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CHAPTER 9 MARKETING TOOLS 9.1 Index of Marketing Tools 9.2 Categories of Marketing Tools Small airports use a wide range of marketing and advertising techniques depending on the subject, the audi- ence they are trying to reach, their budget, and other factors. This chapter provides an index of the marketing tools described in subsequent chapters and also introduces the basic categories of marketing tools. 9.1 INDEX OF MARKETING TOOLS Exhibit 9.1 provides an alphabetical listing of the marketing tools described in Chapters 10 through 12, along with an estimate of the relative cost of each tool and the perceived effectiveness of the tool when used by com- mercial service and general aviation airports. The important qualifications to note in using the index are as follows: The index includes an estimate of the relative cost of individual tools. However, the actual cost of each tool varies depending on the metropolitan area in which the tool is used and other factors. There are differences of opinion as to the effectiveness of each tool. For some tools, where the differ- ences are particularly strong, we have indicated that in the index. The circumstances of each situation will determine whether a particular tool is appropriate regardless of any overall "rating" of that tool. The index attempts to cover some of these issues; however, it is a simplified look at the range of marketing tools. 9.2 CATEGORIES OF MARKETING TOOLS The following three chapters divide marketing tools into three broad categories: Public relations Advertising Networking Why should you start with public relations, instead of with advertising? Isn't public relations a specialized activ- ity requiring media consultants? Contrary to what many people think, public relations includes a broad range of tools to promote a favorable relationship with the public. Many of these tools are commonly used by small airports. The primary difference between public relations and advertising is that with public relations, the airport does not pay for the media coverage, whereas with advertising, the airport does pay for the coverage, in the form of advertising. Both public relations and advertising make use of mass media. However, public relations tech- niques are especially important for small airports because they enable those airports to garner favorable pub- licity for free or low cost, without the need for a large advertising budget. 66

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Marketing Tools 67 Exhibit 9.1--Index of Marketing Tools. Effectiveness Essential Commercial General Marketing Tools Tool Cost Service Aviation Page Advertising - Billboards $$ - $$$ 102 Advertising - Direct Mail $$ - $$$ 96 Advertising - Internet $ - $$ - - 110 Advertising - Magazine $ - $$$ 94 Advertising - Newspaper $ - $$$ 94 Advertising - Other Outdoor (Buses, etc.) $$ - $$$ - - 103 Advertising - Radio $$ 108 Advertising - Trade Journals $ - $$ - 94 Advertising - TV $$$ 108 Air Shows $$$ 81 Articles - Newspaper, Magazine $ 94 Awards & Special Recognitions $ 76 Banners, flags, awnings $ - $$ - - 104 Board Participation - Non-Profit Organizations $ 89 Contact Managers $ 130 Contests & Drawings $ - $$$ 84 Customer Satisfaction Surveys $ 90 Digital Video $$ 109 Direct Mail $$ - $$$ 96 Earned Media $ 70 Economic Impact Studies $$ - $$$ 90 Educational Programs $ - $$$ - 82 Free Services & Amenities $ - $$$ 85 Giveaways $ - $$$ 85 Interviews (Radio and TV) $ 76 Lobbying $ - $$$ 130 Marketing Brochure $ - $$ 96 Networking - Business, Civic, Non-Profit Groups $ 119 Networking - Professional & Industry Organizations $ 122 Networking - Strategic Partnerships $ - - 127 Networking - Tradeshows & Conferences $ 123 Newsletter - Electronic $ 90 Newsletter - Print $$ 90 Open Houses $ - $$$ - 81 Outdoor Advertising - Other $$ - $$$ - 101 Press Coverage - Newspaper, TV, Radio $ 70 Press Kit $ 72 Press Releases $ 73 Promotions $ - $$$ 83 Public Service Announcement $ 76 Public Speaking $ 78 Rates & Charges Reductions $ - $$$ 86 Signage - Banners, Displays $ - $$ 101 Speeches - Chambers and Business Associations $ 79 Speeches - Dedications & Community Events $ 79 Sponsoring Community Events $ - $$$ 88 Sponsoring Interns & Students $$ 87 Testimonials $ 91 Volunteering $ 87 Website $ - $$$ 110 White Papers $ - $$ 92 Key Costs $ - $$$$ Effectiveness - Divided Opinions on Effectiveness Source: Oliver Wyman, March 2009

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68 Marketing Guidebook for Small Airports Advertising does have its advantages. Advertising provides airports with control over the timing and content of their message. On the other hand, while public relations affords airports much less control over the coverage they receive, that coverage may have much greater credibility. Chapter 12, Networking Opportunities, may be viewed properly as a subset of public relations, because net- working also involves promoting a favorable image with the public without the use of paid advertising. However, networking is a sufficiently important part of airport marketing to merit its own chapter. Chapter 10, Public Relations Tools, includes some of the least expensive and most effective forms of market- ing. This chapter describes the major public relations categories including the following: Earned media--free media as opposed to paid media or advertising, which may be gained through the use of press releases, interviews, awards, etc. Public speaking--at multiple venues, including chamber of commerce events, dedications, educa- tional workshops, and charity events Events--air shows and open houses Promotions--contests and drawings, giveaways, free services Sponsorships and volunteering--ways to garner publicity in addition to contributing to the community Chapter 11, Advertising Tools, includes a description of the primary categories of advertising tools: Print media--including print ads in newspapers, magazines, and trade journals; direct mail pieces (e.g., post cards, flyers, etc.) sent out to targeted audiences; glossy marketing brochures that feature the airport; airport business cards and stationery that include its brand (e.g., logo, tagline, etc.); and testimonials or written statements from customers and colleagues that are used to promote the airport through all forms of print media. Signage--including (1) billboards and large posters; (2) banners, flags, and awnings; and, (3) display signage. Advertising expense correlates with size of the signage. Bigger is more expensive. Internet and website tools--including the airport website, as well as email distributions, and Internet advertising. Chapter 12 describes the myriad networking possibilities available to airport managers, many of which are effec- tive at targeting specific audiences and building good will and awareness of the airport's important role in the community. This chapter also discusses opportunities with the following: Business, civic, and non-profit groups Professional organizations Tradeshows and conferences Strategic partnerships In addition, the chapter discusses options to use contact management tools and other online networking venues.