Your company has spent thousands of dollars, maybe more, in getting prime space on the trade show floor.
If your plan is to get there and then launch a well-executed, multi-pronged PR approach, think again. If you wait until you get to the trade show floor to get the right people interested in your news, announcements or company's new products, you're too late.
In fact, your job begins well in advance of the trade show or conference, and if done properly, your pre-show homework should yield results.
Your PR approach to trade shows might begin with a creative piece that teases your target audience and gets their attention in their offices --before you're competing with dozens of other companies on the trade show floor.
"You definitely need to catch people's attention before you get there, said Terri Sullivan, senior vice-president, Padilla, Speer, Beardsley, a PR firm in Minneapolis.
The Minneapolis firm once sent a teaser piece (in the shape of a box) to media professionals. When opened, the box held a boxing ring with a litle frying pan at the center. The piece was touting an event that would take place at an upcoming housewares trade show, promoting a company's new soap pad.
Similarly, staff at A. Lavin Communications in New York have sent editors sets of keys in anticipation of an auto trade show coming up next week in Detroit. One set of keys opens a hotel suite nearby.
"It gives the editors a reason to come to the booth," said Andy Lavin, president.
It's important to find out what media and other influencers will be there by either obtaining a list of registrants, or by requesting advance copies of conference or trade show materials.
Your advance footwork doesn't stop here. Search databases and find out what the environment was like at the show last year, and what the tone of the media coverage was. Determine if most of the coverage was trend or news oriented, for example. That way, you can tailor your company's message in an appropriate tone.
For example, at kids' trade shows, where companies frequently showcase new toys, you may opt to send out your press release or new product announcements on fluorescent lime green and orange paper.
"In fact, if you don't, you probably won't get noticed and rise above the clutter," said Sullivan.
In a more low-key trade show environment, however, your approach should be in line with the tone of the show --but that doesn't mean sacrificing creativity.
If it's new product news that will be covered, find a way to stand out in a newsy, creative way.
Susan Heywood, public relations manager at Arizona-based Insight Direct, Inc. brought a company's new CD-ROM product to the media's attention at Comdex computer trade show two years ago by shrink-wrapping a copy of the compact disc on the outside of the press kit --and then personally handed them out to reporters and editors who had been identified by their badges.
The kits contained a press release, product specs, two clips from the trade press and a slide shot of the product in its packaging. The novel approach landed Heywood on the front page of the Las Vegas Sun the next day.
Your approach will also be dependent on what kind of information you want to publicize. If it's a new business agreement, you probably want to meet a core group of the trade publications. A new consumer product launch is much broader, and trade publications, trade customers and the consumer media will probably be interested.
And, some news is not suited for breaking at a trade show at all. The appointment of a new CEO or president of a division of your company should probably be announced in more standard ways until that person has been on board long enough to have a handle on company events and is ready to talk to the press.
Likewise, unless the information being presented demands a different medium, such as video, think twice about using it.
"A video is tough because it requires another step to see it," said Sullivan. "You have a better shot with live presentations or demos."
PR's Role During The Show
The PR executive is central to coordinating all of the PR activities during the show. It's helpful to have at least two PR staffers --one who is manning the booth for the duration of the show, in order to snag media professionals passing by, and another who is roving the trade show floor looking at competitors' products, as well as making sure press materials are in ample supply in the press room.
Right before the trade show starts, many PR execs will do a pre-show briefing, and make sure to connect with key people in the company.
"Our counterpart in the company is the marketing/communications [person], but the PR exec should work with the CEO on down to the sales group who wil be doing demos," said Lavin.
A collection of press clippings have a place at trade shows, but their value lies in being seen by the right people.
Media professionals may see a fat notebook of press clippings on your company at the booth and decide not to write a story because it's already been covered --but to others, it serves a useful purpose.
"Press clippings generate third-party credibility, especially for the analyst and consultant communities," said Lavin.
And for all of the high-tech possibilities of reaching your desired audience, the old traditional method, of strong-arming important people as they float by your booth, remains a method of choice at shows such as Comdex. "At a show like Comdex, sheer energy and aggressiveness is the way to go for a small company," said Lavin. (Terri Sullivan, Padilla, Speer, Beardsley, 612/872-3759; Andy Lavin, 212/354-2266; Susan Heywood, Insight Direct, 602/902-5921)