Your Booth Strategy can make or break you with the Media at a Trade Show. It can start a PR Brand Crisis of an entirely different nature than the type previously written about. This one has it’s own significance because these are the people who have the power to make your Brand and products well known—or not.
The simple fact is that first impressions count. If the Media walks away shaking it’s collective head after stopping by your booth, they won’t factor in the reason for the ineptitude of the staff. They also won’t care if there wasn’t enough time to prepare, or resources weren’t properly allocated. They will judge your effort on their terms and so will potential customers.
Here is a winning Trade Show PR Booth Strategy that ensures a great Media impression:
1. If you’ve scheduled interviews, alert your staff and provide them with the list of names and news outlets to be able to properly welcome them to your Booth and Brand.
2. Make sure they are fully aware of the importance of these Trade Show PR opportunities so they will be welcoming to reporters and editors when they arrive—whether or not there has been an appointment set.
3. Have press materials handy along with the unique booth lure reports to be claimed.
4. Stress to the staff that they should not go into sell-mode when dealing with the Media. Teach them to recognize a Press Pass as their first clue.
5. It’s important to be on time for an interview. If you are delayed, make certain that your staff has a list of cell phone numbers so they can contact reporters on your behalf. Their time is heavily scheduled at these events and this courtesy will allow them to make good use of the time lag—and will get your company remembered for its professionalism.
6. Designate a location that is conducive to private conversation for interviews. If space is too tight, determine an alternate location nearby to gracefully steer reporters.
7. Have product samples specially bagged for the Press, so they get the complete set for you to hand them directy at the interview. If they arrive unannounced, make certain your staff includes this bag with the other press materials. Plan for the number of samples based upon the number of media outlets in attendance in previous years, readily provided by the show producers.
8. If your product samples are too heavy, or too large, extend delivery options and then follow through immediately with a personal note, which is guaranteed to be favorably remembered.
To get the latest Trade Show Tactics Tips, sign up for our feed.