How to market a flat subject?
I work for a worldwide group of aerospace companies
and have been tasked with coming up with innovative
ways to sell our products and increase general
awareness of our group of companies. We design and
manufacture aircraft wheels and brakes, heat exchangers,
rubber seals and de-icing equipment and we also repair,
maintain and overhaul aircraft engines. Pretty flat
stuff, hey?
We already carry out pinpoint advertising in aviation
magazines and target known and potential customers
with a lot of face-to-face marketing/customer
relationship stuff. My question is how to take this
further. I'd value your opinions on whether you, as
members of the advertising population in general,
believe I'd need to build on the high-tech end of
aerospace products or whether such material could
ever be considered sexy, if you will! Could the
products I describe ever be marketed on their aesthetic
appeal? I have visions of the most boring website
ever, detailing all the technical specifications of
our products - surely there must be a more exciting
way!
I've searched the archives for anything which may help
and uncovered a couple of messages concerning a site
selling aviation products to a niche market - this
was useful, but was targeted further down the chain,
directly to the end user. I currently see my group's
products as quite distanced from the end user - do you
think the airline passenger could ever be the target,
rather than the aircraft manufacturer?
I realize there's a lot of questions here - any insights
or opinions at all would be incredibly useful to me.
Kind regards.
Nicki Mansfield
Dunlop Standard Aerospace Group
Received on Mon Jul 23 2001 - 10:17:39 CDT
