Marketing Madness

I design and assemble 24 copies of a 12-page marketing piece for Flying M Air.

Phoenix Tour
River Tours
Moonlight Dinner Tour
Henry Wickenburg's Legacy
Sedona Tour or Day Trip
Grand Canyon Skywalk
Grand Canyon Day Trip
Meteor Crater

The Arizona tourist season is starting and will be in full-swing by mid November. That means it’s time for me to meet with Phoenix and Scottsdale hotel and resort concierges to make sure they’re aware of Flying M Air’s tours and day trips and to make it easy to sell them for me.

With the relocation of my helicopter from Wickenburg to a base much closer to my customers, I was able to cut prices on all of my tours and day trips. That should make them more attractive to customers. They are not, however, cheap. My lowest price tour is a 50-60 minute trip around Phoenix that costs $495 for up to 3 people. My most expensive flight is a day-long trip to Grand Canyon West’s Skywalk that includes at least four hours in the helicopter and all ground fees and costs $2,495 for up to three people. Ouch.

When you’re selling services with big price tags, you can’t expect a flyer printed on your Epson inkjet printer to impress anyone. You need to create marketing materials that will fully explain and illustrate what you’re offering, presented in a professional-looking package.

And that’s what I spent much of the past week doing.

Flying M AirI use plastic portfolio binders with a cover insert to prepare 12-page booklets about my company and its services. The cover has an 8×10 glossy photo of the helicopter with my company marketing design (the blue and red swirls).

Inside, there’s a “Welcome” letter, mostly for the use of hotel/resort guests who might be browsing the book on their own. It provides brief information about the company and urges them to book through a concierge. If a concierge isn’t available, however, they can call us directly for more information and reservations.

Next are full-color information sheets about the tours and day trips we offer. Each tour sheet includes at least two photos of the destination or route, full pricing information, and branding elements such as my logo. You can see thumbnails of these pages here, on the right side of this post. I created each of these sheets in InDesign, using photos from a collection I’ve been building steadily for about six years. When they were finished, I e-mailed them to the local KwikPrint. The folks there printed them out on their color laser printer. Although I have a color laser printer, their’s does a better job and, given the cost of consumables on mine, is actually cheaper. As you might imagine, all of these documents are available as downloadable PDFs from the Flying M Air Web site. I figure I spent about $200 on printing.

August 2009 AZ HighwaysI also included a copy of the front cover of the August 2009 issue of Arizona Highways magazine, which listed my company’s Southwest Circle Helicopter Adventure as “The best way to see Arizona in a week.” I clipped out the paragraph about us and pasted it onto the cover image so both the cover and the text are on the same page. The folks at KwikPrint handled the copies of these sheets,too. They look nice.

Then there’s a full page summary of all tours and day trips and their prices, including optional add-ons like Jeep tours or lunch stops.

Finally, there’s a page that provides information about our helicopter, including the make and model, engine specs, and passenger-friendly features.

Putting the books together was rather time consuming and tedious. We did it after dinner last night. Mike helped me. I spread piles of each page out along the table and we walked around the table, inserting pages into the booklet’s plastic sheets. It took about an hour to do 24 of them. I figure that if I would have paid a marketing firm to do the same job, it would have cost me at least $5K for design and document creation and $20 to $50 per booklet.

The resulting booklets are extremely attractive and professional. They present the image I want people to have of my business. The removable pages make it easy for a concierge to pull out a page and make a copy for a guest or co-worker. Frankly, the only way I could make this any better is to print individual booklets using something like iPhoto. But if you make them too nice, people take them as souvenirs — as I discovered the expensive way with a local guest ranch a few years ago.

But what’s most important about the booklets is that they provide all of the information a concierge needs to help a guest make an informed decision about a tour or day trip with Flying M Air. And that, after all, is the purpose of this exercise.

Later this week, I’ll start making the rounds with my husband, Mike, who has become the company’s Marketing Manager. By that time, we’ll have my new business cards back from the printer.

This season, it’s do or die in the Phoenix area. I’m determined to make it work.

NaNoWriMo ’09 Journal: T-minus 7 Days

Am I committed enough?

I haven’t done a thing to prepare for NaNoWriMo since my last “journal” entry about it almost a week ago. That’s got me thinking: how committed am I to this project?

There’s plenty to do. I still need to review my notes and refresh my memory about the characters I created five or more years ago. I have to remember the rather complex mystery genre plot, which needs to be presented properly to give readers a solvable puzzle that’s not too easy to solve. I still need to go over the outline and make more detailed notes about the scenes — including the scenes I wrote that were lost in that hard disk crash.

Instead, my days have been filled with getting my helicopter charter business ready for the fall season and entertaining house guests. Evenings like yesterday’s — which I’d be spending on my NaNoWriMo project during November — were taken up with modifying the never-ending collection of forms I need to provide concierges with paperwork to sell tours and day trips for me.

Will I be disciplined enough come November 1 to spend each evening working on the novel? Or will I be burned out by 4 PM from a full day in front of the computer or dealing with flying or passengers?

And that brings up what’s really on my calendar for the first week of November: a 6-day helicopter excursion. It’s my last scheduled excursion for the season and I meet my passengers on November 1 at 10 AM. I’ll be responsible for their transportation and making sure they complete their itinerary smoothly. So for the first six days, I’ll be on the road. Will I be able to bring my notes with me? Sit down to write every evening? Although I think I will, I’m wondering if I’m committed enough to really do it.

And that’s what NaNoWriMo is all about: setting aside time for an entire month to force yourself to get a project done. Forget excuses, forget procrastination. Take a month, make the time you need, and get it done.

In this point in my career as I writer, I know I can finish a book-length work in a month. I’ve done it before. But I’ve never done it for fiction. So the question is: how important is this to me? Important enough to make it happen when I’ve clearly demonstrated that I can?

I guess I’ll know for sure at November month-end.

I Love My 1987 Toyota MR-2

Book value: $250. Reliability: Near 100%.

This morning, I had to drive down to Phoenix Deer Valley Airport (DVT) to pick up my helicopter for a charter out in Aguila, AZ. I have a 1987 Toyota MR-2 that I bought new in October 1986. That’s my airport car. It basically lives down in Deer Valley when I’ve got the helicopter out. The idea was to drive it down to Deer Valley, park it, do my flight, and then bring the helicopter back to its Wickenburg hangar so I could wash it before returning it to Deer Valley.

That was the idea, anyway.

This morning, the MR-2 roared to life, just like it aways does. But I had some trouble getting it out of first gear — I leave all my cars in gear when I park on our hilly driveway. I rolled back and got it half turned around. Then I attempted to shift into first or second to depart. The gearshift wouldn’t budge.

Understand this: the car is standard transmission. It was my first standard transmission car. I learned to drive stick on that car. A week after taking it home, I was driving back and forth to my job in downtown Manhattan from New Jersey, battling bridge and highway traffic. I got really good with a stick shift really fast.

And the car still has its original clutch.

It only has 133,000 miles on it. When I bought my Jeep in 1999, it became my secondary car. When I bought my Honda S2000 in 2003, it became my third car. I didn’t even need it for sporty drives anymore. That’s when it became my airport car.

R22 and Toyota at Howard Mesa

Here’s my old helicopter and Toyota MR-2 parked at Howard Mesa during the summer of 2004.

I don’t think I put more than 1,000 miles per year on it after that. It spent the summer of 2004 at Howard Mesa or Grand Canyon Airport when I flew helicopter tours for one of the operators at the Grand Canyon. It spent at least two years in Prescott as an airport car — my mechanic was based there for a while — and then another whole season in Scottsdale — I used to fly there quite often. When the Scottsdale cops called and threatened to tow it away, I drove it home. It spent a year or two in my hangar. Then I brought it down to Deer Valley to be my airport car there.

It didn’t mind neglect. It just about always started up when I turned the key. The only exception was once in Prescott, when the battery had finally died. Fortunately, I’d parked it pointing down a little hill. I released the break, popped the clutch in second gear and got it started. Drove it to Sears, put in a new battery, and went about my business.

Every year or so, I get the oil changed. I bought it new wiper blades and sun screens about a year ago.

Today, when the clutch wouldn’t engage, I wasn’t very surprised. Hell, it was the original clutch! More than 23 years old! What the hell did I expect?

Honda and Toyota

My Honda visits my Toyota at DVT.

I took my Honda down to Deer Valley. I locked it up. I wasn’t happy about leaving my best car overnight at Deer Valley. The Toyota was disposable. The Honda wasn’t.

As I flew west to my gig, I thought about the Toyota. I wondered if this was how it would all end. It didn’t seem right to put hundreds of dollars into a car with a Kelly Blue Book value of under $250.

I did my gig. It involved over 3 hours of flying north of Aguila. It ended with a flight to Wickenburg to photograph some property. I’d drop off my clients at either one of the spec homes they’d built or nearby private helipad that they led me to believe was part of their property. We were doing the photo flight when I heard some chatter on the radio. Wickenburg Airport was closed. Turns out, an F-16 trainer had crash-landed there earlier in the day. So I landed on the helipad. I didn’t have enough fuel to get back to Deer Valley and I couldn’t land at Wickenburg. I wound up leaving it there for the night. As I type this, the airport is still closed.

Back at home, Mike got the idea that maybe the Toyota’s clutch wasn’t broken. Maybe it just needed fluid.

We pulled the owner’s guide out of the glove box and looked it up. We found the reservoir. It was bone dry. (Oops!) We grabbed some of the recommended DOT 3 brake fluid out of the garage and filled the reservoir. I pumped the clutch pedal. A lot. I started the car, pushed down the clutch pedal, and smoothly shifted it into first gear.

It works.

So my Toyota continues to run smoothly with its 23-year-old clutch. Best of all, it seems very forgiving of my neglect.

How can I not love a car like that?

NaNoWriMo ’09 Journal: T-minus 13 Days

Final search for the lost manuscript and warm-up exercises.

Back in 2007, I realized that I’d lost the manuscript for a novel work-in-progress. The working copy was lost in a hard disk crash. I thought I had backups, but it turns out the backups had not been created. I detail the steps that led up to this disaster and my thoughts about it at the time here.

When I realized that the manuscript had been lost, I spent a lot of time trying to recover it. I still have all the “recovery” files. I put “recovery” in quotes because although the file had contained 97 pages of text, I only recovered about two pages. Not much of a recovery.

Gathering the Remains

Yesterday, I went through those files again, trying hard to extract some more text from them. No matter how I tried, the only thing I could get was the same two pages: about a half page from somewhere in the middle of the work followed almost immediately by the text at the very beginning. Just the fact that the text does not appear in order should tell me something. The hard disk that crashed was almost full. Chances are, the recovered “files” are not whole files but bits and pieces of other files mixed in with my manuscript text. In other words, what I recovered was all I’ll ever recover because the rest is gone forever, written over by other text.

This is the book I’ll be working on for NaNoWriMo this year.

I extracted the usable text from one of the recovery files and put it in a brand new document. Then I tracked down the other files I’d been keeping with the manuscript as I worked on it: a FileMaker Pro file that neatly recorded the details about eight of the main characters and an outline that broke down the plot into chapters with lots of notes. Although I had this outline in Scrivener as well as Microsoft Word — I likely created it in Microsoft Word and then imported it into Scrivener with the idea of writing there — I won’t be using Scrivener to write. I’ll stick to Word.

I also tracked down some index cards I’d been using to keep track of the plot and characters and make detailed notes such as maps. The book is a mystery and the murder takes place outdoors, so maps are an important part of my preparation process. I’d done quite a bit of preparation when I began the project back in 2005 (I think) and just about all of that material was still available. It’s just the manuscript itself that I lost because of my own stupidity and carelessness.

Warming Up

And this brings up the point for today’s journal entry: in the weeks leading up to NanoWriMo, participants should be preparing for the task of writing. Create your characters and build your plot now, before crunch time. Take detailed notes on index cards or in a computer-based outline, or with some other tool. Visit the world of your characters and story in your mind and take detailed notes about what you see and hear and feel.

This should be an excellent warm-up for NaNoWriMo’s writing process.

Here are a few other suggestions for those who are participating:

  • Decide now what kind of schedule you’re going to keep for NaNoWriMo. Will you write first thing in the morning, while you’re still fresh? Will you write after work? After you get the kids off to school? Before you pick them up? Or are you lucky/unlucky enough to not have anything to prevent you from writing all day? No matter what your time is like, decide now when you’ll write and be prepared to stick to it.
  • In the days leading up to NaNoWriMo’s start, spend your scheduled writing time preparing to write. Organize your workspace. Get out your notebooks or index cards or computer-based outliner. Do whatever research you need to do. Make notes about your characters and plot. Draw maps and diagrams. Spend at least 50% of the scheduled time doing this every day you plan to write.
  • Think about the things distracting you during this warm-up period. Are Twitter and Facebook and your e-mail client calling out to you? Turn off your router or WiFi card. Are you getting phone calls from friends wanting to chat? Shut off the ringer or take the phone off the hook. Is your family making too much noise or interrupting you? Close the door or explain that you need to work during this scheduled time every day. Learn about these distractions and how to handle them now, before the month begins.
  • Get your need to participate in NaNoWriMo writer’s forums (or other writer’s forums and blogs) out of your system. Some folks claim that the forums give them support and ideas. If you’re one of these people, now is the time to check in and participate. Use the other 50% of your scheduled time to do this. But get it out of your system now, before crunch time. Online forums are a procrastination tool. Every minute you spend online, is a minute you’re not writing. You know this is true. Don’t make excuses to waste time.

This is what I’ll be doing (and writing about here) in the days leading up to NaNoWriMo’s start.

Any comments? Use the comments link or form for this post to share them.

What the Grand Canyon Sees

A look up from below the rim.

On my most recent trip to the Grand Canyon, I did a little bit of climbing around below the rim. Some of the lookout points have places where it’s relatively safe to climb in for different views.

At one of these places, I looked back at all the people behind me, at the lookout and slightly below it. Most of them had cameras pointed into the canyon. I snapped this shot as a sort of humorous reminder of what the Grand Canyon sees when it looks out at us.

What the Grand Canyon Sees