Best of Shows. Trade shows occur year-round, but the majority are clumped in the months of January, June, September and December, according to Susan Friedmann, a show
consultant based in Lake Placid, N.Y. and author of 101 Cost-Cutting Tips for the Savvy Exhibitor (Aviva Publishing). If you're well-organized, you're probably gearing up
for the summer season right about now. Want to maximize your media exposure at the next powwow? Friedmann offers some tips:
1. Minimize your press kit so that it is lightweight and easy to fit into a bag or briefcase. Otherwise, reporters may be reluctant to carry it home with them.
2. Send advance teasers to reporters who will be covering the show, alluding to major announcements or findings you'll be releasing on-site. Include the contact name of a
person who will be attending the show, along with your booth location.
3. Have a crisis plan in case disaster hits immediately prior to the show (e.g., your CEO resigns, or there is a takeover bid for your company). If you've already
booked interviews with reporters during the show, you'll need to be prepared to answer awkward questions, no matter what.
4. Keep show management informed of newsworthy information you'll be releasing on-site. This may heighten your chances of scoring coverage in the show daily, or
receiving referrals in cases where reporters are trolling for story ideas. Remember, the buzz factor will be high on the show floor.
5. Seek out opportunities to share your expertise (or place your execs) in presentations, seminars or workshops. Avoid using the podium as a sales platform, but invite
audience members to stop by your booth later for a copy of your presentation, white paper, checklist or tip sheet.
6. Use newsletters, special reports, audiocassettes, booklets, diskettes or CD-ROMs as value-added giveaways at your booth. These will have a higher perceived value and
will more likely be kept.
7. Use the show as an opportunity to conduct qualitative market research by polling attendees on a hot topic that's relevant to your industry or business. After the
show, issue a release reporting trends, statistics or newsworthy information gleaned from the show. Offer your execs as sources to discuss the trends at hand.
(Susan Friedmann, 518/523-1320, http://www.tradeshowsuccess.com)