When we sent this out in January 2009, we had already laid much of the ground work for www.jetowner.com.

The trick with marketing in the private aviation space is knowing a couple of things:

The Internet is big - Too big.Think of it like the ocean and of the 34 billion herring in the sea.  There are 34,000 that might need your aviation service.  Hunting them via pay per click campaigns, etc., is almost guaranteeing you to spend more on each client than they generate for you.


Spamaholic 

Jet card, fractional, and jet owners don’t want or read your spam.   Understanding courtship in the context of being helpful and available for objective information is key for your brand. Let me rephrase it in a simple way: Rather than hounding them, let them call you.  An inbound call to you about getting help, information, or simply a charter flight before they buy an aircraft (for your certificate) is much better than you screaming into their spam filter about your one way, great deals, or special du jour.

Conventional advertising is dying

What does work is permission. We help you build trust with people who own aircraft so that they can vet suppliers, managers, and vendors without the incredible noise of the legacy of aviation sales.

What doesn’t work: “I can do it better and cheaper in a new plane.”

What does is: “What are your primary private aircraft needs for travel or goals for tax purposes?”

In early 2007 we began the arduous process of setting up a small dedicated group to obtain jet owner records (email, contact info, etc.) and a specific declaration from them that we had permission to email them on a regular basis with sponsored messages. We also provide reports to our clients on what percentages of those permission-based customers are reading and following through directly to their website so that they understand how permission-based mails crushed conventional spam click through ratios.

In other words, sending helpful mail while protecting the anonymity of the aircraft owner not only works, but isolates the sponsor as a progressive business leader. With targeted 12 month campaigns, we offer one of the highest ROI services in the industry.

Ok, that’s enough self-promotion for now. Back to regular blogging.

If you’d like any more info on the gang behind www.jetowner.com, what we have on tap for coming sponsored campaigns, or generally how to court better, don’t hesitate to email me at adam@jetowner.com.

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