In an industry where cutting-edge technology meets high-stakes decision-making, the aerospace sector is increasingly turning to data-driven marketing strategies to gain a competitive edge.
To dive deeper into this trend, we sat down with Robert T. Hastings, a veteran C-Suite advisor and Principal of Robert Hastings & Associates, a consultancy focused on the aerospace, defense, and mobility sectors.
Hastings, with his unique blend of military experience, corporate leadership, and public service, offers a perspective that spans four decades of industry evolution. "I'm an absolute believer in analytics," Hastings states emphatically. "If you want to be successful with your customers, you need to know where you're starting and where you want to go. Analytics helps us measure that journey."
The former Assistant Secretary of Defense for Public Affairs and retired State Guard Brigadier General emphasizes the importance of research in shaping effective marketing strategies. "Today's analytics allow us to understand who's consuming our messaging and how they're reacting to it," he explains. "We can see if our calls-to-action are effective and make educated decisions on what's working based on hard data."
Hastings' approach to data-driven marketing in aerospace is notably nuanced. He advocates for a detailed focus on personas, particularly when dealing with government clients. "We look at the persona of the decision-maker we're trying to sell to," he says. "What's their education? Age? Community? What publications do they read? Who do they follow on social media? This information feeds into our marketing plan to reach people with similar personas."
This persona-based approach, Hastings argues, is equally applicable in B2C scenarios but requires adaptation for the unique landscape of aerospace and defense marketing. "It's about getting the right message in front of the right person at the right time," he emphasizes.
One of Hastings' most notable successes in leveraging data-driven marketing came during his tenure as Chief Marketing & Communications Officer for Bell Textron Inc. There, he led what has been called "one of the best-integrated marketing campaigns ever in the defense sector," helping to win the U.S. Army's Future Long Range Assault Aircraft program—a contract with an estimated lifetime value exceeding $100 billion.
"That campaign was all about understanding our audience and using data to shape our messaging," Hastings reflects. "We weren't just throwing information out there; we were strategically placing our content where it would have the most impact, based on our analytics."
Hastings is quick to point out that effective data-driven marketing in aerospace isn't just about external communication. It's also about internal alignment. "Strategic communication is leadership-driven," he asserts. "When a CEO communicates a vision to stakeholders and employees, it's the first step in building trust. Everyone needs to be on the same sheet of music."
This alignment, Hastings argues, is critical in an industry where complex products and long sales cycles are the norm. "In aerospace, you're often dealing with multi-year, multi-billion dollar decisions. Your marketing needs to be consistent and credible over extended periods, and data helps ensure that consistency."
Looking to the future, Hastings sees even greater potential for data-driven marketing in aerospace. "As we continue to refine our ability to collect and analyze data, we'll be able to create even more targeted, effective campaigns," he predicts. "The key will be balancing that precision with the need for broad messaging that shapes the overall information environment."
For companies in the aerospace sector looking to enhance their marketing efforts, Hastings offers this advice: "Start with clear business objectives. Use data to understand your starting point and to measure your progress. And always remember that behind every data point is a person making a decision. Your job is to give them the information they need to make the best decision possible."
As the aerospace industry continues to evolve, it's clear that those who master the art and science of data-driven marketing will have a distinct advantage. With leaders like Robert T. Hastings showing the way, the future of aerospace marketing looks as high-tech as the products it promotes.
