companies scrutinizing every marketing dollar, the extra value of good
media coverage can help strengthen their trade show budgets. In our
March newsletter, we talked about smart practices for drawing in the
media before the show. Of course, what you do during and after the
show are just as important.
During the Show
- Make the press room lively and productive, with good internet access, printing, faxing, copying, and refreshments.
- Have staff ready on a momentís notice to escort the media around the show.
- Have exhibitor booth numbers and key contacts ready.
staff should be ready with stories and photo opportunities to suggest
if the reporter asks for it. The sheer number of booths can easily
overwhelm an unprepared reporter. Keep in mind any relevant speakers,
press conferences, or demonstrations on the calendar that they may find
control. If something goes wrong with the media (canít find an
exhibitor, room gets double booked, etc.), be honest about it and donít
sugar coat it. Promise them it wonít be like that next year and make
sure it doesnít.
- TV has some unique requirements:
them to do a site survey before the show, especially if it will be
live TV. They need to test the parking area for good microwave and/or
satellite signals and see the shoot location. Donít assume the person
doing the survey will be on location for the actual taping.
- Have someone there to meet the TV crew.
- Arrange for parking. If the news van has to park illegally, try to arrange with the police department to not give tickets.
- Provide snacks, coffee and drinks.
- Have the right doors open for the shortest run of cables.
- Provide an exciting backdrop.
After the Show
- Measure the exposure youíve received. BurrellesLuce (www.burrellesluce.com)
is one source that is well trusted. The association management and
board will likely want to know their return on their communications and
PR spending. It can also be a great figure to put in the next yearís
Weíd also like to suggest one more idea:
examples of media success for exhibitors in next yearís exhibitor
prospectus. Corporate marketing budgets are tight. Good press
coverage is something that online / virtual trade shows canít deliver.
Get Media Coverage for Your Exhibitors, Part 2
Get Media Coverage for Your Exhibitors, Part 1