advertising

Aviation Marketing: Don’t rule out emotional connections in the purchasing process

/ Bailey Burk / Leave a comment
Connecting with your customers’ emotions can create a brand preference

In aviation marketing, the purchase decision is often solely based on the performance specifications of a product. Each product on the market, no matter the manufacturer, will fulfill the client’s baseline need. With different products of standard utility competing for business, one way to differentiate is by manipulating the price point. Although not terribly flexible, a price can be offset by manipulating variables within the company such as service, warranty, and delivery policy.

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Aviation Marketing: Customer Insights or Blinding Glimpse of the Obvious?

/ Bailey Burk / Leave a comment
Insights are not shiny objects. Many times insights are buried in the customer’s emotional connection to the brand.

Good marketers believe that customer insights form the foundation for brand strategy. Being able to identify insights about product functionality, user preferences, and emotional connection to the brand help to formulate the brand promise and gives the brand its “reason for existence.”

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Measuring Digital Display Advertising ROI

/ Bailey Burk / Leave a comment
Define what to measure before the campaign begins
Defining what to measure before the campaign begins in order to yield accurate quantifiable RIO data.

The lines between print and online advertising no longer exist. The Internet has matured and digital networks have become more sophisticated.

Today, digital display advertising effectiveness is measured mostly with ad server based metrics, as if site traffic is a direct indicator of advertising effectiveness. However, click through rates, page views, and time spent on page provide little in the way of measuring advertising effectiveness as it relates to purchasing behavior.

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Aviation Marketing: Digital Adoption and Content Creation

/ Bailey Burk / Leave a comment
Smart phone, E-reader and tablet adoption is providing aviation marketers with new ways to connect with a diverse audience.

In their Top Digital Trends Report, eMarketerTM predicts that there will be over 89 million tablet users, 53 million e-reader users and 148 million smart phone users in the United States by 2014.

If this digital adoption trend prediction is correct aviation marketers will have numerous platforms and networks with which to engage customers and prospects through out the purchase cycle.

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Why internet advertising matters to aviation marketing

/ Bailey Burk / Leave a comment
The line between digital and traditional advertising has disappeared.

The Internet Advertising Bureau (IAB) released its annual report conducted by Pricewaterhouse Coopers LLP on interactive advertising.  The results are considered to be the most accurate measurement of internet/online/mobile advertising. Here are some of their key findings along with my insights for aviation marketers.

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Why advertising is important in aviation marketing

/ Bailey Burk / Leave a comment
Advertising contributes to target audience knowledge and influences attitudes and purchase behavior. 

Aviation manufacturers that advertise are making an investment in long-term brand performance. Advertising has a multiplier effect – when integrated with other marketing efforts, it helps position and create a preference for the brand while building awareness with purchasers and influencers.

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Designing a social marketing strategy for Aviation Marketing

/ Bailey Burk / Leave a comment
Implementing social marketing tools and tactics accelerates customer engagement.

Aviation component and systems manufacturers already practice the basic elements required for social marketing. Taking what you know on the B2B side and moving it to the people-to-people social marketing side requires a shift in thinking – losing the urge to dominate the conversation and understanding the tactics and tools of social marketing.

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