Apps like ForeFlight give pilots instant access to critical chart data in the cockpit.

Ready to fly without reams of paper charts? There’s an app for that. Today iPads are revolutionizing the cockpit – replacing the paper charts, approach plates and checklists pilots once had to lug around.

Pilots and airlines have embraced mobile apps to enhance their flight planning and cockpit resource management. Tablets like the iPad with GPS capabilities and up-to-date aviation data may soon make printed paper charts go the way of vinyl records.

Taking iPad for a Test Flight

I just completed my first IFR trip from Westchester County Airport in NY to Newport News, Virginia, using my iPad for all phases of my trip. I’m using an app called ForeFlight, the one my flight instructor uses and recommends. There are also comparable apps from Wing X and Garmin’s My-Cast.

From my iPad, I was able to create and file my flight plan, check the weather at my departure and destination airports, along with Airmets and TFRs. While enroute, the app provided a moving map GPS display of my aircraft position, altitude, ground speed along with radar weather. During landing, I was cleared for the ILS runway 25 approach. I pulled up the approach chart and was able to view my aircraft’s position right on the digital approach plate.

Last year, the FAA conducted “rigorous tests” to make sure iPads don’t interfere with avionics. The biggest concern now is pilots remembering to charge their devices. But so far, so good. As long as pilots ignore the hundreds of other distractions an iPad provides.

A more common issue is where to keep your iPad during flight. In prior flights, I’ve kept it on my lap, on top of my kneeboard. On final approach, though, having to glance down at my lap is certainly not ideal. A fellow pilot who accompanied my on my Newport News flight had purchased an iPad mount that clamps onto the yoke, which I used and worked quite well.

The Future of Flight Bags

It’s not just GA pilots leveraging this new technology. Though business charters like Executive Jet were early adopters, by now most major airlines are on board, too, including Alaskan, United, American and Continental. Even the military is following suit.

It’s easy to see why. iPad apps offer quicker access to critical information rather than trying to deal with unwieldy sectionals or approach plate binders. Using an app like ForeFlight does require purchasing a subscription, which is comparable in price to paper charts and updates are easy to download so you will always have access to the most current information.

The iPad itself is a great tool, especially with the limited space in most  cockpits and is a vast improvement over bulky “electronic flight bags,” not to mention all that paper. (I had paper charts and approach plates as back-ups, but didn’t need to refer to either.)

A single iPad weighing 1.5lbs, can replace up to 40lbs of operating manuals, safety checklists, logbooks, performance data, navigation charts, weather information and airport diagrams. With two pilots, that’s 80lbs less weight in your typical commercial jet. It’s estimated that each pound removed from a wide-body jet saves more than $40,000 in fuel over the course of its flight service, which translates into millions of dollars of fuel savings for airlines.

It’s an exciting time to be flying. iPads in the cockpit, like digital flight decks, represent a new era in aviation – for pilots anyway. Passengers will still have to haul around those old-fashioned paper magazines and books.

Without a well thought out plan - you may end up with results that are not quite what you expected

One of the issues that continues to pop-up in marketing discussions with clients is the concept of strategy versus tactics; I thought it would be beneficial to explain the key differences.

Basically, marketing breaks down into three parts:

1. Set Goals: What do you want your marketing to achieve?
2. Determine Strategy: How will you achieve your objectives?
3. Select Tactics: Which marketing tools are the most effective for implementing the strategy and achieving the goals?

Let’s use the analogy of building a house to explain how each relates to another.

Setting Goals: This is simple; you want to build a house, but what kind of house? Will it be a Victorian mansion or a modest ranch? The more detailed your goals, the more likely you are to achieve them.

Strategy: When building a house, you do not start by randomly nailing 2 x 4 boards and building the framework; first, you need a “blueprint” to work from – one  that specifies the style of house: Colonial, Ranch, Victorian; size of the house, bedrooms, baths; materials to be used: brick, wood, stone, et cetera. In marketing, your building blueprint is your marketing plan; this is the document that explains the strategy you will use to achieve your goals.

Select Tactics: In home-building, carpentry, plumbing and electrical work could be thought of as the “tactics” used to achieve the end goal, in this case, a house. In marketing, the tactics you may use are advertising, public relations, online marketing and social media.

How does this approach work in marketing?

Well you don’t start by saying “I need a brochure,” that is a tactic.

First, establish your goals, e.g., increase gross sales 20% each year and by 10% next quarter.

Next, determine your strategy, such as “I will employ a direct-sales effort; my sales people will make face-to-face presentations to qualified prospects and close 20% of those efforts”. Your marketing plan includes the following critical information to support your strategy:

• An in-depth demographic description of the customer base
• The important reasons why customers will choose to purchase from this company
• The key benefit that makes us unique and differentiate us from our competitors

Finally, we utilize our tactics: “We will use telemarketing and e-mail marketing to set up initial meetings; during these meetings, we will utilize a PowerPoint presentation and provide a competitive analysis brochure as a leave-behind with all prospective clients.

Aviation Marketing Consulting's Tips for Growing Your Email Lists

Thinking about buying an email list? Wait. Before you pay anyone for a “list” of potential newsletter subscribers, you should absolutely attempt to capture these names directly. Why? Because it’s free, and it’s been my experience that purchasing an email list does not provide good value or results.

If you build it, they will come.

This doesn’t apply just to “Fields Of Dreams,” but also to building subscriber lists with names and emails that are interested in the products or services your business provides.

The most effective way obtain a good list is to build it yourself. And it all starts with good content. If you build it, they will come. Here’s how:

1. Write practical, useful content. You will never collect email addresses just because you provide a newsletter “free of charge.” You must first provide content that the reader deems worthy to click, stay, and subscribe. Providing unique and valuable information first and foremost is the most important way in growing your email list.
2. Make it easy. Add a subscription form to multiple pages of your website where it is appropriate to do so, place it in a prominent position on the page and identified clearly.
   

   Here is an example of a squeeze page. Notice the prominent sign-up form and video testimonial.

3. Ask for just the basics. Request minimal information – for most newsletters, a first name and email address will suffice. The more information you request, the less likely your web visitor will subscribe to your newsletter.
4. Provide a sample newsletter. Offer subscribers the ability to view your newsletter before they sign up. Those that like what they read will sign-up. Those that don’t would most likely unsubscribe from your email list anyway.
5. Give away an opt-in bonuses. Create an opt-in bonus in return for subscribing. An ebook or PDF report, webinar, podcast, or downloadable or web-based software are great ways to entice new subscribers, and builds credibility as well.
6. Include “Sign Up” button. Use a button or link within your newsletter providing a text link to your subscription page. If readers forward newsletters to others, or share online, the “sign-up” button or link will give others an immediate manner to opt-in.
7. Testimonials. Put testimonials on your squeeze page and/or your email sign-up forms in your website. Video is very compelling medium for testimonials. If possible testimonials should include full names, locations and/or links to establish credibility.
8. Have a Privacy Policy. Let readers know without a doubt you will never share their contact information. Have a Privacy Policy page on your web page, and provide a link to it below every opt-in form.
9. Create a squeeze page. A squeeze page is a simple page on your website designed solely to capture opt-in emails addresses. Unlike other pages on your website with content and navigation, when a person arrives at your squeeze page, they have only two options: either sign-up or leave.
10. Set Expectations. Let subscribers know what they will be receiving: useful information, discounts, offers from third parties, or some combination? How often will they receive emails: daily, weekly, monthly? If possible, let subscribers adjust their own preferences. Letting people know what to expect will increase your opt-in rate.
11. Use Social Media. Post links to published newsletters on your Facebook and Twitter pages. Mention upcoming topics for future newsletters to generate additional interest.
12. Archive past newsletters. Make it easy for subscribers to access past newsletters and provide the capability to search past newsletters by keywords and topics. A library of newsletters also builds your credibility and positions you as an authority in your particular field.
13. Network with publishers. Publishers of other newsletters and/or print articles can provide valuable links, content, and subscribers to your own publication. This is a win-win for both, and will help to build your lists faster.
14. Ask readers to share. Word of mouth is viral. If a subscriber finds your newsletter to be informative, ask them to share it with friends and colleagues. This is a great way of get new subscribers.
15. Blog consistently. Blogging creates great dialogue with potential customers, and creates nice synergy with email marketing. Be sure to include a newsletter sign-up form on your blog page.
16. Comment. Post valuable comments on related blogs. In most cases, comments are posted with a link back to your site. This is an easy way to generate new traffic and subscribers.
17. Allow reprints. Websites and publishers actively look for high-quality content. Allow them to reprint yours as long as it’s not modified. With each reprint, your audience and exposure grows leading to new subscribers, traffic and links.

It doesn't take long for a significant amount of ice to accumulate on aircraft wings creating a potentially dangerous and fatal situation

It appears that icing played a major role in the Dec. 20th. crash of a TBM 700, a single-engine turboprop, 14 minutes after taking off from Teterboro, New Jersey for Atlanta. It was reported that moderate to severe icing was in the departure area. Four members of one family were were killed, along with their dog and a business associate. The aircraft crashed onto center medium of Interstate287. Luckily, no one on the ground was hurt.

Now is the worst time of the year for icing related accidents

It appeared that the pilot, a 1200-hour, instrument rated private pilot, reported he was picking up ice at 17,000 feet and requested 20,000 feet from ATC to climb to out of it.  Unfortunately, the attempt failed and the plane began losing altitude very quickly soon after.

This accident is an fateful reminder that we are coming into the worst time of year for icing. The NTSB (National Transportation Safety Board) reports late December, January and late March are the most likely periods for icing related accidents to occur. These accidents occur at altitude during the cruise phase of flight when aircraft are flying through visible moisture at, or close to, freezing temperatures. It only take a short period of time in these conditions for significant amounts of ice to accumulate on the leading edges of an aircraft, which disrupts airflow, resulting in the lose of lift – a dangerous scenario, especially in instrument conditions.

View this video of Kevin Hawley, head of business development for
CAV Ice Protection, as he discusses icing in greater depth and explains some of the systems available to combat icing in aircraft.

Below is the preliminary accident report from the NTSB involving this accident.

And remember ice is not only dangerous for aircraft. Be careful while driving and walking during these winter months.

NTSB Identification: ERA12FA115
14 CFR Part 91: General Aviation
Accident occurred Tuesday, December 20, 2011 in Morristown, NJ
Aircraft: SOCATA TBM 700, registration: N731CA
Injuries: 5 Fatal.
This is preliminary information, subject to change, and may contain errors.

On December 20, 2011, about 1005 eastern standard time, a Socata TBM 700, N731CA, collided with terrain following an in-flight loss of aircraft control near Morristown, New Jersey. The airplane was registered to Cool Stream LLC and was operated by the pilot. Visual meteorological conditions prevailed and an instrument flight rules flight plan was filed for the flight from Teterboro, New Jersey (TEB) to Atlanta, Georgia (PDK). The personal flight was conducted under the provisions of 14 Code of Federal Regulations Part 91. The airplane sustained substantial damage. The certificated private pilot and four passengers were fatally injured. The flight originated from TEB at 0950.

A preliminary review of recorded radar and voice communications revealed that the pilot was in communication with the Federal Aviation Administration, New York Air Route Traffic Control Center (ARTCC). While flying at 17,000 feet mean sea level (MSL) the pilot reported that he was in icing conditions. The pilot requested a climb, and the flight was subsequently cleared to flight level (FL) 200. The aircraft reached a maximum altitude of 17,900 feet and then began to descend. Radar and radio contact with N731CA was lost about 1005.

The airplane impacted a wooded median on Interstate Highway 287, about 1 mile south of Morristown. Several sections of the airplane, including the propeller assembly, came to rest in a wooded area on the east side of the northbound lanes. A post-crash fire was evident in the highway median, where the fuselage came to rest. The outboard section of the right wing and several sections of the empennage were found about 0.25 miles southwest of the fuselage, in a residential area.

The pilot held a private pilot certificate with ratings for airplane single-engine land and instrument airplane. He reported a total flight experience of 1,400 hours on his latest second-class medical certificate application, dated July 14, 2011.

The airplane was manufactured in 2005 and equipped with a Pratt and Whitney Canada PT6A-64 turbo-prop engine. The most recent annual inspection was performed on July 27, 2011. At that time, the airplane had accumulated approximately 702.0 total flight hours. The last logbook entry was recorded on November 18, 2011, at an aircraft total time of 724.6 hours.

The wreckage was recovered to a storage facility, where a detailed examination will be performed NTSB.

For many of us, the cell phone has become an indispensable tool to conduct business, communicate, find information and entertain ourselves.

The year is wrapping up fast, and next year’s marketing trends are quickly taking shape. Some were much-hyped in 2011, but struggled to find their footing as cautious businesses dipped a toe into these new streams. Others, like social media and video, have been building momentum for a while.

For many of us – having cell phones permanently glued to our ears – it’s no surprise the most important trends will incorporate mobile devices. Expect them all to play a larger role in 2012, finding their place alongside more traditional marketing channels.

1. Social Media.

Social Media is no longer a teen scene. Practically all businesses are now engaged in social media in one form or another and have specific line items in their marketing budgets for this activity. This continues another trend that places less and less emphasis on traditional marketing tools, such as advertising and PR, in a company’s marketing mix. For businesses to take advantage of this trend, they should develop a well-thought-out strategy for the role social media should play in their 2012 marketing program.

2. Mobile Marketing

With the proliferation of smartphones, everyone basically carries a computer in their pocket, and both business owners and customers are spending more time online via their mobile devices, iPads and tablets. The Facebook Generation in particular is very comfortable making their purchasing decisions on the go with a quick tap to the screen. Delivering content to consumers in real time based on their location is seen as the next big wave in marketing. Imagine walking past a Starbucks and receiving a text alert with a special offer for a caramel latte.

3. Geo-Targeting and Location-Based Marketing

This trend is a great opportunity for local retail businesses to compete with their larger competitors. A growing number of local web portals, such as Yelp and Patch, make it easy for consumers to find deals and reviews right in their neighborhoods. Groupon uses email marketing to provide personalized offers targeting specific locales and demographic profiles. Creating targeted, local marketing campaigns can become a great tool for smaller retailers to cost-effectively reach their geographic markets next year.

4. Video Moves Downstream

With the abundance of low-cost, HD video cameras, smartphones and simple editing programs, anybody can produce semi-professional-looking video. No longer is video marketing just for large firms with big budgets; this effective marketing tool is now within reach of every business, allowing them to utilize compelling visual storytelling to promote their products and services.

5. Monitoring Online Business Reputations

With social media use growing exponentially and review websites like Angie’s List becoming ever more popular, it’s easy for consumers to voice their praises and complaints about products, services and businesses they interact with. Applications like HootSuite will make the process of tracking, managing and responding to online reputation issues easier. In 2012, more and more businesses will actively monitor their online reputations and have a strategy in place to deal with negative stories, posts and opinions.