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Marketing private jets to the ultra-wealthy is nothing like marketing anything else. Andy Tretiak, CMO of Airshare, the Kansas City private aviation company behind fractional ownership, jet cards, aircraft management and charter, explains what actually brings in buyers and what gets ignored. Highlights include: - why paid search is still his top lead source, and why Bing still sends leads - how ChatGPT and Claude are catching up to Google - why the buyer is often an executive assistant, not the CEO - why a private jet is a "boardroom in the sky", not champagne - why digital ads get ignored and events win in New York - the brand he thinks is underselling itself, and the song he picked for the CMO playlist Chapters: 00:00 Meet Andy Tretiak, CMO of Airshare 00:46 Marketing to the top 2% of travellers 01:53 Why events beat ads for reaching ultra-wealthy buyers 03:05 Pricing, productivity and the first-class comparison 04:23 Customer acquisition vs. retention 06:07 Expanding into New York 09:02 Why private aviation customers stay 13:09 Why Airshare offers every service under one roof 14:24 Paid search, Bing and organic vs. paid 15:46 ChatGPT and Claude as a new lead source 16:36 Executive assistants: the hidden buyer 17:19 Email campaigns and the long buying journey 20:27 Quick-fire questions: the biggest misconception about flying private 22:05 Where he'd put extra budget 24:03 Why New York is event-heavy and digital ads get ignored 25:52 The aviation brand that communicates best 29:05 Sonos: a brand with so much potential 30:26 The song for the CMO playlist About Smarter at Dinner: Smarter at Dinner with Noah Horner is a podcast where Noah sits down with CMOs, CEOs and tech leaders to find out how they build brands, win customers and make decisions. About Noah: Noah Horner hosts Smarter at Dinner and talks with marketing and business leaders every week. Follow Noah: LinkedIn: https://www.linkedin.com/in/noahhorner/ X: https://x.com/noahhorner_ Substack: https://substack.com/@noahhorner Instagram (the podcast): https://www.instagram.com/smarteratdinner #privatejets #marketing #cmo

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