AMHF 0121 Aviation Marketing - How Long is This Going to Take?
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Today we answer a question from an aviation professional who just bought a new business and is feeling a little overwhelmed with the idea of having to keep marketing FOREVER.
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Book Club Discussion - Nuts! Southwest's Crazy Recipe for Business and Perso...
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This document summarizes reviews of the book "Nuts! Southwest Airlines' Crazy Recipe for Business and Personal Success". The majority of reviews (64%) gave the book 5 stars, praising its insights into Southwest's culture and history and saying it is a good read for anyone wanting to strengthen relationships. Some 1-star reviews criticized that it leaves out details like oil hedging and reads like corporate propaganda. The document also provides highlights about Southwest's founding in the 1970s and its outrageous corporate culture that emphasized humor, unselfishness and thinking like an owner.Book Club Discussion - Growth Hacker Marketing
Our book club selection for June was Growth Hacker Marketing by Ryan Holiday.
We’re a little late discussing it because, well, it’s summer. And because we wanted to get the last three videos out for our Marketing Lab members who are working on their Five Stories Every Aviation Brand Must Tell.
But, we’re catching up and I’m glad we did.
This is a great book for people who studied marketing before about 2000 and need an orientation to explain what the heck happened.
Aviation PR - Natural Disasters and Human Error
Aviation involves a lot of risk management, and aviation PR is based on the same discipline.
Chances are, at some point in the next few years, something bad is going to happen. It could be something outside of your control like a natural disaster or something due to human error. We are all humans, and we employ humans, and humans make mistakes.
You know the saying - "There are old aviators, and there are bold aviators. But there aren't many old, bold aviators!"
Those that have taken the time to think through some likely scenarios and how they will respond are the ones that will survive whatever small or large "disaster" it is, and still be around in five or ten years.
In this episode, we talk about a natural disaster currently occurring at our house, and provide our six principles for creating a good "bad news" press release.
Five Essential Stories Every Aviation Brand Needs To Tell
Branding is about more than just logos and colors - it's also about the stories we tell.
In this episode, John and I list the five stories that every aviation company must tell, and talk about how these have worked for us.
How Graphics Sell Things
Why are good graphics important?
Because it’s hard to earn the attention of busy people.
It’s hard to resist a compelling image.
Graphics are the beginning link in a chain – one thing earns the attention for the next thing.
Book Club Discussion - Growth Hacker Marketing
Our book club selection for June was Growth Hacker Marketing by Ryan Holiday.
We’re a little late discussing it because, well, it’s summer. And because we wanted to get the last three videos out for our Marketing Lab members who are working on their Five Stories Every Aviation Brand Must Tell.
But, we’re catching up and I’m glad we did.
This is a great book for people who studied marketing before about 2000 and need an orientation to explain what the heck happened.
Customer Appreciation Events for Aviation Companies
The best customer appreciation events include three factors:
Food
A fun (or educational and fun) activity
Thoughtful opportunities to mingle with other customers, family, friends and fans.
It's important to know how to plan a customer appreciation event.
A company that invests in a great customer appreciation event sets itself apart from every competitor.
Companies that hold great events have better customer satisfaction, they are better able to retain their client base, they get more referrals, they get more testimonials and they even make more sales to new clients.
Done well, events have the following advantages:
Improve customer retention
Get more testimonials
Get good PR and visibility
Expand your client base
Make more sales!
So, what does "done correctly" mean for customer appreciation events? How much should you spend on these things? (grumbles the accountant) and what activities should you plan?
Planning Aviation Events
Mark Cuban says - "I don't bet on the company, or even on the idea - I bet on the person!" You get a much better feel for a person when you meet him or her "IN PERSON."
That's why events are so important as an opportunity to be in the same room with customers and prospects, especially when we have large-ticket, complex transactions.
Book Club Discussion - Elon Musk by Ashee Vance
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Key Points -
- Focus
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We had a question from Nate, (not his real name) who is an artist that will be showing his work at NBAA. We have some advice about how to sell more!
In a nutshell -
- Build a list of potential buyers
- Create a fantastic catalog
- Feature one piece of art per hour, with a guest speaker
- Follow up with specific customers after the show about their favorite piece.
GDPR - Three Ways to Make it Easier for Aviation Companies
GDPR is the latest in a long history of regulatory, security and strategic changes that means website and email marketing changes.
Three Tools for Aviation International Marketing
This document discusses three tools for international aviation marketing: foreign language pages on a company's website; search engine optimization including multilingual meta tags and translated pages; and social media/advertising. It suggests using Google Analytics to determine potential overseas markets and asks questions to consider like whether a company wants more customers from a specific country and what support would be needed like accepting foreign currencies or hiring local representatives. Internationalizing a website through additional language pages and optimizing it for foreign search engines are presented as relatively easy first steps to reach new global audiences.
Book Club - Finding My Virginity by Richard Branson
This document appears to be notes from a book club discussion about Richard Branson's autobiography "Finding My Virginity". The notes include quotes and page references from the book, discussing first impressions of Branson, lessons he learned from his teachers, experiences as a Virgin employee, challenges he faced becoming a banker and entrepreneur, risks he took in his business ventures, and insights into his character. The book club discussion covered a wide range of topics and experiences from Branson's life and career as outlined in his autobiography.
Filling in the Details of Sketchy Prospects
You obtain basic contact leads from people signing up for your newsletter, downloading content, or connecting on social media. However, these leads only include a first name and email address. To better understand prospects and target your marketing, you should search for leads' full names, companies, positions, interests, and phone numbers on the internet, Facebook, LinkedIn, and other sources. With more complete prospect profiles, you can create more effective multi-channel marketing campaigns that garner higher engagement and conversion rates than typical email-only campaigns.
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The three most common aviation website mistakes that cost aviation companies sales. Two of them are REALLY inexpensive and easy to fix!
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Aviation Writers, Speakers and Educators are also in Sales
This document promotes a sales training webinar for aviation writers, speakers, and educators. It suggests that being good at sales is important for success in these fields. The webinar will cover basic sales topics like building a following on social media, pitching articles and proposals, and positioning oneself as an authority. Attendees will receive an exclusive handout on email templates. The event is scheduled for May 2nd at 1:00pm Mountain Time and registration can be completed on the listed website. The goal is to help aviation professionals improve their selling skills in a collaborative way focused on win-win outcomes.
Mark Zuckerberg, Internet Privacy and Personal Minimums
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AMHF 0125 - Aviation Sales & Marketing Book Club - Contagious
This episode of the Book Club discusses key concepts from the book Contagious such as social currency, triggers, emotion, being public, practical value, and using stories to spread ideas. The episode covers how sharing things that make us look good provides social currency. It also discusses how keeping topics top of mind and tip of the tongue acts as triggers to spread information, and how sharing increases when people care about a topic and it has practical value or news people can use.
FBO Marketing - Three Ways to be Better Than Every Other FBO in Your Market
This document discusses three ways for an aviation service provider (FBO) to differentiate itself from competitors. It recommends focusing on location, airport facilities, and people. For location, it suggests promoting proximity to destinations. For airport, it advises highlighting amenities like fuel options, de-icing, and rental cars. And for people, it stresses how staff prioritize personalized service and customer satisfaction.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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AMHF 0121 Aviation Marketing - How Long is This Going to Take?
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- 8. Moving Targets 8 • Prices • Regula9ons • Mergers/Acquisi9ons • Turnover • Marke9ng Tech • Magazines Shrink or Disappear • Trade Shows Change Rates/Rules Venues • Demographics Change
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