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5 Ways to Secure Media Briefings at Trade Shows

Nine out of 10 people attend trade shows to learn about the newest innovations in product design.

Nine out of  10 companies participate in trade shows for networking opportunities and branding exposure.

Source: Center for Exhibition Industry Research

Companies have cool products and updates to share and attendees are hungry for it. But, how can you cut through the noise to effectively share your news? One method is to use media to your advantage by sharing the news with them before and during the show. By picking the right reporter’s interest, he or she will write an article featuring your company’s cool product. 

Briefings are an extremely important aspect of marketing strategies, providing companies with a platform to announce product developments and gain recognition in their field. With so many companies attending trade shows in hopes of receiving coverage, what is the best way to ensure that your exhibit will gather the attention of reporters?

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Here are 5 ways to help your company receive media coverage at its next trade show:

1. Plan Ahead 

Outlining a media strategy for your company and/or product to follow before reaching out to media outlets is extremely important. Editors and reporters have extremely valuable time, and you don’t want to approach them with a half-prepared pitch. By establishing a timeline at least 3 months in advance, you will not only set yourself apart from your competitors but are likely to see a huge difference in your outreach results.

2. Define Product Differentiation 

It’s incredibly easy to fall into marketing myopia in regards to product launches, and all the creativity and strategy that entails, that you lose sight of product differentiation. Getting so lost in your workflow only to realize that you’ve spent months preparing a product launch that’s a variant of a product already on the market, is a rude awakening to say the least. Before reaching out to editors for media coverage, ask yourself how your product/service is different, what void is it filling, and what sets it apart from the competition?

3. Do Your Research on The Editors 

Remember that you are not the only company trying to secure coverage during the trade show. With reporters’ schedules filling up months in advance, it’s important to do your research and reach out to the right people. Reaching out to reporters whose beats align with the topic you need to be covered, significantly improves your chances of media coverage.

4. Keep it Short and Simple

When you’re ready to reach out, having a compelling first contact statement is crucial. You should always begin your pitch with something that makes reporters interested to know more, then transition into telling them what you’d like them to do for you, and close by detailing why it’s in their best interests to do so.

5. Do Something Different

With so many booths at trade shows trying to showcase their products, standing out may seem impossible. However, by designing innovative booth activities that make people excited to visit, rather than handing them a t-shirt or office supplies, you’re sure to give people a reason to stop in their tracks.  

With the popularity of trade shows and its number of exhibitors and attendees on the rise, it will likely take far more than a standard press release to gather media coverage. Outlined above are our golden standards for securing coverage at any and all trade shows. While planning in advance is key, if you are able to differentiate your product and present the value of your company to the trade show you are looking to attend, securing media briefings should be a walk in the park. 

Need more advice on how to best prepare for trade shows? Click here

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