Avionics News February 2017 - 52

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

Working the
trade show booth
A

t the recent NBAA Business Aviation
expenses - go to waste if the people working the booth
Convention and Exhibition, a friend decided to
aren't doing their jobs. Here are some good tips to
stop by the booth of an airframe manufacturer.
follow.
His marketing agency launched
Dress for success. Even at a
this new airplane years ago, and he
button-down convention such as
wanted to check out what was new.
NBAA, dress codes are becoming
MARKETING YOUR
He found the booth, guided himself
more relaxed. Is a suit and tie a
COMPANY AT TRADE
through the mockup, and realized
must? Or is a jacket and tie OK?
that no one from the company was
Some companies prefer golf shirts
SHOWS TAKES A BIG
approaching him. An impeccably
with the company logo. Whatever
BITE OUT OF YOUR
dressed, distinguished man in his
you want your booth staff to wear,
MARKETING BUDGET.
mid-50s, my friend could easily
give them the details. Beyond
MAKE SURE WHOEVER IS
pass as a chief financial officer of a
outlining the dress code for your
REPRESENTING
YOU
AT
Fortune 100 company.
booth workers, be generous in the
YOUR BOOTH IS
He decided to make a game of it,
number of company shirts you
to see how long it would take for
distribute per employee. You can't
him to be greeted. He picked up a
expect your staff to work all day
brochure and paged through it. He
and then run to a laundromat at
lingered. He stalled. He window
night - or worse, wear a shirt past
shopped, and nothing happened.
its prime in regard to freshness.
The booth workers were chatting
That's not the impression you want
among themselves or hypnotized by
to make with people visiting your
their own smartphones. After five minutes or so, he left
booth. Also, if you have female staff working your
the booth.
booth, get shirts in women's sizes. A man's small is
All the marketing dollars you devote to trade show
different than a woman's small.
participation - for exhibits, booth rental and travel
Try the 10-foot rule. It's so easy to stand in your

MAXIMIZING YOUR
EXPOSURE AND
INCREASING SALES.

52

avionics news

*

february

2017



Table of Contents for the Digital Edition of Avionics News February 2017

No label
Avionics News February 2017 - Intro
Avionics News February 2017 - No label
Avionics News February 2017 - Cover2
Avionics News February 2017 - 1
Avionics News February 2017 - 2
Avionics News February 2017 - 3
Avionics News February 2017 - 4
Avionics News February 2017 - 5
Avionics News February 2017 - 6
Avionics News February 2017 - 7
Avionics News February 2017 - 8
Avionics News February 2017 - 9
Avionics News February 2017 - 10
Avionics News February 2017 - 11
Avionics News February 2017 - 12
Avionics News February 2017 - 13
Avionics News February 2017 - 14
Avionics News February 2017 - 15
Avionics News February 2017 - 16
Avionics News February 2017 - 17
Avionics News February 2017 - 18
Avionics News February 2017 - 19
Avionics News February 2017 - 20
Avionics News February 2017 - 21
Avionics News February 2017 - 22
Avionics News February 2017 - 23
Avionics News February 2017 - 24
Avionics News February 2017 - 25
Avionics News February 2017 - 26
Avionics News February 2017 - 27
Avionics News February 2017 - 28
Avionics News February 2017 - 29
Avionics News February 2017 - 30
Avionics News February 2017 - 31
Avionics News February 2017 - 32
Avionics News February 2017 - 33
Avionics News February 2017 - 34
Avionics News February 2017 - 35
Avionics News February 2017 - 36
Avionics News February 2017 - 37
Avionics News February 2017 - 38
Avionics News February 2017 - 39
Avionics News February 2017 - 40
Avionics News February 2017 - 41
Avionics News February 2017 - 42
Avionics News February 2017 - 43
Avionics News February 2017 - 44
Avionics News February 2017 - 45
Avionics News February 2017 - 46
Avionics News February 2017 - 47
Avionics News February 2017 - 48
Avionics News February 2017 - 49
Avionics News February 2017 - 50
Avionics News February 2017 - 51
Avionics News February 2017 - 52
Avionics News February 2017 - 53
Avionics News February 2017 - 54
Avionics News February 2017 - 55
Avionics News February 2017 - 56
Avionics News February 2017 - 57
Avionics News February 2017 - 58
Avionics News February 2017 - 59
Avionics News February 2017 - 60
Avionics News February 2017 - 61
Avionics News February 2017 - 62
Avionics News February 2017 - 63
Avionics News February 2017 - 64
Avionics News February 2017 - 65
Avionics News February 2017 - 66
Avionics News February 2017 - 67
Avionics News February 2017 - 68
Avionics News February 2017 - 69
Avionics News February 2017 - 70
Avionics News February 2017 - 71
Avionics News February 2017 - 72
Avionics News February 2017 - Cover3
Avionics News February 2017 - Cover4
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