Tradeshows are strange things. No matter which way you try to calculate their effectiveness the math always says 'this was a waste of time and resources' - yet they work!
It's the same thing with budget airlines. I don't care what you say, I cannot see how an airline can charge an average of £30/$50 for a ticket on a 500 mile route and manage to pay for pilot, co-pilot, 3 flight attendants, plane lease, maintenance and fuel.
So, next time you find yourself flexing your toes on the third day of a tradefair wondering why you came, just remember - they will buy in the weeks and months ahead if you have excited them enough on your booth.
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