Bulldog Reporter

Issue Date: Daily 'Dog - May 18, 2010

Lost In the Tradeshow Crowd? Eight Proven PR Tips to Attract Attention, Coverage and Customers

By Karen Thomas, President, Thomas Public Relations, Inc

Attending and exhibiting at tradeshows (such as CES, E3, CTIA, Toy Fair, Food Show, etc.) are key to a company's success. At tradeshows, you will meet potential customers, retail sales reps, and top distributors all in one place. But how do you get their attention over the noisy din of a trade show, so they'll stop by your booth and you can pitch a sale? That's where strong public relations strategies come in.

A well thought-out PR strategy will generate maximum trade show press coverage at a minimal cost that will help you make the sale. This press coverage (magazines, newspapers, TV, radio, Internet, bloggers, show dailies and trade show awards) will ensure that sales reps are aware of your presence at the show, visit your booth and potentially buy from you over your competition. But press attending the show will only cover you if they think your news is exciting and newsworthy. Using the guidelines below will increase the chances of getting this crucial coverage.

• Press materials and pitch: Interesting pitch notes should be sent prior to the show to ensure that press know your news ahead of time. Pitch notes and press releases should be exciting, concise and to the point, with your booth number and news right out front.

• Press meetings: Schedule meetings with press prior to the show. Make sure you study their publication to see what they cover and if and how it relates to your market.

• The pitch: When press stop by the booth, explain in just a few words what you're announcing, to gauge their interest. Journalists will make it clear if it fits their beat and if they want more info. Don't keep talking without looking for these clues.

• Press kits, brochures, and business cards: Make sure you send plenty of press kits, brochures and business cards to the show ahead of time. Don't be one of those vendors that runs out of business cards and brochures on the first day of a four-day show.

• Booth: Make sure your booth name and/or booth number is clearly visible so journalists won't get lost and miss your appointment.

• Booth staff: Booth staff should be prepped to quickly explain basic info on products, pricing and availability to the press.

• Social media: Post all trade show announcements and up to the minute photos on Facebook and Twitter.

• Trade show events: Attend networking events at trade shows to network with press and prospective customers. Check out the journalists' favorite list for trade show parties and press conferences: "The Official KarenNet Party List."

If you follow the PR strategies above, you'll be ahead of the game at your next trade show.

Karen Thomas is president of Thomas Public Relations, Inc., a consumer electronics, high-tech and digital imaging PR firm based in Melville, NY. Thomas PR has an over 15-year history of successful PR campaigns and trade show PR for its clients. Follow Karen Thomas on Facebook here and here, on Twitter and on the Thomas PR Blog.