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Randy Baseler Talks About His Blog  
User currently offlineLeelaw From , joined Dec 1969, posts, RR:
Posted (8 years 4 days 16 hours ago) and read 3366 times:

Flight International spoke recently with Randy Baseler about his blog:

He says it started as "kind of a lark" but has "exceeded our expectations" (with 16,000-18,000 hits per month) and now he clearly regards it as an integral part of Boeing's marketing - letting them engage with people in a way that is otherwise difficult for a big corporation. In some ways though, you can trace its genesis back to Boeing's tactics to counter a perceived Airbus lead in marketing a few years earlier.

"...Airbus was always out there telling their story but also telling the Boeing story according to Airbus. So why were we letting Airbus tell our story? There was a conscious decision to get out and tell it ourselves. The blog was a natural extension of that change in philosophy..."


http://www.bizbuzzmedia.com/blogs/flight_international/default.aspx

Some interesting insights and back-story about this controversial blog directly from the horse's mouth.

[Edited 2006-07-23 16:17:55]

12 replies: All unread, jump to last
 
User currently offlineEI321 From Iraq, joined Jul 2009, 0 posts, RR: 0
Reply 1, posted (8 years 4 days 15 hours ago) and read 3268 times:

I hope he gives his opinion on the A350 in the next blog. Airbus should have a blog too!

User currently offlineZvezda From Lithuania, joined Aug 2004, 10511 posts, RR: 64
Reply 2, posted (8 years 4 days 14 hours ago) and read 3247 times:

Quoting EI321 (Reply 1):
Airbus should have a blog too!

Sometimes more of a good thing is bad e.g. a pinch of salt in a bowl of soup is good, but a kilogram of salt in a bowl of soup is bad. Sometimes more of a bad thing is good e.g. two biased opinions might be better than one.


User currently offlineRheinbote From Germany, joined May 2006, 1968 posts, RR: 52
Reply 3, posted (8 years 4 days 14 hours ago) and read 3216 times:

Quoting Leelaw (Thread starter):
16,000-18,000 hits per month

Unless this is a typo and he really means 16-18K hits per day, there's nothing to brag about.


User currently offlineGlacote From France, joined Jun 2005, 409 posts, RR: 2
Reply 4, posted (8 years 4 days 6 hours ago) and read 3034 times:

Point is: corporate blogs have been popular on thsi side of the Pond for some time. They are definitely not int Europe yet.

Otoh I am glad that it is now public knowledge that "Randy's blog" is not the blog of Randy Baseler but rather is an integral part of Boeing's marketing.

I am still unsure as to what purpose this serves since airlines do not care, customers have no impact on the choice of airplanes and journalists most often just reproduce PR without any grain of salt that could be supposedly bent towards your side.

Or maybe it's just a mean of giving birth to many new A.net threads - with A.net being "an integral part of [Boeing's] marketing... (just joking here - I do not claim any bias on A.net moderators).


User currently offlineNAV20 From Australia, joined Nov 2003, 9909 posts, RR: 36
Reply 5, posted (8 years 4 days 6 hours ago) and read 2992 times:

Quoting Glacote (Reply 4):
am still unsure as to what purpose this serves since airlines do not care, customers have no impact on the choice of airplanes and journalists most often just reproduce PR

You can say that about almost any element of a marketing programme. People do all the time, at 'strategy' meetings. Especially the accountants.  Smile

I'm reminded of the British company boss who said it best, many years ago:- "I am quite convinced that fully half our marketing budget is being wasted. It only remains to decide WHICH half......."



"Once you have flown, you will walk the earth with your eyes turned skywards.." - Leonardo da Vinci
User currently offlineJacobin777 From United States of America, joined Sep 2004, 14968 posts, RR: 60
Reply 6, posted (8 years 4 days 3 hours ago) and read 2890 times:

Quoting Rheinbote (Reply 3):

Unless this is a typo and he really means 16-18K hits per day, there's nothing to brag about.

Given how few people are "aviation geeks"..I think 16-18k hits/month is correct and actually a good number...

what I liked about his blog though was this...

"You may recall that last year at Paris it made for a fun photo op when BCA executives posed inside the A380 with Airbus, and Airbus execs visited the 777-200LR Worldliner as well"

and...

"Today being our last day at Farnborough, we took a walk over to the exhibit hall where Airbus has some of their mockups, including a double-decked section of the A380 interior. Our gracious counterparts took me through their various cabin interior concepts."

http://www.boeing.com/randy/

while their is a fierce rivalry between the two, like many other industries, its a small world..and its nice to see them get along...unlike some A.net members..



"Up the Irons!"
User currently offlineRheinbote From Germany, joined May 2006, 1968 posts, RR: 52
Reply 7, posted (8 years 3 days 9 hours ago) and read 2647 times:

Quoting Jacobin777 (Reply 6):
Given how few people are "aviation geeks"..I think 16-18k hits/month is correct and actually a good number...

let's agree to disagree  Smile

Quoting Jacobin777 (Reply 6):
while their is a fierce rivalry between the two, like many other industries, its a small world..and its nice to see them get along

well said.


User currently offlineGlacote From France, joined Jun 2005, 409 posts, RR: 2
Reply 8, posted (8 years 3 days 5 hours ago) and read 2547 times:

Quoting NAV20 (Reply 5):
You can say that about almost any element of a marketing programme. People do all the time, at 'strategy' meetings. Especially the accountants.

Definitely not.

Marketing towards airlines persons-in-charge make sense. But I doubt Randy's blog is directed to them - seeing the low-level and easily debunked claims made there. They best fit A.net audience - not $1m+/year execs.


User currently offlineAtmx2000 From United States of America, joined Oct 2004, 4576 posts, RR: 38
Reply 9, posted (8 years 3 days 4 hours ago) and read 2518 times:

Quoting Glacote (Reply 8):

Marketing towards airlines persons-in-charge make sense. But I doubt Randy's blog is directed to them - seeing the low-level and easily debunked claims made there. They best fit A.net audience - not $1m+/year exec

I'm sure Leahy was making all sorts of "low-level and easily debunked claims" regarding the old A350 to the "$1m+/year execs." Obviously some of them bought it, but the shrewder ones didn't, hence the new A350.

Quoting Glacote (Reply 4):
Point is: corporate blogs have been popular on thsi side of the Pond for some time. They are definitely not int Europe yet.

Well, first they would have to decide what language it would be in. And Sarkozy aside, it would be just too much for some to bear if it were in English.  Wink



ConcordeBoy is a twin supremacist!! He supports quadicide!!
User currently offlineFlyDreamliner From United States of America, joined Jan 2006, 2759 posts, RR: 15
Reply 10, posted (8 years 3 days 4 hours ago) and read 2485 times:

Quoting Glacote (Reply 4):
Otoh I am glad that it is now public knowledge that "Randy's blog" is not the blog of Randy Baseler but rather is an integral part of Boeing's marketing.

Unfortuneately for him, it makes it sound like Randy Baesler and Boeing marketing are the same thing....lol



"Let the world change you, and you can change the world"
User currently offlineNAV20 From Australia, joined Nov 2003, 9909 posts, RR: 36
Reply 11, posted (8 years 3 days 2 hours ago) and read 2435 times:

Quoting Glacote (Reply 8):
Marketing towards airlines persons-in-charge make sense.

Glacote, that's an over-simplification. A vital part of 'marketing', when you are selling longterm capital assets like aeroplanes, is about getting the makeup and atmosphere of your whole organisation over. My guess is that the airlines come to the manufacturers as 'clients', much more than mere 'customers.' In any field of that sort, there's scope for 'soft-sell' as well as 'hard-sell' - I suspect that, for a long time, people like Forgeard forgot that.

Baseler's blog gets the message over that, from top to bottom, Boeing's people have a clear sense of direction, believe in their product range, and are dedicated to achieving 'excellence' in whichever field they are personally involved in. In so doing, besides making money for Boeings' shareholders, they also help the airlines to survive and make money.

And Randy's blog has spawned others which also contribute to the theme. Among other things, there's this one (which I'll bet WAS read by the '$1m+/year execs' to whom you refer):-

http://www.boeing.com/commercial/777family/200LR/flight_test/



"Once you have flown, you will walk the earth with your eyes turned skywards.." - Leonardo da Vinci
User currently offlineKanebear From United States of America, joined May 2002, 953 posts, RR: 1
Reply 12, posted (8 years 3 days 2 hours ago) and read 2408 times:

An Airbus blog? Written in half French, half German. Translated into Italian, Spanish, Greek, Dutch, Gaelic, Welsh, Estonian, Hungarian, Polish, Portuguese, Slovak, Swedish, Latvian, Lithuanian, Croatian, Serb, Turkish, and then translated into English from one of the above or multiple translations. Utterly incomprehensible and without proper structure, much like Airbus itself. Big grin:D *DUCKING*

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