|
Tips to Maximimize Trade Show Exposure
By Sarah Skerik
Trade shows are important venues for branding and recognition, but they are no longer limited to the exhibition floor thanks to online communications tools. More than 12,000 trade shows are held in the United States each year, fueled mainly by the technology sector. The most dramatic trend in the industry has been companies use of online communications tools.
Traditionally, the media and other trade show visitors would hurt their backs lugging bags full of brochures, press kits and giveaways. Now, companies are using online press kits and other interactive services to avoid getting lost in the mountains of paper gnerated at most shows as well as to save money on printing costs. Online communication is especially valuable because companies can also instantly offer detailed information for reporters working on deadline or in different time zones.
Companies in all industries globally issue news releases about new products, industry alliances and press events from trade shows through press release services including major events such as TechXNY/PC Expo, the North American International Auto Show and the International Consumer Electronics Show. Another very popular service is Web-based press kits that enable companies to blend video and audio with text and images to provide background information and give a virtual demonstration of their products.
Here are 10 tips on how to leverage coverage opportunities at trade shows:
-
Trade shows provide companies with an excellent environment for issuing breaking news. Plan product announcements, white papers and other major developments to coincide with the show to take advantage of media attention.
- Include the name of the show in the news release headline or in the body of the release. Journalists searching newsroom systems or databases may use the show name as a keyword.
-
Include the booth number in the news release so that journalists can easily find it to follow up while at the show.
-
Embed links in news releases issued from trade shows to online press kits and related product materials on the company Web site so that reporters reading news on the Web can simply click over to supporting materials.
-
Photos are key. Make them interesting by showing the product in use, in production or in development. If the company is promoting new software, include a screen shot and a picture of the box it is packaged in. Color shots of your logo, a headshot of your CEO, founder and other interesting executives will help to increase the chance for coverage.
-
Journalists can find it difficult and frustrating to track down the right spokesperson at a trade show. When issuing a news release during the show, include multiple contacts both on site and back at the office with cell phone and pager numbers.
-
Although many journalists travel to cover shows, others who cannot attend still can cover it remotely. Extend the audience to increase exposure by using a newswire for maximum distribution. Send news releases over the wire and make photos, logos and other information available digitally.
-
Create an online press kit when going to a trade show to ensure that journalists may receive the information they are seeking in an easy-to-use format. Online press kits can include white papers, photos, case studies, PowerPoint presentations, multimedia files and other information. PR Newswire's hosted press kits are accessible from an online news center for specific shows. Viewers appreciate fresh content. Online trade show press kits are updated automatically when news releases pertaining to the show are sent over the wire.
-
Most exhibitors work hard to create a clear, concise presentation that can be delivered at the booth in a few minutes with maximum impact. Don't let that go to waste: videotape the presentation from the show floor and make it accessible to everyone via the Web. Add the link to news releases and promote it on the company web site. The exhibit booth is also an excellent backdrop for executive or customer interviews.
-
Keep hard copies of news releases, fact sheets and brochures at the booth and in the press room, if permitted. Reporters will frequently take notes on the back of fact sheets and they often serve as reminders of companies they want to write about.
About the author
Sarah Skerik is PR Newswire's director of technology and trade show markets, responsible for developing relationships within the growing technology industry and oversees the company's involvement in trade shows for all industries. For the last seven years, she has helped companies stand out at such events through PR Newswire's services.
April 20, 2001
|