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94 Marketing Guidebook for Small Airports · 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. · Multi-media--includes radio, television, and video. 11.2 PRINT MEDIA Many airports already effectively use print media to advertise the airport, air service, and various airport spon- sored activities. Print media most often used include the following: · Print ads in newspapers, magazines, and trade journals · Direct mail pieces (e.g., post cards, flyers, etc.) sent out to targeted audiences · Marketing brochures Exhibit 11.2 shows the basic print media on the basis of cost. Actual costs are not provided because they vary widely by market. Nearly all forms of advertising cost far more in major markets than in smaller markets. Nevertheless, in all markets, there is a general hierarchy of costs that airport managers should consider in selecting advertising. With print material, the cost will also vary depending on the quality of the paper used (weight and grade), whether the piece is printed in color or black and white, the number of photos or images embedded in the piece, the length of the piece, and the quantities produced. Exhibit 11.2--Cost of Print Media. Cost of Print Media $ $$ $$$ Business Cards, Black & White Color Magazine or Stationery, Advertisements, Newspaper Testimonials Marketing Brochures & Advertisements, Direct Mail Brochures Source: Oliver Wyman 11.2.1 PRINT ADS Effectiveness Tool Cost Commercial Service General Aviation Newspaper Ad $-$$$ ··· · Magazine Ad $-$$$ · · Trade Journal Ad $-$$ · ··-··· Definition: Print ads run in newspapers, magazines, and trade journals for a predetermined frequency and period of time to (1) promote the airport and its products and services, (2) to announce a new airport feature or service, or (3) to encourage its targeted audiences to behave in a certain way.
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Advertising Tools 95 Commercial service airports generally find newspaper advertising to be the most effective form of print adver- tising because it appeals to a wide target audience (see Exhibit 11.3). General aviation airports, however, typ- ically do not find newspaper advertising to be effective, but sometimes do find that advertising in trade journals is effective. Exhibit 11.3--Brainerd Lakes Regional Airport, Minnesota Air Service Advertisement. Source: Brainerd Lakes Regional Airport 2006
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96 Marketing Guidebook for Small Airports 11.2.2 DIRECT MAIL Effectiveness Cost Commercial Service General Aviation $$-$$$ · · Definition: Direct mail is a form of print advertising that is delivered directly to the potential airport customers. It is often used as part of a specific campaign, such as announcing a new service, or to create "top of mind" aware- ness about the airport. Direct mail is usually delivered to businesses and homes by regular U.S. mail service (see Exhibit 11.4). Today, email has replaced some direct mail. It is less expensive to produce and send. However, because of spam filters, it is not possible to know if the email has reached its intended audience. Highly polished direct mail appears to be making a comeback, although it remains very costly for most airports unless it is shipped with other mailings. For example, the Commonwealth of Pennsylvania included a specific airport direct mail insert as part of the vehicle registration renewal letters sent to over one million Pennsylvanians. Exhibit 11.4--Fly Lansing Direct Mail Campaign. Source: Capital Region International Airport, Lansing, Michigan 11.2.3 MARKETING BROCHURES Effectiveness Cost Commercial Service General Aviation $-$$ ·· ···
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Advertising Tools 97 Definition: Marketing brochures are a traditional and commonly used print tool that highlights the advantages of the airport, such as its convenient location, modern facilities, and available services. Brochures can take on many forms, for example, a single fact sheet, a bi-fold or tri-fold piece, or a full booklet. Electronic versions of brochures are now frequently loaded onto an airport's website. The quality of the materials that are used to produce a marketing brochure can vary. An airport can select the type and weight of paper, the number of print colors, and the images and photographs to be used in the brochure. Marketing brochures can be used as a direct mail piece, as a handout at a tradeshow or meeting, or as a dis- play item at the airport, in a travel agency, or at civic organizations. They are effective in raising awareness of the airport--provided they reach the right audience. Arnold Palmer Regional Airport in Latrobe, Pennsylvania, prepared a 12-page marketing brochure highlighting the substantial local population, area businesses that generated air travel, the strong local corporate community sup- port, the airport's low costs, and the airport's convenient facilities and customer-friendly services (see Exhibit 11.5). The brochure was distributed and used to obtain support from the business community, travel agents, and local media. It was also used to help persuade Northwest Airlines that Latrobe was a market that meant business. Exhibit 11.5--Arnold Palmer Regional Airport Advertisement. Source: Arnold Palmer Regional Airport 11.2.4 SUGGESTIONS FOR PRINT MEDIA CONTENT When designing print media, consider the following points about your content: · Use a consistent message and brand in all print materials so that targeted audiences can easily rec- ognize and remember the airport. Once the hard work of developing the airport's logo, tagline, colors, and graphics is completed, this marketing collateral can be used over and over again, not only in printed advertising, but also on the airport's website.
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98 Marketing Guidebook for Small Airports · Communicate clearly the airport's message. · Make sure that all print media looks crisp and professional. · Don't be afraid to be imaginative when developing print ads. Think about different ways the airport's print materials might grab readers' attention. Possibly try using a local celebrity in the print ad to make readers sit up and take notice. Humor and catchy phrases also often work well. · Ask for testimonials from satisfied customers immediately after a good experience. Testimonials are free and very effective. All you have to do is ask. · Give the brand time to work. Exposure is also important when using print media. Get the airport's brand out in front of its target audiences as much as possible and give it time to work. · Plan to bundle and sequence printed material in an advertising campaign. Think of creative ways to combine the print media such as a business card included within the marketing brochure or sequence the campaign by running an advertisement in the local newspaper and then follow up with a direct mail campaign. Exhibit 11.6 shows a photograph used by Longmont's Vance Brand Municipal Airport to call attention to the skydiving activities at the airport. Exhibit 11.6--Skydivers at Longmont Vance Brand Airport. Source: Longmont Vance Brand Municipal Airport 11.2.5 TIPS FOR MANAGING THE COST OF PRINT MEDIA Print media can get expensive. Here are the factors that will influence your total expense for a particular print advertisement: · Black and white or color (and how many colors?) · Size of print media · Number of photos · Quantity printed or run rate (for an ad) · Position or placement of the ad in the publication · Graphic artist time
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Advertising Tools 99 FOR PRINT ADS--GET A RATE SHEET! When pricing print ads that will run in newspapers or magazines, the first step is to request a "rate sheet" from the publisher. The rate sheet lists the prices for advertisements by size of ad and the discount rate if multiple ads are purchased. Often a publisher will negotiate a rate. Also, consider less expensive places to advertise such as newsletters published by professional groups, chamber of commerce publications, or local newspapers or weeklies. The size of the ad will also impact price, with larger ads costing more. However, the tradeoff is "the bigger the ad, the bigger the impact." CONSIDER JOINT MARKETING WITH SERVICE PROVIDERS OR SUPPLIERS It is also common for communities to jointly market with their airlines, FBOs, or fuel suppliers. This is probably the most effective way to save on graphics costs especially when advertising with or on behalf of the airlines because airlines typically require their graphics department to prepare the ads no matter who is paying for them. Many airports have persuaded airlines to add airport information and branding messages to ads, which can be an effective way to market jointly. The following ads were jointly sponsored by a community and an airline. Exhibit 11.7 shows the first ad that was co-sponsored by San Luis Obispo Regional Airport and Delta Airlines. This is a customized ad to promote the new service. The second ad was prepared by the Northwest Airlines advertising department, but the place- ment of the ad was paid for by the City of St. Cloud, Minnesota (see Exhibit 11.8). Exhibit 11.7--San Luis Obispo Regional Airport and Delta Airlines Advertisement. Source: Co-sponsored by San Luis Obispo Regional Airport and Delta Airlines, prepared by Sixel Consulting Group
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100 Marketing Guidebook for Small Airports Exhibit 11.8--St. Cloud Regional Airport and Northwest Airlines Joint Advertisement. Source: Co-sponsored by the City of St. Cloud and Northwest Airlines FOR DIRECT MAIL--TARGET THE AUDIENCE/GET VOLUNTEERS TO PREPARE THE MAILER The price of direct mail includes the cost to produce the mailer (e.g., postcard, flyer, etc.), the cost to actually get the pieces mailed, and the cost of purchasing a mailing list, if you choose to do so. The actual mailing can be done in house or, if volume warrants, through a company that provides mailing services. BROCHURES, BUSINESS CARDS, STATIONERY REQUIRE DESIGN AND PRINTING ESTIMATES The price to produce a marketing brochure varies greatly depending on the quality and quantity being produced. For many airports, this is the single most important marketing material used by the airport, so it should have a professional look and feel; include the airport's logo, colors, and graphics; and communicate the airport's mes- sage. Costs will also vary depending on whether an outside graphic artist and printing company are used to design and print the brochure or whether the brochure is developed in-house and then printed as needed using a high quality color printer.