Aviation Marketing: Optimizing Press Releases for Search Engines

March 27, 2012May 23, 2022 / Bailey Burk / Leave a comment

Aviation Marketers should take full advantage of SEO tactics when writing and distributing press releases.

Search 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.

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Aviation Marketing: New Google analytic features provide rich customer insights

March 26, 2012 / Bailey Burk / Leave a comment

New Google analytic features make it easer to track conversions and make better decisions about which marketing activities have the highest ROI.

When 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 Marketing: Differentiating your brand

March 23, 2012May 23, 2022 / Bailey Burk / Leave a comment

Brand differentiation is achieved by creating an emotional connection with customers that transcend the products’ functional benefits.

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.

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Aviation Marketing: How Brands Can Use Pinterest Without Breaking the Law

March 22, 2012 / Bailey Burk / Leave a comment

Just because the Internet gives a brand the ability to pin an image to a Pinterest page doesn’t mean that it’s legal.

Brian 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 →

Aviation Marketing: Delivering on your brand promise

March 22, 2012May 23, 2022 / Bailey Burk / Leave a comment

Turn customers into brand advocates by exceeding their expectations

What can aviation marketers learn from a British entrepreneur? Sir Richard Branson has built an empire by delivering on the Virgin companies’ brand promise and exceeding customer expectations through a better brand experience.

In the digital age, brands and brand organizations live under the microscope. Fulfill the brand promise and all goes well. Exceed the brand promise with a better brand experience and customers become advocates, putting their reputations on the line because they believe in the brand.

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Aviation Marketing: How to build a connected brand

March 19, 2012May 23, 2022 / Bailey Burk / Leave a comment

Aviation Marketers should view their brand through their customer’s eyes to determine its social identity.

Facebook commissioned Forrester research to evaluate how marketers are building brands in the connected world. The research revealed that most marketers believed that social media was important to brand building, however their current strategies were out of sync with how customers prefer to interact with their offerings.

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Aviation Marketing: Why aviation brands need emotional engagement

March 18, 2012May 23, 2022 / Bailey Burk / Leave a comment

To differentiate your brand, you need a meaningful difference and an emotional connection to the brand promise

Pick up any aviation trade journal and you’ll see an advertisement that reads something like this:

X-Y-Z brand provides world-class engineering solutions for mission critical aviation systems. We have the experience and capabilities to satisfy your requirements.

Visit any aviation manufacturer’s website and you’ll read this:

With A-B-C brand you’ll experience brilliant engineering and advanced technology in a DO-160 compliant gismo, combined with superior customer service.

Both of these examples are victims of “place your logo here” marketing.

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Life After Advertising 2.0

Working Title Until I Can Think of Something More Clever

Bailey Burk

Aviation Marketing: Optimizing Press Releases for Search Engines

Aviation Marketers should take full advantage of SEO tactics when writing and distributing press releases.

Aviation Marketing: New Google analytic features provide rich customer insights

New Google analytic features make it easer to track conversions and make better decisions about which marketing activities have the highest ROI.

Aviation Marketing: Differentiating your brand

Brand differentiation is achieved by creating an emotional connection with customers that transcend the products’ functional benefits.

Aviation Marketing: Delivering on your brand promise

Turn customers into brand advocates by exceeding their expectations

Aviation Marketers should take full advantage of SEO tactics when writing and distributing press releases.

New Google analytic features make it easer to track conversions and make better decisions about which marketing activities have the highest ROI.

Brand differentiation is achieved by creating an emotional connection with customers that transcend the products’ functional benefits.

Just because the Internet gives a brand the ability to pin an image to a Pinterest page doesn’t mean that it’s legal.

Turn customers into brand advocates by exceeding their expectations

Aviation manufacturers would be prudent to establish social media guidelines for employees to join the global conversation about their company and the aviation industry.

Aviation Marketers should view their brand through their customer’s eyes to determine its social identity.

To differentiate your brand, you need a meaningful difference and an emotional connection to the brand promise

Like a good pilot, aviation marketers should chart a course for identifying social media direction, measurement metrics, and business results.

Determining if social media should be integrated into your aviation marketing strategy starts with listening to what’s being said and evaluating if your company should be part of the conversation.