The media can be a powerful tool for leveraging the reach of your trade show efforts whether in television, radio, Internet, or print. Your job is to target your endeavors to create a positive company image and brand awareness of your products and services. How do you do that? Part One of this series, which ran in the August issue of Successful Meetings, outlined strategies planners could employ during the pre-event period. Part Two, which ran in the September issue, explored seven techniques for using the media to help maximize your trade show effort during the event. This final installment details strategies that extend your return on investment after the show has ended.
1. Send out post-show press releases to the media, exhibitors, and attendees, reporting trends, statistics, information on significant newsworthy information, or orders that resulted from the show.
2. Collate all publicized articles and media coverage before, during, and after the show, and send them to the top management of your organization. Also include the best articles in mailings to exhibitors and attendees.
3. Create a state-of-the-industry report based on your observations at the show and send it out, or offer it free to exhibitors and attendees responding to a post-show mailing.
4. Make recordings—on cassettes, CDs, or digital files—of the best educational presenters who delivered sessions during the show available to journalists who attended the event.
5. Include valuable show information in your company newsletter.
6. Finally, remember that your target audience is seeking information, so always be on the lookout for advice, ideas, and information to help them. Your information must appeal to your target audience's self-interest while at the same time promoting your own.
Susan A. Friedmann, CSP, known as the Trade Show Coach, is the author of Meeting & Event Planning for Dummies. She works with companies to improve their meeting and event success through coaching, consulting, and training. Go to www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.