Preparing For Trade show season

Within the next couple months, trade show season will begin for a variety of industries. Just as summer is traditionally the season for family vacations, many (but obviously not all) trade shows are scheduled during a 3-month period beginning in September and ending in November. Exhibitors hoping to make the most of their trade show investment should start their PR activities at least three months before the show begins, to increase the odds of reaching prospects via pre-show, in-show, and post-show media coverage.

Why should exhibitors – who are already busy – make the effort? Trade shows present a unique opportunity to get valuable face time, with not only direct business prospects, but with reporters who cover the industry. In Wordsworth’s experience, face time equals coverage, especially when a knowledgeable reporter is paired with a well-prepared company spokesperson.

Wordsworth assists in this process by identifying opportunities, creating media materials, and managing the trade show PR process for exhibitors from start to finish. Generally speaking, but with some variation depending on the industry, pre-show issues of leading trade publications will accept content preparing attendees for the event approximately three months prior to the show. This means news angles must be identified, media materials drafted, and spokespeople prepared before that time. Securing pre-show coverage is one important way of driving sales prospects to a company’s booth by alerting them to what’s new and different.

While at the show, company spokespeople have the opportunity to discuss new offerings with trade media editors in person at the booth. This is often a once-per-year opportunity to discuss stories related to the event and related to new items coming down the pike later in the year.

And not only does a well crafted trade show publicity strategy drive traffic to a company’s booth and secure publicity about the show before, during and after the event; it also often positions the company to be revisited by reporters for additional coverage throughout the rest of the year.

So, as trade show season approaches, make sure public relations support is on the marketing agenda. It can yield returns many times greater than the investment companies make.