Marketing and new business development can be strange and confusing to the owner of an aviation maintenance shop. While owners usually have strong technical backgrounds, the fundamentals of marketing are not typically addressed in training� programs for maintenance managers, so here is some information to help cash-strapped companies put marketing concepts to effective use.

Relying on that same tired old yellow pages advertisement to grow your business is like trying to do an overhaul with a single tool–it just doesn't work. Take a look at just some of the options available to you today: the Internet, e-mail, direct mail, paid advertising, public relations, trade shows, customer referrals, event sponsorship, and association memberships are just some of the ways to get the word out. Sure some of them can cost a pretty penny, but as the old adage goes; "You have to spend money, to make money."

To help you make the most of the money you do decide to spend, we're going to take a closer look at five of the most popular marketing and promotional tools to help you decide which are best for you.

1. Paid Advertising

Yes, paid advertising is expensive. But done right, it is still the most efficient and effective way to present your company to prospective customers. And unlike many aspects of life, size doesn't really matter. Running a small ad every month is much more effective than running a full-page ad now and then. Of course, when you have big news, run a big ad, but don't blow your year's budget first time out of the gate. The more often prospects see your ad, the better.

Where should your ads run? Good question. Answer: which magazines does your target audience read? Good media planning is the trickiest part of advertising. Call the different magazines you read and ask the sales representatives for reader information. They're just as interested in your success as you are.

One more idea for paid advertising, especially in trade publications, is to find out when they are publishing an annual directory issue–like this one–and run your ad in it. You not only get the immediate exposure, but chances are the reader will keep that issue around and use it whenever they are looking for products or services.

2. Non-Paid Advertising

There is non-paid advertising, otherwise known as public relations. And public relations should be something that becomes second nature to your business. Have a new product or service? Send out a press release. Hire a new technician? Send out a press release. Get an STC? You get the idea. Well-written and properly distributed press releases are every company's best friend. Editors and writers always need newsworthy items. That's where many of the ideas come from that turn into feature stories.

But unlike the boy who cried wolf, make sure your news is newsworthy. And don't worry about writing a complete story. Just give the editor the basics: who, what, where, when, why, and how and they'll take it from there. Also, have high-quality photos ready for distribution in both high-resolution digital and glossy print formats. Lastly, creating a distribution list couldn't be easier. Just look inside the magazines that your prospects read and get the editor's name and address–instant media list.

And once you send out a release, keep a close eye on the magazines and newspapers. When you see the item run in there, you can use it as a mailer to your current customers–you do have all of their names and addresses available, don't you?

Don't expect every magazine to pick up every press release. But be prepared to receive phone calls for more information from writers assigned to cover your story. You may be asked to provide more information, pricing, or to be a resource for a more extensive story. Take advantage of this opportunity, but also make sure that complete contact information is included with each press release: name, phone number, e-mail, and web site.

Another great public relations opportunity is to allow local aviation groups like the Experimental Aircraft Association, Professional Aviation Maintenance Association, or even the Aviation Explorers or Civil Air Patrol to use your facility for monthly meetings. Or you can arrange with a product vendor to hold a regional training session or product introductory event at your facility; you get the exposure, they pay for sandwiches and drinks. And, no matter what you do, don't forget to send a press release out at least a month in advance announcing the event and another one afterwards with highlights of what went on.

3. In Step with the Internet

While the Internet has yet to eliminate every other form of media, as once predicted, it is maturing into a valuable marketing communications tool for even the smallest budget. In fact many sites will list your company for free. One in particular that's getting a lot of attention from pilots is AirNav.com. It gives pilots a great source for finding information on enroute and destination airports including on-site maintenance facilities. For information on listing your company call Mike Davison, AirNav's managing partner, at 816-668-6453 or visit the website, www.airnav.com.

Another valuable tool is to get signed-up with any of the popular on-line maintenance quoting services like AvQuotes (www.avquotes.com), Aircraft Service Quotes (www.aircraftservicequotes.com), or Aeroseek, (www.aeroseek.com). Once your company is listed, interested parties can come to you requesting information or quotes on specific jobs.

And one more great tool for the Internet is creating an electronic newsletter that you can e-mail your current and prospective customers. Nothing fancy, just something that gets the message across quickly and accurately. And getting someone's e-mail address today is probably more important than getting their phone number. Just make sure that if you do create something to be e-mailed that you make it easy for the recipients to remove themselves or "opt out" from your mailing list.

While we're on the subject of the Internet, we have to mention Web sites. If you don't have one, you need to get one and soon. No, it doesn't have to be elaborate and glitzy with animation and sound. Fact is, most users don't want graphics heavy sites– they take too long to load on most computers. Use the famous K.I.S.S. (keep it simple stupid) format when creating your Web site. Give your visitors what they need quickly, cleanly, and easily. They'll thank you for it with many repeat visits. Don't make the mistake that many web sites make: include contact information in a prominent, easy-to-find location. And when people contact you via your web site, especially via e-mail, you must respond quickly or prospective customers will not return.

4. It's in the Mail

While it has taken a backseat to the Internet, well-crafted direct mail can be an effective tool. Yes, it costs more, but it will help you reach the right people with your message. The two most important items about direct mail are having a good list and including a timely offer that prospects will want to react to. The best place to start creating your list is by going back to your own customer files. Past customers are your best next customers. If you must buy a list, contact the different trade magazines and see who will sell you their list. Sometimes you can work out a deal for access to parts of a magazine's list if you are a regular advertiser. Buying a list from a third-party list provider is an iffy proposition at best.

The mailing itself can be anything from a simple one-page letter to a full-color brochure, but the important thing is to maximize your message or offer. Give the recipient something to react to. If you're introducing a new product or service, give them a coupon for a discount, but put a time limit on it, 30 to 60 days, depending on the offer. Also, there's even the opportunity to do a cooperative program with your supplier. Chances are they will absorb the cost of the mailing and the offer. Most large product manufacturers have generous budgets for these types of programs. All you have to do is let them know you're interested and they'll be happy to help you put something together. When you succeed, they succeed too.

5. Putting it All Together

Your mom was right: you never get a second chance to make a good first impression. That's why you should never try and do your own creative work. Just like you wouldn't trust the overhaul of a PT6 to your neighbor's teenager, leave all of the writing and designing of your marketing materials to professionals. Good work sets you apart, while bad work puts you behind. If your budget is big enough, hire a full-service ad agency. If you have a small budget, there are plenty of good freelance writers and designers available.

How do you find the right help? First, work with someone who knows your business–aviation. You don't want to pay for the uninformed to go to school. If you don't know any qualified creatives, call the ad sales representative for your target magazine. Chances are they can put you in touch with a company or freelancer who can help you get the right job done at the right price.

As you've seen by now, marketing communications is not terribly complicated. Most of it is mixing common sense with good business practices. The most important point to remember is you don't have to go it alone. There are plenty of seasoned professionals out there who are ready to help you put together a plan and the materials you need to build your business. But there is also a lot of simple and effective marketing that you can do to help get your business off the ground.