Aviation Marketing: How to engineer a social marketing strategy

How to engineer a social marketing strategySocial marketing is not free – it requires time, money, and resources

Social marketing is an all-encompassing term that covers very specific strategies and tactics designed to engage customers and prospects. When considering the addition of social marketing into the marketing mix, it’s best to review current marketing strategy and determine where social marketing will have the greatest impact. Continue reading

Aviation Marketing: Protecting your social marketing assets

Got Trademark?

Got Trademark?

The increase in blogging is fueling trade name infringements

Recently I received a Notice of Infringement Cease and Desist letter over the blog and newsletter name Altitude Marketing.  This came as a surprise because I’d been publishing the blog and newsletter for over a year. It seems that “Altitude” when combined with “Marketing” violated a trademark registered by another marketing consulting firm. Continue reading

Aviation Marketing: 14 social marketing channels for content distribution

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Know where and how to connect with your audience.

58 Social Media Tips for Content Marketers published by the Content Marketing Institute is an e-book about selecting social marketing channels and identifying best practices of how brands use these channels to connect with their customers.  Aviation marketers should pay particular attention to aligning social media platforms with audience following. Below are findings from the e-book that are relevant for marketers in the aviation industry: Continue reading

Aviation Marketing: 10-reasons why social marketing efforts fail

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Successful social marketing requires dedicated resources and support from Leadership

Strike up a conversation about social marketing with senior leadership and chances are they will roll their eyes and tell you a story about someone posting something to a Facebook page. The reality is that very few understand how to implement or integrate social marketing within established marketing channels. Continue reading

Aviation Marketing: Digital’s impact on the 4 marketing P’s

Extending brand engagement through digital services

Technology can enhance and solidify the emotional connection to the brand.

Digital technology is affecting the 4 marketing P’s – Product, Price, Placement, and Promotion – by extending brand engagement. Adept aviation marketers are adding value to their brand by providing digital services that complement the user’s life style and the core product offering. Continue reading

Aviation Marketing: Generate More Revenue by Providing a Better Brand Experience

Exceeding Customer Expectations

Marketers can contribute to top line growth generation by providing a better brand experience at critical customer touchpoints.

Reuben Steiger, Principal at Methods New York studio, wrote an article for Fast Company Design.com entitled, “Great Brands Are About Fusing Product And Service. How Do You Do It?” In the article, Reuben identifies actionable items to create a better brand experience. Below is my interpretation of his article for aviation marketers and how a better brand experience can lead to generating more top line revenue. Continue reading

Aviation Marketing: Rethinking marketing media

Owned, Earned & Bought Media

Owned, earned and bought media provide the platforms for customer engagement.

In the not-too-distant past, magazine advertising dominated aviation marketing.  The proposition from publishers was simple – we will provide the content and the readership base, and aviation manufacturers will rent space in our magazines to advertise products and services. This was a successful business model which lasted over 6 decades. Continue reading