Aviation trade shows can create far more value than booth traffic and a stack of business cards—but only when they are treated as part of a larger sales and marketing system. In this workshop, Paula Williams and the ABCI team explain how to plan before the show, engage the right people during it, and follow up long enough to produce measurable results. You’ll see how trade shows can support every stage of the Aviation Growth Engine, from prospecting and relationship-building to sales, referrals, and long-term customer development.
Timestamps
00:07 The biggest frustrations with aviation trade shows
01:38 Why trade show results often take months to appear
02:15 Introducing the Aviation Growth Engine
03:04 How trade shows support prospecting, sales, referrals, and testimonials
04:20 Trade shows as a means to move the Growth Engine
05:33 Why fewer, better-executed shows can produce stronger ROI
06:42 Defining the primary objective for your next event
08:10 Matching the show, product, and audience
09:45 The before, during, and after framework
11:01 Turning trade show activity into warm prospects
12:20 Measuring conversion rates and customer lifetime value
12:52 Tracking long sales cycles in your CRM
14:08 Press opportunities and advance deadlines
15:04 Attracting people with money, authority, and need
16:13 Creating interactive booth experiences
16:59 Why sending swag after the show can work better
17:37 Evaluating a show’s audience and demographics
19:02 Identifying top prospects, competitors, and partners
20:08 Booking appointments before the event
21:10 Choosing booth placement and planning your attraction strategy
22:34 Making signage clear and staffing the booth properly
23:38 Why 10 qualified conversations can beat 100 business cards
24:52 Categorizing leads during the show
25:19 Using voice memos and keeping LinkedIn profiles current
26:15 Breakfasts, speaking opportunities, and private conversations
27:35 Joint marketing and partner promotions
28:55 Preparing FAQs and difficult questions before the show
30:12 Starting outreach when attendee data is limited
31:32 Prospecting tools and contact research
33:28 Why front-loading preparation improves results
34:23 Keeping your eyes up and staying approachable
35:36 Networking advice for introverts
36:12 Giveaways and attractions that start conversations
38:36 Education sessions, networking, and trade show content capture
40:42 Keep your eyes up and your phone in your pocket
41:31 What to do on the first business day after the show
42:53 Why fast follow-up protects credibility
44:12 Personalizing follow-up while the conversation is fresh
44:54 Business card etiquette and memory tools
47:27 Building a long-term Holding Pattern
48:47 Using email, LinkedIn, direct mail, and other touchpoints
49:33 Measuring results 90–180 days after the event
50:43 Evaluating leads by money, authority, and need
51:29 How long to continue nurturing qualified prospects
52:54 Final lessons and participant takeaways
53:35 Preparing for unexpected media opportunities
55:04 Swag, food, and booth-attraction ideas
57:02 Mini Clinics, Group Office Hours, and closing remarks
