I recently touched on the topic of marketing yourself as a CFI. I say “touched” because a 900- word blog simply cannot do the topic justice. Books have been written about it—books geared toward the CFI, no less, and they had far more than 900 words.
But I do want to touch on the concept of cross-marketing. As I mentioned previously, general aviation has not historically done well with marketing efforts, especially flight schools. They tend to rely on walk-ins, word-of-mouth, and website hits. Not many take advantage of cross-marketing with other activities that attract the same demographic as pilots.
The most obvious market is scuba diving. Diving tends to attract relatively well-to-do individuals looking to fulfill “bucket list” goals, or those who are interested in living life from a different perspective. Flying and diving have much in common: Both are three-dimensional activities; both require analysis and planning; both require some specialized equipment; both require a disciplined approach toward safety; and both are best when shared with others. In fact, diving is a highly social activity, much more so than flying is.
Research has shown that as many as 70 percent of pilots are also scuba divers. Note that I did not say that 70 percent of divers are pilots. However, the immediate use of that information is obvious: Divers are a market just waiting to be exploited by you, the instructor-to-be of a bunch of future pilots.
Unlike flying, diving is an industry that is unregulated by the government. It’s largely self-regulated, and there are numerous dive training agencies. The heavy hitter, though, is the Professional Association of Dive Instructors (PADI). Chances are that your local shop is a PADI facility, and if it isn’t, it probably has at least one PADI-certified instructor. PADI is a marketing machine.
As a CFI, you can—and should—try to establish a relationship with your local dive shop. Talk about forming a partnership that might consist of promoting each other’s businesses via brochures or sharing links on each other’s websites. Establish a referral system that provides an incentive for old customers to bring in new customers to either business. If you are not a certified diver, consider becoming one. Even if you are not interested, learn what is required to become a diver, and learn the basics of the training system in use at your local dive shop, be it PADI, NAUI, SSI, et cetera. Understanding the lingo and the training platforms will help you when it comes to talking to potential diving pilots.
Flying and diving are both travel activities. One way to promote both at the same time would be to establish a “flying diving vacation,” such as a trip to a beach that is also a diving hot-spot. Locations like the Gulf Shores, the Florida Keys, the Bahamas, Catalina Island, or even Mexico offer much for divers, non-divers, and pilots. A GA pilot can’t fly for pay, but the divers in the airplane can contribute to the cost of the flight by paying for some of the fuel. For divers who have not been exposed to general aviation, it may be a great way to introduce them to the fun and flexibility offered by general aviation airplanes. You and your new dive-shop partner can heavily promote a trip like this. The dive shop can also promote various diving events that will take place once you actually hit the water (with your scuba gear, that is).
This is just one avenue of cross-promotional marketing. There are others, and some will be local to where you live. So, “dive right in,” and start tapping into revenue “pools” that already exist.—Chip Wright