If You Own an Aviation Business, This is the One Post on World of Flying You Need to Read, Bookmark and Forward3:34 PM
I do not mention personal accolades much on this blog, and try not to mention my day job, that being the President and co-founder of an aviation advertising and creative agency. But we are launching a large campaign for the agency this week, and I thought it was finally time to "speak" directly to those readers who work for or own aviation businesses.
If you are a random reader who just stumbled upon World of Flying, or a person who is not in the position to make important marketing and/or advertising decisions at a company that sells aviation products or provides aviation services, you may be well served to change the channel and come back in a few days.
But if you ARE one of those decision makers at an aviation company, this one's for you:
To maximize budget and drive sales in the right direction, aviation companies will benefit from a new collaborative partnership with Celeste/Daniels Advertising and Design, a national advertising agency specializing in promoting aviation business since 1999. Because the President of Celeste/Daniels is a pilot, we share the same passion for flying that you and your customers enjoy. When you work with a specialized aviation ad agency, you receive the many benefits of our established aviation industry network. We bring our years of experience and knowledge to the creative process so you no longer lose valuable time explaining your products or services to a non-aviation ad agency.In the 11 years we have been promoting aviation businesses, we have seen the exact same routine with nearly all of them. They become increasingly frustrated trying to create and implement a strategic marketing plan and ad campaign, often by trying to use office staff, which can be disastrous while also pulling critical people away from the more important task of generating revenue.
Or, these aviation businesses try to use an ad agency that doesn't understand aviation. And throughout the creative process, time is lost as company managers need to explain at which end of the aircraft the spinny thing can be found. We have seen this time and again, non-aviation agencies putting together boilerplate materials to create collateral for an air charter operation one day, and a Hardware Store the next, using the same boilerplate. They use a twin Cessna 421 to illustrate a service that provides charter flights in Pilatus PC-12s, thinking that any image of an airplane is fine as long as it has busy executives stepping off the airstair looking at their watch and talking on their cell phone.
Here are a few examples of how my agency has helped aviation businesses focus their sales message because we knew aviation and the aviation industry:
Years ago, we did a large, backlit mural for the inside of an air terminal. It was for the airport's Cessna dealer, and the owner wanted to convince ticked off passengers to learn to fly and then buy brand new T182Ts. The photo he wanted to use showed the plane parked on the ramp with a briefcase in the foreground. But we found an image of the same model Cessna with a briefcase, golf clubs, a set of blueprints and a hard hat. Our reasoning was to show that we knew a Turbo Skylane was not only a businessman's bird, but also one that construction companies could use to shuttle between jobs and maybe get in a quick 18 between flights.So please bookmark this post and remember our aviation ad agency the next time your aviation business is in a bind and is ticked off – again – at the people attempting to handle the creative development of your marketing plan and your ad campaign. We are very friendly, scary dependable, completely ethical, and we eat, sleep, breathe and love aviation as much as you and your customers do. You already know that pilots take care of fellow pilots, so it just makes logical sense that we'll watch your back and stretch your ad budget without selling you something you really don't need.
Then there was the airpark high in the Rockies. The owner wanted to target only turbine and turboprop owners who had aircraft capable of operating in and out of the 7,023' runway at Afton, WY. We went to work cross-referencing our database for his direct mail campaign, and because I knew a Citation from a Citabria, I was able to pull out only addresses for larger birds that burned Jet A.
And last, we were contracted by CFI Field Morey to market his IFR Adventure flights to Alaska, the Rockies and the Idaho backcountry. At the time, these flights were only open to certificated IFR pilots, so for the postcard campaign, we chose a dramatic photo of an approach into Eugene, Oregon's Mahlon Sweet Field in cruddy IMC to minimums. We choose that image because we knew that the scuddy weather would instantly be noticed by IFR sticks, and as a result, Field sold out his entire schedule that flying season.
Please pass this post to the person in your company that oversees the ad budget, and ask that they go here and read about our special introductory offer for new clients.
Thanks for the time, and now back to our regularly scheduled programming.