The Best Way to Get Great Blog Article Ideas – Have Lots of Bad Ones!
Great marketing starts with great ideas - and ideas don't come out of the blue. You have to plan [...]
Budgeting and Return on Investment for Marketing Expenses
"Why do we lose money on advertising? Why don't I see a return on investment for marketing?" An aviation company [...]
Why Bother Planning Advertising Campaigns?
Many of our new clients (or people who aren't clients yet) ask us: "What's wrong with just running an ad [...]
Fixing a Broken Marketing Campaign – What Can We Simplify?
"Confusion kills campaigns." While it's ideal to meet a new client at the beginning of a marketing campaign, most often [...]
I Haven’t Heard From You Lately. Are You Still In Business?
Businesses that we thought would be around forever have closed their doors. In this environment, consistent marketing is more important [...]
Aviation Marketing TV – Educating Customers with Great Product Demonstrations
This month we’re talking about educating customers. Customers who don’t know the difference will simply choose the product or service [...]
Is Your Social Media Earning its Keep or Just Taking Up Time?
“Yes, we have a Facebook account—doesn’t everybody? But we’re just not sure what we should be doing with it. We’re [...]
Case Study – Brad Searls and Special Services Corporation and the MDA Lockup
Excerpt from our Coaching Program - Philanthropy and Advocacy in Aviation - We cover one topic impacting marketing in the [...]
Amazon As a Marketing Opportunity – The Place People Look for Information
If there was a store a huge number people in your primary target demographics shopped every day, and if it [...]
Random Act of Marketing #43 – Throwing Good Money At a Bad Concept
The movie was a gorgeous, expensive, poorly executed nightmare. Make sure your marketing isn't like this! John and [...]
Video – One of the most effective elements in the aviation marketing toolbox
Widespread use of broadband internet connections, inexpensive cameras, and better software developed over the last couple of years have made it possible (and advisable) to use some form of video at almost any stage of marketing.
Random Act of Marketing #56 – Having the IT Staff Write your Web Content
There is probably no better Information Technology (IT) folks around than those on our staff! They are absolute wizards and [...]
Promoting An Aviation Business? Write a Book! Seriously!
Many of us dream of writing the Great American Novel someday. When we have time. Yeah, right! But seriously, writing [...]
Size Matters – Campaigns for Small and Large Aviation Transactions
We sometimes find that companies are working against themselves. When a client says both of these things in our first [...]
What Should I Write About? Ten ways to solve writer’s block
When we advise clients to write a blog or newsletter, they usually have no problem understanding the reasons for [...]
“Not My Job” – The Natural Antagonism between Marketing and Technology
Good design is more than just visuals. Design includes information design - putting some thought into how a customer first encounters your company and what information is delivered in what order and what format. It also includes sales choreography - the steps you take to move a client from first contact to transaction. And of course it includes the technology design of your website.
Autopilot versus CoPilot – The Human Factor
The autopilot is no substitute for human intelligence! There are many "labor saving" devices for pilots. We really [...]
The Digital Citizen – Why You Should Hire One (Or Be One!)
Now, it's equally important to hire based on modern communication skills (which includes videoteleconferencing, tweeting, and a dozen other things we didn't care about five years ago) and the size of their following and influence on the Web.
Many Aviation Companies Get 50% of Their Business by Referral. Do You?
There are companies in aviation and related industries for companies to get more than half of their business from referrals. If your company has been in business for more than a year or two, you should be one of them.