Avionics News October 2019 - 74

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

Beyond
Booth Training

Teaching a newbie the ropes about trade shows

F

or many young staff members, the trade show they
what your newbie's schedule will be. He or she may have
are about to attend is their first. Unlike most industry
booth duty at certain hours. What do you want them to do
professionals who can count our attendance at aviathe rest of the time? Are they expected to attend your comtion trade shows in double digits, young staff members have
pany's news conference? Should they walk the floor? What
little idea what to expect or how to act at their first show.
are plans for the evening? Whether they are on their own
With the annual NBAA Business
or you expect them to join the companyAviation Convention & Exhibition
related dinners, make yourself clear.
taking place this month in Las Vegas,
Stow the phone. The guy sitting
...
IT'S
INCUMBENT
it's incumbent on you to provide your
in the booth with his nose in the phone as
ON YOU TO PROVIDE
staff with the rules of trade show
dozens of potential customers stroll by is
YOUR STAFF WITH THE
behavior, as well as explaining the
almost a cliché. You see it time and again
RULES OF TRADE SHOW
particular culture of the show. It's
at every show. In addition, most companies
BEHAVIOR,
AS
WELL
only fair to send them off well-preban eating and drinking in the booth. Spell
AS EXPLAINING THE
pared for what they are about to expeout what is proper booth behavior at your
rience, as well as to protect you from
company.
PARTICULAR CULTURE
any unfortunate incidents that will
Wear comfortable shoes.
OF THE SHOW.
reflect badly on your company.
Comfortable shoes can still be shined and
When briefing a new employee, here
appropriate shoes. It's hard to describe how
are some things to include.
much walking one does at a show. Years
Don't lose your nametag. Don't leave it on yesago, I made the mistake of wearing new shoes (because I
terday's clothes. Don't leave it back at the hotel. Impress
wanted to look "nice") to an NBAA Convention, and it wasn't
upon your newbie that replacing a nametag takes some
long before I had blisters on both feet. That was a painful leseffort. If your newbie understands that their nametag is their
son, so impress upon your newbie that shoes that are broken
ticket to the trade show, your newbie will be set for the day.
in are OK to wear.
Here's what we expect from you. Review
Go easy with the giveaways. Just because
74

avionics news

*

october

2019



Avionics News October 2019

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Avionics News October 2019 - 1
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