OEMs Pull Out: How to Target Aviation Customers in a Changing Landscape

The aviation industry, traditionally known for its conservatism, is undergoing a significant transformation. While it has historically been slower to adopt new marketing trends, the recent decisions by OEMs like Textron Aviation, Gulfstream Aerospace, and Dassault Falcon to pull out of major industry events signal a shift (read more here). This move underscores a growing recognition of the need for more targeted and innovative marketing strategies.

As the industry becomes more competitive and technology advances, aviation marketers must adapt to this changing landscape. By embracing digital tools, focusing on personalized outreach, and maintaining a balance between in-person interactions and targeted campaigns, marketers can effectively navigate the new normal and drive success.

Let’s break it down:

• Targeted Marketing Think about those emails you actually open and read. They’re usually relevant, right? That’s the key to targeted marketing. Create content that speaks directly to your audience’s needs.
• Digital Tools Leverage landing pages, email campaigns, and online advertising can be powerful tools. Use them wisely to capture leads and build relationships.
• Human Touch Don’t forget the personal touch. A well-crafted email or a personalized LinkedIn message can go a long way.

But what about those in-person events?

They’re still valuable! Think of them as opportunities to build relationships and network with key players. Just be strategic about which ones you attend, develop goals and measure. Understanding your ROI is critical. And this doesn’t just mean “leads,” as your goals may not involve true leads. With an industry built around long sales cycles, your goals need to account for this reality.

So, how do we strike a balance?

• Plan Ahead Map out your marketing efforts, including both in-person and digital activities.
• Measure Results Track your campaigns to see what’s working and what’s not.
• Adapt and Adjust Be flexible and willing to change your strategy as needed.

Targeting a New OEM?

• Do Your Research Find out who’s calling the shots at the OEM.
• Create Value Offer something that solves their problems or makes their lives easier.
• Build Relationships Network with individuals who can introduce you to decision-makers and those who influence their choices. In larger organizations, decisions are often made by committees, so building relationships with these influencers can be crucial.

Remember, the aviation industry and marketing is constantly evolving, as it should. By staying adaptable and focusing on both targeted marketing and in-person connections, you can thrive in this new normal.

Want to chat about your new normal? Contact us.