Are You Ready for Show Season?

Prepare your materials now

Every industry is preparing for the new selling season and trade shows are the way most companies present their new products and services.

No matter the industry you serve, your trade shows season is coming soon. Whether you can afford to travel to the different shows this year, you need to evaluate the sales materials and publicity kits that can be used to distribute to potential customers and the media.

Having outdated, or last years materials handed out at shows is a sign of a non-productive company. Don’t let your competition steal your market share or customers by them having better sales materials. That is also true for the press kit and any publicity materials.

It can cost you more in potential sales to not invest in developing new materials.

If you are introducing a new product, make sure the package design fits your target audience. And make sure that you have a press release in the Press Room. Better yet a complete Press Kit about the new item(s) and the information about your company, etc. in the kit.

Be prepared to "meet with the press". Make sure you have selected a spokesperson and they are educated on your products and the company’s philosophy, mission statement, etc. You would be surprised how many companies think they know a lot about their company and the products until a reporter asks questions. Remember, you DON"T sell to reporters at trade shows (or anytime for that matter), they want facts. Don’t make the mistake of explaining the product/service as if the reporter was a buyer. That will turn them off.

We have prepared materials for all different clients trade shows, and have prepared them to meet the media for press conferences to announcements of a new product introduction.

Make your time at the show be productive in all areas of marketing and publicity.

And if you cannot attend, we have a program to reach your potential customers and the media so that you don’t miss out on the selling season for your industry.

Call us; we are ready to make good things happen for your company!

See Also

press kits are important

Remember the release or story you sent to an editor about four weeks ago, well, they called and want more information, and a press kit. By now you’re wondering what to send. Stop for a minute. Now continue to read my tip for today. I’ll make this easy for you and explain how to prepare a press kit.

First, a press kit is good to have because it helps an editor or reporter know about your company, the key people, and the primary products or services you offer. Some publicity firms try to make these become a work of art. They like to submit them at the annual PRSA awards banquet. Well, that’s good for them, but it may not get the attention of the media.

A press kit includes a folder. It doesn’t have to be a simple store bought folder, but it shouldn’t be a unique die cut folded cover that is very difficult to re-close when opened.

The folder should have your company logo on it, maybe in color, if your budget allows. Inside is where all the good stuff about your company. One page is called the “Fact Sheet”. This is a quick summary sheet that reporters will save as a reference for your company. It will have all the contact information, a short one or two sentence of your core business and your target market. Sometimes you can include things like sales projections and list the latest products introduced for the year.

A series of sheets should follow. Create one page for each key personnel, such as the CEO, COO, VP’s, Sales/Marketing, etc. When you can, include a photo of these people, it adds a human element to your press kit. On the other side of the folder, I forgot to mention that it is best to have a two-sided pocket folder, will be recent press releases and any published articles about the company. If you have any literature about new items or services, include them in the kit.

Your company press kit should be updated frequently. Use them at trade shows in the pressroom and to send to the media. A press kit can give your company a positive image in the market. Now when the media calls, you can ask if they would like a press kit. It’s that simple. One more thing, while they are on the phone, ask them for their media kit.

See Also