If you sell an aviation product or service, your brochure should be a hardworking part of your sales team!
Not a freeloading space-filler!
Some of the jobs your brochure should perform well:
- Prospecting at a trade show
- Prospecting by direct mail package
- Building credibility as collateral in the sales process
- To provide an update or announcement to current customers or influencers
- To encourage new customer happiness and referrals
What information should you include in an aviation marketing brochure?
Most brochures are mostly composed of boring company or product information, which is NOT what your customer is interested in.(News flash – they don’t care about YOU, they only care about their own problems and how you can solve them.
Your brochure should be about your customers and THEIR needs so that they identify with it immediately.
Some successful formats:
- Problem/solution
- Outline of Benefits, rather than Features
(How does this save money, save time, improve safety, or improve experience?) - A buyer’s guide to your product or service.
- A comparison table of options.
- Charts, graphs, diagrams & photographs
Here’s What You Get:
More about Brochures:
Appallingly Boring Aviation Marketing Brochures, And How to Avoid Them
Don’t spend valuable advertising budget printing glossy brochures that don’t have a chance of connecting or inspiring customers!
Big ideas from this week’s episode:
- Brochures are a very traditional method of aviation advertising
- They are almost always appallingly boring, because these aviation brochures are about the company or the product, NOT about the customer and his problems!
- They often end up in a drawer (or worse, in the trash!) unless they’re well-designed and used properly as part of a well-thought-out marketing campaign or sales process.
Will Your Gorgeous Aviation Brochures End Up in the Las Vegas Convention Center Garbage Cans?
You spent hours choosing the right photos, had several rounds of wordsmithing with your team, and spent a fortune on printing beautiful aviation brochures for NBAA, or one of the other important conventions that are marketing landmarks for the industry.
There are two versions of what is going to happen with each of your carefully crafted works of art: