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Audience, Message, Actions 35 Aviation specialists (e.g., maintenance & repair, helicopters, offshore oil rig support, aircraft painting) Existing tenants Tenant leads Schools and colleges Government groups Congressional delegation Source: KRAMER aerotek, inc. 5.4 MESSAGE The marketing message engages the target audience and strives to influence choices. Marketing messages that airports deploy typically answer the questions: (1) Why should the target audience use the facility or ser- vice? (2) How is it better than the competition? and (3) What's in it for the customer? Remember that the message is a direct communication with the target audience. So "what's in it for the cus- tomer?" is much more important than a message that describes "what we do." To assist in developing the message, Exhibit 5.2 provides a set of prompts to address your target audience. Exhibit 5.2--Worksheet to Focus the Message for Each Target Audience. 1) The marketing goal is . . . 2) The SMART objective here is . . . 3) The target audience is . . . 4) What service or facility are we marketing? 5) What benefits does it give to the target audience? 6) Why is it better than the competition? 7) What's in it for the customer to choose your airport? Source: KRAMER aerotek, inc. The marketing message is critical to everything else you do in your marketing program. The message com- bined with an effective promotion can be very powerful. Small airports can develop their own marketing mes- sages on their own with a little time and imagination. It is also another excellent task for the planning team. Make sure to pre-test the marketing messages to members of your target audience. ST. CLOUD REGIONAL AIRPORT MARKETING MESSAGE EXAMPLE St. Cloud, Minnesota, is located approximately 80 miles from Minneapolis-St. Paul International Airport (MSP). The drive to MSP takes approximately 90 minutes, depending on traffic. St. Cloud has its own regional airport that offers a schedule of four daily frequencies to MSP. However, many air passengers elect to drive to MSP rather than start their trip from St. Cloud.