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Trade (Show) Secrets

Trade show season is upon us – are you prepared?

I recently returned from Interop Las Vegas, supporting a number of clients including Zeus, ExtraHop and Certeon. I also met with journalists from top-tier publications and analyst firms including Forbes, IDC and InformationWeek. The press room was always buzzing and the panel discussions were well-attended.

In a few weeks, my colleagues will be attending TM Forum’s Management World in Dublin, supporting our telco clients at this industry body’s biggest show of the year.

How can you ensure that you’re making the most of your client’s trade show investments? Whether providing support at a massive show like Interop or a more niche event like GigaOM Structure, many of the tactics are the same.

Martin Jones shares some tips in a recent article on PR News. As he points out, “A creative and well-thought out PR campaign around a trade show will not only increase awareness and visibility, it will give you a much higher ROI.”

So what should you include in your client’s trade show campaign?

  • Media Relations – Obtain the show’s press list and develop insightful pitches to secure meetings with key press and analysts
  • Awards and Speaking Opportunities – Take advantage of the awards and speaking programs the event has to offer, generating additional exposure for your client
  • Socialization – Social media tools like Facebook, FourSquare and Twitter are important elements to trade show success. Follow relevant show hashtags on Twitter and see who else is attending, check-in to the event on FourSquare and post coverage or videos to your client’s Facebook page

Be sure to read Martin’s article to learn about additional trade show secrets.

Do you have other tips to share?

This post was first published by Cheryl Gale on March Communications’ blog, PR Nonsense, and may be viewed here.

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