Beyond PR

Jul 05, 2016

4 Ways to Cast a Lasting Spell with Your Digital Press Kit

Press Kit Tips for After the Show

When the show floor closes on the last day of a trade show, it’s like a magic act. Booths are broken down in minutes, carpet is rolled up in seconds and before you know it, the conference hall is transformed back to an empty concrete room in the blink of an eye. Lights out, end scene.

As tempting as it may be to let the magic fade as you go back to your normal routine, your trade show tasks are actually far from over.  Utilizing your electronic press kit and press release distribution after an event is a great way to extend the life of your brand’s trade show story.

Follow these tips and you’ll experience the magic of an event long after it’s over.

Write a Powerful Post-show Press Release

Not informing audiences of your company’s activities at a trade show would be like a magician skipping their curtain call. Audiences reminisce about events after they’re over, so it’s important to take advantage of those conversations.

Write a post-show release tying industry trends seen at the show with your brand’s news. Or position your company as a thought leader by writing a blog post recapping the industry insights you learned at the show and promote the blog through a content release and other channels.

A big unsolved mystery of events are award ceremonies. Often there’s news about when and where they happen and who the finalists are, and then the story disappears. If you’ve won an award, writing a press release and putting it on your online press kit is a great way to position your brand’s dominance in the industry.


Follow Up with Legendary Leads

Trade shows are centers for quality interactions, but not following up with your leads will create the illusion that your brand doesn’t care. After every event, it’s important to follow up with all prospects to remind them of your conversation and move them down the sales funnel.

One way to follow up with prospects is by sending them a link to your digital press kit, which should include collateral and content that shows how your brand can help potential customers. Research has shown that today’s buyers like to do a lot of research before talking directly to a vendor. Sending a link to your press kit will allow prospects to research your company at their leisure.

Keep your follow up brief but consistent to ensure your brand stays top of mind.

Attract New Audiences with a Social Media Spell

Many event hashtags (especially those for annual events) are active long after the trade show is done. Don’t forget to use those to help your electronic press kit “re-appear” in social media streams.

You can also have some fun with hashtags like #TBT (Throwback Thursday) and #FBF (Flashback Friday) to promote your press kit months after an event ends. Add an interesting photo from the event to really grab attention.

Need some additional #HashtagHelp? Check out our recent article All About Hashtags for tips on using them in your PR and marketing.

Conjure Up an Event Video

Video is the magic hat of successful marketing campaigns. A great video can increase interaction with content and promote content sharing.

While at the show, take video of your booth, client interactions and big speeches or celebrity appearances going on at the event (with permission, of course). You can also create a time-lapse video of the show floor.

Once you edit together the best footage, post the event video on your online press kit and include the video in other post-show content.

The show may be over, but that doesn’t mean your event marketing strategy has to end. Follow these tips to ensure you don’t end the magic too early, otherwise, like the lady that’s sawed in half, your event marketing may never be whole again.

Discover how events, PR and other marketing tactics all come together to deliver revenue for your brand. Download The Earned Media Opportunity, our new report about finding your perfect marketing mix. 

Author Caterina Lui is a senior customer content specialist for Virtual Press Office, PR Newswire’s trade show marketing solutions division. VPO helps global event professionals, exhibitors and trade show marketing managers reach their goals through news distribution and online press kit creation. Follow Caterina at @VPOEventZone, our Twitter channel dedicated to the trade show industry.

3 Comments on Blog Post Title

­ Michael DeBaldo 12:57 EDT on Jul 11, 2016

Great info. Thanks for tips. Looking to do a show in December. How soon should I send out pre-show info?

Caterina Lui 14:10 EDT on Jul 11, 2016

Hi Michael, thank you for reading! When to start sending pre-show info all depends on your goals. If you want to draw attendees and media to your booth, you can start with an announcement 2 months out to generate awareness and then do a few more announcements closer to the show as reminders so attendees and the media remember to add your booth to their agenda. To see more pre-show tips, you can view our other trade show related blog posts here:

­ Julian 16:06 EDT on Jul 25, 2016

Great article Caterina! Another thing that can help prolong the trade show activity is following up with all the business cards that you collect. Thanks for sharing!

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