How to Fail in Marketing
Somebody needs to tell him that this just isn't going to work. I was shredding old papers from [...]
Does Your Marketing Have a Multiple Personality Disorder?
Janus is the Roman god of choices, doorways, beginnings, and endings. And it's a good way of illustrating the [...]
Marketing Emergencies – Ever had a site hacked?
If you've ever had a look at your website and seen a "cute" (or not so cute) message that you didn't put there, you understand the sinking feeling of having your carefully crafted marketing image suddenly turned into something that you don't want anybody to see.
In most businesses, sadly, sales is an act, not a process.
In most businesses, sadly, sales is an act, not a process. -Dan Kennedy In aviation in particular, we've found that companies fail in sales for one of two reasons They consider sales as an afterthought, thinking that the "product will sell itself," or They consider each sale as an improvisational act, impulsively cold-calling leads, offering ad-hoc discounts, or otherwise "trying things" in an attempt to make a sale.
Sales and Marketing Secrets I Learned from Sherlock Holmes
I love the Sherlock Holmes movies, and I've liked the books since I was a little kid. There was a [...]
Sales Tips for Muggles
I've always thought that sales was some kind of dark art. Some people "have it" and some people don't, just like in the Harry Potter books, some people have uncanny magical abilities and other people don't. Ordinary people, who don't have the talents that wizards and witches do, are called "muggles."
Marketing Analysis – In God We Trust, All Others Must Bring Data.
"How nice it must be to have such a creative job," people say when I tell them I'm a marketing consultant. I always have to smile to myself. For every creative task, there are about five tasks that involve crunching, analyzing, generating, percolating or figuring out how to capture data. Data makes the difference between a powerful, reliable marketing system and "random acts of marketing."
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.
World’s Most Under-rated Marketing Technique – Listening!
The vast majority of the companies we consult with spend entirely too much time, energy and money "putting their message out there" without giving nearly enough attention to the actual living, breathing human beings that they are "putting it out" to. This results in a tone-deaf delivery at best.
Interview with Rick Andritsch of VJS Lincoln about the NBAA Convention, and How’s Business This Year?
Rick Andritsch is the "owner in charge" of VJS Lincoln, a company that builds hangars for aviation companies large and small.
Interview with Ludo Van Vooren about Social Media, Internet Marketing, and the Current Sales Climate in Aviation
Ludo Van Vooren is an expert in social media, internet marketing, global business development, strategic planning, event management. We talk about the show, the current economic and selling climate, and how marketing is changing.
Interview with Ryan Keogh, Cutter Aviaton – about Customer Service, Passion, and Marketing
We talk to Ryan Keogh about passion, sales and customer service. Ryan works with Cutter Aviation and also the host of Warbird Radio.
Interview with Jill Heisterkamp, Heiste Communications about Writing for the Aviation Industry
Jill is the owner of Heiste Communications - she specializes in aviation-related copywriting and PR. We talk about why it's [...]
Interview with Jim Gorman, Gorman360 about Aviation Marketing and Advertising
We talk about apps and technology in aviation marketing, the demographics of who's using what, and what's changing in aviation marketing.
Interview with Brad “B-Rad” Elliott at the NBAA Convention
We talk about the NBAA convention, how to park dozens of aircraft for a static display without making the pilots sweat, and how to have a great time flying to the Bahamas.
Email Marketing Software – Which Package is Best for Your Marketing Efforts?
There are many good packages on the market, the important thing is that you use one of them. Today we’ll be talking about a few of the features you’ll want to use most . . .
Marketing is a tough business. We don’t get paid to be nice!
Whenever we do a set of recommendations or a deeper consultation on a campaign with a client, sometimes the answer has to be this: "We need to go back to the drawing board. This product or offer just isn't good enough to succeed."
Press Release – AeroStar provides answers and solutions to students seeking advanced flight training.
“The career path for aviation students has changed,” indicated Deidra Toye, the Admissions Director at Aerostar. “Aspiring airline captains used to work for years as flight instructors or charter services to build up time. Airlines worldwide are looking for qualified pilots with type ratings. With this new approach, you might as well get paid while you build time in type.”
Ad Makeover – Before and After
There is a always a temptation to focus on the product and its features, rather than the customer and the benefits that are most meaningful to them.