Aero-Marketing 101: Don’t Ignore the Media | Aero-News Network
Aero-News Network
RSS icon RSS feed
podcast icon MP3 podcast
Subscribe Aero-News e-mail Newsletter Subscribe

Airborne Unlimited -- Recent Daily Episodes

Episode Date

AMA Drone Report

Airborne-Monday

Airborne-Tuesday

Airborne-Wednesday

Airborne-Thursday

Airborne-Friday

Airborne-Unmanned w/AUVSI

Airborne On ANN

AMA 05.25.17

Airborne
05.22.17

Airborne
05.23.17

Airborne
05.24.17

Airborne
05.25.17

Airborne
05.26.17

Airborne-Unmanned 05.23.17

Airborne-YouTube

AMA 05.25.17

Airborne
05.22.17

Airborne
05.23.17

Airborne
05.24.17

Airborne
05.25.17

Airborne
05.26.17

Airborne-Unmanned 05.23.17

XPONENTIAL Innovation Preview -- www.allthingsunmanned.com

Mon, Jan 28, 2013

Aero-Marketing 101: Don’t Ignore the Media

And To Make News, Bring Something New To A Show

By Dr. David Juwel

For several years now I have been advising aviation businessmen about the fact that there are some good reasons why they are not achieving the best return on their investment when they exhibit at air shows and fly-in’s. Some companies have taken my advice to heart and others continue to ignore me. Not following good advice isn't entirely the reason why the LSA market is whittling itself down to smaller and smaller numbers, but it is certainly one of the contributing factors.

The LSA Expo is an excellent venue, but the value that it represents to the manufacturer is not being fully exploited. Let me explain ...

I work the shows utilizing different talents; not only am I a respected member of the aviation media, but I am also a licensed professional business coach and a potential customer as well. So I see things from several different angles. At previous shows, I noticed something peculiar. So on the first day of the 2013 LSA Expo, as a media representative, I went to every single booth on display. I purposely had media written all over me (jacket, notebook and assistant) because I wanted to make a point about what I knew would happen. Guess what? It did! After visiting every single booth and display, only one individual asked me to do an article on their product. Most vendors completely ignored me. In fact, some headed toward me with the glint of a prospective customer in their eye, and then seeing my media badge, abruptly turned around and went back to their seat.

Now let’s analyze that. If 16,000 people were to show up at the Expo, how many would see your product line, stop by and inquire about it, and give you the opportunity to follow-up with them for an immediate or future sale? You know the answer. And you spend hundreds and thousands of dollars for that small amount of exposure, with the hope that it will produce several viable customers.

On the other hand, let’s take a news media agency with 100,000, 200,000, 500,000 national and international readers. Is that more than 16,000 people? If they wrote a story on you or your product, would it cost you anything to reach out to that many people? And keep in mind, there are numerous media people at every event, so the opportunity for exposure is multiplied.

I am so amazed at the people that ignore the media opportunity. If I had a booth, every time I saw a media badge, I would rush over and introduce myself and enthusiastically pass on the important and newsworthy information about my product; hoping that they would write about me, or do a video about my product. It’s far greater exposure, and it’s free! This is one of the biggest opportunities that the event organizers offer – free media coverage!

You might rationalize that you gave out press releases last year, and you don’t have anything new to say. But how many news agencies printed your information last year? Are there some that didn't? If so, your information may still be news to their readers. Go find their representatives. Missed promotional opportunities are yet another reason why some companies are only making tens of thousands, when they could be making hundreds of thousands of dollars.

Don’t let it happen to you. Seize the opportunities! And don’t get upset if a news agency doesn’t want to cover you. You have to have something new to give them. That’s why they’re called “news-agencies.” Quick hint: Always bring something new to the shows.

Wishing you blue skies and greater profitability.

(Dr. David Juwel pictured in file photo)

FMI: Contact Dr. Juwel at scoachm@clearwire.net

Advertisement

More News

Memorial Day Celebration Turns Bad With Leap Frogs Accident

Navy SEAL Dies After Parachute Malfunction In New Jersey Normally; Memorial Day is a celebration of those who have fought for the freedoms so many of us take for granted. It's a gr>[...]

Airborne-Unmanned 05.23.17: Courts Nix Model Regs, Autonymous Flt, WATT 300

Also: King Schools Update, Kittyhawk APP, Robird And Integrated Drone Solutions, ICAO Drone Tracking The unmanned community got a bit of a jolt late last week when the US Court of >[...]

AMA Drone Report 05.25.17: Court Kills FAA Model Drone Registration, DJI Spark!

Also: AMA Reacts To Court, FAA Reaction, AUVSI Reaction, Kittyhawk Flight Deck APP Score one for us little guys... As you may have heard, the U.S. Court of Appeals in Washington, D>[...]

Airborne 05.26.17: Elvis' Jetstar, ACJ330neo, Redbull's Muroya Aims For Chiba

Also: Revitalizing The Aero-Verse, NAAA's Concerns, 737 Air Tankers, SD Air & Space Museum, LAX Mishap, Avidyne After sitting on a runway in Roswell, NM for more than 30 years,>[...]

Aero-Help Wanted: ANN Needs Good Honest Marketing Staff

ANN/Airborne/Aero-TV Marketing Department Needs Part or Full Time Personnel E-I-C Note: After months of hints, we've unveiled the next steps in the Airborne programming initiative >[...]

blog comments powered by Disqus



Advertisement

Advertisement

Podcasts

Advertisement

© 2007 - 2017 Web Development & Design by Pauli Systems, LC