I belong to several professional groups for marketing and copywriting. My colleagues in these associations work in a lot of different fields, some are specialists and some are “generalists” that work for big marketing agencies. Nick Usborne, an established and respected copywriter, included this quote from a client in an article for AWAI (American Writers and Artists International)
“The first thing I look for is someone who knows my business. I don’t have the time to bring them up to speed on my industry. I can’t wait around while they learn my business. I need someone who knows the industry and can jump straight in and deliver the specific value I need from them.”
This is nowhere more true than in aviation. We got started working in aviation somewhat accidentally. Two and a half years ago when I was working toward my Private Pilot rating, the owner of the flight school I attended asked for some advice. I was working in online marketing in the financial and education industries at the time.
I discovered that the marketing company that they had been working with really had no idea about the unique demographics of prospective flight students. They didn’t understand the economics of the flight school, and they didn’t know the vocabulary that would inspire first-timers and returning students to take action.
The marketing they were recommending was out of step with the industry, and the objectives of the company. The methods they were using (radio live events and TV) very expensive, and “feast or famine” methods that bring in a large number of students at a time. Flight schools have a limited number of instructors and aircraft, so a steady stream of leads brought in at a lower cost would be more practical and cost-effective.
What a big marketing company sees as a big win might not be your idea of success.
We specialize in aviation because we know it and love it. John has been a helicopter pilot in the Army Reserves, his son James is a captain with a charter organization, I have a private pilot rating and I’m working on my instrument rating as time allows. 🙂
We have worked with startups, medium sized companies and large corporations and understand that while the objectives are different, there is a common set of priorities, vocabulary and values shared by aviation companies.
We also spend a lot of time getting to know our clients. Our New Client Questionnaire ensures that we understand your available resources and your idea of success before we even suggest marketing methods to you. While it takes more time up front it actually saves time in helping us get powerful, meaningful results.
We’ve worked with clients that buy and sell airplanes, hangars, components, software, training, photography, art, and services in the aviation industry. And we’d like to work with you!
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Considering the fact that the whole family is involved in aviation, can I ask the pilot to land directly at your backyard in my next trip to Salt Lake City?
Of course – if you’re in a helicopter! (It’s a very short field otherwise.) We’ll leave the light on for you, Ahmed!
I am sure that your family is qualified to ask FAA to fund upgrading the backyard for receiving wide-body aircraft through the Essential Air Service program.