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Advertising Tools 107 As is true with print ads, do not be afraid to be imaginative when developing signage. Think about different ways these signs might grab the viewer's attention. Use them to deliver messages that promote the airport's image and goals. Look at examples to spark new, fresh ideas. Think twice before purchasing an expensive permanent booth. Make sure that exhibiting at a tradeshow will deliver the results that the airport is striving to achieve. Choose tradeshows that the airport's target audience also attends. Do not just show up at the tradeshow, but rather "work" the tradeshow. Have specific goals in mind, schedule important prospecting meetings in advance, have a means to collect contact information from leads generated at the event, and know how you plan to follow up after the tradeshow is over. Outdoor advertising and signage is big business. Today, many of the companies that own billboards also have graphics design and production departments. Advertising agencies will coordinate every aspect of an advertis- ing campaign and in fact many airports already have agencies under contract. It is also possible to partner with the chamber of commerce, airlines, FBOs and other airport tenants to jointly produce and pay for signage. 11.4 MULTI-MEDIA: RADIO, TELEVISION, AND VIDEO Radio and television spots are among the most common forms of advertising in the United States, but because of their expense to produce and place the ads, airports typically use radio and television sparingly, except as public service announcements on community cable television. However, with the availability of new high qual- ity hand-held digital equipment, video has become a more cost-effective alternative and a popular new form of advertising when combined with technology known as website video streaming (see Exhibit 11.14). These types of advertising are briefly described in the following subsections. Exhibit 11.14--Video Webcam at Jefferson County International Airport. Source: Jefferson County International Airport, operated by the Port of Port Townsend, Washington 2009
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108 Marketing Guidebook for Small Airports 11.4.1 RADIO ADVERTISING Effectiveness Cost Commercial Service General Aviation $$ · · Definition: Radio advertising has the ability to reach a large audience. The stakes for radio ads are high, however, because not only is the message critical, but its placement and fre- quency are also of equal importance. For example, radio ads targeted at business travelers are typically run during rush hour commute times. Also, because most radio listeners have heard thousands of advertisements, the ads need to be of high quality to retain their listeners' interest. Small commercial service airports are divided in their opinion as to the effectiveness of radio advertising. Some have found it to be effective, while others have not. General aviation airports typically do not rely on radio advertising. The following are tips for successful radio advertising: · The most effective radio ads call for direct action (encouraging the listener to take some form of action) versus indirect action (creating brand awareness). · Keep the message crisp. · Put the airport's brand name into the radio ad often, so that if the goal of direct action fails, the airport is still building brand awareness. · Create specific mental images through the use of words, sound effects, and music (e.g., friendly image) that are aligned with the airport's goals and message. · Be selective; run radio "spots" on stations and at times the airport's target audiences are most likely to hear them. 11.4.2 TELEVISION ADVERTISING Effectiveness Cost Commercial Service General Aviation $$$ ··· · Definition: Television advertising has the ability to reach a large audience with one advertisement. However, for most airports, television advertising is likely to be beyond their budget. General aviation airports typically do not rely on television advertising. The following are tips for successful television advertising: · Make sure television ads are the best use of the airport's marketing funds because these ads are expensive. · Hire an expert to produce the advertisement.
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Advertising Tools 109 · Use the power of visual imagery and audio to elicit specific emotions from viewers. · Run television spots where the airport's target audiences are most likely to see them. 11.4.3 DIGITAL VIDEO Effectiveness Cost Commercial Service General Aviation $$ ·· · Definition: Video, when shot in digital format, is a popular way to advertise because it allows for streaming video messages on a website. The same video message can be displayed on television screens and comput- ers, making it a powerful and versatile marketing tool. This technology when combined with the reach of the Internet offers a variety of marketing applications. Here are a few ways that airports currently use streaming video: · Webcams of the airport · Video slide shows or movies with narration showing different aspects of the airport or new develop- ment projects used for marketing prospects, at trade shows, or on websites · Video ads or banners on linked websites · Video interviews on airport websites · Airport air shows or other special events 11.4.4 COST OF MULTI-MEDIA Radio and television advertising involves some of the same cost components as print media and signage: · Artistic direction, placement negotiation, oversight · Script development · Recruitment and cost of actors · Production of actual media · Placement (location), frequency, and/or duration With increases in computing power and PC video capabilities, video has high potential for in-house production and low cost airport advertising. Tip: For video production assistance, university or college film students might be interested in helping with an airport video project.