Drive Media Interest at a Trade Show

What's the best way to manage a product launch at a show?

There are a few simple steps for getting the most out of launching products at a trade show:

Plan ahead. Develop a calendar of tasks to complete prior to the launch. The calendar should extend at least a month in advance and should account for such activities as drafting and finalizing the launch release and marketing materials, producing graphics or product photos, securing customer testimonials and performing media outreach. Then, align these activities within the timeframe of the trade show. Some tasks may need to be adjusted based on trade show rules and deadlines.

If media coverage of your launch is a priority, preview your product for select journalists and analysts ahead of the event. Doing so will enable those reporters to break the story the day of your official launch. Make sure to obtain the trade show media list as far in advance as possible.

A well-orchestrated product announcement is key to generating publicity. Check with event organizers to see if there's an official newswire sponsor and if there are any regulations for issuing news at the event.

Create a standalone Web site or product page that can be updated quickly and easily. Populate the site with information about the launch, including marketing materials, the official launch release, photos, fact sheets and a link to encourage further communication.

Make sure you have the right people staffing your booth. Product managers are essential if you're going to be demonstrating a new service. If you have happy customers who have used your product, you might consider asking them to act as live testimonials at the booth.

Unless you're introducing the next iPhone or similar product, don't hold a press conference. The cost will outweigh the benefits.

How should a company structure its product launch announcement if the news is being issued at a show?

Follow the same basic news release writing guidelines as you would for any other announcement. Make sure to address the five W's -- who, what, where, when and why -- avoid jargon and write a catchy headline that directly relates to the news.