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!