Though most aviation and aerospace companies would label themselves a B2B brand more than anything, that doesn’t have to rule out marketing toward the general consumer altogether.
In fact, with a unique strategy called ingredient branding, you can actually appeal to the wider B2C audience and push buyers toward those B2B companies you do business with, thus increasing your own demand and sales numbers.
Sound confusing?
Let me break it down for you.
Traditionally, ingredient branding is seen with foods, cosmetics – things that have a “recipe.” Take stevia as an example. Though most people won’t just purchase stevia by the pound, they will consider it when buying off-the-shelf products – especially if they’re looking to avoid sugar or cut calories.
So, by raising general awareness of its health benefits, the makers of stevia can actually increase demand for other products that use stevia – like premade lemonades and soft drinks, cereals, cookies and other snack food items. The increased demand for those products thereby increases the B2B demand for stevia itself. The manufacturers of items containing stevia will start to purchase more, and stevia will see an uptick in sales and revenues. Everybody wins.
The same strategy can go for B2B brands in the aviation and aerospace worlds too. While the average consumer won’t be purchasing a Boeing airplane for themselves, they very well may consider which airlines use Boeing when making flight arrangements. By the same token, a corporate pilot probably isn’t going to purchase individual avionics components and build their organization’s private jet from the ground up, but when weighing in on purchasing decisions, you can bet they’ll give some serious thought to who builds each potential jet and what systems and components are used on it.
For these reasons, it’s vital that aviation and aerospace brands don’t forget about the consumer – the person at the very end of the buying spectrum. There’s always a human element to branding, and when you consider that your product, service or whatever you sell is part of a larger recipe – a larger item that will eventually be sold to others later on down the line – it’s easy to see how crucial it is that you appeal not only to bigger brands but also to the people who buy from those brands.
Ingredient Branding and You
Have you tried ingredient branding with your B2B products or services? If not, you’re selling yourself short. There’s a lot of potential in ingredient branding, and it could be just what you need to take your organization to the next level. Contact the branding experts at Haley Aerospace today to learn more.
