Why you need structured PR support at trade shows
PR support at trade shows helps you to make the most of the opportunities at exhibitions to maximise your return on investment.
What you need to know about PR support at trade shows
Make your trade show the success it should be! In this article we’ll consider:
- Pros and cons of running an exhibition without trade show public relations support
- How to run an exhibition without publicity support, if pressed
- To avoid unnecessary stress, drop these elements
- Non-negotiables for trade show success
- How to find the ideal exhibition publicity support partner
- 7 best practices to make the most of trade show PR support
Imagine you’re at the biggest industry trade show of the year: You’ve set your booth, prepped your shiny new product demo, memorised your talking points, and the doors finally open. People rush in, ready to engage with a slew of businesses, one of which is you.
They grab a few cards, ask about the product, and watch your demonstration. They’re impressed and move on — there are tons of booths to visit before panel sessions begin. It’s an overwhelming experience for everyone, and since you’re just one of many, most of those attendees will instantly forget you.
Pros and cons of running an exhibition without trade show public relations
Trade shows are a lot of work (and a lot of money). Initial registration, booth size and location, pulling team members from their day jobs to work the show, food, hotels, travel, banners and backdrops, displays, booth design, amenities like electricity, and merchandise… Did you know you’d also need insurance? Exhibitors often require registries to provide insurance in case of accidents, emergencies or cancellations.
All of this comes out of your marketing budget. So, cutting expenses where you can makes sense and is one advantage to not hiring a PR team.
However, as the day unfolds, you’ll see business reps from neighbouring booths move between panel discussions, podcasts, and their own media streams. You’ll stand by your booth, watching as audiences flock to them in-person and digitally, while the trade show continues, and wonder if you should have done the same. Should you have tried to land some speaking spots? How do you go about doing that, anyway?
Once your next trade show is on the horizon, you’ll realise that having a PR team in your corner is a wise move. Outsourcing PR to a team of experts may not alleviate your pockets (hey, we’d all love that!), but it will ensure the money you’ve invested on exhibiting, you’ll gain back with customer orders later.
How to run an exhibition without publicity support, if pressed
I’d love to say that’s the end of it. Hire a PR team and don’t lose sleep over all the trade show planning, but the reality is that sometimes people wait until it’s too late to add PR support to their trade show plan.
If you find yourself in this position, here are some key tips you should know.
Let go of these elements to avoid getting overwhelmed
Added fluff to make your trade show experience unforgettable is always a perk, but if you’re short on extravagance, then there’s a few areas you can cut out.
Ever adapting personalisation
You may think having the perfect representative makes all the difference when a trade show is at play, or that you need to adapt to changes with rising trends, footfall and the weather to stay relevant for when the show starts. That kind of real-time response is grand when it comes to social media and news management, but trade shows don’t rely on page-turning industry news when it comes out the same day the show begins. Here, your priority is networking and cultivating relationships with attendees and peers. Plus, with a wide range of guests perusing your booth, you shouldn’t fret over the particulars on how to win each person over.
Gift and freebie distributions
Everyone loves the free stuff, and both we and our competitors talk about the perks in giving away some know-how and service exclusives often. Freebies are a nice-to-have for your target market, but they aren’t a necessity. When you’re in a pinch to get your booth squared away and throw the trade show curtains open, remove free gifts from the purchase list and put all your efforts into knowing your product, showing what it’s about, and providing them the proof they need to remember your company is worth their while.
Memorable stand dynamics
People are attracted by what they see, so booths with memorable features, like banners and displays, tend to build larger audiences. However, “prettying up” your stand is more of a luxury than a dealmaker. A clear message and friendly demeanour is still enough to get inquisitive visitors into a conversation. If you feel like you can’t fully skimp on the design of your booth, consider limiting the bells and whistles to one noticeable banner that still attracts the eye and acts as a landmark for people to come back to later.
Non negotiables to prepare for your PR team to effectively support an exhibition
Now that we’ve clarified which areas are not key to making a lasting impact at a trade show, let’s talk about what you can’t skimp on.
An outstanding speaker
One of most important faucets to a representative (from a PR team or your own company) is their charisma. Having someone who isn’t comfortable speaking with a multitude of strangers and making your product or service the star of the show shouldn’t be the one you bank on. Instead, look for someone with exceptional conversation skills, who can lead and actively listen in one-on-one dialogue and in group settings.
Punctuality
Additionally, with the fast-paced environment a trade show naturally has, timeliness cannot be ignored. Ideally, your brand won’t be represented just on the floor, but also in podcasts, roundtables, and panels. Being prepped and ready to attend on time is a must. With the bustling setting a trade show has, tardiness is not only unprofessional, but also makes your company look like it’s in over its head.
Briefing
Equally crucial is ensuring your team is thoroughly briefed on key messaging and objectives. Every member should understand the core messages you want to communicate and the unique selling points of your product or service. Conduct briefing sessions where you outline the main points you want to convey, anticipated questions, and appropriate responses.
Know your priority contacts
Identify who your team should be aiming to impress at the trade show, including potential clients, influential media personnel, and industry leaders. Your team should know who these individuals are, their roles, and how to approach them. Providing background information on these contacts can facilitate more meaningful and productive conversations.
How to find the ideal exhibition publicity support partner
Who do you want for your PR pro? That’s a good question. Do you need a dependable guide to help you stick to a strict schedule or an energetic orator to make you camera ready? Either way, someone who already knows how to run public relations is who you’ll be turning to for help.
What you can expect the PR partner to take off your plate
Guest spots, media stories, press releases, coordinating event photography, organising a schedule, and compiling talking points are all tasks that will fall to your PR team, making attendance your primary objective. Your PR partner will oversee the heavy lifting, planning where you’ll be and preparing you for all your events.
What your PR partner will ask you to do
All you have to do is show up and network. While your PR team can handle most of the job, unless your team is in-house, they won’t be able to actually stand in for you. Besides, no matter how good your PR is, no one knows your company better than you. So, get comfortable meeting journalists and prospects, review your talking points, and have fun. It’s still a show, which means you get to peruse, too. At least, when you’re on break.
7 best practices to make the most of trade show PR support
1. Secure speaking opportunities. Your PR team can research speaking opportunities by engaging with the event organisers and aligning with their agenda. Early involvement can even help shape the agenda, positioning your company as a thought leader. Not all speaking slots have a huge price tag either!
2. During speaking events, you should be brainstorming post-show content. Anything said or done can be repurposed for the following week. Check with organisers to see if they will allow you to use some of the recordings or invite others who shared space at your panel to take part in interviews later.
3. Timing a new product announcement for the opening day of the trade show will capture maximum attention. This strategy can create a buzz throughout the event.
4. Prepare press packs, ready to share at the event. Most UK-based trade shows have media centres where your PR representative can meet with media contacts, distribute news, and organise interviews.
5. Arrange one-on-one interviews with target publications for your executives during the event. This will help to build strong media relationships for the long term and gain in-depth coverage for the event.
6. Meet with media contacts and gather information on upcoming articles and uncover opportunities for your company to contribute. This proactive approach can lead to additional media coverage and thought leadership opportunities.
7. Plan to gather feedback from visitors to the trade show about their challenges to inform post-show content and refine your sales process. This will be invaluable to your follow-up and improving your offerings, plus they’re a way of chatting to attendees, without making them feel like they’re being pitched.
Even if it’s not your first exhibition, working with experts once will show your internal team how well exhibitions can be prepared and supported. The learning experience is worth it, so don’t shy away from the lights. Make your brand camera ready and don’t let attendees pass you by — work with EC-PR.
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