Comments on: Cessna Flies Into a Headwind

By: Bob

Bob — Sat, 21 Feb 2009 13:36:37 +0000

I think you guys (John and Rob) bring some great points. First, let me say that I personally have nothing against private jets. I’ve been lucky enough to fly in a few and totally agree that there is a strong business case for them.

I can see the point that Cessna taking a stand can be valuable and a service to the executives – thus meaningful. But my opinion is that it won’t work, and could actually further fuel the general public’s anger…

I don’t see much chance of using a traditional ad campaign to change the winds of public opinion – however unfair it is (hey, I’m in advertising and am used to the public opinion looking down on our industry!). Rather, if the industry could use some “judo strategy” by visibly listening to the push back and doing some small but real measure to adjust, then it could basically deflate the growing momentum toward negativity.

By: Rob F

Rob F — Sat, 21 Feb 2009 01:30:05 +0000

See this link http://www.noplanenogain.org/ for a better approach than Cessna’s ad. Agree its a ham-handed ad, however there is lots of misinformation about general aviation. For many companies that have remote locations the jet is the most practical way to reach out from corporate and see what is going on in the field. The jet lets the executive and team see 2-3 locations, customers, potential investments in one day versus 3-4 days. Lo and behold after the public show trials of the Detroit 3 execs led to a drop in jet orders 7000 layoffs in Kansas at Cessna and Hawker. Lots of jobs tied to General and business aviation. Probably one area we still have a strong US based manufacturing industry.

By: John

John — Fri, 20 Feb 2009 22:19:06 +0000

Bob, I’ve been following the blog for a while now and I have been “onboard” with all that I have read and seen until now. I agree that a print ad is NOT the place to reach or have impact with, those who are flying these jets, and the campaign does not fit the definition of marketing with meaning, but the jury is still WAY OUT on this in the court of public opinion. There is an all out assault on business and success in this country right now, and I think Cessna is making a stand against it. Perhaps that is “meaningful”.

By: Bob

Bob — Thu, 19 Feb 2009 11:47:18 +0000

Good idea, Marty. I’m guessing the problem with Netjets is that they, too, are struggling financially with everyone cutting back on flying.

By: Marty

Marty — Thu, 19 Feb 2009 03:44:50 +0000

I was having a conversation with Scott the other day, he’s an active pilot, I have my private license. It’s often cheaper to take private planes than actually a commercial airline. Granted, you’re on point with this piece with elite level jets, but they don’t even begin to make a case for anything except Larry Ellison-types eschewing the public opinion. I’m surprised that companies like Netjets (www.netjets.com) isn’t coming out to raise company awareness. They offer timeshare for private jets–something along the lines of there is a choice when it comes to cutting costs. You just don’t have to own the choice…