John and I were joking that the annual NBAA convention is so big and has so many participants competing for attention that the best tactic for being memorable would be to hire a marching band and maybe some elephants to march down the aisles.
The static display and the exhibition hall promised – and delivered – much to see!
But even then, people would forget it five minutes later as the latest Elvis impersonator walked by, or the beer cart was spotted.
Then again, you don’t need to get EVERYONE’s attention. All you need to do is make connections with a small number of highly targeted prospects, and start a relationship.
Here are some people that we think got it right:
Solairus Sold Static Display Survival Kits
Everyone gives away tchotchkies – pens, USB drives, memo pads, and other little trinkets. Solairus had gift bags that were so cool that they actually SOLD them. (Or, I suspect, also gave them away, but only to valued customers and highly-qualified prospects.)
From their website –
Great Networking Starts with Great Health…Static Display Survival Kit
$30
Pedometer
Laser-Tuned Pendulum Movement
Single Function Easy To Read Display
Records From 1 To 99,999 Steps
Molded Clip On Back Belt Attachment
Unit Flips Down For Easy Viewing
5-in-1 Charger
Includes Lightning Connector, Apple 30 Pin Connector, 2 Micro USB Connectors and a Mini USB Connector
Simply Plug the Cable Into a Powered USB Port and Then Into Your Device or Smart Phone
Charge Multiple Devices At Once When Using an Ample Power Source
Bandages in Case
5 Bandages
Bandages Are Latex Free
Top Slides Open To Access Bandages
Antibacterial Hand Sanitizer
1 ounce / 29 ml gel hand sanitizer
Clear with citrus scent
Sunscreen with Carabiner and Clip Balm
SPF 30 sunscreen
1 oz Tropical scented sunscreen holds
FDA approved
Stainless Steel Water Bottle
24oz Single Wall with Threaded Top
All items coming in a White Kraft Shopping Handle Bag.
GDC Technics Invited Prospects to a Peaceful Oasis
GDC Technics created a quiet, stylish oasis in the middle of the Convention Hall floor that really showed off their skills with interior design and creating VIP workspaces. They provided plush seating and impeccable coffee service for invited guests with appointments, and walk-in guests to pique their interest. Skilled sales and customer service personnel completed the polished experience.
We have no idea how they managed the sound control, but it was impressively quiet in their booth.
(See the writeup in Aviation Week.)
Garmin Provided Unmatched Eye-Candy
Garmin is known for great visual displays on their navigation products, this year they unveiled their VIRB action camera (it looks like a contender for some of the GoPro market) that featured jaw-dropping from-the-cockpit airshow footage.
Garmin also wisely (or by happy accident) located their booth next to a concession stand serving ice cream. Since no one wearing a suit can walk and eat ice cream, the benches and standing areas around the concession stand were always full, and of course bystanders watched the video footage and marketing messages on the large, bright, high-definition Garmin screens, and many kept watching the video footage long after their ice cream was gone.
Lineage 1000 Felt Like Home.
Of all of the static aircraft displays, John was most impressed with the Lineage 1000. “Even though the air conditioning happened to not be working at the time, I just relaxed when I walked in the door of that plane.”
Although it’s hard to put your finger on exactly what that means, the large cabin, fantastic interior design, and low-key sales staff certainly contributed to the feeling that this airplane could be “home” to a mobile team of executives.
This team obviously got all the details right for their display.
Dallas Airmotive Rebuilt An Engine In Their Booth
We always advise our clients to SHOW visitors what they do. Dallas Airmotive rebuilt a PT6A engine in Booth 228, right before the eyes of visitors.
There is nothing better for building credibility than actually DOING what you do, in a visible and dramatic way.
Obviously, there were a LOT more fantastic displays, skilled sales teams, and activities that we could comment on here, but we thought we’d share five of our favorites.
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As a jury member, I would say that the Oscar goes to Dallas Airmotive by exemplifying what they are doing in reality.
Thanks Ahmed – Yes, that is often the challenge – how can we DEMONSTRATE what we do in a way that works in the time/space/noise constraints . . . This was a great example!
Great list, but I would have to add one more…. the guy that built the private jet from over 700 decks of playing cards at the Epic booth. That was really cool too!
That was a good one, Kirk! WE actually considered that for our list, and remembered the jet built out of playing cards but couldn’t remember who he represented. So the tie to the company wasn’t strong enough to be memorable for us. (Making that connection memorable is a common problem!)
This was my first NBAA Convention to attend and I was overwhelmed by sensory overload, to say the least!
I do believe I managed to walk the entire convention center the first day and the second day I did the same at the Static Display.
Your list is very good, I too was impressed by the folks at Dallas Airmotive and their crew who built the PT6A right before our eyes! That was very impressive.
I also agree with you on the Lineage jet by Embraer. What a gorgeous jet and oh how I’d love to photograph one for an aircraft broker!! Hint, hint !! The Airbus Corporate jet was also a very nice display. The only jet I didn’t get to see at the static display was the Global 7000 and the line was just too long! It is a shame they could not have had the people going in the front door, and exciting the back door, I think that would have helped considerably.
Overall, I want to say thank you so much to ALL the exhibitors and participants at NBAA. It was a marvelous show and I’m already looking forward to Las Vegas for next year’s show!
Yes, Jay, and thanks for your comment!
The best and worst thing about the NBAA Annual Convention is its SIZE. It’s enormous and exhausting, but that’s exactly what makes it a show that we simply can’t miss!
Great event , I always enjoy the hospitality of the exhibitors, as they are so open to discuss how are programs might be of value ….to visit every display we do cover a lot of ground however . Makes we want to push training shoes as appropriate attire for static
I have an app on My smartphone that tracks steps ,converted to miles , and one day at the static it recorded 16,468 steps or 8.4 miles then translated to 847 calories . Well two or three beers pretty well wiped that out.