Re: How to market a flat subject?
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!
Interesting question. The best example of "Ingredient
Branding" or marketing to consumers to increase sales
through business channels would be Intel who target
end consumers with the chips that power many of today's
personal computers. They developed a relationship with
consumers to strengthen partnerships with PC
manufactuers. They've proven by stimulating demand
through the end users of the product of which they
provide a part can indeed boost sales of their own
product.
Whether or not this could be done with the Aero space
products you mention would involve an analysis of
airline customers and their needs and perceived
benefits of your products. I would guess that Safety
is a concern of airline passengers. If you convince
them that a "Dunlop Certified" airline engine is the
absolutely safest engine to fly with, then you may find
that the airlines will want this "ingredient" in thier
brand. Of course to build that type of association
takes time and MONEY before the airlines may adopt your
benefit. There may also be channel conflicts here
that I'm not familar with that would not allow them
such exclusivity.
In regards to the airline manufactuers you may want to
look into the personal interests/wants/needs of the
buyers of your products more deeply and perhaps sponsor
events, co-promote products, or devise a more daring
trade show promotion that may add another more fun or
sexy dimension to your brand in the eyes of these
consumers.
Adrian Funnell
Marketing Consultant
afunnell_at_hotmail.com
415-378-3436
Received on Thu Jul 26 2001 - 12:13:56 CDT
