Marketing Planning & Strategy Archives - Page 2 of 3

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.

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.

Trade Show Exhibiting Trends

The world of trade shows is ever-changing. More and more research is showing that marketers are becoming smarter about their exhibit strategy, or at least trying to make improvements. And trade shows are still important to business overall. An article from Exhibitor Magazine documents the results of its 2013 Economic Outlook survey, including:

A little more than half of the respondents will maintain the same number of shows they attend in 2013.

19% anticipate that some of their trade show budget may be allocated to other marketing activities in 2013.

55% will increase their spend in email marketing

76% are optimistic that they will improve their execution of trade show programs in 2013.

From my perspective, this data aligns with what I’ve seen across many clients. Trade shows are not declining by any means, but I see a lot more focus on creating a better trade show. Pre-show promotion, pre-show planning, better tracking of leads and a defined follow-up plan all lead up to a smarter, and more successful trade show overall.

How Much Is A Photograph Worth?

Photography can be either art or commerce. The value of a piece of art is defined simply by what someone is willing to pay for it. That fact explains why a photo of the inside of a 99 Cents Only Store fetched over three million dollars at auction. Then again, there are only three copies of that photo in existence, so exclusivity is part of the value.

But for commerce, there is some guidance to be had in the realm of advertising. Specifically, over time and based on many factors including the number of readers of a magazine, the characteristics and qualifications of those readers, and the perhaps intangible reputation of a publication, rates have been negotiated for presenting a message to those readers. To wit, their rate card spells out how much a magazine wants in exchange for advertising space, the “value” of that space. (Keep in mind that when I speak of value, I’m not addressing the cost to create and submit a photo, but the equivalent value of that photo as compared to an ad.)

Typically, the least expensive rate, per square inch, is for a full-page ad. The quantity (number of square inches) is higher, so the rate is lower. Purchasing more editions can further reduce the rate, as can negotiations with the salesperson. Granted.

But to simplify this examination, I will use published full-page single-edition ad pricing as a guide to the value of space in a publication, an approach which is appropriate in these calculations.

Here are some rates for pan-aerospace publications (without naming names): PA-1 charges $11,525 for a full-page ad. PA-2 charges $13,800. PA-3’s rate is $15,985 and PA-4 goes for $21,265. Those are some heavy-hitting publications and they charge accordingly.

On a smaller scale, in the niche of rotary-wing publications, here are just a few: RW-1 lists a full-page ad at $5,690. RW-2 asks for $6,045. RW-3 lists at $7,186, while RW-4’s rate is $11,990.

How do these numbers relate to the value of photography? One simple correlation is to assign the value of a cover photo, which takes up a full page, the same value as a full-page ad. Thus, cover photos in the pan-aerospace publications might reasonably be worth between $12,000 and $21,000, and among the helicopter magazines listed, to be worth between $5,700 and $12,000.

But here’s a slight curve to these calculations: advertising positions that are considered “premium,” meaning they are located within the magazine such as to be more likely to be viewed and viewed repeatedly, often command a premium price from the publisher, usually between 10 and 20 percent, but as high as 33 percent in some publications. Those locations are, typically, the inside front cover and the inside and outside back covers. So what premium should apply to get the outside front cover? The location that every reader (and passerby) sees, the cover that is advertised and touted by the publication? There is at least one publication, not included above, that sells its outside front cover and their listed rate is nearly 40 percent higher than a full-page ad inside the magazine. So it seems very reasonable to apply a 20-percent premium to those full-page ad rates, yielding a value range of $14,400 to $25,200 for the pan-aerospace publications, and $6,840 to $14,400 for the helicopter ones. (Or apply a 33-percent premium to obtain a range of between $16,000 and $28,000, or between $7,600 and $16,000.)

What does it take to appear on the cover of a magazine? First and foremost, it requires a great photo. The cover image is normally a lead-in to a major story, but sometimes a publication will run a great photo with no more than a caption on the Contents page. You see, the cover is the major marketing piece for the publication, and they demand (or should demand) high quality images that draw a reader’s eye. If you have a compelling story and a great photo, so much the better and then you gain the further value of the space devoted to your story — and more photos — inside the magazine. But if nothing else, if you can provide a great photo that works with the publisher’s own interests, there’s good value to be had.

That’s a lot of value.

So, we’ve established what a photo can be worth. What should a great photo cost? Free sounds good, right!? All benefit and no expense?

Like other marketing efforts, however, great photography requires planning and effort and coordination. How we’ve come to expect photography to be free is a discussion all its own, but as an agency with plenty of experience in searching for the elusive, great, “free” photo, and as much experience in creating great photos, we can confidently state that great photography is anything but free. And the most efficient and effective way of offering a great photo for the cover of a magazine is to have it shot on purpose.

And here’s an (obvious) bonus to having great photography shot purposefully for you: more than that one great image will come of the effort, and you’ll have additional resources to use at trade shows, in press releases, in collateral and advertising. Useful in your company newsletter or annual report, and good still images can contribute to other important marketing media: your web site and videos.

The old saw is, a picture is worth a thousand words. It can also be worth many thousands of dollars and will pay dividends for years to come.

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

Get More from Your Aerospace Marketing Budget

BDN recently surveyed a group of aerospace and defense marketing professionals to better understand their needs, preferences and challenges. The findings and trends were enlightening, and we’ll soon be sharing them in a new white paper.

Interestingly, most respondents said insufficient funding is their No. 1 challenge and frustration. We all know marketing is not usually a top priority for aerospace and defense businesses. Many view it as an expense or a necessary evil but, done properly, marketing is an investment that delivers bottom-line results.

This is where it gets tricky. As marketers, we want more resources to do more things, but we are not always willing to embrace the level of discipline required to credibly demonstrate return on investment (ROI). This is a subject BDN has already covered extensively, and you can read more in the white paper section of our website.

If you want to demonstrate marketing ROI, but don’t have a plan in place quite yet, you might consider adding discipline to your decision-making process — finding opportunities to save or spend your limited budget more wisely. Start by asking some hard questions.

Do you have an annual marketing plan that outlines what you are going to do, and why? A strong plan that has buy-in from management and sales can keep you from veering off track with costly, unplanned activities that don’t truly support your goals and objectives.

Do you follow a process each year to evaluate your trade show selection and attendance? Can you link any given show to past leads or sales? Most companies spend more on trade shows than any other marketing activity. A rigorous and impartial evaluation of each and every event may help you eliminate non-productive activities and free up funds for other projects.

This same rigor should be applied to all print and online advertising buys. Is your evaluation process fair and consistent? Is it fact-based, and does it include examining the performance of each venue and ad? Monitoring will reveal which ads and media are generating leads, and will spotlight those that don’t measure up. By requiring accountability you can eliminate non-performing ads and placements for big savings.

Take a closer look at what you are still printing and why. Can a data sheet or brochure be just as effective on a tablet or online? Work with your sales team to understand their needs and identify areas where hard copies are no longer necessary.

What about travel? Travel is important, because face-to-face interactions are always best. But are there ways to leverage technology and use video conferencing tools in lieu of a costly, time-consuming trip?

These are just a few examples of how you might use the budget you have more effectively by measuring your current efforts and questioning the status quo. As you build a history of metrics, and demonstrate your willingness to find and eliminate unnecessary spending, you’ll be in a better position to request and receive more budget, more influence and even more respect.