What is the easiest and most cost-effective way to promote yourself at a trade show or exhibition?
The answer is simple, ‘news’
However, most people are unaware of what really news is and how to achieve meaningful coverage. The best place to start is to examine key B2B and trade press. The key meetings and events titles, print and online, include Conference News, C&IT and M&IT. Examination into these titles provides insight into the types of articles the editorial team prefers to run.
News is: major new business wins secured before and sealed during the show, especially by well-known agencies or suppliers; mergers and acquisitions; opinion on controversial topics; major new product launches by well-known brands; new senior staff appointments and departures; and revealing research.News is NOT: new websites; small product launches; small investments in equipment; new colour or size variants of existing products; case studies; and office moves.
A scalpel, not a bazooka
Experienced PR teams realise that news is the plural of new and that ‘if it isn’t new, it isn’t news’.
All too often companies use a ‘pray and spray’ approach, issuing a generic piece of content that simply are not good enough to pass the litmus test of a news editors’ forensic eye.
That is where an independent PR consultant comes in. Armed with an enviable address book of existing press contacts, they are able to develop new or unexpected angles to maximise commercial objectives.
After investing heavily in exhibiting, it is critical that companies maintain momentum after the event has ended. Unfortunately, many organisations do not. Keeping in contact with buyers, keeping up a high profile through the media using PR is essential if the investment in exhibiting will achieve maximum ROI and not be wasted.
With more than 25 years of experience both supporting brands exhibiting at events and running exhibition PR campaigns and press office, the Clareville team has a huge bank of knowledge and expertise that can enable any brand to make the most of PR before, at and after exhibitions.
We would love to tell you more, please get in touch by emailing [email protected]