season is to accountants or Christmas is to North Pole
elves, NBAAís Business Aviation Convention & Exhibition
has long been to Greteman Group.
As the days tick off,
the activity in our agency continues with a focused intensity.
Deadlines that must be hit. Last-minute requests that need to be
worked in. Production files to check and check again.
But Iím proud to say,
weíre not working around the clock. After almost three decades in
the business, we know the drill. And burning out your team
accomplishes little. In fact, itís counterproductive. The cockpit
isnít the only place where mistakes can be tracked to exhaustion.
Crew resource management and human factors come into play at a
marketing agency, too.
If you plan to be one
of the 1,100-plus exhibitors at the 70th annual NBAA-BACE, hereís a
simple preshow checklist that might be of help.
Ads in show dailies
Printer proofs and digital files turned over
to the respective publications by, or in
advance of, their due dates.
Announcements and press releases
Routed and approved through senior
management. Ready to release at the show or,
even better, have already sent embargoed
releases to key reporters and editors so
they can work ahead. Online newsroom updated
and maximized for reporters to easily find
and secure what they need (including
photography and video).
All double-checked and to the respective
vendors with clear shipping/delivery
Everyone briefed about show objectives and
expectations. Any special apparel secured
and badges/buttons produced.
Invitations issued at least three weeks
prior to your event. Follow up with a
reminder to those who have not yet RSVPíd.
If speeches are part of the event,
introductions and talking points for each
person should be written, routed and
Make sure youíve downloaded NBAAís free
mobile app, for iPhone and Android
smartphones. Its interactive exhibit floor
plan saves steps as you traverse the
seemingly-endless Las Vegas Convention
Center. Think through who you need to see
and cluster those meetings as much as you
can so youíre not running back and forth
across the floor.
Follow @NBAA on Twitter for updates and use
the hashtag #NBAA17 to narrow the
conversation further. Clearly lay out your
content strategy for sharing on your various
platforms: Twitter, YouTube, LinkedIn,
Facebook, Instagram and blog. Designate who
on your team is primarily responsible for
writing, taking photos/videos and posting.
Give special attention to mobile as show
attendees will be checking you out from
their smartphones and tablets as well as at
Trust no one. Build in redundant systems and
IT support to ensure that everything from
video displays to Internet connections
operate without a hitch.
Remember please and thank you
Being on deadline
makes it more important than ever to
maintain common courtesy. Youíre in this
Keep it professional
and solutions-oriented If
upper management starts dictating
last-minute changes, breathe deep and plan
how you will address them. Can you negotiate
for keeping to the previously approved game
plan? If not, can you tap into outside
manpower to protect your team from massive
overtime? Is there middle ground? Itís too
late to change your advertising, but new
messages can be communicated through the
win the battle but lose the war, if you meet
your immediate need but lose your team
memberís heart. The show is all about
building relationships and selling your
product/service through face-to-face
interaction. Your team is equally important
to your success.
Pull out your favorite, most-comfortable shoes. Never, never,
never wear new shoes to the show. Rookie mistake. Youíll get
blisters and spend a miserable three days hobbling around.
Women, leave the stilettos at home. Pumps or flats serve you
better. While you see prospective aircraft buyers walking the
convention floor or static display wearing any and everything,
they can. The rest of us need to dress as though we were in the
office. It is a business show.
Get plenty of rest before the show. Youíll need those reserves.
Las Vegas tempts you with its nonstop entertainment. And you
will want to tap into that. Donít overbook yourself when you get
home. You will be ready for some R&R.
Go into the show expecting great
things and youíre more likely to arrive back at the office
fortified by deepened relationships and new possibilities. The
show will tire you, but it will recharge you, too. Itís great to
reconnect with people you may only see face-to-face once a year.
It has a reunion feel to it. But there are always new faces, new
connections to make.
Once Your Checklistís
perfect. Nothingís ever truly done. But thatís why deadlines are
such a blessing. Youíre forced to move forward. And, come October
10, at 7 a.m. the doors of the Las Vegas Convention Center will
open. And another not-to-be-missed NBAA-BACE will begin. See you
Business Aviation News | 7th September 2017 | Issue #430
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