In the aviation trade show world, most aviation component and system manufacturers find it next to impossible to compete for attention when the likes of Gulfstream or Honeywell dominate the landscape with giant displays and mega events.
Continue readingIn his Harvard Business Review article, Walter Isaacson, CEO of the Aspen Institute and the author of Steve Jobs’ biography, identifies what he thinks Jobs’ keys to success were and how they affected his management philosophy and style.
Continue readingHave you ever smiled after reading a magazine ad or felt an emotional tug after watching a video and wondered where the ideas came from? The ideas came from the hard work of the creative team working in tandem with the aviation marketer.
Continue readingAviation 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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The benefits of a well-executed corporate blog are numerous. In addition to boosting your organic search engine results page ranking (SERP) through keywords and snippets, it also builds your reputation as an industry authority.
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Aviation manufacturers are active participants on content sharing sites. Whether by design or happenstance, photos of their products are shared, commented on, and liked by people that are passionate about aviation. These sites present a ready-made inbound marketing opportunity for brands to gain a competitive advantage by creating an emotional connection with the viewers and present their brand story through visual storytelling.
Continue readingSearch engine optimization practices have evolved as search engines have made improvements to their algorithms. Sarah Skerik, Vice President, Products – Customer Experience, PR Newswire has written an informative article on best practices for writing and distributing press releases over the web. Below are my interpretations of SEO press release tactics for aviation marketing.
Continue readingWhen it comes to e-commerce, you’re only as good as your data. For aviation marketers that rely on online sales, Google has rolled out new tracking features that help identify outbound and inbound marketing tactics that are pulling their weight. Continue reading
Aviation manufacturers use functional product benefits as a means of brand differentiation. Competitive advantage is gained by offering enhanced component or system functionality. Product innovation is a good thing but innovation is a fleeting proposition.
Technology advantages are short-lived and the competition levels the playing field very quickly. This leads aviation manufacturers to try to cram more functionality into the next version of their product offering.
Continue readingBrian Heidelberger, Partner and Chair of Winston + Strawn, LLP’s advertising, marketing, and entertainment law group and Monique Bhargava, Associate in Winston and Strawn’s intellectual property department have written the article “How Brands Can Use Pinterest Without Breaking the Law.”
My interpretation of the article is that aviation marketers should be aware of potential legal liabilities when posting images to Pinterest to protect their brand from copyright infringement lawsuits. Continue reading
Life After Advertising 2.0 