Avionics News April 2014 - 45

Ready to grade yourself?
You're an F student if: You think trade shows are a
waste of time and money. "I know who my customers
are," you boast, "and I'm not going to spend time and
money confined in a booth when I could be out seeing
them."
You're a D Student if: You recognize there are
some things that the industry expects, but you've made
exhibiting at a show to be easy as pie. You send your
regional sales representative with the pop-up display.
He or she sits and sometimes reads a book or diddles
with the cellphone for the duration. The pop-up display
can fit under an airline seat, and your salesperson can
be out of the exhibit hall within five minutes after
teardown. Your salesperson is the one with the smug
look on his face while awaiting the booth crates - he's
already mentally and physically on the way to the
airport.
You're a C Student if: You have maintained the
same plan for decades. It might have been a good plan
back in 1985 when your predecessor crafted it. So when
show time comes, you buy the golf putter, find the
goldfish bowl for collecting business cards, and you're
good to go. All the business cards from past shows are
neatly rubber-banded in their own file drawer. You have
very little staff turnover, so all you must do is show up.
Your staff knows what to do. Heck, they've done this
hundreds of times.
You're a B Student if: You always keep all
deadlines for reserving space, arranging electricity and
booth cleaning. You show up the day before, ensuring
the booth is ready for action. You keep your booth fresh
Continued on following page

SECRET
CACHE OF
A STUDENTS
Marketers who have earned an A in trade shows
have a secret cache. Do you remember the movie
"The Wedding Planner" when moments before
the wedding, Jennifer Lopez, the wedding planner,
pulls back her suit jacket to reveal little pockets
stuffed with every emergency item that might
be required minutes before a wedding, including
aspirin, breath spray, tissues, stain remover and
more? Throughout the years, trade show scholars
have developed their own collection of emergency items they bring from show to show. The
president of the company asks you for an aspirin? Check. A light bulb on the booth burns out?
Check. A booth graphic needs an extra boost of
Velcro to stay up? Check.
What's in your secret cache of supplies will vary,
but here's a starter list. Grab a sturdy container
and get prepared. Having the following items on
hand will make you a trade show star:
* Scissors
* Stapler and staples
* Baby wipes
* Cable ties
* Twine
* Variety of batteries
* Extra light bulbs
* Sticky notes
* Pens
* Aspirin, Band-Aids
* Box cutter
You may also want to bring pre-addressed shipping labels for sending items too bulky for your
carry-on luggage. Sure, you could ship from the
hotel or show, but why stand in line when all you
need to do is drop off the box? q
avionics news

*

april

2014

45



Avionics News April 2014

Table of Contents for the Digital Edition of Avionics News April 2014

Point of Communication
AEA Now
The View From Washington
International News and Regulatory Updates
Beltway Briefing
Before & After
Avionics Business International
Member Profile
Wholesale Perspective
A Conversation With...
Member Profile
AEAviators
Marketing Report Card
What's Working
Business Basics
What's New
Marketplace Classifieds
Avionics News April 2014 - Intro
Avionics News April 2014 - Cover1
Avionics News April 2014 - Cover2
Avionics News April 2014 - 1
Avionics News April 2014 - 2
Avionics News April 2014 - 3
Avionics News April 2014 - Point of Communication
Avionics News April 2014 - 5
Avionics News April 2014 - AEA Now
Avionics News April 2014 - 7
Avionics News April 2014 - 8
Avionics News April 2014 - 9
Avionics News April 2014 - 10
Avionics News April 2014 - 11
Avionics News April 2014 - 12
Avionics News April 2014 - 13
Avionics News April 2014 - The View From Washington
Avionics News April 2014 - 15
Avionics News April 2014 - International News and Regulatory Updates
Avionics News April 2014 - 17
Avionics News April 2014 - 18
Avionics News April 2014 - 19
Avionics News April 2014 - Beltway Briefing
Avionics News April 2014 - Before & After
Avionics News April 2014 - Avionics Business International
Avionics News April 2014 - 23
Avionics News April 2014 - 24
Avionics News April 2014 - 25
Avionics News April 2014 - Member Profile
Avionics News April 2014 - 27
Avionics News April 2014 - 28
Avionics News April 2014 - 29
Avionics News April 2014 - Wholesale Perspective
Avionics News April 2014 - 31
Avionics News April 2014 - 32
Avionics News April 2014 - 33
Avionics News April 2014 - 34
Avionics News April 2014 - 35
Avionics News April 2014 - A Conversation With...
Avionics News April 2014 - 37
Avionics News April 2014 - Member Profile
Avionics News April 2014 - 39
Avionics News April 2014 - 40
Avionics News April 2014 - 41
Avionics News April 2014 - AEAviators
Avionics News April 2014 - 43
Avionics News April 2014 - Marketing Report Card
Avionics News April 2014 - 45
Avionics News April 2014 - 46
Avionics News April 2014 - 47
Avionics News April 2014 - 48
Avionics News April 2014 - 49
Avionics News April 2014 - What's Working
Avionics News April 2014 - 51
Avionics News April 2014 - 52
Avionics News April 2014 - 53
Avionics News April 2014 - 54
Avionics News April 2014 - 55
Avionics News April 2014 - Business Basics
Avionics News April 2014 - 57
Avionics News April 2014 - 58
Avionics News April 2014 - 59
Avionics News April 2014 - 60
Avionics News April 2014 - 61
Avionics News April 2014 - 62
Avionics News April 2014 - 63
Avionics News April 2014 - What's New
Avionics News April 2014 - 65
Avionics News April 2014 - 66
Avionics News April 2014 - 67
Avionics News April 2014 - 68
Avionics News April 2014 - 69
Avionics News April 2014 - Marketplace Classifieds
Avionics News April 2014 - 71
Avionics News April 2014 - 72
Avionics News April 2014 - Cover3
Avionics News April 2014 - Cover4
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