aopa expo and the customer conversion cycle
What steps do your customers take before deciding to buy your products? What does it take for an interested buyer to convert to a paying customer? This is a complex question that, when analyzed properly, can help set your marketing strategy both online and offline.
The AOPA Expo kicked-off today and, from all accounts it looks to be a great event. 500 exhibitors and over 70 aircraft are on display. I’m sure all of the companies involved worked hard to get ready for the show. But how many of them considered their website as part of the preparation for the show?
The Expo provides an excellent opportunity to sit, and perhaps even fly, in the aircraft of choice for buyers. Yet, it’s safe to assume a visit to the aircraft manufacturer or distributor website is extremley likely before a sale ever occurs.
This is true for lower ticket items as well. It may make sense to wait until after the event to order avionics online simply to avoid paying sales tax. Or, in the market for a rivet gun? Want to try to explain it to the TSA on your flight back home? Might make more sense to take them for a test drive at the show and then order back at home.
So, with all this in mind, your website needs to be ready for the post event traffic. Does the quality of your website match the quality of your tradeshow display? Does the design of your website compliment the design of your tradeshow display - will cusotmers recognize you online? Can you manage your website to quickly and easily update content based on news from the event? Have you ever considered extending your airshow specials for a week or two after the show for potential customers that visit your website?
After going through all the work of participating in an event such as the AOPA Expo, ensure that your website is positioned to fully maximize your efforts. There’s still time to get ready for the rescheduled Sebring Sport Aviation Expo and Sun ‘n Fun and Oshkosh are just around the corner…
[tags]AOPA, tradeshows, customer conversion cycle, aviation marketing[/tags]
Add comment November 3rd, 2005
