Helping our clients plan for exhibitions is a significant part of the services we provide. When it comes to exhibition planning, successful PR isn’t just about sending out a press release, we invest time in advance to research the media, create a message and develop a strategy.
IMHX is the UK’s essential intralogistics event, one of the largest business conferences and the biggest meeting place for the logistics industry. This September over 20,000 supply chain professionals will gather to evaluate cutting edge technologies, explore the latest industry solutions and discuss how to increase efficiencies within supply chain operations.
Our clients exhibiting this year are, Briggs Equipment and Hoppecke Industrial Batteries.
Below are our top tips on how to succeed at trade show events:
Maximise your exhibition presence – Use direct mail, e-newsletters and press releases to raise your profile ahead of the event. Check the website to find out who the media partners are. You will need to prepare press packs, as most exhibitions have a press office for journalists attending. Putting in your background information, latest news and customer case studies is an effective way of getting in front of journalists.
Conduct research – Ask the event organisers for a list of the media attending or research the ones who have previously turned up. Investigate the news outlets to learn about their audience and the interests they will be covering at the time of the show. Reach out to publications before the show with the story you are planning to write.
Prepare your clients – Make sure your clients or hired representatives can explain the company’s products and features, the industry and competition.
Give-aways – Conference attendees typically walking the aisles fill their bags with freebies. You should stand out and make them remember you. Invest in something that is useful, addictive and something which makes the company different.
Socialise – Invite journalists to company events during the trade show. You want to be noticed, because being seen after event hours can turn into media contacts and coverage.
Post-event follow-up – The event doesn’t end once you’ve left the venue. Make sure you follow up all your leads. Most events offer data scanners, which means you can keep track of who visited your stand. Send personal emails to people, rather than a group note. By doing this it will increase the chances of converting your leads into sales.
With the correct preparation, exhibitions provide an excellent platform for building brand awareness and generating sales leads. Attending an event or conference offers your business the chance to connect with both customers and prospects.
IMHX 2016 takes place at the NEC, Birmingham from 13th-16th September.
To learn more about successful PR strategies for trade show events, please contact us on 01785 247588 or click here.