Author: Grace
11 Ways Marketing Is Like Dating
11 ways marketing is like dating.
1. Always look your best.
Your brand sends a powerful visual message about who you are. Will you wow them or disappoint? It’s all up to you.
2. Less about you. More about them.
Tell your customers what’s in it for them, and not much else. Droning on and on about yourself is a buzz kill.
Here’s how to write a customer-centric value proposition.
3. Don’t come on too strong.
You don’t like a hard sell and neither do your customers.
4. Don’t be cheap.
Cutting corners will make your company look cheap and does not inspire confidence.
Learn how to budget for marketing success.
5. Keep it classy.
Trashing the competition says more about you than it does about them, and not in a good way. Take the high road.
6. No one likes a phony.
Potential customers want to see the real you. Authenticity builds trust and respect.
Find out why authenticity matters more now than ever before.
7. Show some personality.
Distinguish yourself, because “solutions providers,” and “one stop shops” are a dime a dozen. What is it that really makes you special?
8. If there’s a connection, you’ll feel it.
Emotion is your friend. The best marketing moves people. Make your customers feel something and they will remember you.
9. Forget about love at first sight. Building relationships takes time.
You can’t launch a campaign and expect sales to roll in the next day.
Start with a plan. Follow these 6 steps to aerospace marketing success.
10. Leave them wanting more.
From websites to ads, leave something to the imagination. Give your prospects valuable information when and where it’s appropriate, and give them a reason and an easy way to get in touch.
11. If everything clicks, they’ll call you.
But not until they check you out online. This could be the difference between success and failure. Get your digital house in order.
Find out if a new algorithm change will impact your Google search ranking.
What the Google Algorithm Change Means to Aerospace Marketers
Ensuring that your website is mobile-friendly has always been important. Now it’s becoming essential. Google recently announced an upcoming mobile algorithm update that will use a website’s “mobile-friendliness” as a ranking signal. Starting April 21, websites will not appear in mobile search results unless they are optimized for mobile viewing, either through a responsive design or a separate mobile website. Read Google’s announcement here.
Why should I pay attention?
Simply put, if your website does not comply, prospects may not be able to find you. Mobile device usage is on the rise. The new generation of decision makers is constantly in touch on smartphones. Search Engine Land reports that roughly 29% of all search queries online are done on a mobile device (tablet or smartphone) and that percentage is consistently growing. Even if your company isn’t actively advertising online, Google Think Databoard’s research insights indicate that more than 50% of smartphone users have performed a mobile search after seeing an offline ad.
What is a mobile-friendly website?
Mobile-friendly websites are specifically created for viewing on a mobile device or tablet. Websites that are mobile-friendly offer a presentation that highlights important information and is easy to navigate.
Here are two websites viewed side-by-side on a mobile device.
The Lockheed Martin website is mobile-friendly; the website has larger type and the news is easily accessible. This website also features the universal “hamburger” menu in the top left that will expand to a mobile menu, allowing visitors to easily browse different pages. The Boeing website is not mobile-friendly. There is a lot of while space at the bottom and the text is small and hard to read. A website visitor to the Boeing website would have to pinch and zoom to complete a menu selection.
April 21 is soon – how do I become mobile-friendly?
-
Complete Google’s Mobile-Friendly test here. Enter your website’s URL and Google will instantly share how the Googlebot will see your page
-
If your website isn’t mobile friendly, contact your internal IT department, web developer or BDN Aerospace and discuss how to create a mobile-friendly website.
-
Add Google Webmaster Tools to your website. This is a platform where Google will share information that can help improve your site’s search results rankings.
-
While you are checking your website, it’s a good time to do an overall SEO check: update your blog and make sure that meta titles, meta descriptions, and image alt tags are present.
Read more from BDN Aerospace Marketing to learn about marketing in the aerospace and defense industry.
Why Millennials Matter to Aerospace Marketers
I’m continually surprised to see how many aerospace, aviation and defense marketers are failing to embrace new techniques and tools, especially social media and especially when millennial matter to aerospace marketers. While we’ve encountered some refreshingly open minds, far too many are stubbornly opposed to new media and dismiss it as a viable marketing tool.
Shame on them. Understanding your audience and tailoring messages and tactics to address their pain points and preferences is Marketing 101.
By focusing their attention on methodology that makes them uncomfortable, and choosing instead to do what they have always done, these traditional marketers are missing what really matters. Their audience.
Here’s the thing: If you work in aerospace marketing, you need to know that your audience is changing. The old guard is disappearing and the old ways are becoming obsolete.
It’s a new world. And the millennials are in charge. A 2014 study called “The Changing Face of B-to-B Marketing” showed that 18-34-year olds now account for almost half of all b-to-b purchase decision makers. That’s a big jump from just 27 percent three years ago.
If you’ve been targeting campaigns to the C-suite, it’s time to take a fresh look at everything you think you know about aerospace marketing. According to researchers, 81 percent of non-C-suite employees now have a say in purchase decisions. Perhaps even more surprising is this — 24 percent of final purchase decisions are now being made by non-C-suite employees.
These decision makers think and act differently, and in order to reach and influence them, we need to do the same.
Here’s a cheat sheet for reaching this new generation of b-to-b decision-makers.
Get Online.
Always remember that that millennials were raised on social media and use their smart phones for everything, more than 40 times a day, on average. From Facebook and Twitter, to YouTube, Instagram, and search engines, this generation is constantly connected to all things online. It’s where they live, work and feel most comfortable, so it’s where successful marketers need to be, too.
Be Real.
Millennials want nothing more than transparency and authenticity. Be honest and real in your communications. Find your voice and then use it consistently. They enjoy exposing hypocrisy. And they love personalization.
Go Mobile.
Millennials do everything with their smart phones and tablets. Soon they’ll add watches to the mix. This group is twice as likely as 45- to 55-year-olds to use a mobile device while researching b-to-b purchase decisions, and they’re three times more likely than those over age 55. So, if your website is already optimized for mobile viewing, you are heading in the right direction. And if it’s not, you are leaving money on the table.
Explain Why.
Many millennials genuinely care about causes. They thrive on being part of something larger than themselves. That’s why your brand should stand for something more than making money. Having a clear purpose and acting accordingly forges a powerful connection with this generation. Simon Sinek talks about the importance of answering the question “why?” in this Ted Talk, and it’s worth a watch. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
Be Helpful.
No one likes a hard sell. But millennials actively reject traditional sales and marketing techniques. Gimmicks and special offers are viewed with enormous skepticism. That’s one reason advertising to millennials is not a good investment. Instead of pitching them, help them by providing valuable information and actionable content they can really use. Get to the point quickly, though. They’ll lose interest if there’s too much text.
Inform & Entertain.
If you work in aerospace, video is your friend. Airplanes and helicopters are cool and sexy — it’s every marketer’s dream. And guess what? Millennials love videos, too. Last year, 70 percent of b-to-b buyers used video to aid their decision-making, up from 46 percent in 2012. But proceed with caution. This audience has high expectations and an old school corporate video won’t fly. You need to be informative and entertaining, like this Virgin America safety video: https://www.youtube.com/watch?v=DtyfiPIHsIg
Act Now.
Start now and you’ll still be behind, but unless ignoring half of your decision-makers is an option, you have to start somewhere. Get out of your comfort zone. See what your competition is doing. Become familiar with Hubspot, Marketo, and other free online resources, and refer to them often for advice and counsel. You can’t afford to wing it. Most importantly, stay focused on what really matters, by defining your audience, learning what makes them tick, and communicating on their terms.
You may have a bumpy start, but don’t give up. The skies are always friendly when you know who you’re flying with.
Does your marketing program target millennials? Is social media part of your marketing mix? We invite discussion and welcome your comments.
Free Downloads
Once you’ve identified your audience, reach them with the right plan, messages and tactics.
Here are three resources you can start using today:
Planning: A step-by-step guide tailor-made for Aerospace and Defense businesses
Messaging: Learn how to crush your competition with a compelling value proposition
How to pitch your story to the aerospace news media
Enhance your media coverage with personalized pitches to relevant media. Pitch delivery methods vary. Some journalists like email, others prefer a phone call. Test the waters and see what works best, using this how-to list as a strong foundation for your content and approach and will guide you on how to pitch your story to the aerospace news media.
1. Be picky
Only pitch your very best stories. They need to be substantial with specifics and supporting data. A great, truly newsworthy story won’t require a hard sell.
2. Make it personal
Start with relationships. Get to know reporters and editors and understand what they each need and want. Tailor and personalize your pitch to every individual. If your story fits their publication and readership it will be smooth sailing.
3. Think it through
Find and focus on an angle each editor will care about. Perhaps you can suggest a new dimension to a topic he or she has covered in the past, or find a way to add context to your story by linking it to a hot topic or industry trend that affects more readers.
4. Make it brief
Get to the point in the first sentence of a written pitch. Grab them and quickly explain what you have in mind and why they should care.
5. Don’t waste their time
Editors want content, not fancy formatting or cutesy promotions. Give them everything they need, including images, and make it simple to access and open. Most journalists hate attachments, so don’t use them.
For a user-friendly PR pitch template, download BDN’s exclusive Aerospace & Defense PR Toolkit. You’ll also find insider tips, checklists, infographics, and so much more! Everything you need for better media coverage is just a click away.
Be a better Aerospace Writer
A good aerospace writer can write about most anything, and make it look easy. But becoming a good writer is hard work. In my experience, anyone with a background in journalism has a head start into being a better aerospace writer.
I was a small town newspaper reporter but thought I was a pretty big deal to land such a prized position right out of college. My editor was an old school journalist who quickly cut me down to size. Her harsh critiques brought me to tears at least once a week. It was an invaluable training ground for a future business communicator. Here’s some of what I learned from my work as a journalist.
1. A little natural talent does not make you a good writer. That happens over time, not overnight. The more you write, the better you’ll get. If you have a “mean” editor it will probably happen faster.
2. Having a large vocabulary or the ability to effortlessly put words on paper does not make you a good writer. Editing is everything. Mark Twain said it well: “I didn’t have time to write a short letter, so I wrote a long one instead. “ Put your ego aside and don’t fall in love with your own words.
3. Good writers don’t wait for inspiration to strike. Deadlines are serious business to a journalist. Give yourself a deadline and start typing. Get out of your own head, get the words on paper, then edit, edit, edit.
4. Master the basics. No one will take you seriously or read your inspired prose if the grammar is bad. It shouldn’t have to be said, but spelling, punctuation and composition still matter. Refer to Strunk and White’s The Elements of Style. Written in 1918, it’s the only reference you really need.
5. Think like a journalist. Write about the most important thing first. Have a central idea or message, and organize everything around that. Whether you are writing a news story, a business letter, or an ad, capturing the essence of your subject matter and communicating it in a compelling way is what it’s all about.
I close with a plug for reading – it’s integral to great writing – and a quote from author Stephen King. “While it is impossible to make a competent writer out of a bad writer, and while it is equally impossible to make a great writer out of a good one, it is possible, with lots of hard work, dedication, and timely help, to make a good writer out of a merely competent one.”
To master the art of news release writing, download BDN’s exclusive Aerospace & Defense PR Toolkit. You’ll find insider tips, checklists, and a “Build a Better Aerospace News Release” infographic. Everything you need for better media coverage is just a click away.
How To Be a PR Expert: An AP Style Guide for Aerospace
When doing business in Japan, it is customary to present your business card formally, using two hands and facing your colleague.
In China, always present a small gift from your hometown or country.
When working with people from other countries and backgrounds, most business people are aware of different cultural norms, and we adjust our behavior accordingly.
It’s the polite and respectful thing to do.
The same holds true for PR professionals dealing with the news media. Journalists have their own norms, standards and language. They write in Associated Press (AP) Style, so good PR people do, too.
BDN Aerospace Marketing follows AP Style for all press releases out of respect to the editors and journalists we are asking to consider our news. We want them to recognize and respect us for knowing and following their guidelines. Plus, following AP Style means editors can use more of our news release verbatim and make it more likely they will pick up our stories.
Sometimes our use of AP Style creates questions and confusion with our clients. They notice details that are inconsistent with typical business writing, things like having some job titles in lowercase and others in uppercase, or writing datelines in a way that isn’t consistent with U.S. Post Office nomenclature.
Want to know if 3-D is hyphenated or if aviator can be used to describe a man or woman? The AP Stylebook has the answer. At more than 500 pages, it may make a non-journalist’s head spin, but anyone involved in PR should buy a book, study, and refer to it often.
The AP Stylebook is constantly evolving, but remains the definitive resource for writers. It’s a great way to maintain professionalism and a standard style in your organization, and is a good quick reference for basic rules of grammar, punctuation and usage.
It’s available in print, online or via an app for smartphones: www.apstylebook.com
Order yours today, and don’t send out another release until you know the difference between a date line and a dateline. It’s the polite and respectful thing to do.
For a comprehensive “Go-To Guide to AP Style for Aerospace,” download BDN’s exclusive PR Toolkit. You’ll also find insider tips, checklists, infographics, and so much more! Everything you need for better media coverage is just a click away.
Ask an Editor: 10 Secrets to PR Success
By Matt Thurber, Senior Editor, AIN Publications
You’ve got news! But how do you get the word out?
Although there are fewer print magazines now serving the aviation market, a seemingly infinite number of online products are hungry for content, and all of these publications–whether print or Web or e-newsletters or blogs or Facebook posts or Tweets–need constant care and feeding. It’s enough to drive a company’s public relations department crazy.
As a publisher on all of the above outlets–and more–AIN Publications knows what it’s like to be on the receiving end of the onslaught of press releases, announcements, and updates from companies inside and outside the industry segments that we cover. While we can’t speak for our competitors in the publishing business, perhaps some insight into how the process works at AIN might help your company in its public relations efforts. This will also help your company avoid common errors that cause us to click the delete button as soon as your press release hits our inboxes.
Incidentally, we know that many companies can’t afford a full-time public relations (PR) person and that the job often gets handed off to the marketing department, but marketing is not PR, and vice versa. There are plenty of independent professional PR agents available who not only know the aviation market but also are very familiar with the publishers that serve this market. If at all possible, hire a pro; the results will be well worthwhile and this will also free up your valuable time to develop new products, sell like crazy, and serve your customers.
- Know your audience. Do some research to learn what publications your target market reads. When you get the inevitable call from a publication’s salesperson, make them work by asking for a detailed breakdown of the readership. Study the publications, print and online, to get a feel for what they cover and who they serve.
- Do not blanket email non-pertinent publishers. Nothing wastes more of our time then weeding through non-pertinent press releases. We receive releases about subjects that have nothing to do with our primary coverage areas. Whoever is sending these is wasting your money and also annoying potential partners in getting your company’s news out to readers.
- Get to know the editors. We’re human. We like to talk to people and learn about what’s going on. Don’t be afraid to look us up on the magazine masthead, call us, and ask about what we find interesting, what we’re working on now, and if we have any future projects that might need information that your company can provide. However…
- Don’t inundate the editors. We receive tons of press releases, announcements, invitations, etc., every day. Rest assured that we probably have received it. Feel free to check with a followup email to see if we did receive the original. However, if your release is not pertinent to our audience or if we are not able to use the information in your release, we might not respond. We just don’t have time to respond to every query.
- Please don’t ask to review the article prior to publication. AIN is a news organization, and like a major metropolitan newspaper we don’t share our product before it is published (although other publishers may allow this). Here’s a tip: we often place stories online before they appear in print, so keep an eye out and you might be the first to see the story with your company mentioned. And this leads to…
- Use your own clipping service. We’re sorry, but we don’t have time to alert you when an article that includes news about your company appears in one of our publications. By the time the article appears, we’re already working on the next 10 to 20 and more stories we each write every month.
- Please alerts us to any mistakes. As mentioned, we are human and we do occasionally make errors. The sooner you let us know, the sooner we can add a correction in the next print issue or e-newsletter and correct the story online.
- Help us get it right. If you are worried about the accuracy of quotes during an interview with your company’s executives, feel free to ask that the interview be recorded. Or record it yourself and provide a transcript to the writer. A company did this for me once, and it made my job much easier. Keep in mind that in many states, permission is required from at least one party in order to record a conversation.
- Know the publisher’s needs. Here’s another insider tip: AIN publishes print magazines at many air shows and conferences all over the world. Our need for content ramps up considerably well before each show, and this is an opportune time to get your story published. You can view AIN’s show schedule and a lot more at AINonline.com, then click on the “Advertise” link then “Media Kit.” The earlier you work with us for show coverage, the better your chances of getting in the magazine and online.
- Do something newsworthy. This is what it’s all about. No doubt your news is super-important, and of course it is to your company. What gets on the front page must be newsworthy, of wide import to our industry, and compelling. This doesn’t mean there isn’t room for your news somewhere else in the monthly AIN, our e-newsletters, at a show or online. Be realistic with your expectations, work with us, and we’ll do our best to get the word out.
For more tips on PR, download BDN’s PR Tool Kit here!
Less Is More: The Importance Of a Quality Press Release
This is something we hear from prospective clients fairly regularly, and generally, it is the worst possible thing they could be doing.
After 25+ years involved in aerospace marketing, much of it spent supporting media relations efforts, this statement makes me cringe. Because, with a few exceptions, doing more press releases is a bad idea.
The desire to do more press releases is really just a desire for a quick fix that will get clients noticed and acknowledged by the news media – to receive editorial coverage of some kind. And if you just want to see your news release recycled on an online news site, this approach will work for you.
But getting meaningful, credible coverage cannot be accomplished by blanketing editors with news releases. Like the little boy who cried wolf, they will become immune to your efforts and may not notice you when you have something that would actually be of interest.
Instead, I suggest striving for fewer, higher quality press releases full of relevant information, along with high-quality, high-resolution photos. At the same time, build relationships with the editors who cover your industry. Don’t waste their time with nonnews (“We Have a New Website!) or daily missives about your newest STC.
Demonstrate that you value their time and respect their work and shift gears from more press releases to more meaningful information, and the coverage will take care of itself.
Learn the best practices behind the most successful Aerospace & Defense PR in BDN’s new PR Toolkit, coming soon.
Oh, the Glamorous Life of an Intern
This summer I’ve had the good fortune to work as an intern at BDN Aerospace Marketing. As a communications major at Arizona State University I have been struggling with how to make use of my degree after college. BDN has helped me work through this question, and I am forever grateful to them for doing so.
As a communications major my career options are almost endless and almost paralyzing. However, getting some real-world experience interning at a small marketing agency has helped me identify some of my strengths and my weaknesses, and I’m honing in on what I want to do after I graduate in the fall.
After being thrust into the deep-end and having to sink or swim, I have a better understanding and appreciation for the fast-paced world of marketing. From the initial grunt work of Excel sheets and media lists all the way to copywriting I have gained a good sense of what it’s like to be a marketing professional. None of this would have been possible without the guidance of my mentors at BDN.
I cannot thank the BDN team enough for this opportunity. They have, in most cases, had enough patience to take me under their wing and show me the ropes, and I have contributed some very good work for them in the process. I know that the chance to work with a group of people as talented and passionate as this is not one that comes too often, or that should be taken for granted.
As for me, I will have to say goodbye to BDN as I head back to school. I hope to make the most of my last semester of my undergrad. The professors at ASU will have some big shoes to fill. I can only hope to learn as much from them over the course of a semester as I have from BDN over the past two months. I look forward to graduating and jumping right back into the high-speed world of marketing. There’s really never a dull moment, and I love that.
Trade Show Tips
I recently had the honor of working the Army Aviation Mission Solutions Summit for one of our clients. The show was a success with many soldiers walking the hall. There was a nice buzz of networking, meetings and business throughout the entire 2 ½ day event.
Attending and working trade shows is a good way to catch up with friends and colleagues, meet new people and visit beautiful cities. One of the best things about trade shows is that you have all of your industry friends and colleagues under one roof. So I took advantage and asked for trade show tips from some of our closest friends and colleagues.
1. First, I asked our exhibit house partner, Steve Powers with Derse:
- “Start planning early and have realistic expectations. There is always something that will go wrong at a show, from forgotten business cards to exhibit structure problems. Things will always work out though, if you have plenty of time to plan for all outcomes.”
2. Our friends at Donaldson Aerospace & Defense had some great tips:
- Thomas Newman said to “bring business cards!”
- And Robert Sternberg said “don’t forget your comfortable shoes.”
- Eric Erickson said to “Hire BDN! Then you get a helpful trade show kit packed with items you never plan to bring, but always end up needing. Like Band Aids, breath mints and inserts for your shoes!”
3. Brad Pedersen, President and CEO of Breeze-Eastern, had similar suggestions:
- “Pack business cards early and invest in comfortable shoes strictly for trade shows.”
4. Dave Simmons, a new friend with the University of Alabama’s Rotorcraft Systems Engineering and Simulation Center, said:
- “Have a cool video like you do! It attracts people and is really impressive.”
5. Our media partners came to visit and gave me some great ideas:
- Gerald Foley with Defense News suggested doing a dry run through the hall before the show starts. “It never fails that every year there is a different layout for the show. I like to study the layout before the show so I map out my route.” He also suggested being where the crowds are. “If you follow the crowds, that is usually where you’ll find a General or a Congressman.”
- Sally Passey with Monch Publishing said to rest whenever you can “because it’s always a long couple days on your feet.”
- Randy Jones with Rotor & Wing suggested, “setting expectations in advance” so people know you want to connect during the show.
6. Susan Bullock with Avalex Technologies mentioned giving yourself as much time as possible to set up.
7. On my last day I talked to employees at the FedEx business center who advised to “expect handling fees!”
8. My top tip for trade show success? Be friendly and patient with the vendors on site. You never know when you may need a favor or last-minute carpet fix.