Put PR at the Top of Your Trade Show Activities List
By Bob Milroy
President
Alexander Marketing Services

Don’t overlook shows as excellent opportunities to stimulate publicity that can increase your overall marketing efforts.

Most trade shows attract important editors who are there to report on what’s new in the industry, new products, new technologies, emerging issues, industry trends, etc.  Give them a hand.

• Read your exhibitor guide for publishers attending and identify any special meeting opportunities that may exist.
• Trade magazines associated with the show usually have an issue that previews the event. About four months prior to the show, editors solicit information. Be sure to respond because coverage is virtually guaranteed.
• No request for press releases from key publications? Send one anyway.  Your odds of getting mentioned are good.
• If you’re announcing a new product at the show, give serious thought to breaking the news in the preview issue rather than keeping the announcement secret until the show opens. 
• Many shows have special “Show Daily” newspapers. Find out from show management if they offer these, introduce yourself and offer information to the editor.
• Have a press kit prepared for every show; even if you don’t have anything new and exciting to announce.  Place, and replenish if necessary, a quantity of press kits in the show press room.
• Have press kits available in your booth reserved for editors who come by.  Make sure people manning your booth know how to identify members of the press by their badge and how to use the press kit should an editor be spotted in your booth.
• Set up face-to-face meetings in advance with editors, rather than hoping they simply stop by your booth.  Editors like to have a defined plan of action prior to every show.  Make sure you have real news to pass along „Ÿ without it editors may resent the intrusion „Ÿ they are there for news not courtesy calls.

In short, shows are all well covered by the press, and you’ll be well rewarded by preparing to take advantage of this fact.

Bob Milroy is the President of Alexander Marketing Services (AMS).  AMS is a full-service, business-to-business marketing services company with offices in Grand Rapids, Michigan and Chicago, Illinois.