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Other columns by Barry Siskind:
By Barry Siskind
We all know the value of “free PR”; a present from heaven when you are accidentally discovered by the media. However, if the odd mention of your name in the occasional magazine or newspaper turns you on, imagine what you could get if you went after PR intentionally?
Trade shows are one of the best places to meet the media. That’s where the media goes to learn about the latest and greatest products and services. In addition it is a place for them to meet the movers and shakers of the industry. Take for example the Automotive Show in Detroit. Here 75 or 80 companies get together to introduce their newest models to the public. But long before the public gets to kick tires, the media has had their turn. Each year nearly 8,000 journalists from all over the world have 3 exclusive days at the Auto Show.
The Auto Show is an extreme example. In most cases the media will attend a trade show along with the rest of the delegates. Often there is a “media room.” where exhibitors can leave their information hoping for some recognition. Here are some tips on how to increase your odds of getting the right attention:
1. Check with your show manager and find out what arrangements have been made with the media.
- Do they have a media list?
- Does the show have a media room?
- Are there any scheduled media events such as opening ceremonies, press conferences or a pre-show media tour?
2. Can you access the media list? Some show managers will give you the list, while others may send your media information to their contacts.
3. Is the show manager organizing any promotional activities are doing that you might be able to tap into? This could be as simple as an advertising program that features new products.
4. Prepare a formal media kit. This is a document that the media is used to seeing. It contains all the pertinent information they need to make an informed decision on whether or not to visit your booth or interview you.
5. Call first. If you plan to mail your media kit, call first. Here are the questions to ask
- Who will be covering the show?
- Are they open to receiving some information ahead of time?
- When should it arrive? This last question is crucial. If you are told to have information to them by September the 1st don’t send it in July. Get it to them when they are focused on your show.
6. Follow-up. After the media kit is sent place a follow-up call to make sure they have received it and if there is any additional information they need.
7. Set up an appointment. If there is an expression of interest see if you can get the media committed to a specific time.
8. Put additional copies of your media kit in the media room. Take the time to meet the media room host to let them know who you are and what you represent.
9. Plan a second follow-up. Whether the media stopped by your booth or not, you should do a second follow-up to see if there is more information they need.
There is no guarantee that the effort will produce results but for a relatively low cost, the potential results can be staggering.
Barry Siskind is the president of International Training and Management, a full service exhibitor education company in Canada providing a wide range of products and services to help exhibitors improve their performance on and off the trade show floor. He is the is author of several books includding The Power of Exhibit Marketing. He is one of Canada’s most sought after consultants and speakers and North America’s foremost trade and consumer show expert. Visit his web site at www.siskindtraining.com.
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