It's Showtime!


With the ending of Covid restrictions at last, being able to safely attend trade shows is a great way of finally getting out there and meeting your potential clients face to face, in an environment where everyone’s business is to be engaged. The whole of your industry is gathered right there, and they are all open to hearing new ideas.


That’s why it surprises me how many Irish firms don’t take better advantage of the press office and other facilities these shows offer. Most shows have great media resources which are open to all exhibitors – including you – and offer great opportunities for start up to get their name out there.


Most trade shows will have three PR great channels available to exhibitors: their media partner, the registered press list of media attending the show, and the show hashtag for social media posts which most attendees will be following for the duration of the show. If you are attending a show, it is always worthwhile checking these channels out, because each represents a good way of getting your message out there and being part of the industry conversation around the show.


Media partners

Most trade show have a media partner in place, and as part of their role they will be promoting the show online in the run up to it. They will always be looking for new angles to promote the show to attract attendees and readers to the event. These are always worth contacting, and if your pitch is compelling enough, you can find yourself getting valuable pre show publicity to attract visitors to your stand. You will be well known before the show even opens!


Registered Media Attendees

It is also worth checking out which other media are attending the show. This again is simple enough – simply ask! As an exhibitor, you are probably entitled to this list as part of your subscription, so it is certainly worth asking. And when you get it, send those relevant to your technology a quick email – tell them what you’re about and offer to meet with them at the show or offer a preview of your offering. You never know.


Show Hashtag

Finally, there is the show hashtag. During the show, it is worth periodically tweeting using the show hashtag and attaching any vids of demos, pics of presentations, updates on speaking engagements etc. If you don’t have a company Twitter account, it is worth setting one up for this alone. Many attendees will be checking their feed periodically, so early in the morning and then update it from time to time.


Shows can be noisy environments from an industry news perspective – particularly if the bigger players are present. So rather than ‘launching’ a new product or service, it may be more advisable to preview them to selected media during the show and hold off the full release to a time when you have the floor to yourself.


Simple measures, but worth the effort.

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