How to Get PR at a Tradeshow
As I sit in the airport on my way back from the ABC Kids Expo, I’m struck by how few companies took the time to make PR a priority at the show. We all know it’s a show for buyers, but the halls are also crawling with editors from the most influential publications, websites and blogs in your industry.
I actually stopped by a large toy manufacturer’s booth to say “hi” to the PR people there I networked with at one time. I learned that this major manufacturer didn’t even send their PR team – only their sales reps were there. I was shocked at the missed opportunity this company let slip through their fingertips.
If you’re a tradeshow attendee/exhibitor, make sure you have your PR team there, in the flesh, working the show and helping you achieve not only your sales goals, but also your marketing goals.
Here are my tips to getting press to notice you at a tradeshow:
1. Press room. Most tradeshows have press or media rooms that are not open to the public. Companies can set up their wares in the room prior to the show starting and only media have access to the room during the show. Your company should create a one-page write up or brochure to leave for press. Skip the large press kits – that’s so pre-Internet and reporters do not want to lug home your press kit. Trust me. Feel free to leave behind samples, if they’re small, or a card for reporters to use to redeem free samples at their convenience.
2. Samples. Speaking of samples, bring samples for press. I rode to the airport with the editor of a major baby magazine who I befriended over the years. She told me that when she asked some of the exhibitors for a sample, some asked her to return them. Reports don’t return samples. Period. Treat reporters above-board and give them the samples they need – or offer ship them to their home or office so they have them post-show.
3. PR attendees. It is a must to have your PR person attend the show. S/He can help at the booth, but also he or she can help manage press that inevitably stop by your booth. Plus, your press person will welcome the opportunity to have face time with the reporters he or she pitches on your company's behalf – and they are there to continue the conversation and to follow up post-show.
4. Booth interviews. Have your PR person get the tradeshow press attendee list about one month prior to the show. Your PR person can pitch those reporters and ask them if they would make an appointment to meet with you at your booth during the show. If you don’t see your industry’s favorite magazines on the list, contact the editors and ask them who from their editorial staff is attending the show. It's likely someone is.
As a PR person myself, I enjoy the pomp and circumstance of tradeshows on so many levels; but getting face-time with the reporters I pitch day-in and day-out is by far my favorite part. Tradeshows are the perfect time for companies to meet-and-greet with their industry's best reporters; it’s an opportunity companies should let slip through their fingers!