Insights from EATS: The power of trade shows

By Michaela Froelich, commercial director, AXIS Flight Simulation

 

The true power of trade shows is that it is one of the best ways to connect with aviation training professionals, showcase innovations and gather valuable feedback. At AXIS Flight Simulation (AXIS), we exhibit at several exhibitions throughout the year, but the European Airline Training Symposium (EATS), stands out as one of our most successful shows yet.

Organised by Halldale Group, we experienced the unparalleled value of trade shows firsthand, demonstrating our latest technologies and strengthening our industry relationships.

Here’s our advice for maximising the power of trade shows, and what we learnt at EATS.

Getting feedback through early testing

Displayed at our booth this year was our Virtual Cockpit Procedure and Walkaround Trainer (VPT), a cutting-edge solution that combines virtual and mixed reality (VR/MR) technologies. Designed by AXIS in partnership with Propair Flight for business jet pilot training, the VPT offers an unparalleled level of immersion and flexibility.

Showcasing the VPT was incredibly valuable as we were able to gather direct feedback from potential clients, which gave us actionable ideas for improvements.

Our advice? Don’t wait for perfection. Get your product out early and test, test, test! This doesn’t mean launching something when it’s not ready, but instead focusing on refining it through real-world input rather than spending unnecessary time on minor tweaks.

Making it memorable

On our booth, we hosted interactive elements such as the VPT competition – in which participants completed a shortened version of the simulation in the fastest time to win a bottle of our AXIS 47° gin  – plus hands-on demonstrations. These activities not only drew attention but also encouraged deeper engagement with our technology.

Adding interactive elements and incentives to experience the VPT helped make the most of the time we had with potential customers.

Building the buzz

Ahead of EATS, our team was busy sharing product teasers and ramping up our social media activity around our show offering. For us, LinkedIn is a crucial marketing tool enabling us to reach and engage with many audiences, especially ahead of trade shows.

Key takeaways: why the power of trade shows matters

EATS 2024 provided the perfect stage to showcase the VPT to a specialised audience of aviation training professionals. The feedback we received offered fresh perspectives that will help us refine our solutions and ensure they align with industry needs. Beyond demonstrating our technology, the event allowed us to connect meaningfully with suppliers, partners and potential clients, solidifying existing relationships and opening doors to new collaborations.

Trade shows such as EATS are also vital for building brand visibility, and the strong interest in both the VPT and our full-flight simulators confirmed AXIS’s growing reputation as a leader in simulation technology. We were also able to spot emerging trends to help develop and enhance our product offering. This year, it was clear that VR/AR in aviation training is growing, although limited. We’re excited to be at the forefront of this transformation!

Looking ahead

The success of a trade show is a testament to the hard work of everyone involved, from the planning stages to the event’s execution. As we look to the future, we’re excited to build on this year’s momentum, continuing to innovate and strengthen our presence in the aviation training industry.

To everyone who visited our booth and participated in our events, thank you for making 2024 a success. We look forward to seeing you again next year!