Maximizing Trade Show Return on Investment with Public Relations

By Chris Henneghan client relations director for Schubert Communications, Inc.

From the Philadelphia Business Journal

Diving into the trade show circuit is a Catch-22 for business marketers. Face-to-face marketing is more important than ever, and leads cost 45 percent less to close at a show than a field sales call. On the flip side though, trade shows eat budgets and resources, and it's hard to show a return on investment. That's why it's crucial to leverage public relations tactics to maximize free exposure.

While trade shows are a good way to network with customers, don't forget about the other influencers walking the floor. Analysts and members of the press are there in force, and these contacts determine whether your company gets a mention in show-related news. Buyers often lean on these credible, third-party experts to back products, so it's important to let them know what your company has to offer.

The media view trade shows as an opportunity to keep a pulse on their industry. They report on the latest technology, product and service offerings that shape the industry. Everything you say to the press must fit this agenda. If you help them do their job, you'll form a good professional relationship.

Meeting with the press is the easy part. Preparing something relevant to tell them is the real test. Focus talking points on what buyers want to know, and back up claims with facts.

Don't limit yourself to major product launches. News is any information that editors think will interest their readers -- new products, services, mergers and acquisitions, major personnel changes, initiatives, awards and partnerships. Remember, if buyers don't know about your product or service, it is news to them even if it has been around for years.

Your PR firm will help develop talking points so editors will view your time together as well spent. Properly prepared messaging -- talking points and leave-behinds -- gives editors news they can quickly publish.

Along with exhibits, there are workshops and conferences happening during shows. Secure these opportunities for executives at your company to position them as thought leaders.

Start a year ahead of time. Have your agency put together a matrix of speaking opportunities and rank them in order of preference. Then develop pitches explaining why your executive would be an excellent choice. Placing speakers is a time-consuming task, but well worth the effort.

Have a trade show strategy session at least three months in advance. Your PR firm and marketing and sales teams need to nail down goals and what will be exhibited. Work together to realistically rate the value of your company's news versus overall industry needs and position it accordingly. Select PR tactics based on the significance of your news. Ask: "How much of an event does my news warrant?" "How does this news compare with other planned events at the show?"

Work with your agency to develop a show publicity plan with goals, strategies, tactics, messaging and timeline. Communicate the plan to the sales team prior to the show. Be sure to designate a company spokesperson to field press inquiries. Arm them with speaking points so your carefully crafted messaging gets delivered as planned.

Seventy-five percent of show attendees have specific agendas. They know whom they are going to visit before they get to the show.

Send pre-show invitations. Post your news announcement on the show Web site and in the bulletin that is called the "show daily." Consider sponsoring show-related events or show materials like attendee badges or bags to multiply your visibility. These sponsorships come with signage and exposure in exhibitor materials.

Reporters and analysts go first to the press room to get a quick idea of what's new. Make sure they find your professionally developed press kit there.

There are lots of ways to connect with journalists during a trade show. Your agency can help select the way that best matches your "story" with their schedules.

Every company dreams of hosting a press conference ... a crowded room. You step up to the podium to unveil your latest widget as cameras roll. Not! This is the stuff of the movies, and more often than not, press conferences are a dud. Save them for major news that affects your entire industry. For the most part, media don't appreciate standing side by side with their competitors for the same scoop.

Another option is good old-fashioned wining and dining. Meeting outside of the trade show allows for relaxed conversation. Use this time to say thank you for past coverage -- never as a bribe. Don't use this format to pitch your latest products, and keep conversation social and broad.

One-on-one appointments are an excellent way to present your news. Well ahead of time, invite key editors to meet with your company spokesperson. Arm your company spokesperson with talking points that make the news crystal clear; this is not the time to give a company overview. Keep your pitch to 10 to 15 minutes, be respectful of their busy schedules, and provide take-away materials and an option for a more in-depth interview in the future.

When you return from a show, your PR firm will make sure you deliver items promised to editors. Have a debriefing session while the experience is still fresh to assess the show's value and determine whether you will attend next year.

Chris Henneghan is client relations director for Schubert Communications of Philadelphia. She can be reached at chenneghan@schubert.com.



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