We began scheduling appointments two weeks prior to the show. In an email exchange with a trade reporter, I sent her to a site I thought she might find interesting. It has nothing to do with my firm or any of its clients. Her reply?
“Thanks for the site...these things are great for news. I actually find newly opened stores on blogs all the time...seems to be the new media of choice for publicizing new lines, stores, etc.”
I spotted the site as part of my usual news tracking efforts. The ability to establish yourself as a source with the media is simple if you keep up with all the industry reading you’re supposed to be doing. The Bad Pitch blog details this all the time.
Know the News to Make the News
Being well-read on current events gives you insight into what the competition’s doing, what the industry’s saying and it helps you identify the issues and trends to which your client can speak.
This routine pays off in spades during a trade show. We had a busy show with some high-profile coverage coming out of it.
Whether you are a speaker, attendee or exhibitor—trade shows are a circus. You have a tight window with the media and the more you know, the better the conversation. And a briefing really should be a conversation.
At some point in the near future, we’ll provide some tips around creating an effective post-show report. Until then it’s back to work.