Advertising that connects and differentiates starts with the creative brief
Advertising that persuades and connects with the target audience is a strategic investment. It’s the only medium that the advertiser can control the placement, content, and frequency of message. Therefore, it’s important to make sure the creative development of the ad is on target to achieve the business objective and inform the potential new customer of how and why the product offering will improve their lot in life. Continue reading →
Soft marketing metrics don’t impress the CEO or CFO
In most business-to-business vertical marketing segments, marketing is viewed as an expense on the balance sheet. One reason for this is that the justification for marketing has relied on soft marketing metrics — awareness levels, brand recognition, website visitor traffic, target audience reach, etc. While these marketing metrics are important and part of the marketing equation, they lack accountability for revenue generation. This reinforces the perception with the CEO, CFO, and COO that marketing is a cost center, not a revenue center.
On-demand air charter customers seek a better brand experience.
With over 2500 air charter operators in the United States, competition is fierce for acquiring and keeping customers. While the focus of on-demand air travel is safety, security, and productivity, charter operators should not overlook the value of the emotional connection that customers need to establish with their brand.
Social media, love it or leave it, is hard to get away from. What started as digital networks where like-minded users could connect and share information has grown into a multi-billion dollar network catering to sophisticated brand advertising and user generated content.
Each platform has its own particular tone and style. Understanding this allows for social media content to be developed to show a more human side of the brand or a more technical competency based on the objectives of the social media effort.
B-to-B brands seeking to use social media for engagement need to understand the strengths and limitations of their selected social platform. Where Facebook is perceived as a more B-to-C retail platform, there are numerous examples where B-to-B brands have used the platform to connect with rural outlying communities where their facilities are located.
How to keep share-of-voice and maintain industry presence
Cost reduction is nothing new. The great recession accelerated the learning curve on how to reduce marketing expenditures by cutting personnel and marketing investment. However, as we fast forward to a new year and a recovering economy, when asked to reduce marketing expenditures one must take into account the value of marketing and the influence it has on the behavior of your customers and competitors.
Brand recognition for thought leadership takes stepping into the spot light.
Point-of-view marketing involves communicating your brand story through thoughts, deeds, and actions on how the industry should be served. One avenue to achieve this is through social engagement marketing tactics. When your brand provides authoritative content, supported by experience or scientific facts, it is demonstrating thought leadership.
People-to-People marketing changes the approach to customer relationships.
When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things: 1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Yet many times after this suggestion is made there is resistance to change and a tendency to circle back and do things the way they are most comfortable with. This usually takes the form of reskinning their current website with the latest product iteration.
Have the right inbound marketing tools and platforms in place help build brand preference.
Aviation manufacturers are slowly warming up to the idea of inbound marketing. Progressive practitioners are realizing the benefits of improved organic search rankings, broader reach of influence, and increased brand preference by investing in a strategic inbound marketing program.
When contemplating the execution of an inbound marketing program there are business, strategic and tactical issues to consider before starting the process.
Social media provides insight into the customer’s brand experience
The website technorati.com has lunched a podcast series, “Social Brands & Influencers”. Technorati interviews top thought leaders and decision makers in the social media and marketing world. Liz Brown Bullock formally of Dell Computer and now CEO of the start up SASI provided her perspective on getting employees involved in social media marketing. Below is my interpretation for aviation marketers.