LEAD GENERATION – Private Jet Charter/Sales

Talk about your niche markets. People able and willing to spend $8,000 to $10,000 – on a one-way charter – to fly say, from Minneapolis to International Falls, Minnesota, are few and far between. Fewer still are those willing to spend two to 20 million dollars for their own light to mid-size private jet. 

Finding potential prospects in this market can be incredibly difficult. Most often, people don’t understand the cost involved in flying private. On the other hand, neither do many people realize the bottom-line cost savings for businesses that utilize private flight. Marketing to this tiny niche requires a lot of separating the wheat from the chaff. 

My client, in this case, Private Jet Solutions, works with high wealth individuals as well as medium to large businesses. And of course, quite often the high wealth individual is also a business owner.

Using the J.J. Hill Reference Library in St. Paul, we generated a list of potential prospects for this mailing. Based on the premise it can be challenging to efficiently transport management between plants/offices on commercial airlines, the targeted prospects had business locations in more than one city around the country.

Typically I write content and copy only; I’m not a graphic designer. In this case, however, I not only wrote all of the copy but also selected and purchased the stock photos and designed this magazine/brochure using Adobe InDesign. In the image below you’ll see the two different covers I designed to A/B test one against the other; we mailed them in clear booklet envelopes. We also included a miniature calculator – imprinted with the Private Jet Solutions name and logo – to make the package “lumpy.”

Click on the blue button to open and read the brochure.

LEAD GENERATION – Racing Team Sponsorship

Motorsports racing teams live on sponsorship dollars. Doing research for this project I learned NASCAR teams/cars are oftentimes re-stickered for a single race. Getting your company name/logo, for example, on the hood of a NASCAR racer, can run from $250,000 to $400,000 – for a single race. Better hope the driver doesn’t blow an engine on the fifth lap!

With a NASCAR sponsorship, consumer/fans see an advertiser’s logo fly by more than 200 times in a single race. And that happens on as many as 36 different weekends in the NASCAR season. The Salt Flats happens once a year – and that’s if it doesn’t get rained out as it has in several recent years. Bonneville is typically not televised and most of the fans who see the cars run are racers themselves. Attracting a big name sponsor for a Salt Flats racer is a different challenge.

With limited visibility potential, my client needed a big hook to attract sponsors. Unlike the typical salt flats racer that’s hauled to Bonneville on a trailer, Gizmos will drive their racer – 1324 miles cross country – change the rear end and tires, race it into the record books, and then drive it home. We needed to make the most of that fact.

While I’m not a graphic designer, in this case, I not only wrote all the copy but also designed the entire sponsorship booklet. I also created the formal portraits of the 1933 Ford Coupe and the 1932 Ford Roadster on spread five of the PDF.

Click on the blue button to open and read the brochure.