Using the Media Effectively
by Susan Friedmann

The media has the power to influence your tradeshow efforts whether it be in television, radio or print. Your job is to target your endeavors to create a positive company image and brand awareness of your products/services. How do you do that? Outlined below are 27 important points to help maximize your tradeshow effort.

Before the show

1. Define and select your target audience so that you can tailor your message directly to the needs, concerns and interests of your prospects.

2. Ask show management for a comprehensive media list complete with contact name, address, phone number and email address of all trade, business and local press, radio and TV stations. Also ask them about their media plan for the show.

3. Find out which publications are planning a show edition and their deadline for press releases. Realize that many of the trade journals work several months in advance.

4. Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Ask about particular stories they are working on and consider information you may have to help them.

5. Realize that editors are in interested in timely newsworthy information; industry trends, statistics, new technology or product information; interesting material, such as, do-it-yourself tips, techniques, or strategies; useful advice; human interest stories, including celebrities you have coming to the show.

6. Investigate other media possibilities not covering the show who might still be interested in information. For example, chamber of commerce magazines/newsletters; local and regional business magazines; industry-specific newsletters; cable television or local talk radio programs.

7. Understand the do