Page 28 - MetalForming October 2011

The Business of Metalforming By Michael Bleau
Tradeshow PR: Top-10 Do’s and Don’ts
For many of us, Fabtech represents one of the largest tradeshow opportunities of the year, for equipment vendors as well as for the die shops and job-shop met- alformers exhibiting. Aside from selling, maximizing your exposure to trade-press professionals can prove to be some of your best-spent time. Here are tips for taking full advan- tage of the opportunity to introduce your company to some of the industry’s most influential people.
1) Obtain the preregistered media list, preferably three to four weeks before the show, and contact media profession- als to make them aware of any new products or newsworthy business-related activities being introduced at the show.
2) Take the time to learn what each media outlet covers, and when they need content. Visit each publication’s website, review their materials and download a copy of their media kits and editorial calendars. Plan editorial submissions several months ahead of distribution.
3) Invite media to visit your booth, and schedule appoint- ments. You can even exchange cell-phone numbers with edi- tors so you can reach each other on the show floor should schedules change. Provide booth staff with the meeting sched-
ule and assign responsibilities for interviews. Be organized. 4) Have professionally prepared press-kit materials avail- able. A good press kit consists of press releases describing any new products being introduced, or other company news; a company backgrounder; high-resolution images; and other literature that helps demonstrate your company’s capabili- ties. Supply press kits as digital CDs or flash drives, and also
have a few hard kits available in printed form.
5) Take advantage of special show promotional and mar- keting opportunities, such as sending out advance news
releases highlighting featured products or booth activities. 6) Keep the media and your customers abreast of your show activities by regularly posting content to your website as well to any social-media services that you use, such as the Fabtech group on LinkedIn. You might add a “See us at Fabtech in booth XXX” banner to your homepage and include it in any e- mail communications, direct-mail advertising or other literature. 7) Don’t underestimate the power of motion and activity in your booth, which will draw attention and help your com- pany stand out. Functioning equipment is best, but you also can draw attention by installing large video screens to
display product demonstrations.
8) Avoid hype without substance. Hyping a product that
offers little innovation or fails to bring any tangible value to the marketplace will likely not generate media coverage. Marketing materials must get to the point, describing value to the customer and distinct advantages or innovations.
9) Offer exclusivity to a key industry publication (such as MetalForming) for major announcements, product launches, etc. Also be sure to provide professionally taken photographs, arrange plant access for the publication’s photographers.
10) Don’t go it alone, having an established PR representa- tive onsite can help with the management of interviews and meetings, and ensure focused, ongoing relationship building with key media personnel, laying the groundwork for future cov- erage. In addition to PR, I firmly believe in print advertising, which provides broad exposure, builds name recognition and allows those that supply equipment and services to the indus- try an opportunity to directly address their customers. MF
Michael Bleau has served manufacturing and con- sumer-related industries since 1986. Prior to forming Industry Scope, a strategic b2b and b2c sales and marketing consultancy, in 2002, he held executive positions for several automation and press manufac- turers. Michael regularly consults with manufacturing companies on strategic planning, sales and market- ing, brand and product development, PR and sales- channel development.
Industry Scope
tel. 810/397-1429 mbleau@industry-scope.com www.industry-scope.com
26 MetalForming/October 2011
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