Besides sending out press releases and press kits, what are some other ways to increase the visibility of your trade show presence? One possibility is to schedule a press conference. Over the course of perhaps twenty minutes, you will have efficiently distributed your message to many potential customers.

Begin by contacting industry publications, such as EXHIBITOR Magazine, EXPO Magazine, Tradeshow Week, and Tradeshow & Exhibit Manager. Also, reach out to trade journals specific to your particular industry. Contact local business journals and the business editors of your local newspapers. Don’t forget radio and television. Invite local radio and TV personalities that host business or commerce oriented programs. Research the websites of all the media you intend to contact. Most will have an employee roster or a list of newsroom staff. Identify the business editor or person with a similar title and add them to your contact list. If you don’t know who the appropriate contact is, it is best to call and ask who covers business for the newspaper, radio station, etc. Once you have identified all of your contacts, send them written invitations.

Coordinate with show management when arranging your press conference, to avoid scheduling conflicts. The actual event itself is pretty straightforward. Begin promptly and don’t let the event exceed twenty minutes. Distribute press kits, graphics, and a copy of the speaker’s notes immediately prior to the conference. Keep your statements brief, and allow for questions and answers. Don’t forget to follow-up by sending thank you notes to all who attended. Holding a press conference may sound intimidating, but in reality it can be a great way to get your message out to your target demographic.

Mel White
Classic Exhibits Inc.
503.652.2100