Industries and companies need their trade shows. And we don’t mean just the blue chip players. The typical industrial and often unsexy companies that produce LED lighting or buttons for bus door – they all need their annual public outing. But do they consider they can increase their visibility, brand awareness and ultimately sales with a complimentary media relations campaign? Do they consider they can drive increased attention to their stand and all that lies within the confines of Hall B, stand 324?
Downsizing?
We are seeing many companies faced with the all too familiar ‘budgetary challenges’. For them it often means downsizing their trade show spend. Marketing teams see reducing the size of the stand and the effort in planning, designing and executing this little piece of temporary branding space as a sacrificial offering to the demi-gods of budgetary control at the high altar of Operational Efficiency. They make these offering as we all understand the importance of teamwork and increased profitability. But they do so feeling and mourning the terrible loss and…
Missed opportunity
Is it? Well… yes… if combined with a proactive trade show media relations campaign. That could entail any form of a tailor-made approach our teams at NoBorders Communications specialise at. Ultimately, with only a few well placed articles in publications your customers read, you can reach a far larger audience than simply those passing by your glittering stand.
This is not a one or the other option. The additional value from a targeted media relations campaign supporting the messaging and effort of your showcase can generate great results and drive your visibility above and beyond your competitors’. No matter the size or focus of your trade show.
In our view – and that of our clients – targeted media relations is the most cost effective way of bringing the trade show stand and messages to a broader audience. We think we can prove it too.
The value
Let us share some examples. In 2017, NoBorders was instrumental in the successful launch of 15 new products and services. We executed 6 trade show media relations campaigns in Europe and the Middle East and many more brand and customer success story campaigns. We have significantly increased and often doubled the number of articles for each of our clients versus the previous year. And it is no different this year. With already five major international trade shows and customer events behind us, we now gear up for the high season of trade show media relations. Within a month we will be at the InnoTrans in Berlin, IAA in Hannover and Motek in Stuttgart. Then a slightly longer leap to Abu Dhabi for the ADIPEC show.
So don’t just take this author’s word for it – come and visit us as we support our clients at the numerous trade shows across the regions over the coming months and follow these blogs for more information.
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