August 2017

With IBC2017 just a month away, here are some additional tips to help your company achieve maximum visibility and ROI at the show. Remember, this checklist is not solely for IBC. You can apply it to any trade show or industry event.

First, a brief recap of the tips we went over last month:

  • Every pre-show activity is geared to building visibility and interest in advance so editors and prospects alike can learn about your company and its products. The idea is to build up a buzz so that the press and potential customers will want to come meet you face to face.
  • Highlight key product demos you’ll be featuring at the show by producing a show preview and distributing it to all relevant trade media.
  • Email blast all your customers and sales prospects.
  • Follow up with a more detailed press release highlighting one important product or announcement in more detail.
  • Consider entering industry awards or applying for a speaking opportunity.

Click here if you are interested in finding out more about preparing for a trade show and here if you are looking to prepare for a speaking opportunity at a trade show or industry event.

Here are a couple more things to consider in the weeks before the show:

  • Contact the publications that received your preview and press releases to arrange a face-to-face meeting with the editor at the show. This is the perfect way to build a relationship with the publication. During the meeting, offer the editor a demo and find out whether they have any editorial opportunities coming up in future editions.
  • What about a press conference? Should you arrange one? When should you arrange it for? What are the options? If you are thinking about organising a press conference, learn about all the dos and don’ts here.
  • With Facebook, Twitter, LinkedIn, and a host of other platforms just a click away, it’s easy to build up a buzz prior to the show. Take advantage of any and all social media channels to get people talking, enquiring, and commenting!

If you have any questions about planning for a major trade show or event, please drop me a line at neil@202comms.com.

Good luck!

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Neil Howman, Managing Director
202 Communications