Avionics News April 2018 - 58
THE
series
MARKETER'S
TIP SHEET
B Y
P A T R I C I A
L U E B K E
When the
show is over
Y
ou put so much time and effort into making sure
your presence at an industry trade show is perfect,
especially in advance of the show and each day of
it. Every detail is in place. Every contingency is planned.
When the show ends, however, your work doesn't end.
Reap all the rewards of your company's presence and your
marketing investment by tending to the final details in your
post-show effort.
Do a private post-mortem.
Managing a company's trade show activities is among
the most thankless of jobs. That's because you can do
1,000 things right, one thing wrong, and your co-workers
keep bringing up the one glitch. It could be, too, that you
dodged a bullet with something that could have gone
terribly wrong. You don't have to make a public report, but
be honest with yourself and think about what went right
and what didn't.
Remember, it's not over until it's over.
Work the show until the end. Everyone seems to dislike
the last day of any trade show, but it's a good day to sell
and network since the show has quieted down. As the
clock ticks off on the last day, exhibitors get more and
more anxious to call it a day, but it's important for your
company's image to not pack up early and watch the clock.
You've paid rent for that booth - make the most of it.
I sometimes think certain companies should add starting
blocks to their booth on the afternoon of the last day when
it's clear they are ready to sprint home. The brochure rack
is empty and collateral is packed; TV screens have been
disconnected and everyone wants to go home. Too bad.
Accept your fate and train the staff to work the show until
the official end.
58
avionics news
*
april
2018
Don't rely on your memory.
On the last day of the show, the details of your presence
there are vivid in your mind. But your memory will fade.
That's why you need to record (or even photograph)
what configuration you set your booth, the number of
giveaways, the number of pieces of collateral that were
distributed, and any other number that you will be happy to
have in writing when show planning starts again.
Take an inventory of your collateral material.
Shows can swallow up huge quantities of brochures,
business cards, price sheets and other printed material. The
next show is going to pop up sooner than it seems, and
now is the time to reprint and restock so you are prepared
Table of Contents for the Digital Edition of Avionics News April 2018
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Avionics News April 2018 - Intro
Avionics News April 2018 - Cover1
Avionics News April 2018 - Cover2
Avionics News April 2018 - No label
Avionics News April 2018 - 2
Avionics News April 2018 - 3
Avionics News April 2018 - 4
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Avionics News April 2018 - Cover3
Avionics News April 2018 - Cover4
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