5 Tips to Gaining Media Momentum at Tradeshows
Copyright (c) 2006 UpLevel Strategies
Tradeshows offer abundant opportunities for proactive and
positive marketing experiences. Tradeshow and marketing
managers are under pressure in today’s economy to gain
greater visibility. Meanwhile costs for show floor space
are rising and companies make further demands to “rise
above the noise.” Getting the best return for this
investment requires integrated trade show programs that
leverage the entire marketing mix.
Public relations is widely regarded as the most effective
marketing dollar that high-tech companies can spend because
it can generate product and company awareness at the lowest
possible cost. Through editorial endorsement, PR also can
deliver immediate credibility and enhanced reputation
through media coverage that can increase sales and improve
margins. Publicity from key publications can drive traffic
to your booth, provide credibility to enhance sales
discussions during the show, and continually provide impact
well after a show has concluded.
The right presence at industry tradeshows is an effective
way to make lasting impressions and increase traffic and
provide a better ROI on your tradeshow involvement. Media
relations is an important aspect of trade show marketing,
and, with the right amount of effort, preparation, and
execution, can be an excellent opportunity to get immediate
and future coverage. Finally, trade shows last only a few
days, while articles in key trade journals, search engines,
and Web sites help customers to find you 24 hours a day,
365 days a year. To get every tradeshow you attend to
really pay off with the media, consider pursuing the
following 5 tips:
TIP # 1 IDENTIFY YOUR GOALS - DEVELOP A STRATEGY, THEN
DEVELOP TACTICS
Is your company announcing a product? Trying to
differentiate an existing product from your competition?
Trying to break into a new market? Do you want direct sales
or hits to your site? Are you trying to capture information
from key customers? Define your goals and be specific. Be
bold, yet realistic. Once you know what you want, you can
set priorities, develop a plan and develop the tactical
approaches to help you achieve your goals.
TIP # 2 PLAN AHEAD - DRIVE TRAFFIC LONG BEFORE THE SHOW
Tradeshows often provide amazing access to your targeted
media. Work with your P R representative in advance to
coordinate face-to-face meetings with key industry editors
for purposes of building editor relationships, stimulating
feature articles in various print media segments, and
contributing to on-going media relations initiatives. Other
hints:
Pre-release your biggest news before the show; put out
another announcement the day the show starts to generate
further buzz. Target the show trade publications show
editions and also the show dailies put out by the
conference. If you are launching a product at the show,
make sure you start your P R campaign at least three months
before the show. Use the show as an opportunity to meet the
journalist or analyst in person.
TIP # 3 LEVERAGE EXISTING OPPORTUNITIES
Tradeshows are excellent venues to leverage company
executives, partners, customers, and prospects to dominate
the show where it counts…in front of an audience. Always
seek speaking or panel moderating opportunities in advance
to obtain greater industry and media exposure.
TIP #4 CREATE OPPORTUNITIES
Reporters covering a show may be required to deliver up to
seven stories a day. Give them something to write about. If
your company doesn’t have any significant news to announce
or you are looking for a way to differentiate above the
noise, be creative and invent your opportunities.
Provide an extensive media kit with photos. Make executive
spokespeople readily available armed with key messages and
pitch ideas. Provide customer testimonials, white papers
and case studies. Have your PR representative staff the
booth to speak with the media, answer questions and
proactively coordinate opportunities. If you want to make a
real splash, conduct an opinion survey about industry
trends and announce the results with a press release at the
show to include your company as an industry leader.
Journalists are always looking for great news hooks.
TIP # 5 FOLLOW UP
Now that you have created new relationships, make sure you
keep them! There are several opportunities to use PR after
the show. Make sure you send the media post-show press
releases reporting trends, statistics or information on
significant newsworthy information/orders that resulted
from the show. Send thank you notes to the journalists that
took the time to come by your booth and offer your
assistance in the future as an industry think tank. Create
new pitches in the form of a state of the industry report
based on your observations at the show and send it out.
After the event, many journalists will draw on the
discussions and contacts made during a trade show to write
articles throughout the year. While a few large companies
may dominate show publicity during the show, year-round
media coverage will go to those who best leverage their
one-on-one contacts.
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