We know that it’s not unusual for aerospace and defense companies to have a “if we build it, they will come” mentality. That may have been true at one time, but today there are too many providers, and technology is changing too quickly, to make that assumption. It’s not enough to have good technology. You must be prepared to tell the marketplace why your technology is better and what it can do for the customer.

We understand that million- and billion-dollar aerospace and defense sales take years to cultivate, and that’s one reason a powerful, enduring brand is so critically important to this market.

We know that there’s a leadership gap in the American aerospace industry. We can make a case for why you should fill it and what that could mean to your company.

We know that engineers are not marketing people. And marketing people are not engineers. We know that marketing people shouldn’t design airplanes and engineers shouldn’t design ads.

We know it’s more important to show your products and technology than it is to talk about them. In person is best. Video demonstration is the second choice. If you have to choose between advertising and demonstrations, you’ve got to go with the demo.

Over to you. What do you know about aerospace marketing?