Marketing as a new CFI

[BoDEAN]

To the other CFI's out there.
My current FBO has given me flyers to pass out, with little "rip tags" on the bottom with the name of the company and phone number. I have been passing these out at Grocery stores, and posting them around my apartment complex.

Wondering if anyone else can provide effective ways of getting my name out there for students. We are part of beapilot.com and I have been calling to follow up on leads there, and putting my business cards at book stores also.

 

[bobbysamd]

CFI marketing

Hand out your business cards to people you meet. You never know in whose hands the cards may land.

Attend aviation functions. I'm sure Michigan has a state pilots association. Attend FAA WINGS seminars in your area. Trainees need one hour each of flight instruction in takeoffs and landings, instruments and airwork to earn their WINGS. Who better than you to provide that training? You're there, and available. I don't recall all the rules, but I believe completion of WINGS counts as a flight review.

My instructor would go to WINGS seminars and flew with a lot of people.

Just a couple of ideas that I hope are helpful. Good luck with your efforts.

 

[generaltso]

I don't like the book store idea (unless you've talked with the manager/owner of the bookstore).

Most FBO's do a sh!tty job of advertising. If I were a FBO I would set up one of those little stands at the mall and sell flight training and demo rides from it. You would be amazed at how many people think a demo flight makes a great gift idea... you just have to put it in front of their face. I guess most don't really like the demo rides because they pretty much break even on it.... but it brings in customers.

Ok back to what you can do:
- Business cards with phone numbers and e-mail address. Always carry 4 of them on you in your wallet.
- Ad in the paper... this should really be up to the FBO but most ain't gonna do it. Mention the demo flight in the ad, tell them to call you directly (not the FBO)
- Obviously: hang out at the FBO. Intercept all potential phone calls and walk-ins for flight training
- Get to know your other instructors... buy them beer.
- See if you can get your local newspaper to do a article on small planes or flight training. This drums up lots of business.

Those are just a few off of the top of my head.

Finding students can be tough at first but a little legwork and you will have plenty. You have to be pro-active. You can't think they will come to you. I wish they would, but they don't.

 

[de727ups]

business cards in books

Someone mentioned on another thread about putting cards in the flight training books at Barns and Noble. I thought that was sort of underhanded but a really great way to contact students. I told two low time CFI friends about it and they both thought it was a great idea...hehe.

How many think this is sorta unethical?

I made some cool flyers on my computer with a big color picture of my 152 and rate info. Gave them to the CFI's to put around town. Another great way to find students is to teach a ground school at a community college.

 

[bobbysamd]

Bookstore business cards and college teaching

Yeah, the Barnes & Noble card bit is on the tacky side. But it would be fine with the manager's permission.

Teaching ground school at a community college or vo-tech is a great idea, not so much from the student attraction standpoint but for your resume. Experience teaching on the advanced or the juco level (read that to mean "academia"), even as adjunct faculty only, looks impressive on a resume or job app, not to mention the contacts you can make.

You might have to obtain a special vo-tech or college teaching credential before you can teach at those places. Check with your state board of higher education.

 

[Toy Soldier]

Excerpts from the "HOW TO BE A SUCCESSFUL CFI" thread in the training section: These actions will also help you to "network".

3. Join AOPA and NAFI (National Association of Flight Instructors).
5. Advertise in the AOPA CFI directory.
6. Read the book "The Savy CFI". This has marketing ideas in it.
7. Use Landings.com to target your students.
8. Find students that already own airplanes.
13. Do aviation community service activities (CAP, Boy Scouts, etc.)
15. Find students that are willing to buy planes.
16. Conduct ground schools or seminars.
23. Be an AOPA Project Pilot Mentor.
25. Wear collared shirts with "Flight Instructor" sewn above the pocket.
30. Don't sit at the flight school and WAIT for potential students to show up. SEEK them.
31. Do post articles of yourself and your students in the local papers. Network with the local reporters. (I have three of them as friends now!)

IN ADDITION:

A) GLEIM will give you a "webpage" as well as AOPA. All you have to do is go to the respective websites and follow the links.
B) Put business cards at all of the local FBO's.
C) NAFI members get a listing as well.
D) Post an ad in the "free" aviation classifieds section of the AOPA website.
E) Place an ad in any "state" aviation magazines.
F) Find "clubs" or other organizations that have pilot members - and JOIN!
G) Join the Civil Air Patrol as a pilot or leader! Most of the kids in any unit want to FLY! That's why they are there. Recruit them.

The list goes on! Good luck......

 

[Timebuilder]

Consider putting an ad in the respective legal and medical journals in your local area.

 

[350DRIVER]

Personally if it were me I would probably market the medical/dental professions within your local market since the doctors/dentists are the ones that usually show quite the interest when approached (atleast it worked for me). I have trained quite a few and they seem to be the biggest spenders and "enjoy" the whole bit about taking flying lessons. It also gives them a reason to leave the office early to go do something that they "enjoy".....I have even had two doctors that went and bought an aircraft once they obtained their private and they did the instrument training as well. Possibly going to the local doctors offices and trying to speak to the doctors.? Talking to your own doctor/dentist.? Seeking permission to post a card/flyer in the hospital break room.? Frequenting the medical message boards online and posting.? Looking up the medical websites online for your local area and sending out a well marketed email directed to the doctor to stir up interest. I have also done well within the legal profession. . . There are many many ways to get students but it really depends on how badly and how hard you try.


good luck

3 5 0

 

[siucavflight]

Gizbug,
If i remember correctly you said that at this job the guy had a couple hundred students and that you did not need to find your own. What happened?

 

[Toy Soldier]

350Driver makes an EXCELLANT point! I used to market myself to "professionals" since they could afford to fly regularly and wouldn't "wince" at paying professional rates - expecially since they charge professional rates for their services. I had one doctor student invite me to his BIG Christmas bash and, guess what, a lot of high profile doctors and lawyers were there. Needless to say, I gained a few more students!

The following tips came from the "HOW TO BE A SUCCESSFUL CFI" thread as well. They cover the same idea...

14. Charge professional rates. IE; $45/hr or more. Give professional instruction!
15. Find students that are willing to buy planes.
24. Find your own students and then contract through the FBO for a higher rate.
26. Market yourself to the folks that can afford to fly 3 days a week. This will keep food on the table.

 

[BoDEAN]

Gizbug,
If i remember correctly you said that at this job the guy had a couple hundred students and that you did not need to find your own. What happened?

I passed on that job, and found another one that was better overall in my eyes. I replied to my other topic a few days ago about the details on why I chose this new job over the old one..

 

[BoDEAN]

Personally if it were me I would probably market the medical/dental professions within your local market since the doctors/dentists are the ones that usually show quite the interest when approached (atleast it worked for me). I have trained quite a few and they seem to be the biggest spenders and "enjoy" the whole bit about taking flying lessons. It also gives them a reason to leave the office early to go do something that they "enjoy".....I have even had two doctors that went and bought an aircraft once they obtained their private and they did the instrument training as well. Possibly going to the local doctors offices and trying to speak to the doctors.? Talking to your own doctor/dentist.? Seeking permission to post a card/flyer in the hospital break room.? Frequenting the medical message boards online and posting.? Looking up the medical websites online for your local area and sending out a well marketed email directed to the doctor to stir up interest. I have also done well within the legal profession. . . There are many many ways to get students but it really depends on how badly and how hard you try.


good luck

3 5 0

Good reply. Any tips or a starter on what my email should say to these people I send (doctors)?

 

[Toy Soldier]

gizbug

Here is an idea also:

1. Develop your "doctor/lawyer list"
2. Develop a nice "package" to send to the target doctors
3. In the package include:

a) Your business card
B) A brosure about the joys of flying
c) An introduction letter about yourself that ALSO explains "WHY" the doctor wants to fly. Sell him on the idea.
d) A "free Introductory lesson" certificate (Use a NICE plane!)
e) An aviation key chain or some other "little" gift

Either develop the above materials yourself or purchase through AOPA, Beapilot.com, GLEIM, etc.

4.After sending the package, follow up with the following:

a) An email
b) A phone call
c) A personal visit - make an appointment

5. Possibly put together a meeting and invite all of the interested folks. During this meeting you can lay out the benefits of owning a plane either personally or as partners. This way you can stay away from the flight school and fly a nice plane. I know of a few folks that ended up with "flying jobs" because several partners hired them as their personal CFI and "Meridian Driver"!

Although sending packages can require a little investment, start out with the clients that are within 15 miles first. Then send out to those at 25 miles, etc.

Also, instead of sending out the packages, make appointments first and then give the packages to the folks that respond to your initial inquiries. There are many ways to play this out!



Good luck.

 

[EatSleepFly]

I don't know what your area is like up there in Michigan, but you could try this:

There are a few very wealthy areas around here (near Cleveland/Akron). Some of my very best students and most frequent flyers are high school/college students whose parents are footing the bill. I've got several right now...3 private students, and 3 instrument students. They are all flying 2-3 times per week. Try setting up a booth at a local high school (during the lunch periods or something). Make it impressive to both teachers and students. Use lots of aerial pictures, and emphasize the "fun" aspect of it while also pointing out that with some dedication, they can make a career of it. (Whatever you do, don't make false promises about the future of aviation- it won't take much research on their part to figure out the reality). Invite them to at least come out to the airport to see the airplanes, and talk to an instructor one-on-one. Print out a stack of beapilot.com $49 intro certificates (if your school participates) for them to take (in addition to the usual promotional materials, of course). At the very least you'll get a bunch of intros. It has worked fairly well for us (we're about to do it again soon). Good luck!

 

[350DRIVER]

Good reply. Any tips or a starter on what my email should say to these people I send (doctors)?

I would make it as "professional" as possible and I would also incorporate some nifty marketing as well in the email if I were you. Toy Soldier has some great ideas as well..... I think that if you send one or two "initial" emails to generate some interest I would probably follow that up by coming up with some type of color, professional brochure and making a visit to the office since this will be much more personable and may generate even more interest. There are many many ways to come up with the email format, all depends on how much time you have on your hands to devote to this. If it were me I would make it short, sweet, and to the point and explain in the email "how" it could benefit the doctor/dentist down the line in having the advantage of having an aircraft at their disposal to make meetings, weekend getways, conventions, etc, etc, etc, ..... A few of the doctors that I have trained have really taken advantage of this since time is pretty important to them and it is much easier now (present day) for them to just fly their own aircraft when they need and not have to worry about the airlines or driving . I would also be well versed in the areas of aircraft ownership, lease, etc, etc, and explain how this may be a valuable asset to them at some point down the line. It may take a little research on your part but I have found out that it has paid off and it will most likely generate quite a few students for you. If you come up with some sort of email go ahead and post it and I am sure you will get some feedback...

good luck

3 5 0

 

[labbats]

I'd stay away from the intro flights to everyone idea. Our school turned out to be a day-care center for spoiled brats. Mommy and Daddy would drop off a begrudging junior, who had no interest in flying, and was about 12 or 13. I'd fly him around, he'd mumble, we'd land, he'd sit and glare at everyone until his parents arrived late. Repeat this 3-4 times a week and it gets to be a real downer.

Stick with the doctors and lawyers aspect. And don't forget what my old flight school taught me to say at the end of every lesson. "When would you like to fly again, and do you know anyone that would be interested in flying?" That will get you solid leads and word of mouth.

 

[BoDEAN]

Do I make it a generic letter to the Doctors office? Or address a packet to each doctor in the office?

AOPA and BEAPILOT has materials that I can include within my packet?

Should I include my personal email address, or the generic email address for the company/fbo I fly out of?

 

[350DRIVER]

Do I make it a generic letter to the Doctors office? Or address a packet to each doctor in the office?

I would address one to each of the doctors in the office. I think this is a tad more personable and it will show that you are taking the time to generate the interest of every individual that may be "interested" in possibly pursuing flying.... Show them how they can use this to their advantage and how it can save them "time",etc, etc, ... You may even consider organizing some sort of meeting and explaining your concept, idea(s) to a "group" of intertested individuals... You will be amazed on how much interest you will generate once you get the ball rolling.. Most doctors have friends who are doctors and the chain continues and "money" usually is not a problem for them and it also gives them a reason or excuse to get out the the office early on certain days of the week.

Should I include my personal email address, or the generic email address for the company/fbo I fly out of?

This is a call that you have to make... I personally included only "my" information since in reality it was "me" who was actively out there marketing and obtaining the students and then I would negotiate a "better" hourly rate with the flight school owner which they agreed was "fair"... Look into this. Now when flying with them in their own aircraft I usually just contract my services out and charge them outside of the flight school since I am instructing very little now due to my 135 job. This once again has to be a call on your part and being relatively "new" and a lower time CFI I would probably be careful on what you ask for or how you go about doing this....


good luck


3 5 0

 

[BoDEAN]

gizbug

Here is an idea also:

1. Develop your "doctor/lawyer list"
2. Develop a nice "package" to send to the target doctors
3. In the package include:

a) Your business card
B) A brosure about the joys of flying
c) An introduction letter about yourself that ALSO explains "WHY" the doctor wants to fly. Sell him on the idea.
d) A "free Introductory lesson" certificate (Use a NICE plane!)
e) An aviation key chain or some other "little" gift

Either develop the above materials yourself or purchase through AOPA, Beapilot.com, GLEIM, etc.

4.After sending the package, follow up with the following:

a) An email
b) A phone call
c) A personal visit - make an appointment

5. Possibly put together a meeting and invite all of the interested folks. During this meeting you can lay out the benefits of owning a plane either personally or as partners. This way you can stay away from the flight school and fly a nice plane. I know of a few folks that ended up with "flying jobs" because several partners hired them as their personal CFI and "Meridian Driver"!

Although sending packages can require a little investment, start out with the clients that are within 15 miles first. Then send out to those at 25 miles, etc.

Also, instead of sending out the packages, make appointments first and then give the packages to the folks that respond to your initial inquiries. There are many ways to play this out!



Good luck.

Is there a particular practice/type of doctor that I should target? I am on switchboard.com looking now in my area...

 

[Timebuilder]

From the docs I know, Giz, I'd go with a surgical specialty.