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.