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Trade Show Success
PRESENTED BY:
ABCI - Paula Williams, John Williams, Mark Leeper
Schedulers & Dispatchers Conference | San Antonio, TX | January 22 – 25, 2013
January 22 | 5:00 to 5:50 p.m.
Aviation Trade Shows
Preparing for the Event
Have a “Call to Action”
Invite your visitor to participate in something!
What do you want him or her to do, know, and feel when he
leaves your booth?
What’s Your “Call to Action?”
Call to Action! Examples
• Enter our contest to win a ______________
• Visit Us for a Free Gift!
• Join us for a ten-minute seminar on ________ every even hour!
• Come try the new _____________
• Talk to a ___________ expert about _________.
• Get a Free 15-minute Consultation! (At the show or after)
Sales Process
Warm Prospect
Get permission to contact them later
Get them involved
with your product
Attract the right
people
Networking In & Out of the “Booth”
• Make sure booth is attended during “active hours”
• Think outside the “box!”
• Visit complementary or related vendors’ booths
• Visit prospective customers’ booths
• Engage in public speaking opportunities
• Send Press Releases
• Attend lunches, dinners, networking events
Booth Design/Execution Checklist
We know your booth is already set up, but there are still things you
can do to improve the presentation!
• Can you see what the product or service is?
• Does it invite people to interact?
• Will you remember it after the show?
Booth Display
Booth Display– Moore & Giles
Booth Display – Floor Coatings
Booth Display – VJS Lincoln
Booth Display– White Towel Services
Booth Critique – AD Aerospace
Aviation Information Services
Booth Critique – Duncan Aviation
PowerVamp
Involving Visitors
Booth Talent
The Purpose of a Trade Show
Is To Set Up a Later Contact!
– Offer to send a Special Report
– Offer to send an Information Packet
– Offer to provide a Consultation
– Set an appointment to discuss an issue or answer a
question
Public Speaking
• Have literature available about your product or service.
• Have someone take a video
• Write a press release
Press Opportunities
• Get to know reporters beforehand.
• Do something newsworthy.
• Schedule press conferences.
• Prepare press kits.
Networking
• Stick around where other conventioneers are “hanging out.”
• Use social media to connect with other people attending. (Use
Facebook Events, LinkedIn Updates, and Twitter Hash Tags)
• Attend parties, “tweetups,” lunches & dinners
• Wear your badge, logo, corporate pin or some kind of ID
EVERYWHERE!
Facebook Events
Twitter Hashtags
Tchotchkies – Worth it or Not?
Tied to Your Marketing Message
• “Don’t gamble with Random Acts of Marketing!”
Unusual and Memorable!
After the Show
• Send a personalized postcard immediately.
• Research and connect with people on LinkedIn.
30 Days After
• Phone Calls
• Information Packages
– Personalized letter
– Audio or video on CD or DVD
– Brochures & product sheets
– Books
– Articles
90 Days After
• Printed or emailed newsletter
• Reconnect on social media
Your Objective
• Have a “Call to Action!”
• Be Memorable!
• Have a Reason to Make Contact Later!
• Create Friendships/Relationships!
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