Jet Parts Engineering
A 95% Brand Lift With Precision-Targeted Aerospace Marketing
The Challenge
Standing out in a consolidating aerospace market. JPE needed to raise visibility and position itself as a credible, cost-effective OEM alternative, fast.
The Solution
Targeted aerospace campaign fueled by research and event geotargeting. Messaging aligned to buyers, procurement leads, and engineers at key airlines and manufacturers.
The Results
A campaign that made JPE impossible to ignore, boosting awareness, recognition, and engagement across the industry.Lucent stood out in a saturated market — gaining visibility, engagement, and meaningful return on ad spend.
95%+
Relative brand awareness lift
19%+
Absolute brand lift
144K+
Clicks from aerospace decision-makers
The Challenge
Building Visibility in a Consolidating Market
Jet Parts Engineering (JPE) is a trusted leader in PMA parts and repairs — FAA-approved parts that offer airlines and manufacturers a high-quality, cost-effective alternative to original equipment manufacturer (OEM) parts. Think of it like buying generic medicine instead of a name brand: just as or even more reliable, rigorously tested, and much easier on the budget.
But in the world of aerospace, the market can be as challenging as in the engineering one. JPE’s #1 competitor, already the dominant force in the industry, had just acquired another major player — JPE’s former rival for the #2 spot. This consolidation left JPE as the new #2 in the market, suddenly facing a massive competitor that cast an even larger shadow.
As JPE’s CEO, Anu Goel, put it:
“I want more people to know who we are and what we do.”
The challenge wasn’t just about visibility; it was about positioning JPE as a strong, viable alternative to the market behemoth.
And to do that, they needed to connect with a very specific audience: procurement managers, buyers, and engineers at airlines like Delta, American Airlines, and Southwest, as well as manufacturers like Boeing, Lockheed Martin, and Embraer.
This wasn’t a task for just any campaign. It required a highly targeted aerospace marketing strategy that would deliver meaningful results.
The Solution
Strategy to Support an Execution That Delivers
Our work with JPE began with a Brand Catalyst strategy — a foundational process designed to deeply understand JPE’s market, audience, and unique position:
- In-Depth Discovery: We worked closely with JPE’s internal team to understand their goals, challenges, and opportunities, including the impact of their competitor’s acquisition.
- Customer Insights: Through interviews with buyers, procurement teams, and engineers, we uncovered valuable insights into how JPE was perceived — and how they could strengthen their brand.
- Actionable Messaging: Based on our research, we developed a messaging strategy to position JPE as a trusted, high-quality alternative to OEM parts, emphasizing their reliability, cost-effectiveness, and technical expertise.
With the strategy in place, we launched a precision-targeted aerospace marketing campaign designed to reach JPE’s niche audience and drive results:
- Precision Audience Targeting: We focused on decision-makers — procurement managers, buyers, and engineers — at top airlines and manufacturers.
- Event Geotargeting: Ads were strategically shown to attendees at key aerospace conferences and events, ensuring JPE’s message reached decision-makers during high-engagement moments.
- Cross-Platform Campaign Execution: Campaigns ran across programmatic platforms, LinkedIn, and paid search, ensuring JPE’s message appeared where their audience was most active.
- Real-Time Optimization: We continuously refined ad placements, messaging, and budget allocation to maximize impact and efficiency.
The Results
A 95%+ Lift in Awareness That Delivered Real Impact
The campaign delivered transformative results for JPE:
- 95%+ relative lift in the audience targeted for our ads.
- Significant improvement in brand recognition, making JPE a more visible and competitive player in the market.
- 19%+ absolute brand lift showing increased awareness among aerospace decision-makers.
The campaign also drove:
- 14.2 million total impressions, amplifying JPE’s visibility across their audience.
- 144,000+ clicks, reflecting strong engagement from highly targeted decision-makers.
- 49,000+ engaged users, proving meaningful interactions with JPE’s messaging.
But the real success wasn’t just in the numbers — it was in the shift that JPE’s sales team began to notice. Conversations with buyers and procurement managers transformed. Instead of hearing “Who are you?” they started hearing: “We’ve been hearing a lot about you.”
The Work
Why It Worked
Precision and Partnership in Aerospace Marketing
JPE’s success wasn’t just about running ads; it was about reaching the right people with the right message. Aerospace marketing is unique. Procurement managers and engineers aren’t casually scrolling ads — they demand relevant, targeted content.
- Targeting the Right Audience: We focused on buyers, procurement teams, and engineers at airlines and manufacturers, ensuring every dollar spent reached the people who mattered most.
- Leveraging Event Geotargeting: By targeting attendees at key industry conferences, we amplified JPE’s visibility during moments when decision-makers were actively engaged.
- Real-Time Execution: We didn’t just set it and forget it — continuous optimization ensured that JPE’s message stayed impactful throughout the campaign.
This combination of deep research, targeted messaging, and strategic execution helped JPE raise awareness and make an impact, even in the face of a dominant competitor.
The Big Picture
Competing Like a Market Leader
JPE set out to be better known, and with Echo-Factory’s help, they achieved a 95%+ relative lift in awareness — a milestone that reinforced their position as a strong competitor in aerospace.
By aligning our strategy with JPE’s goals and leveraging precise aerospace marketing tactics, we didn’t just make JPE visible — we made them memorable.
What's Your Marketing Challenge?
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