Avionics News July 2017 - 58
P A T R I C I A
his month, we pause from providing how-to advice
on the nitty-gritty of marketing and the finer points
of promoting your company to review our own
history - not of aviation, but of marketing. Just as we
look back at the advances in understanding aerodynamics
and electronics and take much of this current knowledge
for granted, the same holds true for marketing. Someone
had to be the first to write a news release, plan a trade
show or understand the power of branding. And someone,
somewhere had to be the visionary who established our
current marketing practices.
In the spirit of reflection, here are a few items to consider
for an introductory course on marketing history. And
just like there is current debate over whether the Wright
brothers were truly the first to fly, others may argue a
different marketing history. But there's no doubt we owe
appreciation to these marketing pros who pioneered some
of the effective techniques we rely on today.
From medieval bazaars to #AEA18: As you're standing
in your booth for the fifth consecutive hour performing
your 27th product demo of the day, you may start to
wonder, "Whose idea were these trade shows, anyway?"
Trade shows date back to the ancient days of market fairs,
bazaars and farmers' markets where sellers would gather to
display and market their goods. Trade shows became more
formalized in Europe in the mid-19th century when France
L U E B K E
played host to a series of exhibitions, including the French
Industrial Exposition of 1844, to encourage improvements
in agriculture and technology.
That exhibition led to others in various European
countries, which culminated in one that many think of as
the first modern trade show. That was the Great Exhibition
of the Works of Industry of All Nations in London in 1851.
Its goal was to display the best products from countries
around the world under one roof. So popular was the Great
Exhibition that it hosted more than 6 million visitors in the
six months it was open, with an average daily attendance of
more than 42,000.
Building a brand on hamburgers: When White
Castle was founded in 1921, Americans had resistance to
hamburgers and the places that served them based on the
notion that both hamburgers and their preparation were
unsanitary and unsavory. Much of this belief was due to
Upton Sinclair's 1906 book, The Jungle, which chronicled
the poor sanitation practices of the meatpacking industry.
The founders of White Castle, Walt Anderson and Billy
Ingram, set out to change this perception from their home
base in Wichita.
They did it with small white buildings, with porcelain
and stainless steel interiors to evoke cleanliness, along
with employees with impeccable personal grooming
requirements, dressed in all-white uniforms. To allay