Planning Your Organization’s Participation at an Upcoming Trade Show or Event?
Are you preparing to make a splash at an upcoming trade show or industry event? Maximizing your impact requires careful planning and timely execution. Business Wire has created a comprehensive marketing and publicity timeline to help you navigate each stage, ensuring a successful show and maximizing media attention before, during, and after the event.
Before the Show
12-9 Months Out: Pick Your Shows and Define Your Goals
Which events align best with your business objectives? Start by researching and selecting trade shows that attract your target audience. Clearly define your goals—be it launching a new product, expanding your network, or increasing brand awareness—to tailor your strategy effectively.
9-6 Months Out: Plan Your Marketing Programming
How will you stand out among competitors? Develop a robust marketing plan that includes booth design, promotional materials, and interactive elements. Consider hosting workshops, sponsoring event segments, or collaborating with other brands to enhance your visibility.
3 Months Out: Start Scheduling Meetings
Who are the key players you want to connect with? Begin reaching out to potential clients, partners, and influencers to schedule meetings during the event. Early planning ensures you secure time with those who can significantly impact your business.
2 Months Out: Issue a Media Advisory Announcing Your Participation
Ready to generate buzz? Send out a media advisory announcing your participation. Highlight any special events, product launches, or keynote speeches you'll be involved in to attract media interest and attendee attention.
6 Weeks Out: Pull Together Your Supporting Content
Do you have all the assets you need? Gather press kits, brochures, product demos, and digital content that support your messaging. Ensure everything is aligned with your brand and ready to be distributed both physically and digitally.
4 Weeks Out: Send Out Preview Press Releases
Looking to build anticipation? Distribute preview press releases that tease your upcoming announcements or showcase what attendees can expect from your booth. This creates excitement and positions your organization as a must-visit during the event.
3 Weeks Out: Start Pitching Reporters for Meeting Times
How can you secure valuable media coverage? Reach out to industry journalists and bloggers attending the event. Pitch exclusive stories or offer expert commentary to entice them to meet with you.
1-2 Weeks Out: Issue Pre-Show News
Is there any last-minute news to share? Release pre-show announcements to keep the momentum going. This could include sneak peeks, special promotions, or updates that keep your brand fresh in everyone's mind.
During the Show
Issue Your Big Show News
What's your headline moment? Time your major announcements—such as product launches or significant partnerships—for release during the show to capitalize on heightened media activity.
Launch Marketing and Social Support
How will you engage both on-site and virtual audiences? Activate your marketing campaigns and ramp up social media efforts. Live-tweet sessions, share behind-the-scenes content, and use event hashtags to increase your reach.
Meet with Reporters
Are you making the most of face-to-face interactions? Honor your scheduled meetings and remain accessible for spontaneous interviews. Provide compelling stories and insights to give journalists valuable content to report.
After the Show
Distribute a Summary Press Release with Show Accomplishments
How will you highlight your success? Issue a post-show press release summarizing key achievements—such as awards won, deals signed, or significant visitor numbers—to extend the event's momentum and keep your audience engaged.
Celebrate a Successful Show!
What's next on the horizon? Take the time to celebrate your team's hard work and analyze the event's outcomes. Gather feedback, assess ROI, and start planning how to build on this success for future events.
