I’m continually surprised to see how many aerospace, aviation and defense marketers are failing to embrace new techniques and tools, especially social media and especially when millennial matter to aerospace marketers. While we’ve encountered some refreshingly open minds, far too many are stubbornly opposed to new media and dismiss it as a viable marketing tool.
Shame on them. Understanding your audience and tailoring messages and tactics to address their pain points and preferences is Marketing 101.
By focusing their attention on methodology that makes them uncomfortable, and choosing instead to do what they have always done, these traditional marketers are missing what really matters. Their audience.
Here’s the thing: If you work in aerospace marketing, you need to know that your audience is changing. The old guard is disappearing and the old ways are becoming obsolete.
It’s a new world. And the millennials are in charge. A 2014 study called “The Changing Face of B-to-B Marketing” showed that 18-34-year olds now account for almost half of all b-to-b purchase decision makers. That’s a big jump from just 27 percent three years ago.
If you’ve been targeting campaigns to the C-suite, it’s time to take a fresh look at everything you think you know about aerospace marketing. According to researchers, 81 percent of non-C-suite employees now have a say in purchase decisions. Perhaps even more surprising is this — 24 percent of final purchase decisions are now being made by non-C-suite employees.
These decision makers think and act differently, and in order to reach and influence them, we need to do the same.
Here’s a cheat sheet for reaching this new generation of b-to-b decision-makers.
Get Online.
Always remember that that millennials were raised on social media and use their smart phones for everything, more than 40 times a day, on average. From Facebook and Twitter, to YouTube, Instagram, and search engines, this generation is constantly connected to all things online. It’s where they live, work and feel most comfortable, so it’s where successful marketers need to be, too.
Be Real.
Millennials want nothing more than transparency and authenticity. Be honest and real in your communications. Find your voice and then use it consistently. They enjoy exposing hypocrisy. And they love personalization.
Go Mobile.
Millennials do everything with their smart phones and tablets. Soon they’ll add watches to the mix. This group is twice as likely as 45- to 55-year-olds to use a mobile device while researching b-to-b purchase decisions, and they’re three times more likely than those over age 55. So, if your website is already optimized for mobile viewing, you are heading in the right direction. And if it’s not, you are leaving money on the table.
Explain Why.
Many millennials genuinely care about causes. They thrive on being part of something larger than themselves. That’s why your brand should stand for something more than making money. Having a clear purpose and acting accordingly forges a powerful connection with this generation. Simon Sinek talks about the importance of answering the question “why?” in this Ted Talk, and it’s worth a watch. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
Be Helpful.
No one likes a hard sell. But millennials actively reject traditional sales and marketing techniques. Gimmicks and special offers are viewed with enormous skepticism. That’s one reason advertising to millennials is not a good investment. Instead of pitching them, help them by providing valuable information and actionable content they can really use. Get to the point quickly, though. They’ll lose interest if there’s too much text.
Inform & Entertain.
If you work in aerospace, video is your friend. Airplanes and helicopters are cool and sexy — it’s every marketer’s dream. And guess what? Millennials love videos, too. Last year, 70 percent of b-to-b buyers used video to aid their decision-making, up from 46 percent in 2012. But proceed with caution. This audience has high expectations and an old school corporate video won’t fly. You need to be informative and entertaining, like this Virgin America safety video: https://www.youtube.com/watch?v=DtyfiPIHsIg
Act Now.
Start now and you’ll still be behind, but unless ignoring half of your decision-makers is an option, you have to start somewhere. Get out of your comfort zone. See what your competition is doing. Become familiar with Hubspot, Marketo, and other free online resources, and refer to them often for advice and counsel. You can’t afford to wing it. Most importantly, stay focused on what really matters, by defining your audience, learning what makes them tick, and communicating on their terms.
You may have a bumpy start, but don’t give up. The skies are always friendly when you know who you’re flying with.
Does your marketing program target millennials? Is social media part of your marketing mix? We invite discussion and welcome your comments.
Free Downloads
Once you’ve identified your audience, reach them with the right plan, messages and tactics.
Here are three resources you can start using today:
Planning: A step-by-step guide tailor-made for Aerospace and Defense businesses
Messaging: Learn how to crush your competition with a compelling value proposition