Take it from an editor: Getting trade media to attend your show is easy. If it has anything remotely to do with the industry we cover, we’ll probably be there. And if your exhibitors are the same companies who advertise within our pag- es — or the companies we’d like to have advertise within our pages — we’ll definitely be there. After all, your attendees are the same people we write for ev- ery day. Yes, we’ll come to your show, but we may not give you the type of coverage you’d really like to get. Trade media editors are a fickle bunch. We go where our advertisers and readers are, but that doesn’t mean we’ll write about it.
If you really want to win over trade media
— if you want us to not only show up, but
also write about your show and your exhibitors — there are a few simple things
you can do to impress us:
1. Have a Press Room
Having a special room set up only for the
media is huge. We love this special little
luxury. It’s a place where we can take a
break from the hustle and bustle of the
show floor and relax in between booth
visits. It’s a place where we can sit and
type, whether it’s to immediately file a
story or get started on our big feature by
transcribing our notes. Even networking
with each other away from our advertisers
and readers is something we sometimes
enjoy. If you’re going to set up a press
room, make sure it’s large enough to accommodate the number of reporters you
expect to attend your show. Have tables
set up, as well as a few comfortable
chairs.
tra copies of their press kits ensures that
we’ll get a copy of their press materials,
which may result in media coverage.
Communicate with your exhibitors ahead
of the show and let them know you’ll help
facilitate delivery of their press materials.
Encourage them to at least have some
type of news release or company information available.
2. Distribute Press Kits
Most of your exhibitors will have some
type of press kit available for the media.
Depending on how large your show is, we
may not have time to get to everyone’s
booth, as we tend to focus our time visiting our existing and potential advertisers.
That’s not to say we don’t care about
anyone else, but time is valuable on the
show floor. Having a table set up in the
press room where exhibitors can leave ex-
3. Take Photos
Most of the time, trade editors have to
wear many hats at industry trade shows.
We visit booths, we attend client meetings, we talk with our readers, we go to
press conferences ... you get the picture.
One thing we sometimes do not have
time for is taking photos (and, let’s face
it, usually we’re not professional photographers). Many associations hire a
professional photographer to walk around
the show and take pictures. Please, share
this resource with the media. If we know
we can rely on you to provide us with
high-quality photos in a timely manner,
we’ll repay you with some excellent show
coverage.
