By: Celeste Barron, 1903 Public Relations
Trade shows and industry events are great opportunities for businesses to connect with new people, show off their products, and grow their brand. But just showing up isn’t enough to leave a lasting impression. To truly stand out, businesses need to use Public Relations (PR) strategies to get noticed before, during, and after the event. PR helps spread the word and ensures people know your brand, even long after the event has ended.
Here’s a look at how top companies use PR to boost their presence at events and how you can do the same.
Before the Event: Building Anticipation
Creating excitement before the event is crucial. By generating buzz, you ensure that people are looking forward to visiting your booth or hearing your announcements.
Example: Samsung at CES
Before the Consumer Electronics Show (CES), Samsung builds excitement by releasing press materials and working with tech journalists and influencers. They offer sneak peeks at what they’ll showcase, which leads to media coverage before the event even starts.
What you can do:
- Tease on Social Media: Post updates, introduce key team members, and hint at any exciting products or giveaways you’ll feature.
- Engage the Media: Reach out to journalists and influencers, offering them exclusive previews or interviews.
- Press Releases: Announce your participation 2-3 weeks ahead of time. Highlight what will make your booth or event special.
During the Event: Engaging in Real Time
Once the event is live, your focus should shift to real-time engagement with both attendees and the media. This is where you can really amplify your presence.
Example: Tesla at Auto Shows
At auto shows, Tesla grabs media attention by offering private tours and showcasing their latest innovations. They also use social media to provide live coverage of their events, allowing more people to join the conversation online​.
How you can do it:
- Host a Press Briefing: If you’re launching a new product, invite the press to an exclusive event to ensure they cover your announcement.
- Media Tours and Interviews: Give journalists a firsthand look at your booth and products. Offer them early access to anything new you’re unveiling.
- Live Social Media: Share updates, photos, and videos of your booth and interactions with attendees. Use event-specific hashtags to reach a broader audience.
After the Event: Keep the Momentum Going
Your work isn’t over once the event wraps up. Post-event PR is just as important for keeping your brand in the conversation and nurturing relationships with the media.
Example: Apple’s Product Launch Follow-Up
After its famous product launches, Apple ensures continued media coverage by providing high-quality press kits and exclusive interviews. They also follow up with the media to keep the buzz going​.
What you should do:
- Keep in Touch: Offer exclusive content or interviews post-event to maintain media interest and ensure your brand stays top-of-mind.
- Thank the Media: Send follow-up emails to thank journalists and influencers. Include media kits with photos and event highlights.
- Repurpose Event Content: Share photos and videos of your event on social media, blog posts, or newsletters. Highlight the key takeaways or exciting moments.
How Can We Help Boost Your Brand’s Visibility at Trade Shows?
Brands like Samsung, Tesla, and Apple have shown that a solid PR strategy can significantly amplify their exposure at trade shows and events. Some organizations feel they don’t need to focus on all three phases—before, during, and after the event. You might just want to build excitement beforehand or focus on making a splash at the event itself.Â
Whether you need help with just one phase or a mix of two, we can work with you to figure out the best approach for your brand. Let’s prioritize your goals and make sure your brand gets the attention it deserves, wherever you need it most!
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