RE: How to market a flat subject?

From: Huston, Virgil H. <vhhuston_at_switch.com>
Date: Wed 01 Aug 2001 09:39:17 -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!

        The basic answer to your question is that you are
operating under a flawed assumption. No matter what the
industry, it is sexy to those who work in that field.
It is a large part of their lives and is important to
them. For example, nothing makes a maintainer of
anything happier than finding the answer to his
technical question when he needs it - and that may be
a page out of a "boring" service manual or a CAD
drawing for that elusive part number. You have to
appeal to your potential customers in every way possible
and realize that there are different types of customers
within the same organization (buyer, recommender,
engineers, maintainers who complain or praise a
particular brand or model, purchase approver, etc.).
If you want sexy, hire a good photographer to take
some shots of the product in action - lighting, angles,
etc., can make anything look cool. But, most of your
customers probably don't care about cool, but care about
what the product(s) can do for them.

        Virgil Huston
        http://kudzumedia.com



Received on Wed Aug 01 2001 - 09:39:17 CDT