Avionics News February 2016 - 4
Your marketing begins before the show, and extends beyond
o you know how to make the most of your news
one sees it the same way, especially those in the media.
announcements, particularly before, during and
AVweb's Paul Bertorelli penned an excellent article that
after an industry trade show?
was published just a few days ahead of EAA AirVenture
This question will be the focal point of discussion during in July 2014. Bertorelli offered the following observation
one of the many professional development opportunities
and advice. "Unfortunately, with everyone vying for reader
available at the 59th annual AEA International Convention
eyeballs on the first day of the show, with some simultane& Trade Show in Orlando in April. If you are a
ous announcements, some of this news will get
marketing or communications official with your
coverage, some will get late coverage and some
company, you will want to attend this session.
will get none at all. So the on-site press conferAs the calendar turns to February, one pertience is like shouting down the proverbial hollow
nent question industry professionals might ask
pipe. Well, with one difference: at least the pipe
today is, what should I do before the show that
echoes back. But there is a better way ... If your
will pique the interest of the aviation media, and
press announcement doesn't get seen until the
ultimately my dealer network and end users?
third day because of the high ambient noise, you
After all, more than 130 companies plan to
can see the problem. The vast majority of buyers
exhibit during the AEA Convention, and many
find out about things online, via news feeds, but
of them have some sort of "news" to announce.
more likely through search engines. The sooner
For some, this will include a big announcement and partici- it's in search, the better."
pation in the AEA New Product Introductions session. For
Bertorelli did not leave his readers hanging and conothers, the news may simply be the appointment of a new
cluded by offering a solution.
sales director. Either way, it's easy to get lost in the noise.
"If you're a savvy marketing person with little time or
How can you position your company to stand out from all
budget to do anything but a press conference only a handful
will attend, do yourself - and us - a favor by contacting us
Generally speaking, most companies in business crave
well ahead of the show. That way, we can prepare a more
positive publicity, particularly featured coverage from the
in-depth report, possibly including video, that will tell the
traditional media outlets. The general aviation industry is no
story better and get it out there sooner. Readers headed for
different. Marketing and communications professionals often
the show will know about whatever you have to introduce
are directed by company executives to plan and execute a
and you'll get them where you want them: in your booth."
public announcement. And of course, their news is the most
important thing in their lives at the moment. But not everyContinued on page 67