We Need Better Marketing

Marketing an Aircraft Radio Equipment Business

Small and medium size aircraft radio equipment businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

A snazzy logo, glossy brochure and must-have brand merchandise mean nothing apart from a robust marketing strategy.

It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your aircraft radio equipment business in the winners' column.

Why Branding Matters

Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Any and every aircraft radio equipment business has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.

Multichannel Marketing Strategies

There are a lot of benefits to taking a multichannel approach to marketing. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.

Unless you adopt a multichannel strategy, your aircraft radio equipment business will struggle to maintain a noticeable presence in the marketplace. For many companies, multichannel can mean completely revamping their marketing strategy to include a broader mix of media and information venues. The acquisition of reliable mailing lists from proven providers can expedite the transition, but ultimately your efforts to go multichannel may require the assistance of a marketing professional.

Encourage Word of Mouth Referrals

Industry-leading aircraft radio equipment businesses use word of mouth marketing to speak to new customers and roll out new product offerings.

Word-of-mouth is unpredictable, but it's not completely out of your control. A skilled marketer can use online and offline marketing tactics to boost consumer discussions about your offerings. At the same time, you need to be wary and vigilent against potential negative word of mouth regarding your company and take appropriate actions to combat a negative buzz.

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