Polaris is increasingly helping clients with maximising their investment in attending and exhibiting at trade shows.
This is particularly true of our maritime client base which travel to trade fairs worldwide.
A co-ordinated PR operation combining print media, social media, trade fair press and in-house publications can make a big difference:
Polaris’ top 10 trade show tips:
- Ensure all outward facing communication – press releases, social media, enewsletters and brochures are produced in English.
- Issue a professionally written press release prior to the event targeting attending journalists.
- Issue a company enewsletter to industry contacts prior to the event to drive interest.
- Stage and manage press calls and one-to-one interviews with key journalists.
- Promote your presence at show on social media.
- Ensure news content on company website is relevant and up-to-date.
- Maximise coverage by using media databases to distribute press releases to all international trade press.
- Maximise your news value. Promote your strongest news.
- Retain all new contacts formed at event and add to internal database for future media communications.
- Plan way in advance, around two to three months ahead of the show.
Benefits of PR support at trade fairs:
- Help maximise the value of expensive exhibiting cost.
- Benefit from professional journalistic advice on your strongest news which will generate most interest in media.
- Gain access to PR firm’s media databases so all 500 maritime magazines get your news.
- Generate interest in your stand and leads at the fair.
- Crystallise key sales messages. Spell out your USP.
- Communicate to larger than usual trade press readerships. Publications often produce bumper editions in line with trade shows, as circulation peaks at these event.
- Communicate vitality of the firm – to clients, prospective clients, media and visitors.
- Boost staff morale, media coverage gives recognition and can motivate hard working staff.
For more information on trade shows contact Sam Pinnington on sam@polarismediapr.com or phone 0151 550 4710