| Success Stories
C.H. Guernsey and Company
NBAA Trade Show
Problem:
The company would be attending the world’s largest, civil
aviation event for the first time.
Objectives:
-
To increase awareness of Guernsey and the firm’s services
-
To develop qualified leads for possible FBO construction
-
To increase the firm’s database of aviation contacts
-
To promote awareness of ALL Guernsey services and not just architectural
design
Tactics:
-
pre-show promotion – postcards sent to each preregistered
show attendee to encourage recipients to visit the booth and enter
a drawing
-
booth signage
-
uniforms worn by each member of the team
-
staffing – the booth was manned by two people with varied
expertise; another team of two spoke to potential clients throughout
the exhibit floor; other attendees attended seminars and networked
- in-booth
video
-
ordering of carpet, electricity and equipment for the booth
-
printed materials including project sheets, the company’s
latest newsletter, a corporate brochure about the company and
business cards
-
promotional items, which were toy wooden airplanes
-
handwritten post-show notecards were sent to the attendees with
whom Guernsey attendees had made personal contact
-
post-show letters were sent to attendees with whom Guernsey attendees
had made no personal contact
Evaluation:
- Guernsey
was established as a player in the private aviation industry
- the company
was invited to compete for several projects in the months following
the show
- the company
successfully raised awareness of its existence in the market
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