Trade shows account for a huge 40% of B2B marketing budgets, according to research gathered by Trade Show Labs. A significant investment, however they can be perfect platforms for business development, industry networking and positive exposure. But the bustling environment of trade shows is competitive, with numerous companies vying for the attention of attendees. So, how do you maximise your investment and ensure your company’s products, services and innovations are seen by the people that matter? Two words… public relations.
Maximising Exposure
Likely one of, if not the core goal of exhibiting at a trade show is getting as many eyes on your company booth, products and services as possible. This is what public relations (PR) agencies have been built to do for their clients, and a trade show can represent an ideal opportunity to bring one on board. So, how do they help make such an impact?
Industry trade shows and exhibitions are often a hotbed of journalists and media representatives looking to get a handle on the news of the day. PR agencies worth their salt can leverage their connections to ensure that a company story can cut through the noise and get noticed. The mechanisms vary, but for example at Wildwood Plus, we offer the entire gamut of journalist liaison for our clients; arranging executive interviews (both traditional and video), facilitating press conferences, background briefings, and ensuring that press materials reach the right people at the right time.
The reason PR agencies can do this is because of the strength of their media and industry relationships, and they recognise how these connections can significantly enhance the brand awareness and credibility of their clients. Agencies know how to pitch stories in a way that grabs journalists’ attention, making it more likely that a company will be featured in trade show coverage.
Compelling Content
Timing and content of announcements at trade shows can also make a substantial difference in their impact. Again, at Wildwood Plus we excel in crafting compelling content, ensuring it’s issued at the most opportune moments. As we’re in the unique position of not only representing regular industry exhibitors at trade shows, but also several trade shows themselves, such as Integrated Systems Europe (ISE), kbb Birmingham and Decorex, we understand the dynamics of on-site news cycles and can therefore strategise for maximum client exposure. But don’t just take our word for it…
“We’ve worked with Wildwood Plus on kbb Birmingham for over five years, and always been really impressed with their media contacts in this sector which has helped our coverage grow ten-fold since we started working together. They are a creative and professional team that come to us with new ideas and additional ways in which we can progress the show, essentially becoming a central part of our event team. We’re really looking forward to working with them again on the next event.”
– Sam Fisher, Events Director, Informa Markets (kbb Birmingham & Decorex)
Enhancing and Protecting Perception
Trade shows also offer an excellent opportunity to enhance brand perception. PR can facilitate this by helping to create a cohesive and compelling show narrative that aligns with your company’s wider business goals. The output(s) of this can take many forms, but includes everything from press kits and media outreach, through to social & digital strategies and on-site support.
By managing a company’s public image and messaging, PR agencies do their utmost to ensure the brand is portrayed in a positive light. Consistent and professional representation is also vital should unexpected issues arise during a fast-paced trade show environment. Whether it’s a technical glitch, negative press or any other unforeseen event, having experts on-hand which can swiftly and effectively mitigate potential damage and even turn a negative into a positive is worth its metaphorical weight in gold.
A Trusted Communications Partner
In the competitive landscape of trade shows, the support of a skilled and trusted PR agency can be a game-changer. From building media relationships and strategically issuing announcements, to enhancing brand presence and managing crises, the right partner can provide assurances that a company’s significant trade show investment gets the return it deserves.
If you want to enhance your company’s visibility and success at your next trade show, get in touch with Wildwood Plus today. We have over 30 years of experience representing exhibitors and exhibitions across build, design and technology shows in both Europe and North America.
