As we approach the end of 2013, I was reviewing some of our blog postings and came across this one from 2010, entitled “A Winning Strategy”.
The post was inspired by an article in the October 11, 2010 issue of Aviation Week on Porter Airlines, based out of Toronto’s downtown Billy Bishop airport. The CEO Robert DeLuce was asked about the model of a C Series jet in Porter livery in his office. “It’s obviously just a model, but it’s something to look at from time to time,” he answers coyly when asked about it, “you always have to be planning down the road, though I’m not saying that is where we’re heading.”
Two and a half years later, Porter placed an order for 12 C100 aircraft plus options for 18 more. (The purchase is contingent upon them getting permission to fly them out of the Billy Bishop airport, which would include a runway extension.)
In the blog, I said, “I interpret it as a testament to the power of providing your customer with a real, solid three dimensional object depicting your product and brand married with his or her brand.
“The Bombardier C Series sales and marketing team understand this eminently well. As an integral of their sales strategy, they commission high quality scale models of the C Series airliner in their prospective customers’ livery (all from PacMin of course). They are careful to be sure that their brand and that of their customer is artfully and tastefully represented to assure that the recipient not only appreciates the gesture but finds the object an appealing compliment to his or her office or personal space.
“Now welcome in the key influencer’s or decision maker’s office, the model regularly brings the Bombardier brand and message into the recipient’s consciousness as well as to those who come to visit, meet, or conduct an interview, as is in the case of the Aviation Week article.
“What is this kind of message worth?“
The deal has been given a value of $2.29 Billion assuming all options are exercised. So this message along with other components of Bombardier’s sales and marketing strategy is worth $2.29 Billion. With this at stake, why not partner with a company who understands your discerning customers and prospects and who can represent you in the very best possible light?
What is it worth to have a CEO or other executive make space in her or his office for a model that is a constant reminder and advertisement of and for you and your company?