Tips for Tackling Trade Show Season

January 4, 2023

In-person trade shows are back in full swing and this month we’ll have clients attending both the International Builders Show (IBS) and the Kitchen and Bath Industry Show (KBIS) in Las Vegas. For PR pros, trade shows are a great time to build relationships with reporters and scout out the competition. Following are a few tips for making the most of your client’s time and budget at any industry event:

  • Think ahead. There’s a lot of preparation that goes into a trade show before you step foot on the convention floor. If your client is exhibiting at the show, be sure to request access to the media registration list, which the show organizers should provide. This will enable you to promote your client’s presence to key contacts planning to attend and cover the event. This is also the perfect opportunity to ask if they’d like to schedule a specific time to stop by to learn about any new product offerings. Taking this step can help to ensure a steady flow of media traffic to your client’s booth throughout the duration of the show.
  • Engage on social. Creating social media content for your client’s platforms specifically related to the show will help elevate you’re their profile and drive traffic to their booth. Use the dedicated show hashtag for optimal visibility. To get attendees excited, and to create additional buzz around your booth, promote any giveaways or fun experiences your client has planned.
  • Bring your A-game. It is incredibly important to be ready to handle any questions media may throw your way once they are in the booth. Plan your tour strategy in advance and be sure to familiarize yourself with your client’s product offerings both old and new. It’s also important to familiarize yourself with any media you may interact with during the show. In addition to impressing visiting media with your knowledge of their work, you will be better equipped to position your clients by sharing information that is most relevant to them and their media outlets.
  • Follow up. When the show has ended and the booths are broken down, your work isn’t done. In fact, this is when the real work begins. A few days after the show, you’ll want to follow up with any media that attended your client’s booth. Thank them for taking time to stop by and offer them additional information and materials as needed. For those that couldn’t make it to the show or to your client’s exhibit, be sure to send any press announcements that were distributed at the show and offer to set up a virtual interview.

Following these tips can help you gain visibility for your clients, create lasting relationships with influential media, and optimize all of the PR opportunities that trade shows have to offer.