PR Tips:
Trade Show Edition

June 14, 2019

Do you have a trade show press strategy, or do you just wing it? Don’t worry – we know a thing
or two about making a big splash at the big show. Here are some things we’ve learned over the
past 22 years.


Determine if you have enough news for a press release

Be honest. No news disguised as news won’t lead to coverage.


You do? Then draft a press release

Readers need to walk away with info on announcement(s), how they can find you at the show,
and what events you are participating in. Since most companies send press their releases the
day the show opens, send yours the week before.


Some guiding principles:

  • Get to the point
  • Information beats buzzwords
  • Make it really easy to read
  • A call to action goes at the end
  • Include dates and times

Here’s one we wrote for Chaos Group.


Schedule press meetings

Ask the show’s marketing director for a press list and contact your targets. If you don’t have news to share, ask to update press on recent developments and future projects.


Create an engaging press presentation

Make it simple, make it visual, make it intriguing.


Some things to keep in mind:

  • Text: less is more
  • Images: funny or stunning
  • Messages: have a plan
  • Prep: know your key points
  • Validation: via customers, stats, and graphs

Let your customers tell your story

Who better to sell your product or service to a skeptical press contact than a professional who loves it? Bring them to a press meeting, have them present at your booth, or offer up case studies (in narrative form) to press.


Press like these types of tales:

  • High-profile clients
  • Big projects
  • Innovative uses
  • Recent events
  • Educational elements

Here’s one we wrote for Ziva Dynamics.


Still need help? Contact us – we’re here to help.