Just Puttering Along

How well are general aviation catalogs marketing their wares? How good is their overall strategy and positioning?

We shared a number of general aviation equipment catalogs with renowned direct marketing guru Estin Kiger. We wanted to get his viewpoint on what these catalogers were doing right, or not quite right. Kiger is senior vice president of advertising at Bear Creek Corp. His company turns out the Harry and David, Northwest Express, and Jackson & Perkins catalogs.