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The Trade Show as a Public Relations Tactic
By Jeff Drum, Senior Account Manager, Justice & Young

Many of our business-to-business clients participate in their industry's relevant trade shows and conferences. For most, these events are key opportunities to interact with prospects and clients to tell them about their latest products, programs and services. The trade show is most commonly viewed as a function of the sales department - salespeople attend the shows, work the booth, gather business cards, give their sales spiel ad infinitum and complain about their aching feet.

There is no denying that trade shows and conferences are very important in a company's overall marketing strategy. A lot of money is spent on exhibit booths, literature, travel & entertainment and the overall logistics of participating in these events. So, why not make the most of them by adding a key component that can be the difference between a “good show” and a less-than-productive three days? Enter public relations.

Publicity is Only Part of PR

First, let's level-set what we're talking about when we say public relations. In its most literal interpretation, PR is “relating to your various publics” - including media, suppliers, customers and prospective customers. It's not just getting a press release hit. It's delivering your key messages in a way that is relevant to the receiver. For example the media want to provide “industry news” to their readers, while customers and prospects want to understand how your product is going to make their business better, etc.

Make sure you have your key messages developed and everyone representing your company at the show is well-versed and on-board with these messages. Then, identify ways to deliver these messages to the various audiences (publics). The messages you develop for media will be slightly different than those for customers, which will be different than the prospect messages, which will be different than the supplier/vendor messages, etc. Prospects may need to receive the messages via demonstration (live or via video), media will need a media kit with press releases, company background info, executive bios, etc. and customers will want personal contact via face-to-face meetings. The more you can customize your messages and delivery method to the audience, the better your message will be received.

Leverage the Event

Trades shows are major events for everyone involved. Attendees go with the goal of learning about the hot new products in their industry - they want to see and hear about the latest and greatest things that are going to make their life/job easier or more effective. As an exhibitor, this is your opportunity to fill that need and make a big deal about doing so. Trade shows are perfect venues for new product launches. In fact, this is the primary purpose of the automotive shows - to show off prototypes and new designs. A complete trade show strategy should include pre- and post-show activities as well as at-show planning. Use the event to contact key clients and prospects prior to the show and invite them to stop by your booth while at the show. Hold special VIP events at your booth after hours for product demonstrations and networking, and pre-arrange meetings with editors and writers from the key trade publications to stop by your booth to hear why your company is leading the way in your industry.

Most importantly, after the show follow up with everyone you made contact with, using specific information demonstrating your experience at the show with them was meaningful.

Develop Relationships, Increase Awareness, Gain Expert Status

We've all seen the exhibitors that show up, set up and sit at their booth waiting to give their sales pitch to anyone who happens to stop by long enough to listen. Trade shows are your opportunity to develop relationships, gain awareness of your products and services and position yourself as the expert in your industry. Make tradshows more than just a big line item in your budget because you “have to go because everyone else does.” Make them relationship builders and revenue generators. When planned and optimized, that's exactly what they will become.

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