With the official opening of the Fall trade show season approaching, it’s wise to start thinking NOW about ways to boost your next show’s ROI.
One way you can increase your trade show ROI is by executing a trade media P/R strategy. Have you ever noticed at trade shows, there are always several (sometimes numerous depending on the industry) trade publications that have displays at the show? They’re there for two reasons: 1, to cover news in the industry their publication services (new products, technology, process improvements, mergers, alliances, acquisitions, etc.) and 2, to gain new advertising business, since many of the companies exhibiting at the show are potential advertisers.
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Savvy marketers, aware of the trade media’s need to cover “the news” at trade shows, work it to their advantage. You might have to get creative in thinking about what you can “pitch” to an editor at a trade publication, but if your company has anything at all that is even a slight improvement over current processes or techniques, traditional products, or standard technology – you’ve got a hook. Other news items an editor would be interested in would be mergers, acquisitions, alliances, new corporate leadership and direction and new facilities and capabilities.
Like most marketing initiatives, this strategy works best with intelligent planning, coordination, and follow-up. Invest the extra effort and you’ll be rewarded by maximizing your next show’s ROI. Here’s a ten point strategy for P/R success at your next trade show.
- Do your research and know who you want to talk to. You know the trade publications that cover your industry. You may advertise in one or more of them. Even if you do, you probably have an Agency placing the ads for you, or if you’re doing it directly, you’re dealing with the account exec that covers your area of the world. If you know an AE, call them and ask who the editors are that will be covering your next trade show. If you don’t know an AE, go to the publication’s website. They generally have contact information for their editorial staff. Contact someone and ask. The larger trade shows often provide a list of media registrants along with their exhibitors list (also available on their website.) This is another source for pinpointing individuals in the media you want to talk to.