Category Archives: Advertising

Earned Media vs. Paid Media: What’s the Difference (And Does It Matter?)

Earned Media vs. Paid Media: What’s the Difference (And Does It Matter?) | Haley Brand Aerospace

Both earned media and paid media can offer added exposure, more leads and increased sales for your aviation brand – but the two aren’t one and the same.

While both types work together to support your marketing efforts, effective earned and paid media opportunities grow from very different seedlings: the former from your brand’s reputation and influence, and the latter from your pocketbook and advertising know-how.

Cultivating both is key to a 360-degree marketing strategy that works for the long haul.

Paid Media

Paid media is the simpler one. It allows you to pay (via an advertisement, for example) to promote your message, brand or product in a certain space.

Examples of paid media include:

  • Facebook, Instagram, Twitter or LinkedIn ads
  • Magazine placements
  • Paid contributions to publications or websites
  • Google Ads and other search advertising
  • Public or corporate sponsorships

Paid media is a great way to amplify your message, while also being very strategic with who sees that message, where they’re located and how likely they are to become a customer. Paid media is also a great way to gain exposure for your “owned” media — meaning the content, blogs, videos and resources you’ve created internally for your audience.

Earned Media

Earned media, put simply, is media exposure. It’s when a publication, news organization or some other channel with an audience shares your message, products, content or anything to do with your brand. Earned media is especially powerful because it increases your credibility (it’s someone else saying you’re great — not just you tooting your own horn).

Examples of earned media include:

  • Press mentions (including quotes from your team members or mentions of your products)
  • Positive reviews and testimonials on third-party sites
  • Reposts, shares and retweets on social media
  • Shares and emails of your content, blogs, articles, etc.

Earned media is a little harder to come by, as it’s largely out of your control. You can help your case by connecting with well-established voices and influencers in your space. For our clients, that means aviation and aerospace magazines, reporters, trade shows and others within the industry.

Part of your marketing mix should be owned media, your produced content that is shared with your audience. Materials such as a website, blog, social media accounts, collateral and other materials can be used to build your brand image, promote your products and services, and educate your target audience. In addition, owned media can serve as a valuable tool to help rebuild your reputation after a crisis event.

A Three-Pronged Approach

Really, the best marketing strategy is one that combines earned media, paid media and targeted owned media. This allows you to reach potential customers at all points in their buying journey, as well as leverage key influencers and voices in your industry.

Need help crafting your aviation brand’s three-pronged marketing strategy? Haley Aerospace can help. Get in touch today for a free consult!


Old School, Meet New School: Today’s Aviation Marketing Takes a Mix of Both

Old School, Meet New School: Today’s Aviation Marketing Takes a Mix of Both | Haley Aerospace Marketing

With the constant advent of new technologies and the ever-evolving social media space, it’s easy for marketers to feel overwhelmed.

What new tools and strategies are worth your limited resources? Your time? Your energy?

Should you abandon your tried-and-true “old school” method and pour all your cash into the next big thing? Or do you hold steady on the path you’ve known for decades?

It’s a hard landscape to operate in, and it’s one that leaves even the most accomplished of marketers flummoxed.

Fortunately, I’ve got some good news for you: You don’t have to choose.

The Best of Both Worlds

The most effective aviation marketing strategy,  even in today’s constantly changing environment, is one that blends elements of so-called “old school” marketing with newer-age tools and strategies.

The reason for this is simple: You’re still working with the same type of customer, high-level aviation buyers with big budgets and lots of oversight to deal with. These customers almost always require a little more hand-holding, in-person meetings, more one-on-one interactions and more devoted attention.

But aviation is also a highly technologically advanced industry, and as such, customers expect our methods to be advanced, too. You can’t sell a million-dollar cockpit component but have a website that won’t display on an iPhone. It’s just bad for business.

Check out some of the methods, both new and old, that we swear by in our aviation marketing campaigns.

NEW SCHOOL: Content marketing

Creating blogs, ebooks, articles and social content is a great way to draw in leads and prove your expertise all in one fell swoop. Do it in tandem with SEO efforts (use carefully chosen keywords throughout your content), and your results are amplified even further.

OLD SCHOOL: Paid advertising

It might not be as popular as it once was, but paid advertising, particularly in print publications, is still quite effective for aviation brands. Today’s landscape boasts dozens more ad mediums than before, though, so make sure you choose your outlets carefully. A mix of trade publications and online ads is usually best.

NEW SCHOOL: Social media

Social media works with any industry. It just takes some tailoring to fit your specific target audience. In our experience, LinkedIn, Twitter and Instagram tend to work best in aviation marketing. LinkedIn, because it’s a direct line to decision-makers; Twitter, because of its shareability; and Instagram, for showing off aviation products in their best and most appealing light.

OLD SCHOOL: Real conversations.

As much as today’s consumer likes interactive, digital conversations with the brands they do business with, aviation customers still want their real-life communication. They want to pick up the phone and ask questions, they want someone to walk them through the shopping and buying process, and they want a go-to resource for information and guidance when needed.

NEW SCHOOL: Immersive online and digital experiences

Well-designed, high-functioning websites are crucial to any brand’s success nowadays. After all, your website is probably your biggest marketing tool and, likely, the very first point of contact a customer has with your brand. It needs to be beautiful, usable and functional across devices and screens.

OLD SCHOOL: Face-to-face interactions

Regardless of how great your website is aviation customers still want to see you in person. They want to touch, feel and operate your products, and they want to talk shop with your employees. It’s why our industry is so rife with trade shows; they’re in-demand, and they work!

Find the Perfect Balance

Want to strike the perfect balance between old-school and new-school with your aviation marketing plan? Let the Haley Aerospace team lead the way. Contact us today to chat.


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.


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.


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.


Take Your Aerospace Advertising Digital

Take Your Aerospace Advertising Digital | Haley Aerospace Marketing

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

Probably not.

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

The Times They are A-changing

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

And that’s a good thing.

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

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

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

Tired of the Status Quo?

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


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

branding agency

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

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

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

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

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



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

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

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

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

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

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



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

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

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

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

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

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


Need a Good Slogan?

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