We’ve been gearing up for the upcoming co-located Intersolar and SEMICON trade shows, taking place at San Francisco’s Moscone Center this week, July 12-14. I’ve spent a lot of time reviewing the websites of exhibiting companies and it’s got me thinking about the steps companies can take in advance of the show to help achieve a bigger PR bang.
1. Determine your show news well in advance. Start developing your press releases at least three months out. That may not be realistic, but at least get a discussion going so you’re not playing catch-up. You’ll need to know what your news is if you want to interest the press in scheduling a booth visit. Moreover, show award deadlines are often three to five months in advance.
This article is part of an occasional series where Sterling Communications examines PR efforts that have missed the mark, and posits how things could have been done differently.
Why It’s Important to Set Expectations for Off-Site Media Meetings
To the dismay of trade show and conference organizers, there’s a growing trend of cost-conscious companies exhibiting their wares in hotel suites in the vicinity of convention centers, rather than on the show floor itself. For other companies, it’s about privacy, not cost. They aren’t ready to be on display in an uncontrolled setting, but still want to meet with select partners, investors and media in “whisper suites."
For a public relations agency, this means you have to lure busy media folks off the show floor in order to meet with your clients. While it’s possible to arrange a 1:1 chat in a quiet (hah!) corner of the floor or in an adjacent lounge, you’ll prefer to have the reporter, analyst or blogger visit your suite if you have cool demos that require more than a laptop. And therein lies the challenge.