How to market a flat subject?

From: Eddie Baki <jakket_at_paramix.de>
Date: Mon 30 Jul 2001 13:34:24 -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!

I'll try and tackle your questions one by one.

> We design and manufacture aircraft wheels....
> ...Pretty flat stuff, hey?

Think benefits not features. All object are flat,
regardless of whether you sell heat exchangers or
see-through bikinis. People buy benefits. If you tell
me you sell ventilated Carbon Fiber Composite Brakes
with double 6 Pot Calipers...Hmmm..... And what am I
supposed to do with this *****?

Now if you tell your brakes weigh 20% less, can withstand
Heat up to 1000 C and reduce braking distance by
35%... Ah can I order now? :-)

>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!
Yes, by emphasizing the benefits. How do these benefits
arise? That's where your tech info comes in handy.

>I currently see my group's products as quite distanced
from the end user... I agree with you here up to a
certain point. I don't have detailed information on your
products, but I think you got a lot of potential markets
outside the aviation sector.

Possible targets:
1. Custom auto manufacturers and tuners. The latter can
also include consumers who "enhance" their own cars.
2. Motor bikes ??? if yes, also consumers as potential
buyers
3. Custom boat manufacturers

I think you can direct your marketing efforts towards
such or similar markets. Those markets also have a
slightly different attitude to technology
- They love it and, more importantly, understand it :-)

I hope this helps


Eddie Baki -- baki_at_outrise.de
__________________________________________
http://www.outrise.de/



Received on Mon Jul 30 2001 - 13:34:24 CDT