(Guest post by Kayla Brown, Intern)
When it comes time for your company to take part in a trade show or an event just showing up isn’t enough and it won’t guarantee the media coverage you are looking for. So this time around shake it up and try something new.
Trade shows offer prime opportunities to showcase your newest products, as well as opportunities to extend and amplify your messages to a broader audience.
Your company has already spent thousands of dollars on a booth, developing messaging and creating a unique experience for your customers and prospects. Why not enhance that by inviting and interacting with the media?
Engaging reporters with interviews and demonstrations will help reinforce your message by earning media coverage, which can add to your credibility and also reach thousands of customers and prospects who could not attend the show.
Best of all, this can be easily achieved. Here are some simple tips:
1. Reach out to media several weeks before the show. Let them know what you’ll be offering such as new products, demonstrations and who will be available for interviews;
2. Set up interviews or demonstration appointments a week or two before the show;
3. Prepare press materials and brief your spokespeople;
4. Have a PR expert handy during the show to engage and pitch reporters on the spot; and
5. Conduct follow-up with the media after the show to answer any questions and make sure they have all the materials they need (press kit / images / etc.).
Of course, social media is another great way to generate extra buzz before, during and after a trade show. Here’s how:
Create and promote a #hashtag for your show presence so users can find all related tweets. Also, tweet links that lead media and prospects to where they can find information, especially if they were unable to attend.
Post coverage and links on your company’s Facebook page and encourage attendees to “like” your page, so they can post replies, share feedback and learn more.
If you have any videos from the show or press conference, edit the footage into short, exciting segments then promote and link videos to your website and other social media sites.
Integrating traditional PR and social media with your trade show activities can maximize your reach, credibility and impact for enhanced marketing ROI.