Avionics News August 2018 - 29

daughter's name on it - along, of course, with the restaurant's
Worse than your head down in the phone is an empty
name and URL. Now that's smart marketing.
booth. At a recent industry trade show, a friend told me he had
The same goes for your phone number, too. I was recentbusiness with an exhibiting company and went there twice only
ly proofreading a brochure for a company about a new serto find an empty booth. There's just no excuse, even if you're
vice it was offering. "Give us a call to discuss your needs..."
the lone wolf staffing the booth. If you must leave your booth
it asked informally. There was no phone number near the
temporarily during show hours, leave a sign, even a handwritten
request, so I looked through the entire brochure. Even the
note. Or invest in one of those paper clocks that stores use to
back cover with the company logo and address failed to
show you'll be back in 10 minutes. Most customers will wait.
include a phone number. Of course, a customer could find
Consider whether it's a tradition or a rut. Have your holiyour phone number somewhere, but why make them work
day party at the same venue each year. Always distribute the
to do business with you? With people so easily distracted, it
same trade show giveaway year after year. Company shirts are
makes no sense to add another step to the sales process. You
always the same color. Is it a good tradition, or are you in a
might consider creating a checklist
marketing rut? If it's a rut, or even the
for your printed material to ensure
possibility of a rut, seize the opportuyou provide complete and accurate
nity to surprise people and do someBOOTH DUTY HAS TO
contact information.
thing different. Challenge yourself to
MEAN MORE THAN HAVING
Always include a call to action.
create something new and better. Even
When the customer finishes reading
the best traditions can get stale, so
YOUR BODY PHYSICALLY
your marketing brochure or website,
make sure you're always enhancing
IN THE BOOTH. OF
what do you want them to do? Plant
your long-standing marketing efforts.
COURSE, EVERYONE YOU
the seed for action by telling them
Be encouraging of new ideas. The
MEET IS NOT GOING TO
what to do next. It may be a phone
corporate world is full of idea-killers.
BE A CUSTOMER, BUT
call, requesting a free quote, or clickWe don't have the money. It's not in
ing "here" to see before and after
the budget. Jim (the boss) would never
NO MATTER WHAT THE
panels you've modernized. Telling a
go for this. We don't have enough
CONVERSATION, YOU
customer about your company is half
time. Sarah is on vacation that week.
ARE, AT THE VERY LEAST,
the job - continue the sale by telling
Our competition did something like
SERVING AS A POSITIVE
them what to do next.
this. We tried that once. Opportunities
BRAND AMBASSADOR FOR
Then there are trade shows. I was
are lost when ideas get immediately
once hired by a trade show magazine
shut down. A so-so idea can sometimes
YOUR COMPANY.
to walk the floor of a show (in my
lead to a great idea. It takes courage to
case, it was the National Business
leave the well-worn, comfortable marAviation Association) to take photos
keting path, but staying on that path
of do's and don'ts of trade show marketing. I've been on
just may be a lost opportunity.
both sides of the booth when it comes to exhibiting at a show
Articulate the obvious. That expression was taught to me by
- as an exhibitor and as an attendee. That said, I know how
a friend who is a corporate counsel, and it's a good motto for
much work is involved - not to mention the costs - to set up
marketers, as well. I broke that rule recently with a somewhat
your multiday storefront on the show floor.
humorous result. I do some work for the online journal Air
Don't bother me. I'm studying my phone. I guarantee you
Facts and, once a story is accepted, I contact the author to ask
could walk any trade show in any industry and find the lone
for a "100-word bio and an aviation-themed photo of yourself
individual sitting in his booth, with his head down, reading
to accompany the article." One day, maybe I was in a hurry, but
his phone as dozens of show-goers stroll by. All this after his
I asked for the bio along with "an aviation-themed photo." Yes,
company has planned and budgeted and paid hotel, drayage,
I omitted the words "of yourself."
electricity and booth storage. Talk about lost opportunities.
When I opened the email from the author, there was his bio
I've done my time in trade show booths, so I understand it
with an image attached. It was a photo of a King Air. What?
can be dull and tiring, but I always thought the time went
I squinted thinking maybe the author was waving from the
faster when I was interacting (cheerfully) with people.
cockpit or something. Then I realized he sent me exactly what
Booth duty has to mean more than having your body
I requested. A photo of a King Air is surely an aviation-themed
physically in the booth. Of course, everyone you meet is not
photo. I had time enough to ask again, but if this were a tight
going to be a customer, but no matter what the conversation,
deadline, it would have been a problem and a lost opportunity.
you are, at the very least, serving as a positive brand ambasYes, the devil can always be found in the details, so be sure to
sador for your company.
articulate the obvious. q
avionics news

august

2018

Table of Contents for the Digital Edition of Avionics News August 2018