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Greteman Group Adds Project Manager

WICHITA, Kan. – Jennifer Herring understands project management. Which is a good thing given the volume of work flying through Greteman Group, an aviation-focused marketing agency. In her role, Herring manages all workflow, from project initiation through to successful completion. That includes brand development, digital campaigns, websites, tradeshows, videos, collateral, direct mail, large-scale environmental signage, well, you get the picture.

Ashley Bowen Cook, VP/Brand Director

“Jennifer’s role requires her to be our agency’s air traffic controller ,” says Ashley Bowen Cook, vice president and brand director. “She sees all the individual activity coming in, while maintaining a 40,000-foot view of the entire process. Her direction ensures maximum efficiency and quality outcomes.”

Herring brings a diverse management background to her position. She has lessons learned from owning her own small business and, at the other end of the spectrum, working for a leading national retailer. Her expertise in digital marketing, logistics, printing, business development and management make good things happen – on time, on budget and on brand. She has developed a discerning, creative eye from years serving as an adjunct college instructor in computer graphics, illustration, imaging and layout.

“I have a process-oriented mindset, but a personality that welcomes collaboration and pulling together as a team to achieve common goals,” says Herring. “I found an ideal home for my skillset at Greteman Group.”

ABOUT GRETEMAN GROUP

Greteman Group has developed an international reputation as an aviation-specialty marketing agency based in Wichita, Kan. – the Air Capital. Leading aircraft manufacturers, flight support, aftermarket services, fractional ownership, insurance, in-flight Wi-Fi, regional airlines and airport analytics have entrusted their brands to Greteman Group. Clients include FlightSafety International, Wichita Eisenhower National Airport, Clay Lacy Aviation, JetHQ, USAIG, King Aerospace, EPIC Fuels, Signature Flight Support, Vantis, Piedmont Airlines and Aviation Partners. It also supports causes and clients such as the Tallgrass Film Association, Mark Arts, the City of Wichita, Wichita Water Partners, AGC Kansas, GLMV Architecture and MKEC Engineering. The firm is a founding member of the Wichita Aero Club and a longstanding member of the National Business Aviation Association (NBAA). Since its founding in 1989, this certified women-owned business enterprise (WBE) has developed a team of purpose-driven pros. gretemangroup.com


Digital Marketing Trends and Tactics for 2021

Despite 2020’s obstacles, colleague Ashley Bowen Cook, vice president and brand director at Greteman Group, highlighted the business aviation industry’s innovation and resilience going into 2021. I see a similar drive for innovation in the digital marketing world.

Let’s take a look at marketing trends and tactics expected to make waves for advertisers this year and beyond.

Meet Your Remote Audience

Stay-at-home orders across the U.S. and around the world didn’t just reduce daily commutes for a majority of white-collar workers. It all but cancelled them. Traditional methods of advertising, such as broadcast, event-based marketing and signage, might have worked well for various businesses before COVID-19.

2021 digital marketing trend: more streaming more gaming

During? Not so much.

Digital advertising platform Centro also reported a 4% drop in digital ad spend in 2020. They anticipate a 16% increase in ad spend over last year’s loss in 2021, and the largest at 40% is slated for a surprising platform: connected TV.

We shouldn’t be that surprised, though, with what Centro described as a “massive growth” in gaming and a 20% increase in streaming. An increase in spend for advertising-based video on demand (AVOD) like YouTube TV makes sense.

Other key tactics seeing ad spend increases are easier to recognize, including video, search, podcasts and email. What do they all have in common? They’re perfect for advertising to the remote audience. It’s time to update your target personas, folks.

Social is the New A/V Club

Last year, we shared a slew of statistics to convince you that video was the most important tactic to add your marketing tool belt. Especially on social.

TikTok, a Vine-esque social network, enjoyed a wildly successful climb to popularity in 2020. While the coronavirus pandemic had a significant effect on its mass adoption – for the better – advertisers and marketers anticipate the channel sticking around for the long haul and joining the ranks of Facebook, Twitter and others.

new audio social channels tiktok, clubhouse and discord
With the arrival of Clubhouse, Twitter Spaces and the changing face of popular gaming communication platform Discord, audio is joining the marketing ranks.

Our recommendation hasn’t changed much since last March. You absolutely need to invest in video, especially on your social channels. In 2021, add audio to that list.

We ramped up the creation our own animations and social videos in 2020. Results showed that, no matter which channel we posted to, video posts outperformed every other type of content. While the inclusion of audio seemed to have no significant effect, we expect it will soon.

adding video to our social channels increased engagement

Here are a few tips:

  • Focus on educating and entertaining. TikTok deserves all the credit for creating what eMarketer called “the future of social content and communication”: social entertainment.
  • Join Clubhouse. As a brand? No. As an influencer. Enlist your content strategist to develop a plan, and then deploy your representatives in their appropriate subjects across the platform.
  • Users on Instagram Reels, TikTok and YouTube Shorts like short videos, but Facebook users? They want something longer than three minutes.
  • User-generated content – developed by creators responsible for more than just TikTok trends – is trusted content. Do you have a brand loyal base? That’s where you need to invest first.

The Future of Data

Your remote audience might love online and streaming video as well as talking about the latest topics and trends with strangers, but they hate sharing their data. With you, me and any other advertiser or platform looking to make a buck by exploiting or selling their information.

We knew GDPR wasn’t going to be the end of restrictions on using data for targeted advertising. California’s Consumer Privacy Act (CCPA) and Privacy Rights Act (CPRA) pave the way for U.S. federal regulations. Some big names are already on board.

2021 digital marketing trend: the end of cookies

Google Chrome, the most widely used browser, plans to phase out cookies – little bits of data that track users across the internet – limiting the information advertisers can collect about those users. Apple eliminated cookies from Safari years ago. Now, they’re taking data privacy a step further by implementing a required user opt-in to ad tracking in apps used on their products.

While the loss of user data and tracking will affect marketers ad delivery, performance and reporting, we tend to look on the bright side.

Data privacy regulations like these make 2021 the perfect year to utilize your own first-party data and to “flip the funnel,” a strategy popularized by Seth Godin.

First-party data gives you an even better understanding of who’s interested in your products and services. These people are your customers. The people are responsible for creating the user-generated content about you, tagging you in Instagram Stories and talking about you off to their Clubhouse connections.

The future of free data might be bleak, but I don’t think the future of marketing is.

Learn more about 2021 digital marketing trends and tactics with Greteman Group. Sign up for our enews.


Greteman Group Adds Digital Media Coordinator

WICHITA, Kan. – Kailin Stinson has joined Wichita-based Greteman Group as a digital media coordinator. She helps the agency’s clients achieve everything from heightened brand awareness and social engagement to greater website traffic and targeted lead generation. Her expertise includes search engine optimization (SEO) and content marketing.

Jordan Walker, digital director

“Kailin is one part detective, one part scientist and one part ball of fun,” says Jordan Walker, Greteman Group digital director. “Her genuine curiosity allows her to identify what levers to pull, when to pull them and how to measure the outcome. Simply put, Kailin gets results.”

Previously, Stinson served as a digital media buyer for Thruline Marketing and PPI Planner, both in Lenexa, Kan. In these positions she managed client Google, Bing and Facebook accounts; oversaw web properties; and analyzed performance metrics to optimize campaigns.

“At Greteman Group, I’ve found a team that’s equally dedicated to growing clients’ results by setting solid benchmarks then continually monitoring and adjusting to best achieve KPIs,” says Stinson.

Stinson earned a bachelor of science degree in strategic communications at the University of Kansas’ famed William Allen White School of Journalism and Mass Communications. She minored in business and sports management.

ABOUT GRETEMAN GROUP
Greteman Group has developed an international reputation as an aviation-specialty marketing agency based in Wichita, Kan. – the Air Capital. Leading aircraft manufacturers, flight support, aftermarket services, fractional ownership, insurance, in-flight Wi-Fi, regional airlines and airport analytics have entrusted their brands to Greteman Group. Clients include FlightSafety International, Wichita Eisenhower National Airport, Clay Lacy Aviation, JetHQ, USAIG, King Aerospace, EPIC Fuels, Signature Flight Support, Vantis, Piedmont Airlines and Aviation Partners. It also supports causes and clients such as the Tallgrass Film Association, Mark Arts, the City of Wichita, Wichita Water Partners, AGC Kansas, GLMV Architecture and MKEC Engineering. The firm is a founding member of the Wichita Aero Club and a longstanding member of the National Business Aviation Association (NBAA). Since its founding in 1989, this certified women-owned business enterprise (WBE) has developed a team of purpose-driven pros. gretemangroup.com


Favorite Ads from Super Bowl LV

Super Bowl week means one of the best days of the year at the agency. We grab a snack and share the experience of the ads for the big game.

Still socially distant, we enjoyed a great mix of fresh and favorite companies. They mostly hit the right notes of funny and touching, without completely ignoring the unique circumstances we find ourselves in.

Let’s take a look at a few of our favorites.

Newbie Uber Eats delivered nostalgic laughs for Wayne’s World, while Bud Light Seltzer dropped hilarious lemons on the past year.

Then, Amazon’s Michael B. Jordan as Alexa answered our question: What’s the funniest ad this year?

Toyota moved us, highlighting Paralympian Jessica Long reaching her goals. Ashley Cook’s response: “We need a warning before the ads where we’re going to cry. My goodness!”

Chipotle entered the Super Bowl space to encourage us to change the world, while Ford rallied us to get to the finish line of the pandemic.

Some of the ads drew more questions than laughs: Can you really win a seat on a spaceship, Shift4Shop? Who doesn’t love Dolly Parton, Squarespace? And was buying a Super Bowl spot now a good idea, Robinhood?

Finally, because we love creativity in all media, Miller Lite’s counter-programmed print ad intrigued us. Normally, we stress simple over complicated to clients, but the beer campaign’s absurd 833-character URL is sure to get people talking and typing.

Tweet us your favorite Super Bowl LV commercials or drop a comment on our Facebook or Instagram posts.


Business Aviation in 2021

Expectation vs. Reality in the Midst of a Pandemic

Without doubt, 2020 was a challenging year for business aviation. Our industry saw aircraft grounded, cancelled flights and countries shuttered against a raging pandemic that affected every aspect of our lives and economies.

COVID-19 caused much more disruption than cancelled travel. Profit losses and layoffs hit airlines, MROs and OEMs – even in our hometown of Wichita, Kansas, the Air Capital. Once we feared there wouldn’t be enough skilled aviation professionals to build, fly and maintain these aircraft. Now, there aren’t enough jobs.

As an agency serving a majority of business aviation clients, we saw both the challenging effects of 2020 as well as the industry’s resilient response.

business aviation in 2021 will again focus on sustainable aviation fuel
Ed Bolen introduces “I Want My SAF” sustainable aviation fuel panel at NBAA-BACE 2019.

The Numbers and What Really Matters

Success in 2020 looked a little different than it was forecast by the experts.

Both Richard Aboulafia, vice president of analysis for The Teal Group, and Brian Kough, Aviation Week’s senior director for Forecasts & Aerospace Insights, reported the same overarching trends in 2020 during a recent Aviation Week webinar.

  • Deliveries are down, both in units and value – but supply isn’t.
  • The large, long-range jet category is suffering more than smaller, shorter-range aircraft.
  • Utilization is on the upswing, especially for first-time charter travelers.

Ed Bolen, president and CEO of the National Business Aviation Association, outlined it best.

  • What we expected to address in 2020: Sustainability, Technology and Workforce.
  • What we actually found to be important: Resilience, Innovation and Progress.

A Silver Lining in Every Cloud

Deliveries might have fallen – by 33%, according to Kough – but our clients saw year-over-year growth in aircraft sales and planned future flight activity from new customers. That’s resilience.

FlightSafety International, the world’s premier aviation flight training organization, was able to pivot to meet their customers’ needs successfully with their eLearning and LiveLearning programs. That’s innovation.

King Aerospace, an MRO in Ardmore, Oklahoma, serving corporate VVIP aircraft, such as Boeing Business Jets, is moving forward with building a new 90,000-square-foot hangar to meet demand. That’s progress.

Despite the obstacles, business aviation in 2021 has something to look forward to. Looks like Ed was right.

This column originally published in BlueSky Business Aviation News on Jan. 28, 2021.