Tag: aerospace marketing
7 Discouraging, Surprising, Yet Hopeful Truths About Modern Aerospace Marketing
BDN routinely uses research to understand, benchmark and report the trends and realities impacting the work we do as aerospace marketers.
In our most recent survey we asked aerospace marketers questions about their approach to budgeting and planning, goal-setting, goal accomplishment, their most effective tools and techniques, and levels of satisfaction with their company’s marketing performance.
We wondered, “Is there a correlation between those who plan and those who get results?” “Are some tactics consistently much more effective than others?” And, “Do budgets equate to higher perceived performance?”
It turns out that the answer is yes to all these questions, yet there is still much to be learned. Today we are providing a high-level summary of our findings with key takeaways and insights that shine a light (not always a flattering one) on our industry and our profession. This is ideal for those who want a quick read.
Anyone who would like more in-depth charts and findings may request the complete survey results here.
And remember, these results are suggestive, not scientific.
Key Insights & Takeaways
Finding: Regardless of their annual revenue, aerospace companies are still under-spending on marketing, with many high-revenue businesses spending just as little as their lower-revenue counterparts.
Insight: Shame on us. It’s hard to believe, but 20% of the $100,000,000 businesses have marketing budgets under $100,000. That’s an embarrassingly small .001%, and far below recommended spending and benchmarks for both B2B and our industry.
Takeaway: The budgeting process in larger companies sometimes defies logic, with decision-makers removed from the realities of individual functions. Verbatim comments tell us that more than a few companies are actually cutting marketing because industry conditions are bad. Huh? Marketers who work for an organization like this can either use data and measurement to become agents of change from within, remain ineffective, or run.
Finding: Most marketing budgets have stayed the same since 2015; a good number have increased; and very few have been cut.
Insight: Yes, this is positive news, but remember, budgets are still below accepted standards. Harvard Business Review generally suggests investing 3% of revenue in marketing, with adjustments made for specific scenarios.
Takeaway: Management probably believes marketing has everything it needs to be successful. After all, they have added or maintained existing budgets. But we can and must do better. If you are working with a limited budget, stop defaulting to old school tactics that can’t be measured — and when management wants you to do the same old, same old, explain that you can’t afford anything that fails to deliver ROI. Position yourself as the expert and start showing results to upper management that will justify the higher budget you know you need.
Finding: The majority of respondents say they do have and follow a marketing strategy and plan, yet there are striking differences here based on company revenue. More than 90% of the largest companies have a plan; less than 50% of the smallest do.
Insight: The survey shows that those with a strategy and plan are more satisfied with their company’s marketing performance than those without. It also shows that, as spending levels rise, so do levels of satisfaction with overall marketing performance.
Takeaway: A strategy, plan, adequate budget and measurement are the keys to your marketing success, regardless of company size. But if you are working with a smaller budget, strategy and planning become even more critical to ensure that every dollar spent is associated with an expected, measurable outcome.
Finding: Most respondents reported success in accomplishing key objectives. Improved brand awareness, improved customer engagement/relationships and increased sales were most frequently cited. Interestingly, 12% of those spending less than $100,000 report that they accomplished none of their objectives last year – no one spending $1 million or more said they accomplished nothing.
Insight: Regardless of budget, brand awareness and leads were cited as top successes. Because brand awareness is more difficult to measure it may be a more comfortable “metric” for some marketers. Challenge yourself to achieve more measurable objectives moving forward.
Takeaway: People are reporting success, and that’s good. Let’s just make sure those claims of success are based on data you can defend.
Finding: The most effective digital marketing efforts were websites (83%) and email marketing (79%). The highest marks for ineffective tactics were social media, blogs and online display ads, yet plenty of marketers also found them effective.
Insight: One, people are divided about what works in the digital realm. Also, while websites are recognized as effective, less than 50% say their SEO is effective.
Takeaway: We think the sheer volume of new and changing tools and options overwhelms many marketers. The first step to using the right digital tactics is understanding them – make time to get smart and use data to determine what is and is not working.
Finding: The most effective traditional marketing efforts were events and print advertising, yet print advertising also was most frequently called out as ineffective.
Insight: We continue to rely on old school tactics, perhaps to appease older, old school management, that are less likely to be measured.
Takeaway: If you are using events and print advertising (often the most expensive tactics) make sure you are tracking results. There are tools and techniques that make it possible to know if these approaches are working.
Finding: In 2016, marketers overwhelmingly say their No. 1 objective is increasing sales, followed by improved customer engagement, increased leads and improved brand awareness. Also, their No. 1 challenge is acquiring new customers, followed by lead generation and measuring ROI.
Insight: Hurray! Marketing exists to drive sales, and we are heartened to see folks acknowledging this connection.
Takeaway: Take a look at the relationship between marketing and sales in your organization. Are you using a CRM and marketing automation system to facilitate tracking, measurement and accountability? Are you working harmoniously toward a common goal? Or is there friction and finger pointing? Make mending and strengthening these relationships — adding in accountability for everyone — a priority for the good of the business.
Next up:
Keep reading next week for verbatim comments from more than 30 respondents who wrote to us about the challenges, opportunities and trends they are experiencing in their aerospace marketing work.
Don’t forget:
If you liked this blog post, you may also be interested in these free BDN resources:
- How to Develop a Marketing Communications Budget
- Budget Planning Checklist
- Marketing Planner
- 30 Days to Better Digital Marketing
Best Practices in Aerospace Marketing
Two decades spent in aerospace marketing have provided BDN with a great vantage point to identify trends and to see what works and what doesn’t for our clients and for ourselves. These are the 3 essential best practices necessary for successful aerospace marketing.
1. Be Different
Walk around an industry trade show or event. Look at a few websites. Page through some collateral. You’ll notice that most companies look and sound a lot alike. Blue is the color of choice. Many use complex graphics, too many words, and too much technical jargon. Grainy photos abound. Most are a little conservative and a little behind the times.
The messages are not much different. Everyone talks about passion, commitment, trust, and dedication — and don’t forget value, efficiency, and innovation.
It’s the same thing over and over and over again, so when someone presents a brand in a different way, it’s hard not to notice. Here are 3 ideas to begin standing out from the crowd.
- Rethink Color Don’t be afraid. Bold color can be a marketer’s best friend. Think about how you might spice up your palette with an unexpected hue. There’s no reason to be afraid. The folks at Leidos Holdings, Inc., have paved the way. We couldn’t help but notice their pink and purple exhibit at this year’s Army Aviation Mission Solutions Summit. Pink and purple is an unlikely choice, yes, but with first quarter revenues of $1.2 billion, Leidos seems to be doing just fine.
- Simplify Retool your messaging to be simple, bold and powerful. Get the audience’s interest quickly, with crystal clear visual and verbal communications, then drive prospects to your website (where you can track them) for more information and technical detail.
- Quality Matters When you use photography, use only top quality, high-resolution images. A grainy, out of focus shot of your pride and joy widget is always a bad idea. It says that you don’t care about quality, and makes you look homegrown. No matter how you are presenting yourself, do it right, or don’t do it at all.
2. Don’t Make it About You
The best marketing is customer- and audience-centric. Too many aerospace marketers are writing copy simply to please their bosses. We see it time and time again, and the result is company- and capability-centric messaging that fails to resonate with anyone but senior leadership. Understanding your audience’s needs and pain points, and tailoring messages to show how you can help, is the key to success. Taking a fresh look at all of your marketing from your customer’s perspective could change everything.
The folks at Guidance Aviation are doing a lot of things right. On their website, for example, they clearly state who they are and what they do, and immediately transition to simply presented customer-focused navigation, messages and calls to action. This is how it’s done: www.guidance.aero.
3. Up Your Game & Stay Current
Slowly but surely, aerospace marketers are shifting from doing what has always been done, to doing what works now.
Splashy, classy, and cool, Airbus Helicopters’ H160 Heli-Expo unveiling set a new standard in product launch events.
The most conservative defense contractors, and even the DoD itself, are Tweeting and Facebooking, and their posts are becoming increasingly interesting and relevant. The U.S. Army, for example, is active on Facebook, Twitter, Google+, YouTube, Pinterest, Flickr, and SlideShare, and even has a live blog.
Infographics are a great way to showcase expertise and thought leadership. Kudos to the marketing team at Honeywell — their visual presentations are interesting, informative and audience friendly, and worth a look.
Here are 3 more ideas for creative approaches that may work for you.
- Presentations PowerPoint is dead. At the very least consider Keynote or Prezi — you’ll make a better first impression. Or, try this. BDN recently created a landing page in lieu of a conventional presentation, and the prospective client couldn’t stop talking about it. After our meeting we simply gave them the link to review at their convenience, then tracked their activity and areas of interest every step of the way.
- Personalization Someone at the National Business Aviation Association (NBAA) gets it. The organization recently sent out a personalized eblast message, and their attention to detail did not go unnoticed. Personalizing your marketing is important because it works. Personalized emails deliver six times higher transaction rates, but 70 percent of brands fail to use them.
- Live Chat Don’t just talk about your company’s great customer service. Steal a page from the consumer marketing playbook and use a live chat feature for your website. It sends a powerful message about your customer commitment, strengthens relationships as problems are solved, and provides valuable information about your customer’s needs, questions and pain points.
Confronted with unprecedented pressures and changes, aerospace is an industry in transition. Weak and less strategic businesses can’t survive, and those who remain now find themselves competing at a higher level. Those who survive and thrive will distinguish themselves with smart, strategic marketing that is firmly founded in these critical best practices.
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?
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Complete Google’s Mobile-Friendly test here. Enter your website’s URL and Google will instantly share how the Googlebot will see your page
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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.
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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.
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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.
Some More Things We Know About Aerospace Marketing
We know that aerospace companies are conservative and tend to copy one another in their marketing efforts. Everyone’s logo is red, white and blue. Everyone has a Skunk Works, or a Phantom Works, or a Hawk Works. Use this to your advantage and distinguish yourself from the crowd of lookalikes.
We know that lots of Aerospace and Defense companies do not have a Crisis Communications plan and are completely unprepared should an incident or accident occur. The ramifications could be devastating.
We know that lots of aerospace and defense companies are spending money on ad placements in unaudited magazines that won’t do them any good. If you don’t know exactly who is receiving a given publication, you should not be advertising there.
We know that not everyone in our industry believes in marketing and that some think it’s a necessary evil. We also know that the business that finds itself immune to the necessity of marketing sooner or later finds itself immune to business.