Get On Board: Introduction To Whiteboard Videos
I’m suddenly obsessed with white board videos as a great way to tell technical stories in a quick, concise and eminently watchable way. We’ve all seen too many traditional, snooze-worthy corporate videos. They are a big investment, but if they…
Advertising: Keep it Simple, but with Soul
I’m all for simplicity in advertising, especially in aerospace. In our industry, simple messaging and graphics stand out because they are unique, unexpected, and, well, genuinely refreshing. But simplicity alone isn’t enough. Two ads especially caught my attention in the…
Aerospace Advertising: How to Grab Attention
No matter the stated goals of an ad, to be effective it must accomplish three things — capture the viewer’s attention, communicate the desired facts or attitudes, and cause the viewer to feel how what they’ve learned is important and…
Critiquing An Aerospace Advertisement: Russian Helicopters Ka-62
I thought I’d take a look at an ad from a relative newcomer to the western markets, in particular an ad for the Ka-62 helicopter from Russian Helicopters. In Monday’s, I talk about how an ad must perform three tasks,…
7 Steps to Campaign Success in the Aerospace Market
Goals. What are you trying to achieve with this campaign? Who are you targeting? Research. Talk to your customers. What are their pressures, concerns, needs and drivers? What marketing tactics work with them? The aerospace industry is very different than…
Developing Honest And Effective Messaging
Are you writing/designing/exhibiting/strategizing to reach and engage your intended audience of prospects in the most effective ways possible? Or are you doing what is expected and what you believe you can sell internally? If you are developing communications for the…
The True Cost of Creativity
Except for the very smallest of jobs, creative fees are always a small fraction of total costs (printing, media, etc.). The incremental difference between having professional, outside support or not will typically only increase costs from 5 to 10% on…
Keeping Up With The Joneses: Analysis On B2B Marketing Spending
How much are other B-to-B companies spending on marketing? 40% report marketing budgets of under $1 million 21% report marketing budgets ranging from $1 million to $4.9 million 17% spend $5 million or more Where are they spending their money?…
Technical Tip: Photography Resolution
Resolution matters. We dislike having to tell clients that the photos they have sent us are not large enough to work for the intended use. Here’s a very basic guide that may help. For typical press releases, a photo/file of…
A Warning to Aerospace Marketing Professionals About Copyright Infringement
Does the end justify the means? Too often, in the world of aerospace marketing, the answer is yes. And that’s not a good thing. In their zeal to be noticed and remembered, some marketing people are willing to bend the…