Sample 9
Trade Show Press Release
Trade shows are an excellent opportunity to build business with existing customers while attracting new customers. Written materials can play a key role in making the most of an event before, during and after the show. “Even in today’s world of electronic messaging, hard copy written material is still crucial in most marketing efforts,” says Chris Recklies, a principal of Professional Writing Services. Recklies offers advice for successfully developing and using traditional print materials to promote company exhibits.
Let your customers know you’ll be at the show. Some events provide ready-made cards for mailing. Companies can design and mail their own cards, tailored to their customers. Be certain to include complete contact information (mailing address, telephone, fax and e-mail) as well as the exhibit location and booth number.
Carefully timed press releases can build interest in your product or service while announcing your presence at the show. Mention the availability of additional information at the upcoming show in the text. Press releases like these are usually aimed at trade publications, so be sure and plan ahead. Some publications cut off a month or more before an issue appears in the mail. Check the guidelines for cut off dates.
All materials should be recognizable as belonging to your company. If you can’t tell at a glance, check the following. Color, logo, font, and type size. A consistent appearance builds recognition.
Business cards should always be current. If a sales rep started last week, don’t let him or her pass out cards with their name hand written over the last rep’s name. Don’t let anyone pass out cards with information changed or deleted by hand. A rush order on cards costs extra, but goes a long way to presenting your company as a professionally run organization.
Every piece of literature available at the booth should be ruthlessly evaluated. It’s critical to get the maximum impact with any item that can be picked up and kept for future reference. Stress benefits of the product or service, not features. Check all copy for spelling, grammar, clarity, and effectiveness in motivating the buyer. Be certain that correct and complete contact information is included. Review, edit, and then edit again until your message is expressed with maximum effect using the fewest words.
Consider having press kits available for members of the media. These packages provide most or all of the information a journalist might request when preparing an article or newspaper piece. The press kit might include recent press releases, new product or service announcements, corporate history and brief bios of key executives.
Have post show follow up planned and ready. What are you sending to prospects from the show? Decide before hand what will go to leads and prospects. Whether it’s a brochure on a product or an extensive informational package similar to a press kit, subject these items to the same rigorous review given to your booth materials. Include personalized letters in follow-ups where appropriate.
To get the most out of written materials for your next trade show, plan ahead and stick to the basics. Proper grammar, correct spelling and accurate, up-to-date information always provide a solid foundation for your selling efforts.