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 12.17.14 ** HD iPad-Friendly -- Airborne 12.17.14 **
** Airborne 12.15.14 ** HD iPad-Friendly -- Airborne 12.15.14 **
** Airborne 12.12.14 ** HD iPad-Friendly -- Airborne 12.12.14 **

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

Dassault Aviation Reveals First Falcon 8X

Next Step: Maiden Flight In First Quarter 2015 Dassault Aviation on Wednesday rolled back the curtains on the ultra long range Falcon 8X, the company's new flagship and the latest >[...]

Evergreen Museum Says Its 'Business As Usual'

Some Of Its Aircraft Are On Loan From Company Reorganizing Under Bankruptcy Laws The Evergreen Aviation and Space Museum in McMinnville, OR says that it is doing just fine, thank y>[...]

Airborne 12.15.14: A380 Future, More USA Today Disappointments, Jetman FORMATION

Also: Comet Water Differences, Garmin Datalink, Bogert Battery Boxes, WSI/iOs, Mistletoe Copter Fail Airbus hasn't seen a single airline order for its double-decker A380 superjumbo>[...]

NTSB Prelim Released From Gaithersburg, MD Phenom Accident

Six Fatally Injured When Plane Impacted A Home The NTSB had released its preliminary report from an accident which occurred December 8, 2014 involving an Embraer EMB-500 Phenom 100>[...]

Airborne 12.17.14: Evergreen Woes, Foolish Pilot Tricks, No 757 Replacement--Yet

Also: $1M Aero-Photo, Draken Gets A-4s, 'Super Dell' Acts Super Dumb, Legendary Bell 47, Osprey Hours Evergreen Vintage Aircraft, LLC, the company that owns many of the aircraft on>[...]

blog comments powered by Disqus



Advertisement

Advertisement

Podcasts

Advertisement

© 2007 - 2014 Web Development & Design by Pauli Systems, LC