Jacqueline Mariani: How exhibitors can maximise PR from a trade show

InsightFeatures Wed 9th Feb 2022 by KBBFocus

Jacqueline Mariani: How exhibitors can maximise PR from a trade show

Jacqueline Mariani: How exhibitors can maximise PR from a trade show

With KBB Birmingham just around the corner, we caught up with Jacqueline Mariani, managing director of creative PR agency jmm PR, to hear her thoughts on how you can prepare for exhibiting at the show, and make the most of your presence there.

Q: While exhibitors are busy with their stand designs, what other preparations are important in the run-up to KBB?
A: Make sure your presence at the exhibition is known. Provide details of your stand to the event organisers, share teasers of what can be expected with trade publications and promote your attendance at the show on social media. Weekly posts across your social channels between now and 6th March will drum up excitement and encourage visitors to your stand. 

Ensure you are on top of COVID-19 policies. The national restrictions may have eased but there will still be protocols in place at the NEC. You want your stand to be a safe place for visitors so think about including sanitising stations and maintaining regular cleaning. Also, the exchange of printed materials such as brochures is being discouraged, so ensure you have digital alternatives available. 

Q: How can you ensure your stand gets the exposure it deserves?
A: Prepare press packs to share with journalists. These should include information on your stand, any new product launches, as well as your latest company news. The main press day at KBB Birmingham is Monday 7th March. Ensure the press leave the exhibition with a link to your material in their inbox for the best chance to be included in their write-ups. 

Encourage visitors to share their experience of your stand on social media. Perhaps you could prompt visitors to take a selfie with your products, or in front of a dedicated backdrop, to share on social media. Ensure you have a dedicated hashtag to monitor the posts. You could even run a competition for the selfie with the most likes to receive a prize. 

Q: How can you ensure your presence at KBB is worthwhile?
A: Encourage your customers to attend. Reach out to key contacts before the show, via email or LinkedIn, and invite them for a coffee on your stand. This is a great opportunity to broaden your reach and include independent specialist retailers, architects, designers and those in the contract market.

Ensure your staff are fully briefed and prepared to demonstrate your products proficiently. An exhibition is a different environment from usual day-to-day business so ensure your staff feel comfortable and confident. 

Finally, keep the conversation going after the event. Issue a press release to talk about your success at the show, focussing on the launch of any new products/services. And don’t forget to follow up on leads in a timely fashion. 

With over 25 years’ experience, jmm PR is an award-winning, creative PR agency offering bespoke services that ensure businesses get the exposure and recognition deserved. This includes, creating and distributing press releases, copywriting, campaign and event support, plus social media and influencer marketing, with solutions for businesses of all sizes, including PR packages designed to support SMEs, in addition to press office management for larger organisations. To find out more about how jmm PR can help your business grow, please visit the website www.jmmpr.co.uk or contact the team on 01536 414555 or contact@jmmpr.co.uk.

Tags: insight, features, jacqueline mariani, jmm pr, kbb birmingham

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