Seasoned exhibitor or attending your first show this year? This session will help you get more return from your trade show investment.
We talk about what actually works on the floor—and what doesn’t—including setting realistic expectations, finding the right shows, creating engaging experiences, and mastering the all-important follow-up. Trade shows are still incredibly powerful in our industry, but only if you go in with a solid plan. Let’s make your next event your most productive yet!
⏱️ Timestamps
0:00 – Why We Still Do Trade Shows
Historical context on how aviation marketing has evolved from trade shows and magazines.
1:55 – Introductions:
Who’s Attending & Why Participants share their trade show goals and experiences—ranging from first-timers to seasoned pros.
4:21 – The Unique Value of Aviation Trade Shows
From face-to-face time to credibility—what you still get from in-person events.
5:09 – What’s the Worst Part of Trade Shows?
A candid poll: sore feet, follow-up, logistics, and more.
6:52 – Common Frustrations:
No ROI & Generic Interactions Why trade shows can feel like a black hole—and how to fix that with better planning.
8:28 – The Reality of Sales at Trade Shows
Most large-ticket deals don’t close on the floor. Here’s how to make the most of the process anyway.
10:26 – Trade Shows in the Sales Funnel
Prospecting, approach, holding pattern—where trade shows actually fit in your pipeline.
11:26 – Find a Quiet Space to Talk
How to escape the noise and make deeper connections—American Express lounges, cafés, and more.
13:16 – Hosting Social Events for Referrals
Why a breakfast can outperform a booth—and how to turn social time into testimonials.
15:34 – The #1 Missed Opportunity:
Follow-Up You’ve met them. Now what? Why most companies blow it after the show.
16:38 – The 3 Things You Must Do at a Show
1. Attract the right people 2. Get them involved 3. Get permission to follow up
18:08 – Be Ready to Sell (Just in Case)
Most people won’t buy on the spot—but some will. Don’t be unprepared!
19:25 – Interactive Engagement Ideas That Work
From trivia games to de-icing simulators—creative ways to draw interest.
21:14 – Set the Hook for Future Conversations
Transition from “nice to meet you” to “we’ll talk soon” using curiosity and value.
22:09 – Don’t “Spill Your Candy in the Lobby”
Why listening first helps you qualify leads faster—and better.
23:52 – Handling Lookie-Loos Gracefully
How to triage booth visitors without turning people away too quickly.
25:19 – Drawing Crowds with a Magician
A real case study: how a trade show magician became a secret weapon.
27:18 – Are Trade Shows Too Expensive Now?
Booth fees, electric, trash service, and more—why “doing fewer better” is a smarter strategy.
30:15 – Marketing Is Magic:
Penn Jillette’s Perspective What a magician taught us about delighting, surprising, and engaging audiences.
31:54 – Choosing the Right Trade Shows
You can’t be everywhere. Make sure the audience matches your objective.
33:35 – Show Up With a Full Calendar
How pre-work (meetings, events, press) makes the show 10x more effective.
37:16 – Speak If You Can—And Record It
Speaking boosts your credibility and gives you high-value content—here’s how to do it right.
41:55 – Make the Media’s Job Easy
Tips for submitting press releases and booking press time at major events.
44:26 – Create a Newsworthy Angle
How to find or invent a story that the media actually wants to cover.
46:43 – FAQs & Roleplay:
Train Your Booth Talent Even without a booth, prepare your team to confidently handle tough questions.
50:07 – During the Show:
Enjoy the Moment Smile, show up, and trust your prep—this is game time.
51:20 – After the Show:
The Follow-Up Begins Have your thank-you notes, emails, and systems ready before you leave the floor.
54:07 – The Long Game:
The Holding Pattern Why it might take 48 touches—or 10 years—to close a sale. Don’t give up.
56:18 – Don’t Measure ROI Too Soon
Sales cycles are long—wait 90–180 days to judge a show’s success.
57:58 – Closing Thoughts:
Keep Learning Marketing evolves—so should we. Keep sharpening your trade show strategy.
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