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There are many obvious key success factors, such as the right stand in the right position, yet what use is a good looking stand if no-one visits it? Getting the right visitors to the stand is a challenge that should not be overlooked and this is where a planned PR campaign will help.
If you are thinking of booking, or have already booked space at an exhibition, use the following handy PR checklist to make sure you capitalise on your investment.
PR Checklist
1. Find out from the show organisers well in advance, if there are any opportunities to speak in the seminar programme.
2. Find out well in advance which magazines are previewing the show and when their copy dates are. A list should be available from the show organisers or your PR department / PR consultancy.
3. Send out a press release to magazine previews and the show website detailing what you will be showing and any events/competitions or product launches you will be doing. If you are launching a new product but cannot reveal specific product details at this stage, make it into a teaser campaign 'to be revealed at the show...'
4. A couple of weeks before the exhibition, call key editors to arrange on-stand meetings to introduce them to products, forge relationships, offer interviews and exclusive features.
5. Prepare press packs to take with you containing relevant press releases, images and a company fact file to go in the show's press office. These will be taken by visiting editors and used for show reviews.
Other tips
* An exhibition is a good platform for hosting an event or product launch
* Take a camera to the show - it is a good opportunity for photographing your product and of course the stand for future PR / marketing use
* Prior to the show check out any marketing opportunities such as sponsorship
* Don't forget to put your stand number etc as a flash on any adverts you run in the lead up to the show
* Train and brief all staff working on the stand
* Wear a smile and comfy shoes!!
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