April 17, 2025
Attending a major trade show is a significant investment for any business. From booth design and travel expenses to marketing materials and staffing, the costs can add up quickly. But in a sea of thousands of exhibitors, how do you ensure your brand gets noticed and secures meaningful media coverage?
A strong PR strategy can help you make the most of your investment, ensuring your message reaches the right audience before, during and after the show. Already this year, our home industry PR team traveled the country to support clients at CES, AHR Expo, the Pool and Spa Show, the International Builders’ Show, KBIS and ISC West. Here are key learnings on maximizing PR efforts our team brought home to Chicago from supporting our clients at major trade shows.
Build Buzz Before the Show
Trade shows draw thousands of exhibitors and even more attendees, including top-tier media. To cut through the noise start PR outreach well before the event.
- Leverage Show Media Lists – If available, take advantage of the event’s media list to pinpoint your target media and schedule briefings before they fill their calendars.
- Announce Big News – If launching a new product or unveiling a major update, send out a press release before the show to garner media interest.
- Consider Pre-Briefings – Media plan their coverage in advance. If you’re launching a new product or making a major announcement, consider offering pre-briefings before the event to discuss embargoed news. The journalist will be able to write the article ahead of time and can be one of the first to cover the news!
- Button Up the Details – Ahead of the show, research additional opportunities for exposure. It’s imperative to coordinate and prepare for speaking opportunities, align on partner event plans and submit for award programs to elevate your brand’s show presence.
Pre-Show Media Events
Separate from the show floor, many shows host events for exhibitors to showcase new products to media only. While additional costs may incur, you’ll have the opportunity to have more detailed conversations with media, connect with those who weren’t able to set an appointment and (hopefully) entice them to schedule one.
Make One-On-One Meetings Impactful
Having media appointments in-booth is a great way to showcase your brand and products, introduce them to spokespeople and gain a better understanding of their editorial needs.
- Tailor the Approach – At a large show with a hectic schedule of back-to-back meetings, media are inundated with information and are often both physically and mentally exhausted. To keep media engaged, understand what they cover and tailor the appointment accordingly.
- Align on Key Messaging – Know the story you want media to leave the booth with. Prepare key messages well in advance of the show and work with all spokespeople to ensure that the info is interesting, on trend and dynamic.
- Have a Media Kit Ready – Make it easy for media to cover your story by preparing an online press kit with high-resolution images, press releases or fact sheets and product information.
In sum, trade shows offer unmatched opportunities for brand exposure, but without a strong PR strategy, the investment may not pay off. By building pre-show buzz, showcasing at media-exclusive events and hosting one-on-one briefings, you can maximize ROI and ensure your brand stands out – even at an industry’s largest show of the year.