aviation business 2.0
TRANSCRIPT
Aviation Business 2.0Where to invest in your marketing
for the highest return
FATA Conference
Clearwater Beach, June 16, 2009
Michelle RainesFounder and CEO, inc MARKETING LLCBUSINESS INNOVATOR AND MARKETER
Take the “who would you trust” challenge?
Corporate Ad
Or
Friends, colleagues,
people with similar interests
Important take aways…
✈Why is traditional marketing failing our businesses?
✈ How to maximize your marketing dollars today.
✈Where is our future heading?
✈ How to lead your industry?
Why is
TRADITIONALmarketing
failing our businesses?
The average
American is
exposed to
over…3000..ads per day.
Today, Media is fragmented.
In 1960’s… • 4,400 radio stations
• 8,400 magazine titles
• 5.7 TV channels per home
Today…•13, 500 radio stations
• 17, 300 magazine titles
• 82.4 TV channels per home
• Millions of web sites
• Billions of web pages
With instant access to …
�Websites
�Blogs
�Podcasting
�TiVO
�Satellite Radio
�Video on demand
�IM
�Search Engines
�ipod
The days of uninterrupted marketing are gone.
Customers are not listening anymore!
In addition…
Leaving CUSTOMERS,
employees and
management feeling
FRUSTRATED&
UNCERTAIN.
Resulting in
LOSSof
brand equity,
brandloyalty
& consumers
trust.
“Goods news, there has been a radical
shift in advertising and marketing
and it benefits everyone.”
The rules have changed…its not
about spamming 1,000,000 to
convert 100.
Its about reaching the right 10 people
who reach 100 people who reach
1,000 people.
Learn how to MAXIMIZE your
marketing dollars today.
5 (five) Innovative
Keys to Marketing
1
Build
Magnetic
Strategy
2
Develop an
Authentic
Brand
3
Identify
Customer
Segments
4
Implement
Attraction
Channels
5
Create an
Interactive
Experience
Build Magnetic Strategy
Always think with the end in mind...
✈ What do you hope to accomplish?
✈ Who is your target market?
✈ How will you reach them?
Develop an Authentic Brand
Identify Customer Segments
Who is your audience?
What are their demographics?
Where do they live and how far will they travel?
What is their lifestyle?
What are their buying behaviors?
Implement Attraction Channels
Interactive Experience = Tribe
Where is our FUTURE heading?
The foundation for tomorrow is
here today.
How to LEAD your industry?
ADAPT
Be bold
Be fearless
Be open
Connect
Add value
Creative
Innovative
LISTEN
Engage
Interact
StayInformed
Create
Fresh
Creating Opportunity
Original
Insight
Lead
Blog Partner
CommunityGo green
Give back
Solutions
Tweet
HOW DO I GET STARTED?
The real source of wealth and capital in this new era is not
material things.. it is the human mind, the human spirit, the
human imagination, and our faith in the future.
Steve Forbes
Your most unhappy customers are your greatest source of
learning.
Bill Gates
A business has to be involving, it has to be fun, and it has to
exercise your creative instincts.
Richard Branson
In the struggle for survival, the fittest win out at the expense
of their rivals because they succeed in adapting themselves
best to their environment.
Charles Darwin
Questions…
Michelle RainesFounder and CEO, inc MARKETING LLC
INNOVATOR ~ MARKETER ~ STRATEGIST
www.inc-marketing.com
Email: [email protected]
www.twitter.com/michelleraines
Michelle Johnston/Raines
Thank you!