Avionics News August 2016 - 46

THE MARKETER'S TIP SHEET
Continued from page 45

Test, test, test! When I was ad director of an
aviation magazine, I ordered a custom Velcro dartboard
with Velcro darts as a promotional item. Instead of
numbers, this dartboard had various segments an
advertiser would want to reach (student pilots, turbine
owners, etc.), and the dart had the magazine's name
on it. The point was that you'd throw the dart, and
wherever it landed, the prospective advertiser would "hit
their target" with specific market coverage. I thought it
was clever.
But when the cartons of dartboards arrived, there was
one problem. No matter how hard you threw the dart or
how close you stood to the dartboard, the dart wouldn't
stick. You could have used a nuclear-powered dart
launcher and that dart wouldn't have stuck.

All booth traffic is not created equal.
Preparing for a trade show, you might want to buy an
inexpensive item for anyone who stops by the booth.
But then you might want to stash a supply of better
items in back of the booth for special customers. There's
something flattering about a salesman going into the
cache on your behalf and presenting you with something
that not everybody gets. Just make sure in booth training
that guidelines are provided as to who gets the good
stuff.
Stop the rush jobs. Websites of promotional
product suppliers feature a selection of logoed items
that can be created overnight - at a rush price, of
course. Don't limit yourself to a narrow selection of
products because the sales meeting is in two days and
you weren't organized enough to plan. You have a fairly
good idea at the beginning of the year for which events

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46

avionics news

*

august

2016


http://www.dacint.com

Table of Contents for the Digital Edition of Avionics News August 2016

No label
Avionics News August 2016 - Intro
Avionics News August 2016 - Cover1
Avionics News August 2016 - Cover2
Avionics News August 2016 - No label
Avionics News August 2016 - 2
Avionics News August 2016 - 3
Avionics News August 2016 - 4
Avionics News August 2016 - 5
Avionics News August 2016 - 6
Avionics News August 2016 - 7
Avionics News August 2016 - 8
Avionics News August 2016 - 9
Avionics News August 2016 - 10
Avionics News August 2016 - 11
Avionics News August 2016 - 12
Avionics News August 2016 - 13
Avionics News August 2016 - 14
Avionics News August 2016 - 15
Avionics News August 2016 - 16
Avionics News August 2016 - 17
Avionics News August 2016 - 18
Avionics News August 2016 - 19
Avionics News August 2016 - 20
Avionics News August 2016 - 21
Avionics News August 2016 - 22
Avionics News August 2016 - 23
Avionics News August 2016 - 24
Avionics News August 2016 - 25
Avionics News August 2016 - 26
Avionics News August 2016 - 27
Avionics News August 2016 - 28
Avionics News August 2016 - 29
Avionics News August 2016 - 30
Avionics News August 2016 - 31
Avionics News August 2016 - 32
Avionics News August 2016 - 33
Avionics News August 2016 - 34
Avionics News August 2016 - 35
Avionics News August 2016 - 36
Avionics News August 2016 - 37
Avionics News August 2016 - 38
Avionics News August 2016 - 39
Avionics News August 2016 - 40
Avionics News August 2016 - 41
Avionics News August 2016 - 42
Avionics News August 2016 - 43
Avionics News August 2016 - 44
Avionics News August 2016 - 45
Avionics News August 2016 - 46
Avionics News August 2016 - 47
Avionics News August 2016 - 48
Avionics News August 2016 - 49
Avionics News August 2016 - 50
Avionics News August 2016 - 51
Avionics News August 2016 - 52
Avionics News August 2016 - 53
Avionics News August 2016 - 54
Avionics News August 2016 - 55
Avionics News August 2016 - 56
Avionics News August 2016 - 57
Avionics News August 2016 - 58
Avionics News August 2016 - 59
Avionics News August 2016 - 60
Avionics News August 2016 - 64
Avionics News August 2016 - 62
Avionics News August 2016 - 63
Avionics News August 2016 - 64
Avionics News August 2016 - 65
Avionics News August 2016 - 66
Avionics News August 2016 - 67
Avionics News August 2016 - 68
Avionics News August 2016 - 69
Avionics News August 2016 - 70
Avionics News August 2016 - 71
Avionics News August 2016 - 72
Avionics News August 2016 - Cover3
Avionics News August 2016 - Cover4
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