Engage relevant reporters in conversations before meeting them at trade shows

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2021, 1:58 PM GMT+0

About 84% of journalists visit trade shows to cover stories, and 77% attend the event to network and meet new sources.

To make the best of trade shows, brands must start preparing well in advance. Reserve some time for going through the trade shows’ pre-registered media list to identify reporters who are most likely to cover the brand.

This prep helps brands schedule time to meet relevant reporters for a face-to-face meeting. Ensure the emails sent to reporters are personalised and relevant. Personalisation allows PR professionals to engage reporters in conversations before the meeting. During the trade show, keep all meetings short.

Make sure the team staffing the organisation’s booth is made aware of media contacts the brand expects to engage with. This way, the booth staff can alert the PR professionals if any one on their wish list drops by.

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