Being part of a trade show gives small business a chance to experience economies of scale and to mix around with the big guys. This may also be the most stressful period for the PR Dept. head as he will hope that R & D people will be able to bring out the latest prototype of the company's new and "hot" product to a large audience. Top management may plan to use the trade show to increase profitability and market share.
Here are some tips:
The purpose of participation:
Before deciding whether you company should be part of this trade show, there must be a meeting of top management about the demographics of their target audience and the overall impact of the trade show. If the trade show is to launch a new product, then it should be obvious that all promotional literature and samples of the new product be ready. On the other hand, if participation in the trade show is just to create awareness and corporate visibility, then through prior research, ensure that the neighboring booths (your competitors) do not steal your "thunder".
Consider co-sharing your booth:
Co-sharing your booth with an alliance can be positive if there is synergy. It can also help lower the cost of booth rental and introduce your services to your alliance's customers.
However, the dangers of this approach is that one exhibitor may garner more exposure and publicity which may cause some dissent; there is also the issue of the signage and the "overall feel" of the booth that has to be agreed by both parties.
The Multimedia experience:
It is logical to prepare a multimedia experience for participants because there will be many booths shouting for attention. Trade shows are normally chaotic in nature. Thus make enquiries about the installation of large projector screens and platforms before committing yourself to the trade show.
Advertise with the trade show organizers:
The trade-show organizers will be promoting the event in the various media and your company should find out if you can tag onto this media blitz. A common method is to offer your company's new product as a prize for the event's grand contest.
Logistics Management:
Have you been to an exhibitor's booth and asked for brochures and be given the reply that they had run out of supply? Similarly, you discovered that the chart displayed at the booth and the information provided in the brochure was not the same. What was your impression of the credibility and level of professionalism of the organization?
It is essential that all information in the brochures and promotional materials be checked for accuracy and their supply sufficient for the entire event. Trade visitors will remember the organization by these items.
Train your sales staff well:
If you need to get temporary staff to help out, ensure that they are well drilled about the new product and the company's business philosophy. They must be forth-coming with their replies to enquiries from the public. They should not just wear the company's specially designed T-shirt and hand out flyers!
Feedback forms:
It is not realistic to expect "record sales" during the trade show. It is also important to create a rapport with the trade visitors by encouraging them to fill out feedback forms with their personal particulars. This will entitle them to a gift. The gifts must also be designed so that the organization will be remembered even after the trade show is over.
Networking:
Use this opportunity of being part of the trade show to network with other trade show participants. Set aside some time to interact with them and understand their business and services. You may form future alliances.
Build up the morale of your team:
Being part of a trade show can build up the morale and teamwork of your employees. Remember to rotate the duties of each member like handing out brochures or manning the booth. It is also important that they understand that the image that they convey to trade visitors during the event will go a long way in creating brand consciousness and corporate positioning.
About The Author
Colin Ong TS is a recognised authority in Corporate and Career Strategy. Visit his sites at http://www.mrmc.com.sg; colin@mrmc.com.sg
I address this article to businesses, associations, non-profits and public... Read More
Sometimes a phone call isn't intimate or long enough to... Read More
If your product or service can be given as a... Read More
©2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More
Let's start out with a caution for business, non-profit and... Read More
?lose the confidence of your key target audiences? discourage them... Read More
In larger cities with many outlets they are competing for... Read More
I say public relations can be a matter of survival... Read More
You are getting a good deal when you accept the... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
It behooves you to know and remember the names of... Read More
As a business, non-profit or association manager, occasions will arise... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
One big mistake that many marketing-minded financial planners make when... Read More
When, as a business, non-profit or association manager, you are... Read More
Almost assuredly you do, especially when your most important external... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
Not a single reporter showed up at our news event.... Read More
During my career as the head of media relations for... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
You can have dozens of marvelous ideas to get free... Read More
You are a spokesperson for your company, representing it for... Read More
I got the latest issue of Internet Works in the... Read More
What makes a good media release and how do you... Read More
For financial planners, getting publicity, in the end, isn't about... Read More
Think that you aren't big enough for national media coverage?... Read More
With a dismal failure rate of more than 75 percent... Read More
Hundreds of thousands of News Releases are sent out all... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
They say that image is everything and some of us... Read More
Everything, that is, if you ignore those folks whose behaviors... Read More
It's hard to imagine a reporter working today who doesn't... Read More
There are many ways you can get tons of free... Read More
News releases are not the best way to get major... Read More
Let's start out with a caution for business, non-profit and... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Photographs are essential for getting good publicity in the print... Read More
When most people think about marketing, they think advertising. While... Read More
An effort built around a string of print and broadcast... Read More
Press releases are one of the most cost-effective ways to... Read More
?lose the confidence of your key target audiences? discourage them... Read More
Mark Twain once said the rumors of his death had... Read More
I got the latest issue of Internet Works in the... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
A musician spends years honing his craft. He writes world-class... Read More
Years ago when my Dad owned a group of local... Read More
Are there secrets to gaining media coverage or is it... Read More
Are you hesitating about hiring a publicist or, if you... Read More
What a shame! Potentially productive public relations people resting on... Read More
Hundreds of thousands of News Releases are sent out all... Read More
Media relations is a great profession.On good days, I earn... Read More
Have you ever noticed that when someone is interviewed on... Read More
Southern grandmothers have often said, "there are only three... Read More
Done right, it helps modify the behaviors of your most... Read More
It's safe to say that we live in interesting times.... Read More
You have been if you're a business, non-profit or association... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Media placement is an art. Practicing it often requires as... Read More
There are a lot of things that make a business... Read More
When special events and communications tactics rule the PR roost... Read More
Corporations are willing to pay substantial amounts of money to... Read More
Non-news professionals often have a hard time understanding why their... Read More
Public Relations |