Category Archives: Marketing

Common Lead Generation Mistakes: Are You Making Any of Them?

Common Lead Generation Mistakes: Are You Making Any of Them? | Aviation Marketing | Haley Aerospace Marketing

Leads equal sales and sales equal profits. But getting those leads in the first place – especially qualified ones – that’s where the problem lies.

It’s easy to slap an opt-in form on your website and call it “lead generation,” but the truth is, that’s no more effective than a postcard in the mail or an unwanted cold call on someone’s cell phone (i.e., not very effective).

Truly impactful lead generation is a delicate mix of marketing, targeting and timing, and many businesses – too many of them, in fact – get it wrong.

Want to make sure you’re not committing any cardinal sins of lead gen? Here are the most common mistakes we’ve seen in our line of work:

Using a singular landing page.

Landing pages need to be highly targeted and tailored in order to be effective. First and foremost, they should match up with the ad or link that brought the lead in – both in messaging and in intent. They should also coincide with whatever you’re offering for their opt-in. Are you giving away a white paper on fighting customer churn? Then that landing page needs to be all about the struggles of churn – its financial costs, the stress it puts on a company’s resources and team, etc.

Because these pages need to be so targeted, they don’t really work well for multiple campaigns. For the most part, you can pretty much expect to create a new landing page for every campaign, advertisement or promo you launch. It sounds like a hassle, sure, but it’s also the best way to deliver value to the lead – and earn their loyalty in return.

Too-long opt-in forms.

Today’s consumers are busy, and they’re used to lightning-fast speeds when it comes to their online experiences. Expecting someone to fill out a 5-minute form – especially if they have no preestablished relationship with you – is pretty much dooming your lead gen efforts for failure.

Think of the opt-in like a first date – or even a precursor to a first date – for your leads. They’re intrigued, and they want to know more, but they’re not going to give you their address, cell phone number and entire life story just yet. Prove your worth, show them why you’re worth their time, and gradually you can go for the big asks (and the big sales pitches).

Unclear CTAs.

Calls-to-action are the key to snagging the email address, phone number or other opt-in info. Knowing your CTA also helps guide your content, so that it always – at every turn – drives users to completing that action and making that connection.

CTAs should be clear, concise and highly visible on any page you’re driving leads to. They’re especially important on your high-traffic pages – places like your home page, your blog, any viral videos you have, etc. Like your landing pages, they also need to be highly tailored to what the lead is thinking, needing and expecting when they hit your content.

Buying instead of generating your leads.

It can be tempting to buy email lists, but in the end, it almost always hurts more than it helps. If you get flagged for spam (which you likely will, since the users didn’t actually subscribe to your emails!), the more your messages will go straight to spam folders – making them virtually useless and wasteful. On top of this, it also means you’re not connecting with very qualified leads. Those users haven’t shown any interest in your brand thus far, so trying to convert them into a sale? That’s an uphill battle.

You’re better off generating organic leads who actually want and need your services, and then delivering your products as usual. It’s a much easier sell when people actually want what you have to offer!

Forgetting the follow-up.

There’s no point in generating a lead if you’re not going to use it. If someone signed up for your emails or gave you their info, they were at least somewhat interested in what you have to say or offer. Find out what that something is, tap into it and start nurturing that lead until you close the sale. It might take a while, but if you put effort into building the relationship and earning their loyalty, you’ll have a customer for life.

How do you measure up?

Is your aerospace brand making any of these lead generation mistakes? Want help course-correcting and getting back on track? Contact Haley Aerospace today.

 

3 Mistakes New Aviation Marketers Make

3 Mistakes New Aviation Marketers Make | Haley Aerospace Marketing

If you’re new to being an aviation marketer, you’ll quickly find that it’s a unique beast.

Not only are we selling high-dollar parts, products and machines, we’re also selling experiences. Doing all of these things take a powerful grasp on both our audience and the values and priorities that matter most to them.

Are you new to the aviation marketing world? Just want to brush up on your skills and make sure you’re on the right track? Here are the biggest mistakes newbie aviation marketers make (and how to avoid them):

Not measuring and tracking

Marketing without metrics is just shooting in the dark. If you want to ensure your strategy is an effective one, it needs to be based in cold, hard data. What areas are you failing in? Where are your efforts working and where is there room for improvement? What past efforts have been successful and what led to their success? Analytics can help you answer all of these questions and more.

It’s not just about watching your analytics, though — it’s about watching the right ones. As with anything, not all metrics are created equal, and if you want to drive more sales and get more clients, you have to watch the metrics that are tied to those numbers — the conversion rates on your content offers, the engagement on your social posts and the leads you keep in the funnel after a trade show. Know what your key performance indicators are and keep a good gauge on them at all times. Let them drive your strategy and move your brand forward.

Skipping social

Many aviation marketers feel social media is a waste of time. Are high-dollar buyers really watching your brand on Facebook? Could a Twitter post really bring a new B2B vendor into the fold? You bet it could. In aviation marketing, it’s all about choosing the right social channels to focus on.

For B2B brands, LinkedIn is king, and Twitter can bring in some healthy sales as well. For B2C organizations, visual platforms like Instagram and Snapchat are great options if you’ve got amazing aviation photography because they really draw people to your brand. (You just have to know how to convert them and turn those leads into a sale after that!)

Marketing to the wrong person

You also need to know who you’re marketing to. If you’re a B2B aviation brand, you’re not marketing to the CEO of a company. Instead, you’re trying to reach a buyer for that brand — someone lower on the totem pole, with less of a financial stake and more to prove. They want you to make them look good and they want you to show them how.

For B2C brands, you need to dive into the psyche and demographics of your target audience. What’s their income level? Do they have kids? What stage of life are they in? What’s important to them and what are their values? These should all play a role in both how you market to them and what venues you use to do it.

Always keep the end-buyer’s unique scenario in mind when crafting your marketing efforts. What are their challenges and struggles? What are their pain points? How can you, specifically, help them solve and overcome them? More importantly, how can you convince them of your abilities and earn their trust?

You’re Not Alone

You don’t have to go it alone in aviation marketing. Our experts are here to help point you in the right direction — both on metrics and on strategy. Contact Haley Aerospace today for help with your 2019 aviation marketing.

 

How to Find (And Connect with) the Best Exhibitors for Your Brand at HELI-EXPO

Overwhelmed at HELI-EXPO? How to Find (And Connect with) the Best Exhibitors for Your Brand | Haley Aerospace Marketing

Next month’s 2019 HAI HELI-EXPO in Atlanta is sure to be an educational, productive and, hopefully, profitable event.

But with more than 700 exhibitors and 18,000 industry pros in attendance, it could also get overwhelming, too.

How do you know where to focus your efforts? What booths to spend your limited time on? Which exhibitors to explore partnerships or business relationships with?

This is the struggle of any modern trade show-goer — but it’s not one without a solution. Want to make sure you spend your time and resources as wisely as possible at this year’s 2019 HAI HELI-EXPO? These tips can help:

Study the exhibitor list ahead of time.

You don’t have to set aside hours to do this but take 30 or so minutes to browse the list and get familiar with at least the categories of exhibitors who will be at the event. Do it while waiting at the airport, when you’re on the plane or even just on the Uber ride over. If any names or booths stand out, jot them down on a notepad or on your phone. Make sure to include the booth number, if it’s available.

Go in with two or three overarching goals.

Having a few larger goals for the event can help you home in on the best exhibitors to spend your time with. Are you looking to for advanced avionics systems to upgrade your aircraft? Are you hoping to find a new distributor or part manufacturer with lower costs? Do you need consulting, marketing or branding assistance? Pick two to three overall goals for your visit and let those guide both the exhibitors you visit and the questions/concerns you bring up when you do.

Divide and conquer.

Instead of touring the expo in pairs or groups, give each member of team individual assignments — either a full hall or a handful of specific booths. Make sure to keep the assignments in their vein of expertise, though. Send your marketing director toward the advertising agencies you’d like to learn more about and send your CTO down the hall with the avionics manufacturers you’re considering. This divide-and-conquer method will help you make the most of your limited time on site.

Don’t get distracted.

It can be easy to get distracted at trade shows — especially ones like 2019 HAI HELI-EXPO that have mind-boggling (and massive) technological and aircraft displays to look at. Try not to spend too much time at these eye-catching displays (or worse, just waiting in line for them), and grab a brochure or flier instead. You can also snap a picture on your phone, so you can go back and check out the displays later on.

Stay tuned to social media.

Be sure to watch HAI’s social media, as well as the hashtag #haiexpo19 on Twitter. Not only can this keep you up to date on the latest happenings at the show, but it can also clue you into new exhibitors and booths you might not have heard of yet.

At the end of the day, it’s important to attend 2019 HAI HELI-EXPO with a plan. Know your goals for the trip, have a handful of must-see exhibitors and use your team to divide and conquer once you arrive. And remember, once you start talking with an exhibitor or vendor, if they don’t have the answers you want, or it doesn’t feel right, move on quickly. Your time is limited and wasting it on an exhibitor with no promise means less time with one who could actually help grow your business.

Want help with your next trade show? Want to learn more about our aviation marketing and branding services? Let’s connect in Atlanta next month. Contact us today to schedule a time.

 

How to Capture (And Nurture) More Leads at Heli-Expo

How to Capture (And Nurture) More Leads at Heli-Expo | Haley Aerospace Marketing

Lead capturing should be the ultimate goal of any trade show exhibitor.

Sure, a splashy booth and an amazing demo will get you some foot traffic, but if those visitors don’t know how to reach you after the fact or, worse yet, you don’t know how to reach them, what’s the point of it all?

Without an adequate lead capturing strategy — not to mention a nurturing one to follow it up — your trade show efforts aren’t just ineffective, they are downright pointless.

Want to make sure you’re well-positioned to capture and nurture valuable leads at 2019 HAI HELI-EXPO next month (or whatever your next trade show may be)? Then make sure to heed these tips:

Make It Easy

The faster and easier you can make your lead capturing process, the more likely visitors will be to do it. Don’t make them fill out an entire page of information by hand. They either won’t do it, or they’ll walk away annoyed (and with a cramping hand to boot). Instead, set up a laptop with a simple form on the screen. Require only the bare minimum of info — their name, company and an email address — items they can type in and enter in under 30 seconds. You can also go the old-school route and set up a box for business cards. This takes little to no effort at all and gives you more information than a basic form would.

Integrate It Into the Booth’s Experience

Your lead capture process shouldn’t be an afterthought. Instead, work it into the overall set-up and experience of your booth. Set up your form at the entrance of your booth and require visitors to sign in before seeing your demo, grabbing a brochure or stepping into your display. At the very least, have the form at your booth’s exit, so visitors who were genuinely interested in your products can give you their info.

Give Them Something Useful and Unique

You want to be able to reach your leads, but you also want them to know how to reach you, too. While a brochure or flyer can be nice, they’re not likely to stand out in the crowd — especially once those visitors arrive home with piles upon piles of them.

Want to make sure they think about your brand and your services after the fact? That they can connect with you when you do come to mind? Then send them home with something useful and unique. Maybe it’s a portable coffee cup with your logo and web address on it, or maybe it’s a set of branded earbuds to use on the plane ride home. Whatever it is, make sure it’s something the visitor will use and that it has some form of contact info on it.

Follow Up Quickly

Within a week of the show, follow up with the leads you captured at the event via email. Make sure to include a short reminder of what your booth (and your business) brought to the show, and then detail any show-related discounts or specials you’re running. You might get some bites and you might also get some unsubscribes. Use this to hone your list.

Assign sales reps to the leads you get responses from, remove the unsubscribes, and put the remaining leads into an email drip campaign. Send them valuable content, tips and guidance over the coming weeks and months, and keep your business top of mind. (You never know when they might need your services.)

The Lead Generating Marathon

Remember, lead generation is a marathon, not a sprint. Think of your booth as the initial starting line — the point where it all begins. It’s not until much later, after you’ve built up trust and delivered value, that the leads become loyal, paying customers.

Need help capturing and nurturing leads at your next trade show? Want help in other areas of marketing? Contact Haley Aerospace today or connect with us at HELI-EXPO next month.

 

The Power of Keywords…Or Maybe Not

The Power of Keywords — Or Maybe Not | Aerobrand Company | Haley Aerospace Marketing |

So-called “keywords” play a big role in SEO strategy — and sure, they can bring in leads and customers by helping people find your website.

But traditionally used, they’re just not enough to get you the business you want.

The Problem with Certain Keywords

In an overcrowded place like the web, packing your aerobrand website with keyword phrases like “best autopilot device” or “top aviation company” might seem like a good idea. But this strategy often serves up disappointing results.

Think about how many other brands are trying to rank for those common keyword phrases. Then ask yourself, how many of the users searching for those terms are actually looking for your specific products and services?

Probably only a small fraction, right?

Here’s a crazy thought: instead of labeling your aerobrand with broad terms and phrases that might bring in qualified leads, why not include ones that will only bring them in?

I’m talking about brand-specific, nitty-gritty, deep-dive terms — things like “HeliSAS” (perfect for our friends over at Genesys Aerosystems) or “aerial luxury” (a great phrase for AERIA Luxury Interiors).

These are simple, succinct words and phrases that push users directly to what they’re looking for. Ultimately, that means a higher chance of a real conversion or sale and a much more effective use of time, energy and resources, marketing-wise.

What’s Your Word?

Do you have one of these words or phrases you could include, rather than just relying on big-bucket keywords?

Here at Haley Aerospace, our word is aerobrand. It’s a term that works two-fold for us: one, it speaks to our clientele, aerospace and aviation brands. Two, it explains our services, aerospace branding and marketing.

Once you’ve determined your word, you need to own it. Use it in marketing materials, in blogs and on social media. Work it into your tagline, motto and even email signature. Be known for something uniquely you — something other companies can’t touch and something your future customers will seek out specifically from your brand.

Need help determining a unique search term for your aerobrand? Let us help. Contact Haley Aerospace Marketing today.

 

Four Aerospace Marketing Trends for 2019

Four Aerospace Marketing Trends for 2019 | Aviation Marketing | Haley Aerospace Marketing

Somehow, 2018 is coming to a close, and it’s already time to start mapping out your marketing budget for the new year.

Do you know what you’ll pour your resources into? What platforms and tools to purchase? Where to augment your staff and what trade shows to send them to?

If not, look to current aerospace marketing trends to guide you. Here’s what our clients have been up to in the past few months — and what we expect to see more of as 2019 plows forward:

1. Customization and personalization.

Today’s consumers expect a more targeted, personalized experience than ever before. No more cookie cutter, catch-all marketing campaigns or vague billboard ads that speak to no one in particular. Now, it’s all about speaking directly to the customer — addressing their exact needs, wants, desires and struggles.

It sounds hard, but thanks to the huge amount of data we marketers have access to, it’s not as far-fetched as it might seem. You just need the right measurement tools (analytics platforms, customer interviewing strategies, polls, surveys, etc.), as well as the right team members to watch that data, analyze it and act on it.

2. Embracing the unique.

Instead of trying to be the best or the most expensive or the most luxe, today’s aerospace brands are focused on being their most unique. Rather than touting their awards and high-profile clients, they’re honing in on what makes their products and services different from their competitors — and then using those differentiators to position their brand for better-qualified customers and B2B partners.

3. Going back to square one.

What made your brand successful in the first place? It might have been 75 years ago, but those same things that made you popular then can make you popular again. Take Disney’s recent reboot marathon lately. Why do you think they’ve taken to re-doing every single animated film the company’s ever made? Because those films were their foundation — the thing that got them where they are today.

When in doubt, go back to square one and look at what brought you here. Sometimes, improving your business doesn’t have to mean a total 180-degree change. Small tweaks and incremental alterations in approach can do wonders.

4. Pushing quality over quantity.

Aerospace customers are discerning ones. They know a cheap Facebook ad from an expensive placement in a trade show booklet or industry magazine. Instead of trying to get “more for less,” pouring all your resources into hundreds of unqualified clicks on Facebook or Google, focus your efforts where you know your customers are — even if it means spending a bit more (or bringing in fewer leads) in the process.

2019 is Almost Here

We understand these aerospace marketing trends and can help you create a winning marketing strategy for your aerobrand in 2019. Contact the team at Haley Aerospace Marketing today.

 

How Aerospace Brands Can Stay Relevant in Changing Times

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

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

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

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

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

Building Relevant Aerospace Brands

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

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

To do this, brands need to:

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

The Bottom Line

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

 

3 Ways to Keep Your Marketing Agile

3 Ways to Keep Your Marketing Agile | Haley Aerospace Marketing

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

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

It’s easy to second-guess yourself.

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

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

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

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

 

The 5 Habits of Effective Aviation Brands

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

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

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

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

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

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

 

The Biggest Aerospace PR Mistakes You Can Make

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

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

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

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

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

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

 

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

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

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

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

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

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

Enabling Your Agency’s Efficacy

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

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

Here’s what you can do as a client:

Be constructive – not destructive.

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

Be responsive.

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

Be honest.

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

Be clear.

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

Be trusting.

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

An A+ Client = A+ Results

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

 

 

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

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

We tend to create logos and then forget them.

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

They might not think we notice … but we do.

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

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

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

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

How Much Should Your Logo Cost?

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

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

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

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

Giving Your Logo Value

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

Here are a few tips:

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

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

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

 

Aviation Marketing Tip No. 1: Do Your Research

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

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

We’ll get questions like …

What tips do you have?

What are the best tools to use?

What’s the key to success?

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

Good research.

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

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

Audience Research

The purpose of audience research is twofold:

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

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

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

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

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

Market Research

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

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

Competitive Research

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

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

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

Ready for Some Research?

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

 

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

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

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

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

And when done right, it works.

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

Automation Isn’t Enough in Aerospace

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

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

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

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

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

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

 

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

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

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

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

They called Haley Aerospace for help.

The Re-branding

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

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

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

The Strategic Makeover

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

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

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

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

 

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

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

 

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

Atlantic Aviation pudding, that is.

Haley Aerospace & Atlantic Aviation

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

But it wasn’t always that way.

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

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

How We Got Here

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

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

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

To This Day

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

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

 

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

 

Aviation, Defense & Aerospace Media Opportunities: A 2017 Calendar

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

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

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

 

NBAA – Oct. 10-12, Las Vegas, Nevada

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

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

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

AEA Connect – Sept. 6-8, Reno, Nevada

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

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

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

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

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

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

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

 

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

 

Aerospace Media Buying: The Best Bang for Your Buck

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

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

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

What’s Worth the $$?

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

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

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

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

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

Don’t Waste Your Money

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

 

 

Go Beyond B2B, Try P2P

Person-to-Person Marketing

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

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

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

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

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

Person-to-Person Marketing

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

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

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

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

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

 

For Customers, It’s All About the Journey

Customers

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

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

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

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

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

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