets and other new cockpit avionics systems are helping pilots better circumvent turbulent areas and plan routes based on weather and sky conditions. Though many of these products are only in research stages, we can look forward to the benefits they’ll bring a few years down the road.

Heli Industry Honors Renowned Pilot

Alan Purwin, one of the helicopter industry’s most well-known pilots, perished in a Sept. 11 crash in Colombia, while filming the Tom Cruise movie Mena. The industry has come together to honor him throughout the month, remembering the huge contributions he made to the air medical fields and the helicopter news sector. Purwin, who flew in such films as Pearl Harbor and Transformers, was also the president of Helinet, which captured news footage across the world. As part of Helinet, Purwin was actually one of the first pilots to capture footage of Hurricane Katrina – footage that helped to raise awareness and speed up assistance to the area. Purwin also launched an air ambulance program for Children’s Hospital Los Angeles, which still operates to this day, saving hundreds of children across California every year.

NASA & FAA Aim to Collaborate on Drone Efforts

The FAA will soon team up with NASA and the RTCA to create a standards committee for commercially used small drones (those less than 55 pounds). According to RTCA President Margaret Jenny, “The effort would develop performance standards, or operational parameters, for drones that are used for commercial purposes, such as Amazon’s proposed Prime Air package delivery service. It is not aimed at drones flown by hobbyists for recreational purposes.”

 

Be sure to check back on the blog weekly for great aviation marketing tips, industry news and more, and head back here in one month for another headline roundup!

The 4 Keys to a Successful B2B Aerospace Brand

b2b aerospace brandWe recently delved into the value of brand development for B2B companies – how a strong brand can help an aerospace business stand out, better target its efforts and deliver a great first impression from the get-go.

This week, I want to discuss the keys to actually creating that strong aerospace brand. It’s not an easy process by any means, but it’s one that can add real value to your business and your customers.

Does your B2B have a strong aerospace brand – one that stands out in your industry? If you’re not sure, see the checklist below. A successful B2B brand is:

  • In touch with its customers’ needs and wants – At its very core, a B2B needs to be intimately familiar with what its customers need, want and desire. It needs to focus on helping those customers meet their goals, make sales and improve their businesses. Because really, if it doesn’t do that, what’s the point? Wouldn’t the customers just be better off on their own? B2Bs shouldn’t waste marketing dollars on promoting the latest product or service en masse, but instead on learning what potential customers want, then delivering customized, personalized solutions to each of them.
  • Focused on building long-term relationships, not just short-term wins – One-time sales will only get you so far. If an aerosprace brand wants to see massive success, it needs long-term relationships, not short-term wins. It needs to turn customers into brand ambassadors – people who recommend their brand to colleagues, friends, family and more. People who keep coming back year after year for more business. Social media is a big help in this arena, as it allows brands to break down barriers and stay in touch with customers long after a sale is made. Email campaigns, enewsletters and blogging are also great options too.
  • Constantly monitoring, measuring and analyzing – For true success, a B2B brand should never be shooting in the dark. Every action taken should be based on data, metrics and measurable analytics pulled from past efforts. Sure, experience and intuition can tell you some things, but using data and metrics can help guide your decisions. That’s a sure-fire route to success. It can tell you what works, what doesn’t work and what just needs a little fine-tuning.
  • Easily understood – Many B2B brands make the mistake of thinking that because their clients are “in the business,” all of them automatically understand their value proposition. Unfortunately, that’s just not the case. B2B brands need to make their unique selling point obvious. It should be in their motto and logo, and it should be easily construed from their website and other marketing collateral. Industry jargon and lingo might work in the office, but if you want a customer to latch on and realize how much they need you, you need to make sure they know exactly what you’re offering.

Does your B2B aerospace brand follow these mantras? If not, it may be time to rethink your strategies. Contact the Haley Aerospace team today to discuss how we can revamp your brand and boost your company’s success.