Avionics News February 2017 - 53
booth, all fresh-faced and ready, only to smile and nod
politely as show-goers stroll by. Dozens of people who
are potential customers may be missed if you aren't
more proactive. One solution is the 10-foot rule. This
means that you have a prepared question, an opening
line, to anyone who comes within 10 feet of your booth.
This question has to be one which engages passersby. One successful (although unintentional use) of the
10-foot rule was in a booth of an industry publication.
The person working the booth held a copy of the
magazine in her hand and simply asked, "Have you
ever read our magazine?" If the person answered no,
it was an invitation to talk about the magazine and the
organization. If the person said yes, it was an invitation
to ask for feedback. Either way, the casual person
walking by was drawn into the booth.
A word about signage. One of the most profound
notions I ever read about trade show marketing is that
the company name doesn't have to be the largest sign
at the booth. Of course, if your company is a household
name, it makes sense to have that apparent. But if you're
a small company with a name that doesn't necessarily
explain what the company does or make, consider the
nature of your products as the largest sign. Instead of a
big sign that reads "Aviotronics USA Inc.," your biggest
sign might say "ADS-B solutions for piston aircraft."
Recurrent training is a good thing. No doubt your
company may be filled with industry veterans who have
worked dozens of shows. But even these old hands could
use some guidance. They may be able to do product
demos in their sleep, but how about the marketing
messaging for a particular show? You want everyone to
know the booth schedule. But more than that, you want
everyone on the same page, stressing the same message
to all visitors. Whether it's pushing rebates, a product
update or a competitive feature, make sure all people
working your booth know the company line.
You deserve a break today. If it's a two- or three-day
show, most folks can remain cheerful and informative to
all booth visitors. Longer shows are tougher. If you're
working a booth at EAA AirVenture or Sun 'n Fun that
last a week, you'd have to be superhuman to stay perky
and fresh for the duration of the show. That's why many
companies break up booth duty at longer shows - either
Continued on following page
avionics news
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february
2017
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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
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Avionics News February 2017 - 48
Avionics News February 2017 - 49
Avionics News February 2017 - 50
Avionics News February 2017 - 51
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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
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Avionics News February 2017 - 72
Avionics News February 2017 - Cover3
Avionics News February 2017 - Cover4
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