What! "Re-accommodate"? He's not even acknowledging the act that has the internet in an uproar? So much for "Communicator of the Year" and the "shared values" posted on the airline's website. There's certainly no "empathy", "earning trust", or "doing things the right way" reflected here.

#NewUnitedAirlinesMottos began trending on Twitter. United was a top story on the evening's news and then the punchline of many a joke on late night. Yet, while the day may have been over, the United story was far from being put to bed. By this morning, the video was causing outrage in China, a key market for the airline with $19.7 billion in annual sales, and United's stock value had dropped by $1.2 billion before lunchtime. Then came denouncements from the U.S. Travel Association and, later, the Association of Flight Attendants; followed by news of a U.S. Department of Transportation investigation and Senate investigation.

Beyond the First 24 Hours

United Airlines spends an estimated $170 million on annual advertising. If the gains in market share garnered by said advertising weren't wiped out with the viral video, the CEO's response certainly eliminated any lingering benefits. It's a near impossible challenge to have effective marketing with the lack of customer service and empathy--displayed by United--from the top down.

With that kind of budget, it also begs the question: why doesn't this massive brand have some sort of crisis communication guidelines in place and a crisis management firm on retainer? Sure there would have been damage even with the proper response on Monday, but the initial silence followed by a staggeringly ill-advised statement only compounded the problem--keeping United in the headlines for another news cycle and counting.

United could have even hired this one-man marketing communication firm. Here's what would I have advised the CEO to say:

Our job is to provide a safe, efficient, and positive experience for all who choose to fly United. We clearly failed in this instance and will act swiftly to make any and all necessary changes to our policies and procedures. We will begin with a thorough investigation of all steps taken by our crew and security to gain full understanding of what lead to this incident and then provide training to ensure nothing like this occurs again. 

We owe it to our customers to do right by them. All passengers on this flight will receive a full refund. Furthermore, we will reach out to the gentleman who was removed from the plane to ensure he is receiving any needed medical care, along with his fellow passengers, who no doubt were also negatively impacted by what they witnessed. 

I offer my heartfelt apologies to all who were impacted by our poor judgement and I hope the flying public will give us an opportunity to re-earn their trust.

It's one thing when you don't quite know what to say, but hopefully you know when it's time to seek some outside and unbiased expertise—even if you're Communicator of the Year.

Do you agree with my suggested statement? What other advice would you give the CEO of United? Share you thoughts in the comments section below.

By Brady Lutsko - Marketing Communications, Exhibit Management, and Trade Show Strategy Consultant
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​Generating and qualifying leads should always be the No. 1 reason to exhibit at a trade show, but be sure to factor in these additional opportunities when deciding which events your organization should participate in:

1. Gathering research and competitive intelligence.
   
   The smartest companies are doing research at every show they exhibit in. Don't let your competitors get an upper hand by missing this opportunity to do your own intelligence gathering.
   
   Start by reading the print or online exhibitor directory to determine which of your known competitors are there and identify any new companies or products that weren't previously on your radar. Read their company/product descriptions, make note of any sponsorship recognition they're getting, and, of course, be sure to check out their booth. Take the time to do a mini SWOT analysis based on your observations … What message and image are they conveying? What new products are they introducing? What are they doing better than you with their messaging, booth environment, etc.? If your event marketing person isn't onsite, be sure to compile your notes and forward recommendations in an email.
   
   Go even further by conducting a survey in your booth—perhaps as part of a giveaway—or work with show management for permission to do an intercept survey elsewhere in the event facility.
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2. Garnering media exposure.
   
   Some events are more of a draw for trade journalists than others. I wouldn't let this be a primary concern in your decision making, but if an event seems like a good fit for other reasons, be sure to take advantage of any opportunities to get the attention of the industry media in attendance. At a minimum, you should always pack a few press kits to have available when a member of the press stops by.
   
   
3. Nurturing potential partnerships.
   
   Expo halls are a great place to identify potential distributors or VARs. Or maybe your product or services compliments that of another exhibitor? Perhaps your two companies can work together to share a booth and related expenses or combine forces to expand into a larger footprint at other events? Maybe it make sense to strategically position your booths to feed off of each other's traffic?
   
   
4. Generating marketing content.
   
   Is your organization taking full advantage of the many content marketing opportunities that come from participating in a trade show? Face-to-face events are the perfect place to capture video interviews and testimonials, generate blog ideas, social media posts, and more. 
   
   
5. Leveraging speaking opportunities.
   
   You really should try to submit a speaking proposal for every event that your organization is considering exhibiting at. Think about inviting a partner or client to participate in your presentation too. While it does take time and effort to draft a proposal, there's really no better way to add value to your investment in booth space. Just be sure that your presentation provides useful advice and is NOT a sales presentation.
   
   Demonstrating your expertise through a speaking engagement is a great way to establish credibility and—though I cannot emphasis enough that you don't want to sell during your presentation—there's nothing wrong with subtly reminding folks that you can be found in booth X inside the expo hall. Invite folks to stop by during the show to ask additional questions and learn about your specific product or service. Just be sure to give some guidelines on when you're available and let the rest of the booth staff know your schedule—should someone come by looking for you.

​Exhibiting at a trade show can be a large expense, but, done properly, the return should well exceed your initial investment. You'll gain an even greater ROI by including the above goals in your exhibiting plan.

I've had the privilege of working with the National Propane Gas Association for the past 10 months. NPGA hired Brady Lutsko Consulting to help market their annual conference and expo and build excitement about the event's move to a new host city. Scope included a new exhibitor prospectus, revamped conference brochure, and a series of 12 promotional email blasts. 

I'm thrilled to report record growth in attendance and exhibitor participation, per the below press release issued today.

FOR IMMEDIATE RELEASE:

Washington, D.C. (April 27, 2016) – The National Propane Gas Association today released figures for its 69th Southeastern Convention & International Propane Expo, which took place April 8–10, at Music City Center in Nashville. More than 4,100 individuals attended—breaking a previous record set in 2006 and resulting in the ninth consecutive increase. Attendance by propane marketers grew by more than 35 percent, while supplier participation increased by 22 percent, and the size of the exhibit hall expanded by 11 percent to 71,100 net sq. ft. Officials attribute the growth to the overall health of the propane fuels market, combined with the event taking place in a new host city, and an increased focus on marketing.
 
The annual event attracted participants from all 50 U.S. states, except Idaho, along with the District of Columbia, Guam, Puerto Rico, and 37 foreign countries and territories. Programing included a keynote presentation by Charles Esten, star of ABC’s Nashville, along with more than 40 education sessions, various networking events, and a new Leadership Forum presented by the Women in Propane Council.
 
The exhibit hall featured more than 240 exhibiting organizations—including over 50 vehicle/transporter displays. Highlights of the Expo included an Autogas Pavilion, focused on manufacturing products, processes, education tools, and services specific to the rapidly growing autogas market; as well as a New Products Showcase, presented in partnership with the Propane Education & Research Council, featuring emerging trends, new products, and cutting-edge technologies.
 
“We attended with the goal of educating ourselves on a few products,” said Adam Bluhm of Bluhm’s Gas Sales in Wyalusing, Pa. “We left the show with the knowledge of many more products and businesses, which we never knew existed, and networked with many wonderful people.”
 
“The 2016 NPGA conference in Nashville exceeded our expectations in every way,” added exhibitor Alexandra Hale, director of marketing for BASE Engineering in Saint John, New Brunswick. “As a long time exhibitor, we can safely say this was one of our best years at the show.”
 
Next year, NPGA’s Southeastern Convention & International Propane Expo returns to Nashville from April 21–23, 2017. The event moves back to its previous home of Atlanta in 2018 and 2019.
 
About NPGA
The National Propane Gas Association is the national trade association representing the U.S. propane industry. Our membership includes small businesses and large corporations engaged in the retail marketing of propane gas and appliances, producers and wholesalers of propane equipment, manufacturers and distributors of propane gas appliances and equipment, fabricators of propane gas cylinders and tanks, and propane transporters.
 
With a membership of approximately 2,800 companies in all 50 states, 38 affiliated state or regional associations, and members in 19 foreign countries, NPGA represents every segment of the propane industry. Find additional information at www.NPGA.org.

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