PR Newswire Offers Tips to Maximize Trade Show Exposure

Apr 11, 2001, 01:00 ET from PR Newswire

    NEW YORK, April 11 /PRNewswire/ -- Trade shows are important venues for
 branding and recognition, but they are no longer limited to the exhibition
 floor thanks to online communications tools, according to a trade show
 marketing expert from PR Newswire.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20010411/HSW001C
              http://www.newscom.com/cgi-bin/prnh/20000306/PRNLOGO )
 
     More than 12,000 trade shows are held in the United States each year,
 fueled mainly by the technology sector.  The most dramatic trend in the
 industry has been companies use of online communications tools, according to
 Sarah Skerik, PR Newswire's director of technology and trade show markets.
 For the last seven years, she has helped companies stand out at such events
 through PR Newswire's services.
     "Traditionally, the media and other trade show visitors would hurt their
 backs lugging bags full of brochures, press kits and giveaways.  Now,
 companies are using online press kits and other interactive services to avoid
 getting lost in the mountains of paper at most shows as well as to save money
 on printing costs," said Skerik.  "Online communication is especially valuable
 because companies can also offer detailed information instantaneously for
 reporters working on deadline or in different time zones."
     Companies in all industries globally issue news releases about new
 products, industry alliances and press events from trade shows through PR
 Newswire including major events such as TechXNY/PC Expo, the North American
 International Auto Show and the International Consumer Electronics Show.
 Another very popular service is PR Newswire's web-based press kits that enable
 companies to blend video and audio with text and images to provide background
 information and give a virtual demonstration of their products.
     Skerik offers the following tips on how to leverage coverage opportunities
 at trade shows:
 
     -- Trade shows provide companies with an excellent environment for issuing
         breaking news.  Plan product announcements, white papers and other
         major developments to coincide with the show to take advantage of
         media attention.
     -- Include the name of the show in the news release headline or in the
         body of the release.  Journalists searching newsroom systems or
         databases may use the show name as a keyword.
     -- Include the booth number in the news release so that journalists can
         easily find it to follow up while at the show.
     -- Embed links in news releases issued from trade shows to online press
         kits and related product materials on the company web site so that
         reporters reading news on the web can simply click over to supporting
         materials.
     -- Photos are key.  Make them interesting by showing the product in use,
         in production or in development.  If the company is promoting new
         software, include a screen shot and a picture of the box it is
         packaged in. Color shots of your logo, a headshot of your CEO, founder
         and other interesting executives will help to increase the chance for
         coverage.
     -- Journalists can find it difficult and frustrating to track down the
         right spokesperson at a trade show.  When issuing a news release
         during the show, include multiple contacts both on site and back at
         the office with cell phone and pager numbers.
     -- Although many journalists travel to cover shows, others who cannot
         attend still can cover it remotely.  Extend the audience to increase
         exposure by using a newswire for maximum distribution. Send news
         releases over the wire and make photos, logos and other information
         available digitally.
     -- Create an online press kit when going to a trade show to ensure that
         journalists may receive the information they are seeking in an
         easy-to-use format.  PR Newswire's online press kits can include white
         papers, photos, case studies, PowerPoint presentations, multimedia
         files and other information.  Press kits are accessible from an online
         news center for specific shows hosted by PR Newswire. Viewers
         appreciate fresh content.  Online trade show press kits are updated
         automatically when news releases pertaining to the show are sent over
         the wire.
     -- Most exhibitors work hard to create a clear, concise presentation that
         can be delivered at the booth in a few minutes with maximum impact.
         Don't let that go to waste: videotape the presentation from the show
         floor and make it accessible to everyone via the web.  Add the link to
         news releases and promote it on the company web site.  The exhibit
         booth is also an excellent backdrop for executive or customer
         interviews.
 
     Keep hard copies of news releases, fact sheets and brochures at the booth
 and in the press room, if permitted.  Reporters will frequently take notes on
 the back of fact sheets and they often serve as reminders of companies they
 want to write about.
 
     For the latest trade show news, please visit
 http://www.prnewswire.com/prntradeshows.  For more information about PR
 Newswire's trade show services, please contact the Information Desk at
 888-776-0942.
 
 

SOURCE PR Newswire
    NEW YORK, April 11 /PRNewswire/ -- Trade shows are important venues for
 branding and recognition, but they are no longer limited to the exhibition
 floor thanks to online communications tools, according to a trade show
 marketing expert from PR Newswire.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20010411/HSW001C
              http://www.newscom.com/cgi-bin/prnh/20000306/PRNLOGO )
 
     More than 12,000 trade shows are held in the United States each year,
 fueled mainly by the technology sector.  The most dramatic trend in the
 industry has been companies use of online communications tools, according to
 Sarah Skerik, PR Newswire's director of technology and trade show markets.
 For the last seven years, she has helped companies stand out at such events
 through PR Newswire's services.
     "Traditionally, the media and other trade show visitors would hurt their
 backs lugging bags full of brochures, press kits and giveaways.  Now,
 companies are using online press kits and other interactive services to avoid
 getting lost in the mountains of paper at most shows as well as to save money
 on printing costs," said Skerik.  "Online communication is especially valuable
 because companies can also offer detailed information instantaneously for
 reporters working on deadline or in different time zones."
     Companies in all industries globally issue news releases about new
 products, industry alliances and press events from trade shows through PR
 Newswire including major events such as TechXNY/PC Expo, the North American
 International Auto Show and the International Consumer Electronics Show.
 Another very popular service is PR Newswire's web-based press kits that enable
 companies to blend video and audio with text and images to provide background
 information and give a virtual demonstration of their products.
     Skerik offers the following tips on how to leverage coverage opportunities
 at trade shows:
 
     -- Trade shows provide companies with an excellent environment for issuing
         breaking news.  Plan product announcements, white papers and other
         major developments to coincide with the show to take advantage of
         media attention.
     -- Include the name of the show in the news release headline or in the
         body of the release.  Journalists searching newsroom systems or
         databases may use the show name as a keyword.
     -- Include the booth number in the news release so that journalists can
         easily find it to follow up while at the show.
     -- Embed links in news releases issued from trade shows to online press
         kits and related product materials on the company web site so that
         reporters reading news on the web can simply click over to supporting
         materials.
     -- Photos are key.  Make them interesting by showing the product in use,
         in production or in development.  If the company is promoting new
         software, include a screen shot and a picture of the box it is
         packaged in. Color shots of your logo, a headshot of your CEO, founder
         and other interesting executives will help to increase the chance for
         coverage.
     -- Journalists can find it difficult and frustrating to track down the
         right spokesperson at a trade show.  When issuing a news release
         during the show, include multiple contacts both on site and back at
         the office with cell phone and pager numbers.
     -- Although many journalists travel to cover shows, others who cannot
         attend still can cover it remotely.  Extend the audience to increase
         exposure by using a newswire for maximum distribution. Send news
         releases over the wire and make photos, logos and other information
         available digitally.
     -- Create an online press kit when going to a trade show to ensure that
         journalists may receive the information they are seeking in an
         easy-to-use format.  PR Newswire's online press kits can include white
         papers, photos, case studies, PowerPoint presentations, multimedia
         files and other information.  Press kits are accessible from an online
         news center for specific shows hosted by PR Newswire. Viewers
         appreciate fresh content.  Online trade show press kits are updated
         automatically when news releases pertaining to the show are sent over
         the wire.
     -- Most exhibitors work hard to create a clear, concise presentation that
         can be delivered at the booth in a few minutes with maximum impact.
         Don't let that go to waste: videotape the presentation from the show
         floor and make it accessible to everyone via the web.  Add the link to
         news releases and promote it on the company web site.  The exhibit
         booth is also an excellent backdrop for executive or customer
         interviews.
 
     Keep hard copies of news releases, fact sheets and brochures at the booth
 and in the press room, if permitted.  Reporters will frequently take notes on
 the back of fact sheets and they often serve as reminders of companies they
 want to write about.
 
     For the latest trade show news, please visit
 http://www.prnewswire.com/prntradeshows.  For more information about PR
 Newswire's trade show services, please contact the Information Desk at
 888-776-0942.
 
 SOURCE  PR Newswire