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Aviation History
1990
1990 - 2630.PDF
K As regional shows make their presence Jelt, how long can Farnborough hold second place in the air-show league? WHO NEEDS AIR SHOWS? Do air shows provide genuine opportunities to present goods and services to prospective operators? Which events offer the best exposure to manufacturers? This Flight International survey finds that new shows in the Far and Middle East are beginning to rival established events. T schedule he value of air shows is that they bring together, in one place and at the same time, all the decision takers in the industry. You can meetings involving a number of companies to advance business, knowing that they will be there and that a quick follow-up meeting can be scheduled," says a European manufacturer of light turboprop transport aircraft. Despite these advantages, manufacturers believe that there are too many shows, according to a Flight International survey of manufacturers and national trade associa tions. Many question the contribution that such events make to their international marketing strategy, arguing that it is rarely possible to attribute successful sales cam paigns to air-show participation, the costs of which are said to be too high. The Flight International survey sought corporate views on the perceived quality and value of air shows, as well as preferences for the frequency and location of such events. Few companies have taken the bold step of refusing to take part in either of the leading international shows (alternating in consecutive years at Paris and Farnbor ough), but the 1980s saw the establishment of two regional events in the Far and Middle East which may herald a move away from those two established venues. Being "seen to be there" remains an important consideration for most manufac turers, which rank visibility as the strongest reason to attend. For those which do attend, the quality of visitor delivered by the organiser is far and away the most impor tant criterion by which manufacturers judge an event's value. Perhaps paradoxically, the largest and most successful manufacturers attend the fewest major shows and also see only a tenuous link between participation and subsequent sales. Shows are much more important to smaller manufacturers' sales efforts, if only because they do not have the huge marketing resources of the major airliner and military-aircraft builders. Air show costs*: Stand $/m2 Outside exhibit $/m2 Outside stand S/m2 Chalet(S) 72m2 85m2 130m2 270m2 Aircraft static display($) 1-3t eg primary trainer 10-251 heavy helicopter 40-60t medium airliner 60+t heavy transport "Then" prices at August 1990 exchange rates Paris and Farnborough 1988-91 Paris Farnborough 89 91 88 223 239 207-313 102 109 113 200 214 226 21,538 23,076 23,490 43867 69230 74,169 912 976 849 2,691 2.879 2,547 5770 6.180 5,471 8438 9,031 8,018 90 245-360 122 245 -28,113 50,849 981 2,924 6283 9245 TOO MANY SHOWS G1FAS, the French aerospace industry asso ciation, and Britain's Society of British Aerospace Companies (SBAC) — the "old firm" — who respectively organise the two major international shows at Paris and Farnborough , should consider reducing the frequency of the two events, according to responses to the Flight International survey. The next scheduled Farnborough show in 1992 will mark 30 years of biennial events (alternating with Paris) since SBAC ceased to hold an annual show. Major airliner and engine manufacturers, as well as helicopter and smaller-aircraft builders and at least one national trade association, say that in a private ballot they would vote for fewer air shows. Leading airliner manufacturers, including McDon nell Douglas (MDC), want more breathing space between successive Paris and Farn borough shows. Privately, other large- airliner builders support the MDC view. Engine-makers such as General Electric, Textron Lycoming and Pratt & Whitney Canada (P&WC) — which claims to attend almost 30 shows a year — and manufactur ers of smaller aircraft, including Piper, 120 FLIGHT INTERNATIONAL 5-11 September 1990
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