Trade shows and consumer exhibitions offer valuable PR opportunities. They let you meet your audience, present your brand, introduce products, announce news, build relationships and strengthen those connections afterwards. Participation takes investment and hard work, but it can be worthwhile.
How do you make a trade show or event a success? Prepare thoroughly and be clear about why you are attending and what you want to achieve. Here are the key tasks across preparation, the event itself and follow-up.
Why take part in the first place?
Start by asking why your company wants to attend this particular event. Discuss it with the people involved and work through the practical questions.
Is there a budget, and how much? Is the aim to build awareness, introduce a product or demonstrate the company’s progress? Will your competitors be there? What message do you want to communicate? Do you have real news? Are you looking for leads, media meetings or both? Who is your audience, and will they attend?
Only then can you judge whether this is the right event. Another trade show might reach your audience more effectively. You may even decide not to attend, or to participate at a different time.
Phase 1: preparation
Prepare your media outreach carefully, or ask your PR agency to do so. A trade show brings many journalists together, making it a valuable opportunity to meet them. But journalists often decide well in advance which stands to visit and whom to interview.
Invite them early to a product launch, event or meeting. Contacting them at the last minute, immediately before the show, is unlikely to work.
Prepare press materials in good time and make sure they are available at the event. Where appropriate, share press releases under an agreed embargo with trusted contacts so they have time to develop their stories. Consider media training for the people who will speak to journalists; they do not necessarily have to be members of the management team.
Phase 2: during the event
Trade shows are busy and noisy, which can make detailed, in-depth interviews difficult. They are, however, good settings for introductions or broader conversations. Arrange these meetings in advance and brief your spokesperson carefully.
A press gathering around a product launch or significant announcement can bring journalists together. Consumer exhibitions often have a dedicated day for media and business contacts, with a press schedule for launches and stand visits. You do not have to use that format: you can choose your own moment, at the stand or another location.
Phase 3: follow-up
You will return with valuable new contacts. Send journalists a thank-you email so they also have your contact details. Ask whether they need more information or, where appropriate, arrange another conversation to explore the subject in greater depth.
This keeps the relationship active and helps you get more from the event. Follow up with relevant journalists you did not manage to meet, too.
Would you like advice on organising PR around a trade show, or would you prefer to hand over the coordination? Contact us and come in for a coffee. We would be happy to discuss your plans at our PR agency in Amsterdam or Antwerp.
Sylvia
More news ›