Avionics News April 2018 - 59

and can avoid those budget-busting
rush charges from your printer. With
enough time, you could even get
quotes from several printers and save
more money in your budget.
Savvy marketers keep one copy of
each piece of collateral to record any
changes as they occur. Price changes,
area code changes, new salesperson
- record it all on one copy so when
you go to reprint, you'll have all your
updates handy in one place.

Follow up with any media contacts.

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.

If your company activities attracted
the attention of the media, make
sure you follow up immediately.
Electronic media need your news and their questions
answered, while most print magazines have post-show
coverage for the bigger events, and you want to be part of
it. Pick up the phone and make that call. If an editor has
interest, they will appreciate your proactive approach and
you may get positive coverage that you would not have
otherwise garnered. If you happened to meet a member of
the media in person for the first time during the show, drop
a quick courtesy "nice to meet you" email, opening the
door to building a relationship.

Make sure you pay all your show
invoices in a timely way.
You'll be dealing with vendors that are unfamiliar to
you - catering, for example. It can get confusing as to
whether an invoice was paid on-site with a credit card or
were invoiced. Of course, you'll want these paid invoices as
part of your budgeting process, and the last thing you want
is a big bill showing up six months after the show that you
thought was already paid.

Update your website.
Most corporate sites have "Come see us at our booth"
information. The fact that you'll be at such-and-such booth

at such-and-such show should be
deleted on your first day back.
Having outdated information on
your website reflects badly on your
brand and makes people wonder
how efficient your company can
be with weeks- or months-old
information still posted.

Submit your own expenses while
you remember what they are and
what those receipts stuffed in
your pocket are for.

The accounting department staff
member who handled expense
accounts at a company I worked for
told me that the weirdest expense
reports she gets are from trade shows - including someone
who stapled a report with no receipt to a cardboard carton
in which a new lamp came. Trade shows produce odd
expenses - more tips than usual, large groups for dinner,
and odd purchases (extension cords, lightbulbs), so it's a
good idea to get that report in on time in case you must
justify a certain item.

Start planning for next year's show.
This is probably the last thing you want to do, but do
a quick check of action dates such as reserving a booth,
making hotel reservations or when deposits are due.
You often can get an early-bird special for completing
arrangements, and it's a good way to painlessly save some
money. Trade shows typically publish the dates and location
of a show years in advance, so you can go ahead and add
next year's show to your website.
Trade shows can be exhausting - physically and
mentally. While you've been at the show, your inbox has
been filling up with work you've neglected. Prior to diving
into new business, finish off the old business. Do all your
follow ups from a show and then pat yourself on the back
for a job well done. q

avionics news

*

april

2018

59



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
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Avionics News April 2018 - Cover3
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