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TRANSACT IONS ELITE AEROSPACE GROUP ACQUIRES HALO INDUSTRIES EliteAerospaceGroup announced the formal acquisition of HALO Industries , a precision machining and engineering dynamo with more than three decades of experience supporting the aerospace, defense, orbital rocket, and communication sectors, in addition to commercial aviation. The acquisition of HALO Industries bolsters EAG’s production capacity by adding nearly 20,000 square feet of additional production and engineering capacity. This facility located in Huntington Beach, California, will be the headquarters for Elite Aerospace Group’s newest division: Elite Space Services. On the acquisition, CEO Dustin Tillman stated, “HALO’s contributions to the aerospace industry have been unparalleled over their

nearly three-decade tenure. We’re absolutely thrilled to have HALO Industries and all their capabilities, experience, and expertise under the Elite Aerospace Group umbrella. The opportunity to infuse the Elite spirit with the sterling legacy of HALO Industries is sure to further enhance the value proposition of both companies. HALO was a hidden gem in the market for nearly three decades, and now it’s time to shine a spotlight on their skill sets and take the business to the next level.” Elite Space Services’ new facility houses three-, four-, and five-axis vertical and horizontal precision machining tools in addition to a team of some of the most skilled engineers in the A&D industry. The primary focus of this facility will revolve around space and communications projects for some of the biggest names in the aerospace sector.

EAG is an advanced design, engineering, manufacturing, and technology leader within the aerospace industry. Elite is comprised of talented professionals who are passionately committed to providing the highest level of customer service and quality, while delivering cost-competitive supply availability solutions. EAG was formed by senior aviation officials who, tired of their expectations not being met, set out on a campaign for change; challenging conventionality in the marketplace and driving customer-centric part supply strategies. Elite is a proud contributor to the reshoring initiatives, focused on bringing manufacturing back to the United States. EAG’s focus on its core values and commitment to excellence has made the company an attractive, competitive standout to consumers and investors alike.

WILL SCHNIER, from page 11

another company. Have you ever been to an Apple store to look at new laptops? Apple has a powerful brand and extraordinary marketing. My guess is that if you’re at the Apple store, which, as a premium brand commands a premium price, you were not considering the $600 Dell. You were considering the $1,500 MacBook or the $3,500 MacBook. Either way, you decided before you met with the sales representative in the Apple store that you were going to buy an Apple, right? Now how would that situation change if Apple didn’t really do any marketing or failed to build that premium brand? What if they just wrote sales orders (proposals in our world)? Would they still be Apple? Or would they be one face in the crowd, totally undifferentiated from other computer makers? It works the exact same way with our BIG RED Filter – our marketing and branding is so powerful, that prospective clients visit with one of our team members for the first time with the mindset that ours is the firm that they need to be working with. The point of sale effectively becomes a “meet and greet” process, because the sale has already occurred in the prospective client’s mind. Their itch had been scratched; often answers had already been provided, all before an initial face-to-face meeting. True marketing requires leadership that really understands what marketing is and what it’s intended to accomplish. More importantly – and this is the second time I’ve stated this because it’s not to be dismissed – our strategy means that marketing at BIG RED DOG is in the job description of every team member, not just the marketing department. So do you have a marketing department, or a proposal department? Which is more important? WILL SCHNIER is CEO of BIG RED DOG Engineering & Consulting. He can be reached at will.schnier@bigreddog.com. “True marketing requires leadership that really understands what marketing is and what it’s intended to accomplish.”

The marketing strategy for BIG RED DOG is incredibly easy to understand, yet requires a commitment to consistent and constant execution in order to be successful. We’re building a brand. We are not selling a specific person or project, but rather we are selling our culture, and that means that marketing is the responsibility of everybody in our firm. “Our marketing and branding is so powerful, that prospective clients visit with one of our team members for the first time with the mindset that ours is the firm that they need to be working with.” We have two desired outcomes for the results of our marketing strategy. First, we want to create raving fans of our company through our performance on behalf of our current clients, our thought and design leadership in the community, and our educational and news content creation. Everything we do to create raving fans comes together to represent our company culture, culminating in our marketing and branding efforts that the outside world sees. And second, we want to elevate the sales process beyond the skills of any one salesperson by making target clients pass through our proprietary BIG RED Filter before they reach the point of sale. In most cases the point of sale for our company is being asked for a proposal or invited to submit a request for qualifications. The two desired outcomes converge – the power of our raving fans (read: happy clients) forces prospective clients through the many screens in our BRD Filter. By the time a prospect is visiting our office for the first time, they’ve already decided to use BIG RED DOG. I’ll give you a great example of how that works for

THE ZWEIG LETTER August 7, 2017, ISSUE 1211

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