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| Caroline Sherman |
It is undeniable that PR professionals play a crucial role during trade shows. It’s our diligent duty to break through the information clutter and the hundreds, if not thousands, of exhibitors vying for attention. We must ensure that our company or clients stay in the spotlight as long as possible. But how? Following are some useful tips to succeed and get the most buzz before, during and after a trade show.
1. Start Early
In this business, we talk a lot about lead times, and trade shows are no different. One should start preparing for trade shows at least six months in advance. Many shows even call for speakers a year prior to the event, so you have to make sure you’re aware of all the exposure opportunities well in advance.
In addition, be cognizant of all the possible awards your clients can apply for and the associated deadlines. For example, although the International Consumer Electronics Show (CES) takes place during the first weeks of January, the deadline for the CES Innovation Awards typically is in August of the year prior.
Bonus Tip: Many show coordinators have their own awards, but be sure to check if any important industry media outlets are giving independent awards at the show as well.
2. Research
Many shows provide media lists with preregistered media contacts, but a good PR professional knows that this is not enough. Research every possible media target and find out who they plan to send as there might be more people attending than what’s on the media list. When scheduling appointments and demonstrations of new products at the trade show, don’t forget that smaller media outlets may send interns and freelancers due to scarcity of staff they can rely on. Doing thorough research down to this level can help you successfully land major media placements. It helped our agency, for example, secure placements with outlets including USA Today during trade shows.
3. Over-Deliver
That being said, landing media opportunities is just the first step. The second step is to make all reporters’ lives as easy as possible. Media members have a lot to navigate during a trade show, so make sure you hand them everything they need on a silver platter. For example, you can take some weight off of TV producers’ shoulders by coordinating the electrical supply for their equipment.
In addition, you can offer to use your booth for live broadcast segments so they don’t have to scout locations.
The bottom line is that you have to help them coordinate every detail, so make sure that all your demonstrations are working properly and bring as many samples as possible— just in case.
Doing all of this can be invaluable to securing placements during shows, and also for maintaining long term media relationships. In fact, this practice helped Alpaytac secure a segment on Good Morning America on behalf of Euro-Pro three years in a row during the International Home & Housewares Show.
4. No Paper Press Kits
Reporters are walking all day from booth to booth, so the last thing they want to do is carry bulky press kits that will add weight. And besides, it’s the 21st century. Provide branded USB flash drives containing electronic versions of the press kit materials and attach these to 4-by-6 cards with a preview of the product information and booth number. This also has a long-term benefit, as reporters might reuse the branded USB and keep your client top-of-mind as they will see the logo every time the USB is reused.
5. Detailed Follow-Up
A huge mistake that many PR professionals make is forgetting to follow up—this is the most important step of the process.
You will probably meet hundreds of people, so make sure to immediately take diligent notes on the backs of all the business cards that you collect. List the products reporters were interested in and list any memorable conversations you had. This will be crucial when you follow up to remind them about your client.
All the details will help you tailor your message so reporters remember you right away. The more personable you are, the better coverage you are likely to get.
Bonus Tip: If you work for an agency, label your business cards with the client’s name and booth number in advance of the show. Reporters won’t remember who you represent without this.
Trade shows are a ripe for making a big impact on the media and building long-lasting relationships. Don’t let these opportunities pass you by.
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This article was written by Caroline Sherman, VP at Alpaytac Public Relations/Marketing Communications. She can be reached at [email protected].