Las Vegas. New Orleans. Nashville. These are some of the most popular U.S. cities for trade shows. And these events present countless opportunities to connect with the media to promote a client’s products and services.
There’s been a resurgence of attendance at trade shows for numerous industries, as reported by trade show organizers. This includes attendees as well as the media. Trade show attendees are eager for in-person conversations about new products and the impressive exhibits.
As a public relations professional who has attended more than 50 trade shows on behalf of clients, I have seen the following benefits of in-person PR at trade shows.
In-Person Engagement
Can public relations professionals do their work remotely with little or no in-person contact with the media? Yes. Do the media and PR professionals want this kind of relationship? I think the answer is “No!” There’s a certain synergy between PR pros and the media when conversations take place in person at trade shows. Individuals can reconnect much quicker in person and have improved communication when they’re together versus communicating online.
Trade shows offer an excellent PR opportunity to attract media attention for our clients and their products. Editors appreciate the chance to visit exhibits and speak directly to a subject matter expert about a new product. An added bonus is the opportunity to have subject matter experts (SMEs) do a product walk-around, in the case of construction equipment, for example, and explain the machine’s features and benefits. In doing so, the SMEs and the company build trust with the media.
While a virtual media event or webinar can be useful in certain circumstances, capturing the attention of the media can be difficult in an online environment. When editors attend a trade show, they can focus their attention on the show and the exhibitors. Exhibitors can create memorable experiences for editors when they visit the booths. And the on-site PR professionals facilitate these important experiences, connecting companies to the media.
Building Relationships
The PR work conducted at trade shows can lead to numerous editorial opportunities down the road. Introductions made between SMEs and editors help lead to more productive interviews and enhanced editorial coverage. As the two parties get to know each other, a rapport develops, and PR professionals can help foster the relationships.
Earned editorial success stemming from a trade show requires work before, during, and after the show. PR support may include communicating with registered media attendees and show organizers, creating a media briefing book, meeting with media during the show, and following up with editors after the show.
But trade show PR support and successfully pitching content to the trade media can involve many more steps in the process. That’s why there continues to be value for companies in partnering with a PR pro who has the knowledge, experience, and media relationships to keep their efforts on track to yield a return on the show investment.
Enhancing Brand Visibility
Trade shows and the accompanying benefits of PR support aren’t limited to exhibits at convention centers. In 2023, the Association of Equipment Manufacturers hosted its first Celebration of Construction on the National Mall in Washington, D.C. The outdoor exhibits allowed manufacturers to showcase their products, including the newest features and technologies aimed at improving operator safety, productivity, and efficiency.
At the event, a panel had the opportunity to address AEM leadership, its members, and attendees. Panel presentations such as this provide an excellent platform to involve a company’s senior leadership and encourage them to share their thoughts on various topics affecting their respective industries. An example might be what the manufacturing industry can do to promote more young people to consider a career in the construction industry. Additionally, it serves as a forum to discuss crucial issues such as workplace safety and the measures manufacturers are implementing to enhance safety standards on job sites.
There’s a certain synergy between PR pros and the media when conversations take place in person at trade shows.
This type of opportunity can be further expanded by collaborating with media outlets during trade shows to arrange interviews with industry leaders. By securing interviews on key industry topics, your company can position itself as a thought leader and gain valuable exposure. The interviews provide an opportunity for your company to dive deeper into industry trends, challenges, and innovations. Your leaders can offer unique insights that resonate with your customers.
Once the video interviews are produced and shared by the media, your company can amplify their reach by sharing them across your social media platforms, website, and e-newsletters. This can engage your internal and external audiences and generate conversations around key industry issues.
Getting the Most Out of Trade Shows
Industry trade shows are great opportunities for in-person engagement and relationship building with both your customers and the media — making on-site PR support a crucial part of the equation.
Contact us to learn more about collaborating on in-person public relations efforts for your next trade show. And check out some best practices for B2B media relations.
By Two Rivers Marketing
