Food and beverage marketers spend a considerable amount of time and resources annually on tradeshows, but they don’t always “Press” for all the opportunities to promote. Obviously, impressing existing and potential new customers is one of the primary objectives in exhibiting at tradeshows. But, there is another very important objective that many marketers overlook or are not really prepared to take full advantage of…impressing “The Press”.
Among all the visitors at tradeshows are a fair number of members of the media, “The Press”. They attend these shows for many of the same reasons your potential customers do…to network and see what’s new. They’re also looking for products and companies to talk and write about. Do you know how to engage them and impress them and, more importantly, give them some positives to say about your company and products?
These four tips will go along way in impressing “The Press”:
1. Know your product. This sounds like a non sequitur, but it is amazing how many exhibitors have individuals manning their exhibits that have not been well-informed, and are not prepared to answer even basic product and formulation questions. Members of the media are looking for information and facts to write about, so be prepared to provide them.
2. Hold the pitch a moment. It is a good idea to identify the person you’re about to speak with to determine the kind of conversation you should have. Members of the media are not your potential customers and they really aren’t interested in the hardcore sales pitch. They’re on a fact finding and story developing mission, and don’t need costs per case and show specials information.
3. Tell your story. Members of the media are really story hounds. They want to know the back story, your vision, and the trials and tribulations in bringing your product to market. One important caveat: be brief. Verbally summarize and provide a company fact sheet or press release, to be read later, that fills in the details. Provide high quality, up-to-date POS and marketing materials, along with your business card that provides current contact information. Invite members of the media to contact you later with any questions or requests for quotations from you for the article being written.
4. Tempus fugit. Time really flies at a tradeshow…so many exhibitors, so little time. Be prepared to answer questions and provide information as succinctly as possible. The members of the media will really appreciate and remember you for it.
Seizing an opportunity to promote your company, brands, and products to the media at tradeshows is an important part of the ROI in exhibiting at them. Some pre-show planning can go a long way in pressing for every promotional
advantage that tradeshows have to offer.
If you’re interested in designing a new tradeshow exhibit or refreshing your current exhibit and sales materials, please contact us.
