Trade show communication

WHITE PAPER

Kill Two Birds with One Stone: More Visitors at Your Booth and Increased Demand Through Higher Media Presence / Effective Support for Marketing and Sales

Anyone who takes a look inside the media centers at trade fairs will usually notice one thing: Considering the number of exhibitors, very few press boxes are actually filled with press kits. This suggests that most companies are unaware of how much public relations (PR) can contribute to their market success – especially how uniquely efficient press communication around a trade fair can be. With professional support, businesses can attract more potential customers to their booth and generate long-term demand through media coverage. Marketing and sales efforts receive a strong boost. Companies that rarely engage in press relations should seize this opportunity – especially since the costs are quite minimal compared to other trade fair-related expenses.

Why Trade Fair PR is So Effective

One key reason why trade fair PR is highly efficient is that a company can create awareness both before and after the event. This brings two major benefits: Trade publications reach decision-makers beyond the usual sales contacts, which means that pre-event press coverage leads to an increase in qualified booth visitors and new business opportunities. Additionally, post-event coverage generates business inquiries for months afterward – including from decision-makers who did not attend the fair.

Trade fairs also provide an excellent setting to meet journalists and give a company a “face”. Direct interactions allow businesses to present their offerings more effectively while gaining valuable insights into the specific interests and expectations of various editors and their audiences. Companies that cater to these interests benefit from increased and improved media coverage.

Best Practices for On-Site Press Meetings

Professionalism is equally crucial during on-site press meetings. There’s nothing more frustrating for a journalist than arriving at a booth only to be ignored. At least one staff member should always be available for a brief conversation, even if the main spokesperson is temporarily unavailable. Meetings should be scheduled in advance and planned for at least 10 to 30 minutes.

Start Early – And Secure Your Press Box

Companies with little prior experience in press relations may struggle to achieve this level of professionalism. Seeking external assistance can be a valuable investment. Reputable PR agencies with trade fair expertise offer services that are highly cost-effective compared to the overall trade show budget. These agencies can assist with pre- and post-event activities and even provide on-site support by moderating or conducting press meetings on behalf of the company.