Content is king, and someone must create it.
Once upon a time, I covered trade shows as a market analyst for a major consumer publication. Shortly thereafter I flipped to the other side of the desk and ended up with a press conference on one side of the Consumer Electronics Show and a photo shoot clear across the exhibition hall. Let’s just say that roller skates were very much on my mind by the time I finished my Mrs. Doubtfire dash back and forth across the crowded exhibit halls.
I empathize with journalists who have been given the immense task of covering trade shows, scouting for new trends, and trying to maintain relationships with industry leaders. That is why when I have a client exhibiting, I try to be a resource to media covering the show by helping them identify my clients’ product introductions long before the show, setting up interviews or, better still, pre-show interviews to save journalist’s precious time, jet-lagged exhaustion, and, especially, their shoe leather.
Here are some pointers for being a resource to media at your next trade show:
So, you are getting ready to hire your PR team. (We're hoping it's us, of course.) No matter what, here are some tips that will help maximize the relationship.
The tension in the room was palpable. The CEO was clearly an unwilling hostage to the situation; that seemed clear. Amy and I were invited to this meeting by T, the vice president of marketing. He wanted to pursue a more aggressive marketing campaign to help his underperforming potential monster technology.