Most people who exhibit at trade shows overlook a powerful publicity tool that’s just waiting for their news.
It’s the trade show daily, the newspaper that offers a bird’s-eye view of what’s happening that day at the show.
When I first attended the BookExpo America convention last year, I was kicking myself for not paying closer attention to the dailies. I missed meeting Gene Hackman, one of my favorite actors, who was stationed in a section of the exhibit hall, autographing copies of his new book. I’ll never make that mistake again.
You shouldn’t either. If you’re exhibiting, contact trade show organizers a few months before the show for the name of the person to whom you should send news releases and pitches so you can be included in the dailies. These newspapers are looking for news such as:
—Interesting booth exhibits
—Interactive games, polls, surveys and other attractions at your booth
—The most unusual products being introduced
—Celebrities who will be at the booth or stationed elsewhere in the convention center to talk with attendees, sign autographs or give a speech
—Interesting profiles of company execs, celebrities, or those giving the keynote speeches
—Stories about emerging trends that will be evident at the show
The tips are courtesy of Joan Vander Valk, account supervisor at Stern + Associates. She discussed them in an article in the September/October issue of The Publicity Hound® subscription newsletter.