Susan Orge, president of 2SO Marketing Communications in Ann Arbor, Mich., (313/913-5851) offers 10 ways to maximize press coverage at a trade show:
1) Be proactive: To ensure that you get noticed, set appointments with the press ahead of time.
2) Try to time your news announcements around important shows.
3) The press wants your news, but make sure that what you are announcing is actual news and not a product feature list, or a sales brocure with "for immediate release" written at the top.
If you don't have any news, make sure that you explain your company product/service in relation to current events or news trends.
4) Hospitality suites: Many exhibitors rent a hotel suite with a staffed bar for after hours customer meetings. Make sure the press gets an invitation. Publishers will also hold their own hospitality suites to sell you advertising.
5) Press Room: Virtually all trade shows have a special room for the
press. The room has a lot of press traffic ideal for press schmoozing (if you can get access). Have enough press kits or press releases to put in the press room.
6) Call a Press Conference: You can sometimes get a good turnout at a press conference. Bigger companies or bigger news often gets better turnouts, though.
7) Time Your Press Conference: Most of the press attends the first two days of the show.
8) Bulletin Board: Most shows have a special bulletin board for the press. Create a simple press invitation to your booth, hospitality suite, or conference.
9) Press receptions: Some independent PR firms will hold press receptions where exhibitors pay for (sponsor) a table in an off site location to show off their wares.
10) Follow up after the show. You would be surprised how few people take the time to actually follow up with the information they promise writers.