Avionics News February 2017 - 54

THE MARKETER'S TIP SHEET
Continued from page 53

by having two groups of booth workers (one for the
first half of the show and one for the second half) or
by assigning different groups for the morning and the
afternoon. That's easy to do at big companies, but not
so much with smaller ones. Even if you're working
a booth with one other person, make sure you take
periodic breaks during the day whenever possible.
Nobody likes a martyr.
Be prepared to meet the press. The aviation media
may use a convention press room as their home base,
but they don't stay there. The media walk the aisles of
a show, just like any other attendee. In this case, they
are looking to get up to date on new developments,
spot new products and enlarge their network of
industry contacts. That means a member of the media
just may stop by your booth. Here's the easy part:

Have a stack of press kits at the booth as well as in
the press room for distribution. The harder part is
to facilitate the contact between the media person
and the appropriate staff member at your company.
"Pete should be back by 2 p.m." is not an effective
way to handle this. Call Pete. Find Pete. Make sure a
connection with the media is made.
Give the new kid on the block a break. Attending
a trade show and working a booth is second nature
to most of your staff. But for a younger employee, or
a new employee, a particular show could be all new.
Review with your newcomer what is expected in terms
of dress, demeanor and expenses. For example, I once
worked with a new fellow who left his convention
nametag in his hotel room by mistake and thought
he could just tell the guard at the door that he forgot
to bring the credential. Another young man believed
that since his hotel room charges were on a master
company bill, his shopping at the hotel boutiques would

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54

avionics news

*

february

2017

safran-electronics-defense.com
: @SafranElecDef



http://www.safran-electronics-defense.com

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

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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
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Avionics News February 2017 - 11
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Avionics News February 2017 - 14
Avionics News February 2017 - 15
Avionics News February 2017 - 16
Avionics News February 2017 - 17
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Avionics News February 2017 - 28
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Avionics News February 2017 - 30
Avionics News February 2017 - 31
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Avionics News February 2017 - Cover3
Avionics News February 2017 - Cover4
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