In today’s aviation landscape, it’s crucial to recalibrate our approach to conferences and events. The pandemic offered a pause, allowing us to break from tradition and reassess the value of these large gatherings.
Notably, Gulfstream’s absence from NBAA this year sparked discussions – a reminder that not all industry events align perfectly with every company’s target audience.
Conferences are a chance to meet, network, and learn. But they are not one-size-fits-all. It’s less about quantity and more about quality. For us, striking the right balance means choosing four key events per year. This ensures we can fully engage without overextending—planning effectively, arriving energized, and dedicating time to meaningful follow-ups.
The return on investment (ROI) can be surprisingly higher at smaller, niche gatherings. Take the OFA event, for instance – intimate, focused, and immensely productive. By truly connecting with a select group, we forge deeper, more personal business relationships.
For the events we do attend, our mantra is to be fully present: speaking, sponsoring, networking – from breakfasts to parties. And while I don’t personally golf, (you’re welcome!) if I did, I’d be hitting the greens too! ⛳️
It’s about maximizing value from each event we commit to.
🔍 Your turn: What’s your ideal number of conferences? Any favorites that deliver exceptional ROI for you? Drop your thoughts below! 👇
#AviationIndustry #Networking #BusinessStrategy #Conferences #PostPandemicBusiness
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This was my 38th NBAA convention. In the past 4 decades the name of the organization and name of the convention haven changed.
Twice in 38 visits I had a return on investment for attending. First was as an employee with FlightSafety International and second with Hawker/Beechcraft (this one may be a stretch – client was introduced to multiple aircraft, returned for a KingAir). Neither were new clients met at the show because of the show.
3 of my previous employers required follow up information to management regarding “what you accomplished” at the show or any conference we attended. That was an interesting exercise that may have required a “stretch of the imagination” for some.
Self employed, I continue the practice of making a list of what was accomplished – is their enough value to return next year? (Oh, I don’t include the imagination part – my boss won’t allow).
Attending NBAA convention is often the largest marketing expense line item for any entity that has a display. The return on investment? Hmmmm.
PR is a big event at any show – if you can wait to announce a significant order at the show – it’s a winner – most of all for the show organizers and the press (they finally have something to write about….). But wait, what is the return – it’s an announcement of a previously obtained order. Look no further than FlexJet with their huge announcement staged for the show. It didn’t happen.
For many years those that display at the convention have asked that it be held every other year, following in the steps of Farnborough. NBAA may be forced into this position by the manufactures – after the rejection of Gulfstream to attend in 2023.
To your point – ROI – is difficult to measure at best and sometimes just an imagination.
Will I continue to attend conferences – yes – especially the smaller, regional events and an occasional large event.