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September 2004
Five Tips to Gaining Media Momentum at Tradeshows
By Kelly O’Neil, Journey Avenue
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 are making further demands to "rise above
the noise." Tradeshows offer abundant opportunities for proactive and positive marketing experiences.
Getting the best return for this investment, however, requires integrated tradeshow programs that leverage
the entire marketing mix—especially public and media relations.
Public relations (PR) is widely regarded as the most effective marketing dollar that high-tech companies
can spend because it generates product and company awareness at the lowest possible cost. Through editorial
endorsement, PR also delivers immediate credibility and an enhanced reputation, which can increase sales
overall and improve margins. Furthermore, publicity from key publications can drive traffic to your booth,
facilitate sales discussions during the show, and provide impact well after a show has concluded.
Additionally, the right presence at industry tradeshows is an effective way for you to make lasting
impressions, increase traffic, and provide a better ROI on your tradeshow involvement. An important component
in building that presence is media relations, and with the right amount of effort, preparation, and execution,
it is an excellent opportunity to generate immediate and future coverage. Tradeshows last only a few days,
while articles in key trade journals, search engines, and Websites help customers find you 24 hours a day,
365 days a year.
The following five tips are central to your getting the most out of the media for every tradeshow you attend.
- Identify Your Goals—Develop a Strategy, Then Develop Tactics
- Is your company announcing a product, trying to differentiate an existing product from a competitor’s, or
attempting to break into a new market?
- Do you want to boost sales, increase Website visits, or 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
necessary to achieve your goals.
- Plan—Drive Traffic Long Before the Show
Tradeshows often provide amazing access to your targeted media. Use them as an opportunity to meet the
journalists and analysts in person. Also, work with your PR representative in advance to:
- Coordinate face-to-face meetings with key industry editors, so you can build relationships with them,
increase the opportunities for media coverage through feature articles, and contribute to your company’s
ongoing media relations initiatives
- Release your biggest news before the show, then make another announcement the day the show starts to
generate further buzz
- Target the show’s trade publications as well as the editions and dailies published by the conference
- Start your PR campaign at least three months before the show, if you’re launching a product at the show
- Leverage Existing Opportunities
Tradeshows are excellent venues for leveraging company executives, partners, customers, and prospects in order
to dominate the show where it counts—in front of an audience. Always seek speaker or moderator opportunities in
advance to obtain greater industry and media exposure.
- Create Opportunities
Reporters are often required to deliver multiple stories a day—as many as seven. Give them something to write
about even if your company doesn’t have any significant news to announce. Be creative and invent opportunities.
It’s a good way to ensure that you’re heard above the noise. Make sure you also have the following available
in your booth:
- An extensive media kit, complete with photos
- Company executives, armed with key messages and pitch ideas
- Customer testimonials, white papers, and case studies
- PR representatives to speak with media, answer questions, and proactively coordinate opportunities
If you really want to make a splash, conduct an opinion survey about industry trends and announce the results
with a press release at the show, including your company as an industry leader. Journalists are always
looking for great news hooks.
- Follow Up
After an event, many journalists draw on the discussions and contacts made during a tradeshow to write articles
throughout the year. While a few large companies may dominate publicity during the show, year-round media
coverage goes to those who best leverage their one-on-one contacts. To ensure that you keep the new relationships
you made before and during the tradeshow, you should:
- Send post-show press releases that report trends, statistics, or significant newsworthy information,
such as orders obtained from the event
- Send thank you notes to the journalists who came by your booth, and offer your assistance in the future
as an industry think tank
- Create and distribute state-of-the-industry reports based on your observations at the show
Kelly O’Neil is an award-winning entrepreneur, business coach, speaker, and author. Fast Company’s Seth
Godin recently named her company, Journey Avenue, one of America’s most innovative companies. Journey Avenue
offers nationwide programs that coach entrepreneurs, small businesses, and their teams in essential business,
marketing, and personal branding strategies, enabling them to Turn Their Passions into Profits.SM For more
information, or to subscribe to Journey Avenue’s e-newsletter—Arrive!—visit
www.journeyavenue.com.
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