Avionics News April 2012 - 60

series

BuSInESS BASICS
B y g r e g l a S l o

floor plan
ive minutes. In the scrum of the AEA Exhibit Hall, that’s about all the time you have to determine if the person in your trade show booth is the real deal or a real dud. If he or she is the former, you may be about to start a long, beautifully lucrative relationship. If he or she is the latter, it will only seem long, especially if more-likely prospects tire of waiting for your time. Face it, there really is no business like “show” business. As an avionics shop owner, it’s about as far outside your element as you can get. Whether it’s a regional fly-in, air show or a bigger event, if you want to make the most out of your investment, you must play by special rules. “On a cost-per-contact basis, if you apply the trade show exhibiting opportunity to its best use, there’s nothing more

How to Get the Most from Your Trade Show Experience
effective,” said Ruth P. Stevens of eMarketing Strategy and author of Trade Show and Event Marketing: Plan, Promote, Profit. To get there, though, you have to consider what a well-planned trade show effort looks like, how you need to tune yours to this expectation and how to cash in when you get home. In other words, a lot of time goes into making those five minutes successful, and that’s how you get paid back. Why? On paper, the only thing more expensive than a full assault on a trade show is a series of individual sales calls, Stevens said. In reality, though, your return could rival anything else in your marketing tool kit provided you understand why you’re going to a show, how to pick the right show and how to craft a strategy that attracts the right customers. Traditionally, you have two reasons for attending a show: to announce a new product or service and to generate leads to find new customers. The second one is probably more important in the Internet news age; you’re tapping your marketing budget in order to draw business. Thus, trade shows are a potential windfall. Your potential prospects come to you, and you get to create face-to-face interactions that start relationships. If you schedule your time wisely, you can have plenty of those, too. “That’s the real value: it’s a series of good-quality conversations with customers and prospects,” Stevens said. At the same time, you may have some

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Avionics News April 2012

Table of Contents for the Digital Edition of Avionics News April 2012

Point of Communication
AEA Now
The View from Washington
International News and Regulatory Updates
Datalink Weather
Member Profile
Where Are They Now?
Before & After
Phoebe Fairgrave Omlie
A Conversation With...
Aircraft Electrical Wiring
Meet the AEA Staff
Member Profile
The AEA Ambassador Program
Business Basics
Pro-to-col
Industry Profile
Theory & Practice
What's New
Marketplace Classifieds
Avionics News April 2012 - Cover1
Avionics News April 2012 - Cover2
Avionics News April 2012 - 1
Avionics News April 2012 - 2
Avionics News April 2012 - 3
Avionics News April 2012 - Point of Communication
Avionics News April 2012 - 5
Avionics News April 2012 - AEA Now
Avionics News April 2012 - 7
Avionics News April 2012 - 8
Avionics News April 2012 - 9
Avionics News April 2012 - 10
Avionics News April 2012 - 11
Avionics News April 2012 - 12
Avionics News April 2012 - 13
Avionics News April 2012 - 14
Avionics News April 2012 - 15
Avionics News April 2012 - The View from Washington
Avionics News April 2012 - 17
Avionics News April 2012 - International News and Regulatory Updates
Avionics News April 2012 - 19
Avionics News April 2012 - Datalink Weather
Avionics News April 2012 - 21
Avionics News April 2012 - 22
Avionics News April 2012 - 23
Avionics News April 2012 - Member Profile
Avionics News April 2012 - 25
Avionics News April 2012 - 26
Avionics News April 2012 - 27
Avionics News April 2012 - Where Are They Now?
Avionics News April 2012 - 29
Avionics News April 2012 - 30
Avionics News April 2012 - 31
Avionics News April 2012 - 32
Avionics News April 2012 - Before & After
Avionics News April 2012 - Phoebe Fairgrave Omlie
Avionics News April 2012 - 35
Avionics News April 2012 - 36
Avionics News April 2012 - 37
Avionics News April 2012 - A Conversation With...
Avionics News April 2012 - 39
Avionics News April 2012 - Aircraft Electrical Wiring
Avionics News April 2012 - 41
Avionics News April 2012 - 42
Avionics News April 2012 - 43
Avionics News April 2012 - 44
Avionics News April 2012 - 45
Avionics News April 2012 - Meet the AEA Staff
Avionics News April 2012 - 47
Avionics News April 2012 - 48
Avionics News April 2012 - 49
Avionics News April 2012 - Member Profile
Avionics News April 2012 - 51
Avionics News April 2012 - 52
Avionics News April 2012 - 53
Avionics News April 2012 - The AEA Ambassador Program
Avionics News April 2012 - 55
Avionics News April 2012 - 56
Avionics News April 2012 - 57
Avionics News April 2012 - 58
Avionics News April 2012 - 59
Avionics News April 2012 - Business Basics
Avionics News April 2012 - 61
Avionics News April 2012 - 62
Avionics News April 2012 - 63
Avionics News April 2012 - 64
Avionics News April 2012 - 65
Avionics News April 2012 - Pro-to-col
Avionics News April 2012 - 67
Avionics News April 2012 - 68
Avionics News April 2012 - 69
Avionics News April 2012 - Industry Profile
Avionics News April 2012 - 71
Avionics News April 2012 - 72
Avionics News April 2012 - 73
Avionics News April 2012 - Theory & Practice
Avionics News April 2012 - 75
Avionics News April 2012 - 76
Avionics News April 2012 - 77
Avionics News April 2012 - 78
Avionics News April 2012 - 79
Avionics News April 2012 - What's New
Avionics News April 2012 - 81
Avionics News April 2012 - 82
Avionics News April 2012 - 83
Avionics News April 2012 - 84
Avionics News April 2012 - 85
Avionics News April 2012 - Marketplace Classifieds
Avionics News April 2012 - 87
Avionics News April 2012 - 88
Avionics News April 2012 - Cover3
Avionics News April 2012 - Cover4
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