regarding how the current state of the economy is affecting business, and are happy to report that for the most part businesses are indicating little or minimal negative affects as of yet. At the same time many businesses are not expressing a great deal of confidence or optimism for the upcoming year. This lack of confidence and optimism is leading many businesses to evaluate and re-evaluate their approach and attendance for the 2009 Air Show Season. If you find yourself in this category you may want to consider some of the following suggestions before finalizing your decisions.
Be the Exhibitor that is at the Show – It is common knowledge that many businesses and individuals became very successful because they were willing to take risks during the Great Depression. You can use this same process to your advantage during the current challenging times. At a time when many businesses are considering, and many will choose to reduce or even not attend the shows, yours can be the business pilots are buying from. The Shows will go on, the patrons will attend, and those in attendance will be looking to buy.
Create your own “SHOW”- If you cannot justify going to a show to find the customers, create your own “show” and bring the customers to you. With a small amount of coordination and advertising a one day open house with product seminars is a great way to bring customers and sales to your business. Host a couple manufacturer or distributor reps and have them conduct seminars on their new or hot products. They will create excitement for their products and even become your sales staff for a day.
Diversify your Product Lines – No matter what your niche or specialty, business is never static. It is important to be informed and ahead of the curve when new products or improved products become available. Additionally, it can be advantageous to offer different products to your customers. A good plan is to find low cost products that move relatively easily. These smaller purchases keep the customer buying from you and create opportunities for sales of larger ticket items. Talk to your suppliers. Have them make suggestions on products that move well for them, that you are not currently selling to your customers.
Run Show Specials – It is important for all pilot shops to communicate with distributors and suppliers about the products they will be promoting during the upcoming show season. Many times they will allow all of their customers to promote “show specials” during the time of the show. If you get in the habit of promoting these specials you customers will also get in the habit of looking to you first for these show specials.
Regardless of the decision you make, it is important to make a decision and create a plan that allows you to access the sales that will inevitably be created by the upcoming show season!
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