Aviation Maintenance Marketing – Enjoying a resurgence!
Over the Memorial Day Weekend, we noticed a lot more activity around the small airport in Tooele, (KTVY) as well as the big international airport in Salt Lake City. (KSLC.)
We love seeing a resurgence of Skyhawks, Skylanes and Bonanzas buzzing around the mountains around us.
Aviation Maintenance Marketing is growing – one of the biggest changes we’ve noticed in the last year is that more MROs than ever are interested in investing in effective marketing.
Why? Partly because they have the money.
And partly because they want to invest some of that money in a smart, long-term marketing system that improves their market position.
Many MROs have more discretionary revenue, because of reduced fuel costs. The simple logic looks like this:
- Fuel prices down = more flying.
- More flying = more maintenance!
Of course, some MROs will simply enjoy this (possibly temporary) rise in revenue.
Others will seize the opportunity to improve their marketing position to acquire a broader, more diverse, and more recession-resistant customer base.
According to Sarah-Jayne Russell at Aircraft Technology magazine, the big story for the commercial aviation sector was the dramatic fall of fuel prices in the second half of the year.
“We are going to see the 787 and the A350 grow in significant size in terms of their total share of the market, but what we’re also seeing is that 737 specialists are going to do really well.”
Dave Marcontell, vice president at CAVOK
Industry experts (sort of) concur:
If the recent trend continues, (New Jersey-based aviation analyst Brian Foley) believes the declining fuel costs will prove a benefit to the smaller end of the general aviation market, from small piston-powered airplanes up through midsize business jets, a segment that has traditionally been rooted to North America, which has resumed its position as the world’s best economic region. According to Foley, falling fuel costs could spark a sales resurgence in the segment since operators of those aircraft are more fuel-price dependent, flying more when fuel is more affordable. Such an increase in flight activity will provide a boost to related businesses such as FBOs and MROs, as well as charter and fractional providers.
Of course, the news is not all good, and low fuel prices may not last.
Unless you have a crystal ball (and if you do, please let us know!) nobody knows for sure what’s going to happen to fuel prices, so it’s smart to invest some revenues into investments that help you improve your market share. The more people know, like and trust your services, the more resistant they are to “shopping around” based on price, even if fuel prices go up. And the more customers you have, the more “recession proof” you are if one (or several) get hit by economic forces and reduce their flying time or fleets.
So, now’s the time to invest in a marketing system that brings in a steady flow of leads.
We’ve adapted our “Long Cycle Marketing” system for MROs in an eBook that we offer as a free download for a limited time:
Before suggesting a Aviation Maintanance Marketing Solution, we need to understand the problem.
In our experience working in the aviation industry and working as customers AND consultants of MROs and aircraft maintenance organizations, here are a few things we’ve learned about the problems MROs need to overcome to consistently meet their sales and marketing goals.