IMEX in Frankfurt is quite simply the biggest and best meetings PR media relations opportunity in Europe this year for destinations, venues, hotel groups, event technology providers and service suppliers.
In just three weeks, from 21-23 May, around 200 leading industry editors and writers from Europe and around the world will be in Frankfurt to discover what is new, to meet executives from exhibitors and keep up with the latest trends, ideas and developments in event planning, technology and organisation.
For any organisation that wants to maximise its ROI on exhibiting at the show and to connect with the most influential journalists in the meetings and incentives industry media, there is no better opportunity. So how can exhibitors at this year’s show make the most of this outstanding meetings PR media relations opportunity?
Here are five tips based on our twenty plus years of experience of the show – and now is the time to start preparing.
1. Issue a news release in advance that will generate editorial just as buyers are planning their appointments diaries
With 3000 plus companies exhibiting, buyers have a vast choice. Persuading them to book an appointment or drop by is important. Generating editorial coverage in the trade media in advance to tell buyers what’s new can be highly influential.
2. Arrange media conference and briefings
Experienced exhibitor PR teams know that the event is a good opportunity to announce major news or for their CEO to meet key media. Taking advantage of the free Press Conference Room adjacent to the on-site Press Office can be a highly effective way to brief the media on news and plans. Please email [email protected] to find out about availability.
Alternatively, one-to-one briefings at the show between senior executives and journalists are another superb meetings PR opportunity. A PR team that make the efforts in advance to invite them and arrange these meetings can help to maximise the benefits from exhibiting at the event.
3. Contact registered media
In the weeks before the show the IMEX PR team regularly issue lists of registered media to help PR teams planning press conferences and briefings. Please email Emma.B[email protected] if you would like to receive this list.
4. Create editorial in the Show Daily
The IMEX Show Daily welcomes news from exhibitors. While the first day edition is finalised well in advance, there are still plenty of opportunities to be featured in the Wednesday or Thursday editions which are written and edited at the show. Please send your news to [email protected]
5, Make the most of the show Press Centre
Bringing 20 press packs to the Press Centre and displaying them on the racks is a simple, tried and tested way for meetings PR teams to convey their brands’ messages.
And after the show .. following up and staying in touch with the media to keep the brand in the minds of buyers is essential. An ongoing PR program is the key.