Re: How to market a flat subject?

From: Jim Novo <jimnovo_at_sprintmail.com>
Date: Thu 26 Jul 2001 11:24:54 -0500

NICKI MANSFIELD <Nicki_Mansfield_at_StandardAero.ca> WROTE:

> 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!

It would make a fun campaign, wouldn't it? Imagine, a
bright and shiny aircraft wheel, and a brake set, with
bright spotlights creating a shimmer on the both of
them. They're "standing" up next to the martini bar,
"talking" to a wing strut. Imagine the conversation
you could overhear?

If you can take the *so* non-sexy aspect of these items
and flip it over, advertising them as sexy, it could be
good fun.

> 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?

Can you say "Intel Inside"? I mean really, think
back.... Before this campaign, did you care who made
the chip?

Will people care what kind of brakes their plane has?
Probably, but if they can't *do anything about it*,
then just caring about it really doesn't matter - they
have to be able to "take action" somehow, like choose
to fly one airline over another because of the brakes
used on the planes.

I think you can make the advertising work. The question
is, how do you set up the campaign so the consumer gets
a "pay off" and cares? All the awareness in the world
won't be of any use unless there is something in it
"for me".

Jim
---------------------------------------------------------
Jim Novo Author:Turning Customer Data into Profits
Learn the techniques and models used in
profitable customer-focused marketing at:
http://www.jimnovo.com



Received on Thu Jul 26 2001 - 11:24:54 CDT