Our colleagues at Aviall made changes based upon both.
At the Paris Air Show, Aviall showed less hardware and product than they have in previous years. They are using more graphics and using storytelling by staff to portray the products as opposed to actually displaying things. This accomplishes several things:
- Sharpens the focus of Aviall's mission from the product to the process
- Reduces expenses by lowering freight and drayage costs as well as saving time in filing paperwork to import and export displays and products.
This is a great example of a company sharpening the focus of their presentation based upon their key messages and understanding their clientele.