Category: Marketing Ideas
How to Use Content Marketing to Your Advantage
Have you been considering hiring an outside agency? Is it out of your budget or not the right time? Don’t worry, but do start leveraging the vast amount of content marketing now available. Just because you may be unable to tap into the expertise of an outside agency does not mean that you have to miss out on all of their helpful resources. Use them to your advantage.
According to Gartner Research by 2020, customers will manage 85% of their relationships without talking to a human. This is where content marketing comes in. By creating and then sharing helpful resources to both clients and prospective clients, content marketing engages customers before they have ever even picked up the phone.
Some BDN favorites include Hubspot, Marketing Sherpa and the Content Marketing Institute.
BDN also has some very helpful resources available at no cost, including the PR Tool Kit, a truly excellent resource.
Curious to learn more about aerospace marketing? Check out these popular BDN resources. They are free and easily available for immediate download.
7 Keys to Breakthrough Messaging for Aerospace and Defense Marketers
Memorable, iconic messaging looks effortless, but it’s anything but. Drafting the right three words (like “Here Comes Hope”) may take three minutes – or three hours – but is essential to effective marketing.
But how do you do it? Well, the truth is, most people aren’t wired to write goose bump-inducing copy. It can’t be done by committee, and it is less likely to come from someone within the company. I’m not sure it can be taught – but do know that understanding how to recognize it is important for all aerospace marketers.
7 Keys to Effective Messaging
- Tells a story, succinctly
- Makes you feel something
- Is audience-centric
- Feels authentic
- Does not require an explanation
- Transcends the expected and the ordinary
- Has something extra – a spark of creative genius – that elevates everything and makes the message sing. We call it the X factor. And you can’t have effective marketing without it.
The United States Armed Forces consistently delivers exceptionally strong marketing campaigns anchored by some of the best messaging in our space.
We’ve featured a few examples here, but you can easily find more with a couple of quick searches. They more than meet our criteria for inspired messaging. Do you agree?
You’ll find even more information about messaging in our Value Proposition Guide. It’s an in-depth resource that includes actionable insights, a checklist to evaluate your own value proposition, industry examples, and more. Or, take a look at our Portfolio, to see work examples and inspiration, all specific to aerospace and defense.
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.
Nostalgia Marketing. It Works.
There’s a new trend in marketing that has companies looking to the past to make an emotional connection with their customers. And according to a recent article in Adweek, it’s working for brands ranging from Jack Daniel’s to Lego. Connecting with the past, it seems, pays big dividends in the here and now.
Making an emotional connection with your audience isn’t easy, but it’s incredibly effective. Consider how an old song can make you feel. “Lights” by Journey will forever remind me of a summertime slow dance with my first crush. For better or worse, music takes us back to another place and time. I also have a soft spot for manual typewriters, Chevrolet Camaros, and Bit-O-Honey candy.
It’s human nature to view the past through rose-colored glasses, and this works to the marketer’s advantage. Your first car may have been dad’s beat up hand-me-down, but thinking about it now evokes happy memories of life as a carefree teenager.
This sentimental yearning for the happiness of a former place or time is powerful stuff, aerospace marketers. Imagine if you could tap into the emotional experiences your customers associate with their early flying days. What might making that connection mean to your brand?
Targeting your audience with pinpoint accuracy is critical to nostalgia marketing success. Clearly, the things that resonate with a 30-year-old pilot will be very different from what works for a 55-year-old. Skillful and authentic execution is equally important. If you inadvertently taint a cherished memory, your customers will make you regret ever taking a trip down memory lane.
This Adweek article has multiple case studies that are inspiring and informative. Good stuff: www.adweek.com/news/advertising-branding/seven-brands-are-winning-nostalgia-149174
How To Write A Stronger Value Proposition
I opened an excellent business aviation magazine this morning to an OEM ad touting the company’s “Fifty Years of Passion.” A few pages later I came across another full-page ad explaining, “Excellence Defines Our Company. Passion Makes It Fly.” Yawn. The ads are boring and probably ineffective because they lack a clear and compelling value proposition. Passion is not a value proposition. It’s great that anyone is passionate about their own products and services, but do any of us really care? I’m a lot more interested in specific outcomes and benefits. How will I benefit from using your product or service? Will it help me win new customers or improve profits? If so, I may want to know more, but only if you can grab my attention and show how you are really different and better.
How many times have you seen the same messages about Innovative Solutions or Commitment to Quality? It’s the ad copy equivalent of yadda, yadda, yadda. These one-size-fits-all statements lack specificity and credibility and fail to make the value proposition come alive. They are so generic they could apply to virtually anyone. Before you spend $10,000 or more to place an ad, consider these questions. Is it specific and credible in its claims or promises? Does it clearly appeal to the key factors that drive your customer’s decision making? Does it make a compelling case for why a customer should do business with you and not your competition? Will it capture the hearts and minds of your audience? If you can’t honestly answer yes to these four simple questions, your ad is not ready for prime time. Save your $10K, go back to the drawing board and make some marketing magic.