Defense Advertisements; How Best to Market the JF-17?

[FuturePAF]

With the JF-17 Block III around the corner, and the Block I and II JF-17 being "Battle Proven", Pakistan needs to drop the Low-Cost Mantra, because 1. at 30+ Million these jets are no longer "Low-Cost" and 2. We can't market them with all the bells and whistles and not have the customer think he's being cheated because the JF-17 was suppose to be "Low-Cost", while they are perfectly fine paying premium prices for Flankers and Gripens.

What Should the new slogan be; especially as we move to promoting the new baseline model; The Block III?

What would be the best Marketing Campaign?

We have DCS to create easy 3D videos in quick order, so that element should be simple.

Here are some Historical Defense marketing:
https://www.instagram.com/m.a.d.men/

The Deka Ironworks video was decent to show off the capabilities of the JF-17

Maybe we need a story line / scenario the way the Swedes market the Gripen to show a "real world application" in a customer's context.

Considering Nigeria only bought 3, we may try to market the Block III to them. We may want to customize the marketing to an interesting soundtrack that may play well in Nigeria and the region. Something like the following: (Song starts at 2:54)

Perhaps a Story of an Nigerian Pilot enforcing An African Union led peace agreement, using sonic booms to show rebels that they are there are ready.

This is the current state of music video for the Nigerian Air force

Documentary on Nigerian Air force

 

[Old School]

Usually, defense magazine reviews and attending maximum number of airshows are the way to go. The more news articles are written by various syndicates, the better. Shooting down something now and then will also create news. The best advertisement is not appearing as advertisements but as news.

 

[khansaheeb]

Best advertisement is shoot down a few Rafales.

 

[TNT]

But with the given capabilities of block III at that price, it still is cheap.

 

[FuturePAF]

But with the given capabilities of block III at that price, it still is cheap.

Relatively cheaper than the Gripen, but that saying our product is “cheap” gives the impression the product is of lower quality.

 

[TNT]

Relatively cheaper than the Gripen, but that saying our product is “cheap” gives the impression the product is of lower quality.

Not necessarily, any country buying a fighter jet, thoroughly evaluates the quality. Yes it is not same as those top of line jets but gives "similar" capabilities at half price. The term "similar capabilities with half price" is good enough for many many countries. The same concept led us to buy F7s, it is also why Myanmar is buying JF17. We can also advertise it by comparing it to tejas, an over priced piece of junk. Actually there is no fighter available in market with those capabilities at that price.

 

[FuturePAF]

Not necessarily, any country buying a fighter jet, thoroughly evaluates the quality. Yes it is not same as those top of line jets but gives "similar" capabilities at half price. The term "similar capabilities with half price" is good enough for many many countries. The same concept led us to buy F7s, it is also why Myanmar is buying JF17. We can also advertise it by comparing it to tejas, an over priced piece of junk. Actually there is no fighter available in market with those capabilities at that price.

How would you say all that in a slogan; "Similar Capabilities, Half the Price"? perhaps a play on the fact that Thunder is a loud sound; so "Thunder, The Sound of Liberation" (because the "Sound of Freedom" is overly used by the US) or some other synonym of Freedom. or "Thunder, On Target for Peace" or "Thunder, Deliverance" or "Thunder, The Peacekeeper" (This last two may be best, customers can project a lot onto the title "Peacekeeper" or Deliverance (as in Liberator))

 

[TNT]

How would you say all that in a slogan; "Similar Capabilities, Half the Price"? perhaps a play on the fact that Thunder is a loud sound; so "Thunder, The Sound of Liberation" (because the "Sound of Freedom" is overly used by the US) or some other synonym of Freedom. or "Thunder, On Target for Peace" or "Thunder, Deliverance" or "Thunder, The Peacekeeper" (This last two may be best, customers can project a lot onto the title "Peacekeeper" or Deliverance (as in Liberator))

I love Thunder, The Peacekeeper.

 

[Foxtrot Delta]

Cause warS between countries and sell both sides the weapons. Best atrategy . Works great for usa and russia

 

[FuturePAF]

Cause warS between countries and sell both sides the weapons. Best atrategy . Works great for usa and russia

Short term gain for long term pain. We need good relations with the world, we are not like those countries to be causing that kind of trouble and not expecting blow-back. The blow back will be detrimental to our civilian commercial businesses. Hence the slogan "Thunder, The Peacekeeper" implies customized and minimum credible defense.

 

[Old School]

Never advertise as 'cheap' which implies low quality. Always say 'affordable' and 'bang for the bucks'.

 

[FuturePAF]

Never advertise as 'cheap' which implies low quality. Always say 'affordable' and 'bang for the bucks'.

Bang for the buck sounds better than affordable; Or “the most customizable” Fighter, which is also true.

 

[Old School]

Bang for the buck sounds better than affordable; Or “the most customizable” Fighter, which is also true.

Affordability is also important because most potential buyers have budget constraints. NATO and major allies of US are not the potential buyers.

 

[Thorough Pro]

To push the rafales sales the French went in Libya to bomb unarmed civilians.
Allah sent us 9 clueless Indian SU30's and Mirages and we let them go despite locking them with our Thunders.
No amount of promotional videos, pamphlets, airshows, air displays or any other shit would equal one downed SU30 or Mirage 2000 with an SD10.

All the crap talk of escalation, you slap an opponent once, they might respond back, you pound them to pulp with 11 headshots, they will not think of crossing your path for a very long time, besides they did think of missile attacks even with two losses, so what?

They got gobsmacked for the first misadventure, they would think we will sit back for the second one? make them believe you are fucking crazy, they won't mess with you.

With the JF-17 Block III around the corner, and the Block I and II JF-17 being "Battle Proven", Pakistan needs to drop the Low-Cost Mantra, because 1. at 30+ Million these jets are no longer "Low-Cost" and 2. We can't market them with all the bells and whistles and not have the customer think he's being cheated because the JF-17 was suppose to be "Low-Cost", while they are perfectly fine paying premium prices for Flankers and Gripens.

What Should the new slogan be; especially as we move to promoting the new baseline model; The Block III?

What would be the best Marketing Campaign?

We have DCS to create easy 3D videos in quick order, so that element should be simple.

Here are some Historical Defense marketing:
https://www.instagram.com/m.a.d.men/

The Deka Ironworks video was decent to show off the capabilities of the JF-17

Considering Nigeria only bought 3, we may try to market the Block III to them. We may want to customize the marketing to an interesting soundtrack that may play well in Nigeria and the region. Something like the following: (Song starts at 2:54)

Perhaps a Story of an Nigerian Pilot enforcing An African Union led peace agreement, using sonic booms to show rebels that they are there are ready.

This is the current state of music video for the Nigerian Air force

Documentary on Nigerian Air force

 

[FuturePAF]

Affordability is also important because most potential buyers have budget constraints. NATO and major allies of US are not the potential buyers.

Affordability implies something negative about the customer, that they are Poor. The Gripen, which is the most affordable Western Fighter, doesn't come out an say Affordable directly, but more like "lower life cycle costs", "low flight hour costs" and "resource efficient". We should use words like Competent. Competent Light Fighter.

If we want to be bold with JF-17 we can call it a Competent "Knife-Fight" Dogfighter; Battle Tested - Export Ready, Fully Operational,

The Mig-29 use to be called that in the late cold war and early post cold war era ; Competent "Knife-Fight" Dogfighter). https://nationalinterest.org/blog/b...r-could-be-your-very-own-super-fighter-107466

To push the rafales sales the French went in Libya to bomb unarmed civilians.
Allah sent us 9 clueless Indian SU30's and Mirages and we let them go despite locking them with our Thunders.
No amount of promotional videos, pamphlets, airshows, air displays or any other shit would equal one downed SU30 or Mirage 2000 with an SD10.

All the crap talk of escalation, you slap an opponent once, they might respond back, you pound them to pulp with 11 headshots, they will not think of crossing your path for a very long time, besides they did think of missile attacks even with two losses, so what?

They got gobsmacked for the first misadventure, they would think we will sit back for the second one? make them believe you are fucking crazy, they won't mess with you.

You're right, Real results speak louder then words ever could. Having said that, PAC will have to market based on the situation the "higher ups" left them in.