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MRO Marketing – How Can Aircraft Repair Stations Differentiate Themselves? 



MRO Marketing – How Can Aircraft Repair Stations Differentiate Themselves? 

Most aircraft repair stations are as busy as they want to be these days via word of mouth – but new locations or smaller facilities often they struggle to get the most profitable jobs.

There are three great ways to differentiate – transparency, convenience and testimonials. These can be used in your advertising and marketing materials.  Since  MRO clients are smarter and more particular than customers for nearly any other service, like all MRO Marketing initiatives, they need to be more than skin-deep to be effective!

Transparency – Let Aircraft Owners See Your Work

Transparency is very important to MRO customers. They want to be able to see what is happening with their aircraft at all times. This can be accomplished with before and after photos of services you provide, or even by installing webcams. Organize the hangar so that owners, DOMs, flight department managers, and chief pilots are able to see their aircraft.

Another way to provide transparency is to offer to do a walkaround before and/or after a procedure. Take lots of photos or videos and show the “inside story” on the procedures you perform. Provide specific owners with the documentation of their procedure, including photos and/or video on a password-protected portion of your website.

Be very specific about the services you offer. You can even include the brand names of the components your service.

Convenience – From the Client’s Point of View

Private aviation consumers often value convenience above all else. So, if you can find a way to minimize the downtime of an aircraft by offering additional services, you’ll be sure to impress your customers.

Some services that could be done while the aircraft is in your hangar include pick-up and delivery, interior refurbishment, interior detailing, galley restocking, and logbook transcription and backup.

Of course, you would charge for these services, or at least make the connection to a partner provider. Putting yourself in your customers’ shoes will show that you care about their convenience and want to make their experience as positive as possible.

Testimonials – Nobody Wants to Be First to Try a New Service!

Customer testimonials are some of the most powerful and credible forms of advertising. They offer first-hand accounts of the quality of your work, and can be very persuasive to potential new customers.

There are a few things to keep in mind when collecting customer testimonials. Some people may be private about their aircraft and not want to reveal too much information. In these cases, a general or semi-anonymous testimonial may be more appropriate. Others, however, will be happy to provide a testimonial in exchange for publicity. This is often the case with businesses like car dealerships, real estate firms, doctors’ offices, and dentists’ offices.

A great collection of customer testimonials can give you a big competitive edge – it’s something that is very difficult for your competitors to duplicate.

How to Present These Factors?

It’s always better to show than tell.  Video, photos, and case studies can be presented on your MRO website, social media, via email, or in fact sheets and brochures. All of these are best accompanied by a healthy dose of word-of-mouth advertising, which only comes from happy customers and a great sales team.

Noor is a Columnist at Disrupt Magazine. He specializes in writing on trendy topics of crypto, business, finance as well as tech. He has been featured in Techbullion.com, Vizaca.com.

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