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OCR for page 45
Marketing Tools 45 GENERAL AVIATION AIRPORTS General aviation airport managers found their airport website to be an effective way to keep tenants, business prospects, and other users of the airport informed and aware of current services and activities. They stressed that it is important to keep the website up-to-date, and to have a dedicated resource for this function. Several airports direct all their advertising back to their webpage. This saves time on the telephone with reporters and users who want general airport information. They ranked press releases and newspaper articles to be the most effective marketing tool, followed by either an economic impact brochure or airport specific marketing brochure. They also found different forms of net- working to be effective. It is important to note that many of the respondents have used resources at the local college or university to complete an economic impact study on behalf of the airport. Airport managers surveyed felt very strongly, either pro or con, about the effectiveness of airport open houses or air shows. Some felt they were not effective at all and were very time consuming for a limited staff to man- age, while others felt they were very effective and a great way to showcase the airport. The ability to muster volunteers to help manage the event was a key ingredient for a successful outcome. There were a range of other responses to this question, but little consensus. 6.5 COST AND EFFECTIVENESS MATRIX The matrix in Exhibit 6.5 shows how the major marketing tools rank in terms of cost and effectiveness--with the least costly tools beginning at the top of the matrix. In addition, some tools are marked as essential. Each of the tools is described in subsequent chapters. (See Exhibit 9.1 for an alphabetical listing of tools with page references.) Important caveats to the use of the matrix are as follows: The cost of individual tools varies depending on the metropolitan area in which the tool is employed and other factors. There are differences of opinion as to the effectiveness of each tool. The circumstances of each situation will determine whether a particular tool is appropriate regardless of any overall "rating" of that tool. The matrix attempts to cover some of these issues, but is neverthe- less a simplified look at the range of marketing tools.

OCR for page 45
46 Marketing Guidebook for Small Airports Exhibit 6.5--Marketing Tools: Cost and Effectiveness Matrix. Effectiveness Essential Commercial General Marketing Tools Tool Cost Service Aviation Page Articles - Newspaper, Magazine $ 75 Awards & Special Recognitions $ 76 Board Participation - Non-Profit Organizations $ 89 Contact Managers $ 130 Customer Satisfaction Surveys $ 90 Earned Media $ 70 Interviews (Radio and TV) $ 76 Networking - Business, Civic, Non-Profit Groups $ 119 Networking - Professional & Industry Organizations $ 122 Networking - Strategic Partnerships $ - - 127 Networking - Tradeshows & Conferences $ 123 Newsletter - Electronic $ 90 Press Coverage - Newspaper, TV, Radio $ 70 Press Kit $ 72 Press Releases $ 73 Public Service Announcement $ 76 Public Speaking $ 78 Speeches - Chambers and Business Associations $ 79 Speeches - Dedications & Community Events $ 79 Testimonials $ 91 Volunteering $ 89 Advertising - Internet $ - $$ - - 110 Advertising - Trade Journals $ - $$ - 94 Banners, flags, awnings $ - $$ - - 104 Marketing Brochure $ - $$ 96 Signage - Banners, Displays $ - $$ 101 White Papers $ - $$ 92 Advertising - Magazine $ - $$$ 94 Advertising - Newspaper $ - $$$ 94 Contests & Drawings $ - $$$ 84 Educational Programs $ - $$$ - 82 Free Services & Amenities $ - $$$ 85 Giveaways $ - $$$ 85 Lobbying $ - $$$ 130 Open Houses $ - $$$ - 81 Promotions $ - $$$ 83 Rates & Charges Reductions $ - $$$ 86 Sponsoring Community Events $ - $$$ 88 Website $ - $$$ 110 Advertising - Radio $$ 108 Digital Video $$ 109 Newsletter - Print $$ 90 Sponsoring Interns & Students $$ 87 Advertising - Billboards $$ - $$$ 102 Advertising - Direct Mail $$ - $$$ 96 Advertising - Other Outdoor (Buses, etc.) $$ - $$$ - - 103 Direct Mail $$ - $$$ 96 Economic Impact Studies $$ - $$$ 90 Outdoor Advertising - Other $$ - $$$ - 101 Advertising - TV $$$ 108 Air Shows $$$ 81 Key Costs $ - $$$$ Effectiveness - Divided Opinions on Effectiveness Source: Oliver Wyman