Avionics News August 2015 - 55

the heavy lifting - make it comprehensive, easy to navigate and
interactive - but they also appreciate knowledge-rich eNewsletters. By the time they talk to you, count on them being informed
customers. All of this will prove your ex pertise more than a
flashy advertisement.
Advertisements - especially online pay-for-click ads - are
part of their information-gathering process, so stay visible
along their path of purchase with smart search-engine optimiz ation and customer metrics that keep your placements in
front of them on relevant websites. They will respond best to
concepts around family, independence and escapism, according to Leonard K lie of D estinationCR M .com, and they want
authenticity - realistic events that may occur in their lives,
according to research firm Nielsen. D on' t forget that they' re
increasingly multicultural; only 6 2 percent of Gen X ers are
white ( versus 72 percent for baby boomers) , while 1 8 percent
are H ispanic, 1 2 percent are African-American, and 6 percent
are Asian.
R egardless of what they look like, they prefer informal communication, including social media - in particular, Facebook.
R ecogniz e that they search for reviews of your avionics

shop; encourage your customers to post on online review
sites, to blog about your service, and to " like" and " friend"
you. Likewise, encourage word-of-mouth recommendations
with events, according to a recent article in the Journal of
Behavioral Studies in Business. Obviously, you' ll want to offer
top-notch customer service and correct mistakes q uickly; if you
don' t, they' ll find those posts, too.
K now that being accessible, in ways they' re accustomed
to communicating, is critically important. This includes determining how to provide support via email, online chat and tex t
messaging, as well as monitoring your social channels for concerns, q uestions or problems. The harder you are for them to
get in touch with, the more skeptical of you they' ll become.
This shift in marketing to this generation won' t happen
overnight. But as an increasingly affluent group of customers,
they should give you some optimism about the future of your
avionics shop - if you learn how to talk to them. W ith fewer
potential customers from a smaller overall pilot number, you
have more incentive to get sales, service and support right the
first time. They' re coming soon to do business, and they want
to know if you are, too. q

AVweb:

Not for wanna-be's or used-to-be's.
Over 230,000 news-hungry
subscribers,
More than 82% are owner-pilots
who fly and buy.
AVwebFlash and AVwebBiz e-newsletters are
published four days weekly, providing the
latest GA news to active owner-pilots who
want to keep up with the latest industry
news, new products and technology-delivered
to their iPhones, iPads, Androids, tablets
and desktops.
AVweb advertisers including Avidyne,
Aspen Avionics, BendixKing, Bose, Flightcom,
ForeFlight and Sennheiser know that Avweb
delivers.

That's because AVweb subscribers are techsavvy, owner-pilots who fly and buy-not
wanna-be's or used-to-be's.
They want news they can use: expert video
in-flight demos, new product analysis and
comparison, industry commentary and blogs,
and now, features about proficiency, safety
and the emergence of restored, rebuilt and
remanufactured aircraft.
You read AVweb, your customers read AVweb.
It's free and it's fast.
Find out how AVweb advertising, webinars
and videos can deliver customers for you.
Ask about special ad rates for AEA members. Call Tom Bliss at 602-625-6815.
Or, email: tom@avweb.com.

The world's premier independent GA news source.
AVIONICS NEWS

AUGUST

2015

5 5

http://www.DestinationCRM.com http://www.avweb.com

Table of Contents for the Digital Edition of Avionics News August 2015