case 03 > DTA: marketing worldwide to become # 1
Delta Trikes Aviation (DTA), Micro-light Aircraft and Gyrocopter Manufacturer
situation
When Delta Trikes Aviation (DTA) contacted Not Maurice, their micro-light aircraft had excellent reviews from the specialized aeronautical press, they were investing in magazine advertising and they held several world records, but unfortunately couldn’t achieve the sales they were hoping for to expand their business accordingly. DTA needed a marketing campaign that would dramatically increase their visibility amongst their consumers and deliver profitable results.
challenges
The key problem was their branding. DTA’s logo was complex—the shape of a delta wing was supposed to represent the letter “A,” but didn’t do the job, and the colors were dark and unattractive—as such, their logo was reading as “DT.” Few people were connecting their logo with their company name, and it was apparent that the logo provided inefficient brand recognition. Further, their print advertising was lacking personality and was not engaging new prospects. Finally, they lacked web presence and didn’t have much literature to promote their beautiful flying machines. At that time, the growth of their company was mostly based on the word of mouth.
the Not Maurice strategy
When Not Maurice started working with DTA, the first project implemented consisted of redesigning their logo in order to address the brand confusion and define the foundation for a rebranding. We chose bright and vibrant colors, added the missing letter “A” to settle the name, and gave a boost of dynamism by using bolder italic typeface. A tag line was also added to the logo to announce their specialty.
The logo is only the first element of a successful marketing. Consequently, soon after its redesign, DTA asked us to develop a campaign to promote their business. We started the marketing research process that defined the strategy and marketing plan and then started its implementation.
First, we designed several marketing tools: business cards, letterheads, envelops, note cards… To complement the logo, we added a picture that reflects the freedom of flying, chose a map of the airfield and mentioned the GPS Coordinates.
Then a comprehensive and colorful four-page brochure was created to present their range of aircraft. Soon after, we also developed a state of the art web site. The site highlights the company as well as their products. Ad campaigns were designed for regular runs in print magazines..
Over the years, the website grew to accompany the addition of new products and provide more technical information. A video and many other advertising tools were designed to provide DTA with the visibility they desired.
results
When Not Maurice partnered with DTA in 2001, they were ranked #8 worldwide in their market segment. In just few months, DTA began to see improvement in many areas: better brand recognition, increased lead generation and more orders coming in.
More than a decade later, the results speak by themselves: DTA are now ranked #2 worldwide, the distributor network has expanded to more than a dozen countries worldwide and their website welcomes more than 300 visitors every day from more than 89 different countries.
The DTA success story is still in the making.
Not Maurice services provided:
- Marketing Strategy
- Branding Strategy
- Branding Identity
- Product Name Development
- Creative Direction
- Logo Design
- Website Design
- Website Development
- Search Engine Optimization
- Graphic Design
- Print Advertising
- Video Marketing
- Booth and Exhibit Design
Learn more about Not Maurice’s services.