Exhibitions, events, workshops, promotion press conferences and road shows
Speaking directly to journalists and informing them isn’t always easy since their time is limited. So you have to approach them directly.
Live Communication is a very good method in doing so: at exhibitions, events, press conferences and road shows.
Exhibition Communication pays off
A valuable advantage at exhibitions is the fact that all important journalists of a specific branch are attending. The challenge is to get them to visit the clients stand. This works best when already having established contact prior to the exhibition. We prefer contact over the telephone. The conversation needs to provide all important information in a nutshell on what the client is going to present at the exhibition (elevator speech). Afterwards it is advised to send a brief summary on the client’s news in which the most important exhibition highlights are presented. This can also work the other way around: sending an editorial invitation first and then make aimed calls.
During the exhibition it is useful to book a press compartment at the media centre, as journalists usually head there first to gain a better overview. When a client can attract their attention with an appealing press portfolio it will serve as an invitation to visit the clients stand. It is surprising to know that only 10 percent of exhibitors use these press compartments, which gives you the possibility to gain their interest all the more.
Exhibition PR: Supporting the exhibition appearance successfully
- building contacts with target media at first hand
- achieving positive press articles which help to build and expand prominence and image
- using press articles as an excellent tool for distribution
Goal: reputation and positioning on the market thanks to trustworthy media visibility
Our communication services for a successful exhibition presentation:
- briefing conversation, consultancy and coordination
- analysis of client information and image material (with images from the envisaged exhibition stand)
- composing a detailed press distributor (target media, including contact data of relevant editors)
- layout, reproduction and packaging of press documents, dispatch for the exhibition, display for the press compartments (including the booking) and for the clients stand, provision for the clients website
- if necessary translation of the press documents into English (by external providers)
- press portfolio for the exhibition appearance
- press release on the exhibition presentation (one product or service highlight)
- background information on the company and their product range
- preparing invitations and mailings for journalists
- arranging individual dates with journalists at the exhibition stand
- supervision of media at the exhibition stand
- preparation of digital press portfolios on the agency’s web server (newsroom) for downloading
- distribution of press documents to target media
- media observation and documentation (screening media in regard to publications, electronic registration of articles)
Well planned events also offer the opportunity for editors to come by. It is also important to awake interest during the pre-phase. When journalists actually come to an event, a publication is definite. Furthermore they usually bring their own photographers or camera men along to have their own image footage, which rises the chance for a broad publication. This approach works with B2C clients as well as with B2B clients. In such a matter we supported a large event for 2000 members of Zumba Fitness at the Alsterdorfer Gym in Hamburg and achieved a wide scale media response. In Bremen we had arranged a expert meeting for the highly specialised B2B client Materialise (3D printing) with first-class speakers and guests (Airbus, Daimler etc.) and had also achieved excellent media presence and publications.
Such events offer the needed space to talk intensively to journalists within a press conference as well as at background conversations.
Road Show Communication: Visiting editorial offices and individual journalist dates
Road shows are a solution to inform important target media on a large scale, if there is no possibility to organize neither exhibitions or events. In meeting editors at their offices or at a restaurant close by, editors save costs and travel time. We usually have an hour to talk and present products in detail. Personal conversations almost always lead to high quality articles. Especially when a client and their products are not well known yet, this method serves as an ideal solution to introduce yourself to respected journalists.