How to be the Greatest Trade Showman
In-person, hands-on interaction with media at trade shows can offer invaluable
relationship building and product education opportunities. And planning ahead
ensures that every opportunity is capitalized on, to rise above the clutter for
a memorable experience and media coverage.
- Reach out before the show. Most trade shows will provide contact information for registered media in advance. Even if they don’t, reach out to priority contacts before the show to let them know you’ll be there and where to find you. Setting up appointments in advance will ensure you are able to meet with your key targets and make the most of your time.
- Create an
experience. Trade shows can be a great way to enable media to interact with
your product and get hands on. So help them experience the best features of
your product. Whether they can push buttons, make a small project or hear what
it sounds like, this tangible interaction will stand-out.
- Make eye
contact, shake hands. This seems really obvious, but yet so many booths are
full of staff who stand around on their phones, which could mean missed media
and sales opportunities. Put. The. Phones. Away. And make sure those staffing
the event know who the primary media contact is so any media who stop speak to
the right people.
- Be
social. Personal connections support professional results. Attend, or even
host, social gatherings where media will be present to build relationships that
will extend beyond the show.
- Stay in
touch. Make sure you get media contact info and that they get yours. This
could be a press kit, small giveaway with contact info attached or a business
card exchange. Follow-up within 1-2 weeks of the show with personalized notes
and don’t forget to add them to your LinkedIn network. Ensure any sample
requests are delivered in a timely fashion.
Trade shows are a significant monetary and time investment, but these
tips can help deliver media coverage amplifying product news and innovation.
And don’t forget: smile, greet, dance, repeat.
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