Maximizing Trade Show Exposure

By McGreevy, Ralph W. | Public Relations Journal, August 1989 | Go to article overview

Maximizing Trade Show Exposure


McGreevy, Ralph W., Public Relations Journal


Maximizing trade show exposure

The old image of trade shows as being mainly social events is dead and gone. Today, they are recognized as essential components in a balanced marketing program. They exist to facilitate the purchase and sale of goods and services. Budgets hinge on results; expenses must be justified.

Trade show programs and public relations share many common elements. They are both components of the promotional mix and they often share the same messages and act as one of the few, or only, representatives of their organization. Frequently, both seek measurable results. With all this in common, it's hard to believe that public relations and trade show professionals don't interact more often.

Yet, when I recently moderated a seminar on the subject of public relations and the trade show at "The Exhibitor Show '89," the trade show industry's largest educational conference on trade show marketing, and asked a group of about 50 corporate exhibit managers whether their in-house or firm public relations counsel assisted in either the strategic planning or implementation of their trade show promotions, there was only one positive response.

In progressive organizations, trade show and public relations practitioners should interact whenever possible. It behooves the public relations counsel, either corporate or firm, to initiate the building of administrative and budgetary bridges to link these functions for the benefit of both.

When an industry's suppliers and several hundred or more direct customers meet in the street market environment of a trade show, it presents the savvy public relations practitioner with many unique opportunities. You must understand and appreciate the full extent of the publicity opportunities presented at your company's or client's trade shows.

There are three reasons public relations practitioners should become involved in a trade show program. The astute practitioner can:

* reinforce the company's sales message at the show and enhance immediate show participation;

* extend the publicity windfall associated with show participation via pre- and post-show publicity;

* use the on-site exposure as a high visibility/high interest base to pursue and achieve other public relations goals.

Counseling the team

Although trade shows last only a few days, the coordinated effort of planning the participation and the various promotions should occur at least three to five months prior to show dates. One of the best ways to start is to contact the trade show organizer and review the plans for show promotion. Show management is usually interested in the same audiences you are: attendees and the media. Playing off their efforts can be beneficial.

Once you understand the basic plan of the show organizer, you can devise your own plan. This process should involve many individuals, including: R&D personnel, product and sales managers, the advertising manager, exhibit manager and other public relations counsel. Public relations practitioners, either firm or in-house, might find their presence to be new to the exhibit "team". Nonetheless, their advice should be integral to the coordination of promotional projects surrounding the exhibit, including the formulation of the major messages that will set the promotional tone. Though the vehicles used will vary, the main goal is always to establish a clear image through continuity. To ensure this continuity, three phases of planning are necessary: pre-show, show and post-show.

Establish pre-show interest.

The public relations practitioner has a variety of ways to approach the task of trade show publicity. Planned pre-show promotion can help ensure that attendees will be looking for your firm's booth during the show, and creates a foundation for communicating your desired message to attending media.

A series of direct mail pieces will help establish interest among potential attendees and provide the vehicle for communicating any on-site promotions. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Maximizing Trade Show Exposure
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.