Drive Media Interest at a Trade Show

The only major difference between a trade show-based announcement and a standard release will be the dateline. The lead paragraph should indicate that the launch is taking place at the event. This'll add an element of timeliness to the news and attract the attention of reporters assigned to the show.

What's the best way to secure media interviews?

Again, plan ahead. Use the media list given by show management, and send out e-mails to reporters who'll be attending. If the show doesn't supply a media list, search for past articles on the event and develop a list of publications and reporters on your own. The same reporter may be assigned to cover the show again. And if not, he or she should be able to point you in the right direction.

Be sure to initiate contact at least two weeks prior to the show. Remember, your company won't be the only one trying to set up an interview. Reporters' calendars fill up quickly. And give the media a reason to take notice. Offer breaking news or a unique angle that distinguishes your company from the other businesses.

Also look for opportunities to secure speaking engagements, either as a keynote speaker or as a participant in a panel discussion. Speaking engagements require extensive planning and creativity, so start early and identify several themes you're comfortable discussing. Don't focus solely on topics directly related to your business. The most enticing speakers are those who can branch out beyond the standard subjects.

What marketing materials should you have on hand?

Minimal ones. No journalist wants to carry reams of paper, and with concern for the environment growing, no one likes to see waste. Consider placing all your marketing materials on branded jump drives. You should also include these materials on your trade show Web site for easy download by journalists when the show is over.