Marketing In Aviation
In every industry, there are some marketing methods that work really well and then there are others that don’t.
Marketing in aviation, you’ll find that the most traditional methods are the ones that work best.
That’s because of the target demographics: the average audience for aviation is often older and resistant to change. The traditional advertising methods that we recommend for aviation companies: trade shows, speaking and magazine advertising.
Trade shows – make certain you’re attending the right ones that cater to your target market! Booth rent can be expensive, so you may just want to set appointments in the city where the show is being held.
Speaking at trade shows makes this much more manageable. Speakers are often paid or at least get free tickets to the event. This also positions you as an authority in your field.
Magazine advertising is also very credible and respected. Negotiate for the best possible rate, and often these packages include digital marketing as well.
Once you start one of these methods, don’t stop!
Appearing at a trade show each year, but then being nowhere to be seen the following year breeds suspicion. As does disappearing from your customers’ favorite magazines.
But here’s the problem: things that have a history of working won’t always be the primary methods that get the best results. (Past performance doesn’t guarantee future results, as they say in the stock market.)
So, diversify your portfolio of marketing efforts to include items that may NOT have worked for you as well in the past. Sending an emailed newsletter, improving your website, adding high quality content to your site, posting on social media, and reaching out to your target market with personalized messages and/or paid ads are all options.
Google and Facebook offer many options for targeting specific people – people of a particular age, income, geographic location that are members of an aircraft association or subscribe to a magazine that caters to the aircraft type you service, for example.
Digital marketing methods can be measured, so you can see your results by the week or by the month, which helps you revise your strategy each quarter so that you can double down on the ones that work, and ease up or revise the ones that don’t.
In any case, it’s ideal to hire an expert on the type of digital marketing method you’re using – get a great email copywriter to write your newsletter or a series of explainers about your product or service. Get a great social media expert with a good track record to build your audience among your target demographic. Get a podcaster to interview you. Get someone well-versed in LinkedIn marketing to help you devise your strategy. Get someone who is an expert in Google Ads to set up your account for the first time so that your strategy is well-organized.
Make adjustments as you go, and build your marketing team, skills and assets. You will see resulting improvements in your sales and revenues!