Earls wrote:
Ryan Keough wrote:
Is the press paying attention and giving PR value despite smaller staffs, "lead with what bleeds" editorial pressure, and green reporters who (when it comes to WWII) don't know a B-25 from a B-52 and thought Jimmy Doolittle dropped the bomb on Hiroshima which made the Nazis surrender?
Quote:
Ryan,
From my perspective in Los Angeles, this part of your post is a direct hit. As WW2 gets further in the past, fewer people learn about it, know about it, or want to explore its aircraft relics.
We are a dying breed. The poison coming out of the educational systems and media across the states will lead one day to future politicians shutting this whole thing down either by geo-politcal shortages on fuel, or through legislation. Remember the radical left is running the show now and they are only getting started.
I used to think I could escape to Texas when it got real bad here in California, but Texas will be a Blue State within 8-12 years, so that only leaves Alaska!
Tom Neely
Tom,
In my experiences, it seems that the major markets... the top 10 MSAs (Metropolitan Statistical Area)
http://en.wikipedia.org/wiki/Metropolitan_Statistical_Area are much less "tuned in" to WWII than the papers in, say, Redding CA or Lawrence KS. As a result, every paper may have a lead story on the local warbird ride tour in their town for the small cities, but the larger markets will only put a small 200 word blurb (if lucky) on the left lower side of page B20 on the day the planes depart. That's the irony... the places where the income-level to afford the ride are the hardest to tackle -- thus the reason why many turn to advertising (again, those markets are the most expensive too!).
It's heartening to hear that Seattle was good for the bombers this year and Denver was good for Aluminum Overcast I hear as well. Raubatz -- you have hit a lot of it on the head with your tactics! I especially like the referral fee idea... it adds incentive for the local organizers to market on your behalf.
I think your insight on the website being the first line of offense as the main channel is spot on. Advertising, PR, direct marketing, hand-out collateral -- it all needs to point people to the website. Once there, they need to be able to see RIGHT AWAY that rides are available and give them incentive to click through and learn more about it. You guys do a good job with it... along with posting the location you'll be at next.
With the B-25 "Barbie III" in the experiences through the Warbirds Unlimited Foundation, we've used web marketing quite effectively. We use advertising via Google AdWords targeted to specific search terms (keywords) and geographic areas, and surprisingly the return on investment has been fairly high considering the price is fairly low overall. The challenge is testing the right keywords and continually improving it -- expect to spend 2-3 hours spread out over a week for the first month or two in working with it, learning it, and improving the campaign.
We also, ironically, have had great success with Facebook advertising and social media promotion... that's a constantly changing beast that you'll just have to figure out on your own... I know I am!
Warbirds Unlimited and the B-25 "Barbie III" doesn't tour as a rule and stays in one location for extended periods. This way we control the maintenance, control the fuel costs, and can build up more word of mouth that way. In the past we'd spend the Fall, Winter, and Spring in the Phoenix area and the summer in Denver when it was too hot in AZ. This worked as the "snowbird" market gave us a lot of business while the economy was good. In the past year, rides have dwindled sharply -- due for the most part to the bad real estate market in this area (second worst to Las Vegas) and fewer people spending holiday out here to save cash. The B-25 will be moving to Denver this coming week and will be there through mid-August at this point. There ARE changes with the B-25 -- but you can read about that in another topic I'll be posting here later today.