Category: Just Because
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.
WHO IS REPRESENTING YOUR BRAND?
“I don’t have any money.” Those five words were how I was greeted as I approached an exhibitor at Heli-Expo recently. Of course, I took full advantage of the situation and handed him my business card and said, “well, when you do, give me a call and I’ll help you make more.”
Just another day in the life of new business prospecting at a trade show. Now, I’ll give the guy the benefit of the doubt – it was later in the afternoon on day two and I’m sure he’d seen plenty of folks come by soliciting their services. Me? Well, I was doing the same thing. Anyway, my reason for bringing this up is that our brands are all a reflection of the attitude and presence that we put out there, especially at a trade show. Just think about it – how would you like it if your employees treated potential customers in that manner as they approached your exhibit? He could easily read my badge – BDN Aerospace Marketing. Maybe he knew of us already and was simply heading off the conversation. Or maybe he’s just a jerk by nature and really does not have any business working a trade show floor. Either way, he’s not the kind of brand ambassador you want working your booth.
My point: protect and nurture your brand at every opportunity – you seldom get a second chance. Maybe we could have helped this company in its marketing efforts, and maybe not. But given that the aerospace industry is pretty small, I’d imagine that our paths may cross again, and for me, I’ll remember the encounter. And the company. So, cross that one off my potential client list and move on.
We are looking for client partners that understand that good marketing and good brands mean everything when it comes to business success. Is that you? If so, we should talk.
Why Turning Down Business is Sometimes Good for Business
I said no to new work this week. It went against my sales focus and overall approach to business. It went against my desire to end the year on a high note. It was a client I like very much personally and wanted to help. But I still said no.
Any business relationship is a two-way street. Both parties should want the other to succeed. Our very best clients are like that. They recognize that we are in business to make money. They acknowledge that our work has value. And they understand that we need time to do our best strategic and creative thinking. They also make themselves available to help us help them by responding to emails and phone calls, respecting schedules and commitments.
Sometimes the road to saying no starts with the RFP. Too many provide little-to-no information or time, but still ask for our creative ideas and detailed pricing. It’s a vendor mentality and not conducive to developing a mutually beneficial partnership. It costs us financially and culturally. Not only do we waste time and resources, spinning our wheels for someone who’s on a fishing expedition, we take time away from the great clients who value what we do.
We want to build and maintain a strong new business pipeline, so it’s important to safeguard our most precious resource – time. We’re wired to say yes.
An Uplifting Visit with Sergei Sikorsky
The Sikorsky name is synonymous with the advancement of vertical lift technology and the invention of modern helicopters. The corporation and products that bear the family name are equally as impressive and inspiring. With all of this history and legend behind a name you could imagine how I might be a bit intimidated when asked to interview Sergei Sikorsky for a client project. I’m not sure what I was afraid of, or even what to expect, but I was sure that I didn’t want to screw it up.
We were scheduled to meet at the Arizona Biltmore in the Mystery Room, a former speakeasy lounge created in the days of Prohibition. I arrived early to assist in the set-up of the room, lighting and video cameras, to make sure that everything was working perfectly. Sergei and his lovely wife, Elena arrived right on time, fully prepared for the video interview. As soon as I met them I knew there was nothing to be nervous about, Sergei and Elena Sikorsky are such a charming, easygoing couple.
As the interview got under way, we went through our list of prepared questions and Sergei shared his stories of what it was like in the early days being a test-dummy for his father’s helicopter hoisting operations. His storytelling abilities and his recollection for names, dates and details was amazing. He was also kind enough to bring some historic photos from his collection to illustrate his stories. One image was a newspaper reprint that shows himself performing a helicopter rescue hoist demonstration.
“It’s a bond drive and there I am being lifted up. It was very interesting for me as a 19 or 20-year old sailor, because the crowd control wasn’t all that bad and once I got through the demonstration, I would invariably walk over to the crowd, pick a couple of pretty girls out and ask them for their phone numbers.”
It turns out that Sergei has always been quite the ladies man.
I’m sure that Sergei has told these stories hundreds of times, but he still speaks about them with such fondness. He’s been living and breathing aerospace his entire life, and he still loves to tell the stories, describe the photos, attend the industry events and share his love of the subject. Here’s how he describes it.
“Yes, it’s been an interesting life, there’s no doubt about it. I am very lucky to have spent my whole life in aviation. Yes, I still fly occasionally and my wife says that when I come back from having flown an airplane that I’m about 5 years younger. Now, some people will call it second childhood, but I call it rejuvenation. It is a very strange, unique feeling. It’s a wonderful feeling, and certainly the gift of flying that was given to us by so many of the pioneers, is to me still romantic, still inspiring.”
Before I knew it our interview had come to an end. Sergei and Elena had brought copies of his book, The Sikorsky Legacy, which he autographed for each of us as we were wrapping up.
So what did I learn from all of this? I learned that I still admire the Sikorsky name but for reasons I never expected. I envy that Sergei found his calling so early in life and it continues to be his passion. The fact that he still uses words like rejuvenation and romantic to describe his love of aviation. I’m impressed that Sergei was willing to participate in rescue hoist demonstrations and operations to show his confidence in his father’s inventions and products. The way he still enjoys traveling to aerospace events to hand out awards and speak about his father’s life and achievements. And the fact that he and Elena are such kind and considerate people that you forget about the legacy behind the Sikorsky name and feel like you’re having a conversation with friends.
Developing Honest And Effective Messaging
Are you writing/designing/exhibiting/strategizing to reach and engage your intended audience of prospects in the most effective ways possible? Or are you doing what is expected and what you believe you can sell internally?
If you are developing communications for the boss you are missing the mark — and missing a great opportunity to demonstrate expertise and deliver a marketing program that really works.
Successful marketers are fearless and confident. Are you? Tell the truth, or Santa will leave you a lump of coal.