A typical trade show gives you a brief three day window to capture attention. After months of planning, the show comes and goes in the blink of an eye. And you may have little to show for it but a stack of leads that may in fact lead nowhere. 
Companies focusing their trade show efforts on customer acquisition are bound to be disappointed. However, those that complement their sales efforts with a carefully planned media strategy will realize significant returns before, during and long after their booth has been dismantled…and turn a single three day event into a year’s worth of invaluable exposure.
Leveraging Trade Shows for Maximum Media Exposure
A well orchestrated media program–one that gets the right message into the right hands at the right time–can turn a trade show into a uniquely powerful marketing opportunity. Where else can you get in front of all the top editors and reporters from the leading publications serving your market, demonstrate your products and share your company vision?
BackBone’s trade show media relations program encompasses the following:
- Writing and distribution of a media advisory two months prior to the show providing a “sneak preview” of key announcements to be made at the event.
- Securing appointments at the show for product demos or interviews.
- Formal press release distributed on the first day of the show. Follow-up after the show, including placement tracking.
The coordination of these activities gives us the best chance of arranging as many face-to-face media briefings as possible. Additional services include the preparation of a press kit and the writing/submission of speaking proposals.
Exhibits with Lasting Impact
Too many companies squander the unique opportunities high profile trade shows offer. BackBone will implement a program that gets you coverage before the show, during the show, and develops media relationships that will put you on the editorial map going forward.
