RE: How to market a flat subject?

From: Janet Attard <attard_at_businessknowhow.com>
Date: Tue 31 Jul 2001 12:35:23 -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!

TO WHICH DOUGLAS WILSON <d.wilson_at_paradise.net.nz> REPLIED:

> Nicky, you work for one of the world's most exciting,
> glamorous and interesting industries - aviation. It's
> not "flat stuff".
>
> There is a "more exciting way" than boring technical
> specification web sites. That is to focus your creative
> strategy on the end benefit to your customers and their
> customers of the things that you do - not just on the
> technical benefits of your products. Never forget that
> while technical buyers will do their technical checks
> and make technical judgements, they are also human
> beings. You know this already because you mention the
> importance of face to face relationships in your
> marketing.

I missed most of the thread on marketing a "flat subject"
but rather than figuring out how to make a product sound
exciting to the airline passenger, or how to come up
with some kind of ads you like, what is really important
here is who is the customer and what, specifically makes
them buy - what specific problem to they have to solve.

If the bottom line of the customer (the company that
purchased the plane) is their bottom line, all the
touchy feely stuff in the world about the passenger isn't
going to make the customer here buy. What WILL make them
buy is how this line of products will help them solve a
problem or save money. If you want to go after a human
touch, go for the pilot or mechanic.......your pilots
will be confident these tires won't explode when they
hit the ground.......or parts that will save your
mechanics time becuase they (last longer, fit better,
whatever.....) Bottom line for you.. understand the
products and what the customer really wants to know
about them.

--Janet Attard
Founder, Business Know-How(r). Content, community, tools,
  and web development services for small and home
  businesses. Online since 1988.
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Received on Tue Jul 31 2001 - 12:35:23 CDT