At DCE Agency, we don’t just produce beautiful stands for trade shows and exhibitions… although we are pretty good at it. We work at a wide variety of events worldwide, and one such event is airshows. Exhibiting brands at an airshow can be considerably different to ‘standard’ trade events, due to the unique nature of the aerospace and defence sector. Here, we talk you through some of the considerations that need to be made when choosing to hold a brand presence at an airshow.
Exhibiting at Airshows: Offering the ability to live demonstrate AND offer static displays
The truth is that while many trade shows offer the ability for brands to demonstrate a product or service on their stand, the functionality of it is often limited ‘in-event’. Airshows, however, are often famed for their live flight demonstrations and find them a central attraction for attendees. Full performance capabilities can be demonstrated in real time, and complimented by static displays to give attendees the opportunity to better look around them and inspect them up close.
Exhibiting at Airshows: Strict security protocols
The nature of airshows means that security protocols are considerably stricter than those found at ‘regular’ trade shows. Such processes and rules are dependent on the show’s own regulations as well as the involvement of any military parties, designated airspace usage, and classified technology demonstrations. Exhibitors will be provided with a list of rules and stipulations in advance of the show, and will need to adhere to export control regulations and flight safety standards as required.
Want advice on how to manage airshow security compliance? DCE Agency have worked with many of these shows and can help! Contact John (john@dceagency.com) now on +447595 895836.
Exhibiting at Airshows: Differing brand exposure opportunities
Trade shows and exhibitions rely heavily on marketing collateral, in-person presentations and booth design to gain attention for brands. Airshows offer dramatic branding potential that differentiates from this as the stands are often presented very differently. Live demonstrations can generate global media coverage and don’t just extend to flight displays – but can also include aircraft livery, demo team uniforms, or even flight commentary. There are plenty of opportunities for brands to get particularly creative in ways they may not have been able to do at exhibition hall shows.
Exhibiting at Airshows: Presenting to diverse audiences
Whereas the audiences attending trade exhibitions are likely to be niched or limited to only a certain professional sector, airshows present the opportunity for brands to meet a much more diverse audience. Amongst the industry professionals (varying from military delegations, civil aviation buyers and suppliers to the industry), media and market analysts, many airshows also open to the general public for at least two days – opening up a brand’s ability to present to more people than usual and providing B2C opportunities.
Exhibiting at Airshows: Complex logistics
Exhibitions in event halls often require a booth set-up, some electrics and AV intervention and product demos. Airshows, and their assorted regulations and operations, make for a far more logistically complex offering. The moving of aircraft, setting up of displays and even the transportation of materials to site need to be specially managed.
DCE Agency works with a carbon neutral logistics provider to facilitate seamless services at Airshows. Read more on THINK Expo Logistics now.
Exhibiting at Airshows: Sales focus
Airshows tend to align with major procurement cycles and are used strategically by big brands for major contract and product announcements (spanning all sectors, but most commonly in commercial aviation and defence). As such, it’s expected that airshows will have a sales focus, with more demonstration and negotiation, and less lead generation, thought leadership and pipeline nurturing. That said, opportunities for all of these are available at many airshows; it’s just not considered as taboo to take a purely sales approach to brand presence as it is at some exhibitions.
Exhibiting at Airshows: VIP-driven networking
Airshows attract decision-makers from a variety of high-net-worth sectors and as such, hospitality in networking can be key. Many airshows stray away from the traditional channels of seminars, panels and scheduled appointments, and instead offer the private hire of pavilions, chalets and even private aircraft for networking and hospitality to occur. This creates a more ‘VIP’ feel than that of a few curling sandwiches in a plain meeting room, and often forms a space for full negotiation and discussion.
At DCE Agency, we attend and support brands at airshows worldwide. If you’d like to discuss the opportunities available for your business, or to arrange a drink and a chat with us at the Paris Airshow, contact John (john@dceagency.com) now on +447595 895836. Your brand will be flying sky-high with our creative talents!
