Trade Show PR: Remain True to the Brand - Issue: 2004 Qtr 4
So you’re going to a trade show. As you dive into the details of booth design and construction, trade show sponsorships, product launches, and more, it’s a good time to think about this in the context of your brand. And, if you are including public relations as a part of your overall trade show marketing plan, there are a few guidelines to bear in mind to ensure you remain true to your brand.
Be consistent, concise and prepared.
Consistent. Obviously you know it’s important that your marketing materials all have the same look and tone. The same holds true with trade show public relations. Press kit collateral should convey the same messaging as booth signage, booth workers should convey the same messaging as company spokespersons, and so on.
Concise. It’s good to remember that editors’ time and attention is fought over by every marketer at the event. The time you secure with press and industry analysts is sure to be short; therefore, conveying your brand should be top of mind in all trade show communication activity.
A quick example… At this year’s Kitchen & Bath Industry Show, Whirlpool Corporation prepared to deliver key messaging in a concise, expert manner while immersing targeted media in their brand. The process started a month in advance of the show by securing brief appointments for press to meet with company spokespersons during the event. At each meeting, editors received a branded press kit detailing Whirlpool’s most newsworthy products. The branded kit contained press releases, fact sheets and digital images. It was concise, contained only new product information, and served as a valuable post–show resource for media. During the actual appointments, editors were taken on guided tours of the booth. Each reporter interacted with well–prepared product experts and Whirlpool’s new products. Overall, media met Whirlpool’s brand through well–planned concise conversation and visuals.
Prepared. Actions speak louder than words. Put another way, intangibles, such as your interaction with the press, can leave a lasting impression of your brand. At a recent international trade show, Eaton Hydraulics went the extra mile to personalize its trade show materials in the four dominant languages of the event attendees. All marketing materials including press releases, press kit folders and direct mail pieces reflected the native languages of their various press and customers (UK English, German, French and Italian). This effort not only helped Eaton communicate their brand effectively, it also saved the editors from having to translate the material in order to communicate the news to their readers. Eaton recognized that branded materials were an essential medium for conveying their brand, yet it was preparing materials in a thoughtful, detailed way that left the lasting impression of their brand on industry influencers.
Trade shows can be an effective means of marketing. But remember, details count. Be consistent, concise and prepared to keep the focus on your brand.
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