Pamela Badham, PR Director from Mum’s Enterprise Roadshow shares some of her top tips for maximising the value of PR at exhibitions.
Even in this digital obsessed world, where much of our work and communication is done via the Internet, there is no real substitute for the power of face-to-face business.
Yes we can leverage the benefits of Skype, Google Hangouts and conference calls as cost effective and practical communication tools, but when it comes to growing a business meaningfully and building relationships with key stakeholders and potential customer, it’s much better to meet with that person in ‘real life’ rather than virtually.
Events are such a powerful marketing opportunity because they bring people together, all of who have a shared common interest. Whether it’s a drinks reception, an educational seminar or a large-scale exhibition, the platform that they create for networking is invaluable.
Here's how to maximise the value of PR at exhibitions.
Pre-Event PR – Participating in an event or exhibition usually requires an investment so it’s vital that brands work to maximise their visibility not only during the even but before (and after) it as well. It’s not enough to hope people will stop by as they make their way around a crowded hall so you really need to promote your attendance to your database of contacts and beyond. Include information about your participation across social media, in your newsletters and also consider creating a press release talking about brand news and the fact that you will be launching news or a new product at a particular event, so that you can use this as a touch point to draw potential customers to come and visit you.
Clear and Concise Messaging – It’s really important that you have a strong grasp of the attendee demographic of the event that you are participating in. This way you can work to tailor your event communications towards them and ensure that you achieve the maximum impact possible.
Use all of the event PR tools available to you – Events are amazing platforms for marketing as they bring so many people together with a common shared interest. It’s important to remember that they also have a myriad of marketing tools that they will use to promote themselves so make sure that you talk to the event organiser to find out the ways that you can benefit from these.
There may be a speaker slot available that you can use to promote your skills or a seminar or panel debate that you can be part of. There may also be opportunities to be included in official event press releases, newsletters and social media campaigns.
Media networking opportunities – Journalists love to attend events because they provide a great opportunity for them to meet with a number of brands and contacts all in the same place at the same time. Use this to your advantage and work to find out which media will be attending your event and what opportunities there are for you to catch up with key contacts for lunch or a coffee.
Hold an event or promotion at your stand – Think about ways you can make yourself stand out at an event and attract more interest to your stand. If you can organise a small event or run a promotion for the duration of the event, it will help to create a call to action, which you can push out and draw people over to see you.
Keep the buzz going - The event doesn’t end when you pack up and go home. Take time to follow up with any leads or contacts. Add people to your social media profiles and send them all a note to follow up. That way you will be able to keep these relationships alive and convert them into future business.
Mum’s Enterprise Roadshow is a child-friendly flexible work and business show, founded and organised by mums is aimed at helping attendees get into the right frame of mind for change and is a must attend for those looking to retrain, find flexible work, start or grow a business.
The first event of 2018 will take place on 20th June in Manchester Event City. This will be followed by a two-day event in London in the larger venue; Olympia London which will take place from Friday 28th and Saturday 29th September 2018.
There is an anticipated audience of over 10,500 across the two shows. Whether you are still on maternity leave and looking for a way to balance work with childcare, or you are looking to exhibit at the event, you can find out more at www.mumsenterprise.events
The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by b2b pr specialist Heather Baker, founder TopLine Comms, an inbound marketing, B2B content marketing agency and proud HubSpot partner agency and takes contribution from anyone sensible in the industry with something intelligent to say. Follow Heather on Twitter @TopLineFounder or contact her via email on [email protected].
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