Trade Show 101 for Flacks
Posted on 08. Jul, 2011 by Nicole Ravlin
I have worked at trade shows from the very start of my career. It’s one of the functions of public relations: represent your client to the trade and consumer media at trade shows. With a busy summer and early fall chuck full of industry shows for our clients, I thought I would share some best practices and tips that I have learned along the way.
Best Practices
- Obtain a list of pre-registered press before the show. If one is not available, ask for the previous year’s press list. Reach out to each journalist (including bloggers) who would potentially cover your client/product/company. Yes, this takes research (read: time), but it is well worth it as you will not be pitching off topic.
- Prepare press kits before the show. Upload the press kit to the virtual press room. BRING COPIES OF THE KIT WITH YOU. By this I mean, one paper copy, and multiple copies of the kit in some other form. We prefer to use USBs/thumb-drives which bear the client’s logo. In an ideal world I like to affix the USB onto a postcard that outlines what is on the drive.
- When you attend the show, make yourself useful. In some cases, the client or sales team do not want you to be in the booth except for when you have press appointments. If that is the case, then recognize that this is their time to sell. If you are welcome to stay and spend time there – STAY! This helps you to understand how the products are sold, get to know key players on the team better, understand what the buyers are looking for, and perhaps drive some of the social media while there. Above all, keep your ears open – I guarantee that you will get some new pitch angles from your time spent. (Note: it amazes me how many firms go to shows and have associates wander aisles and not work in the booth. In my opinion this is money poorly spent by the client who probably is paying all of the flack’s expenses – this is valuable learning, bonding and extra set of hands time!)
- Attend any and all informal networking events as possible. This is not only a great way to expand your own network, but because of social media, many of these events have bloggers and journalists in attendance. I have been able to forge a few relationships at some of these – and now these journalists call me when they have an industry related question as they know I have a few clients who can give them help.
- Do not ambush the press. Press people at trade shows are the belles of the ball in a pr person’s eyes. It is easy to be overly enthusiastic when you see them come strolling down the aisle. That said, don’t stalk the press room or pull them into the booth unwillingly. Act like a normal human. (Yes, this seems like very basic information – but I have seen some flacks look even crazier than we already are! It needed to be said.)
- Be helpful to the show staff. Let the head of communications for the show know that you or your client would love to be useful in any way possible. Often these people need to find exhibitors to come to the show an an ungodly early hour for local tv, they need exhibitors to be able to do on camera interviews in the booth (which would disrupt selling time), and/or they have pre or post show press opportunities. Again, this seems obvious – but let them know that you are here to help and would be super appreciative of any press leads they could throw your way… in some cases this makes BOTH of your jobs easier!
Tips
- Pack an empty water bottle in your suitcase. Fill it at the water stations at the trade show. This way, you will not have to purchase water and you will have some at your booth.
- Bring two pair of shoes to the show each day. Switch your shoes mid day to give your feet a break.
- Install the app “Bump” on your iphone. Now you can exchange contact information with ease.
- Pack more business cards than you think you’ll need… having to have cards FedExed to you is never fun.
- Eat a healthy breakfast like fruit and oatmeal. I know the hotel breakfast of Eggs Benedict looks good – but trust me on this, a whole food breakfast will carry you further and give you more pep!
- Do not consume too much alcohol in the evenings. This is tough to do at most events where there seems to be endless bottles of wine and entertaining – but pace yourself and for every glass you drink, drink a glass of water. Part two of this tip – is do not be the one to close down the bar, you will regret this the next morning!
What are some of your tips and best practices for trade shows?
Want to know what shows PMGers are at this summer, check our Twitter account for the latest, but the short list includes: The Summer Fancy Food Show, Summer Market Outdoor Retailer Show, and the Natural Foods and Products Expo East.
PR Bag of Tricks: Formulists
Posted on 21. Jan, 2011 by Nicole Ravlin
Lists. I talk about them a lot. I am a list maker for the most part. In fact, I find list making kind of therapeutic.
The one exception: Twitter.
On Twitter, I have made lists. I have updated my lists. I have deleted lists. I have begun again. To what end, sometimes I have no idea. That is, until now. I stumbled across this site… a list making site that self updates. Brilliant!!
If you Tweet and have not seen or tried out Formulists, I highly encourage you to do so. I have made a few lists, and not all are public – but to give you a couple of examples there are Vermonters I Follow and Flacks Like Me. You can get all social-stalkerish and build lists of those who have un followed you, you can find people to follow… there are so many filtering options, you could make lists for hours!
Formulists is in Beta right now, so there are a limited number of invites. You can get access at the bottom of the home page for a limited time. If that does not work, I have five invites. DM me or leave a comment and I am happy to send you one, as long as I have some left!
PR Bag of Tricks: Vlingo
Posted on 27. Oct, 2010 by Nicole Ravlin
Each week we will highlight one tool from our PR bag of tricks. This could range from “old school” books or gadgets to a social media tool or client… and anything in between. Feel free to give your feedback on each tool/trick and tell us about yours.
What is one tool, app, website, etc. that you love at the moment? Without a doubt, Vlingo has changed my life. I’m not joking. HUGE props to PMGer, Tom Kupfer, who brought this app to my attention. For living at a million miles an hour, like MANY flacks – this is the perfect tool!
Why? I have been a Palm user for MANY years and recently switched to the HTC EVO. Poof!! No more handy keyboard (or little mirror on the back of my Pre – which I would have said is the best thing – so handy for reapplication of lip gloss 
– and I now have to type on the screen, which is no easy feat! Vlingo is an app for your smartphone that is voice recognition software that translates your voice into text. It follows directions and is super say to use. For example, I say: “Text Ken Liatsos. Message Don’t forget to do billing.” This is converted to a sms text on my phone and assigned to the proper contact in my address book. It then appears on the screen for me to approve and press send. For life on the go – in cars, running through airports, walking in town, etc. – this makes outbound communication really easy.
But wait! There’s more! Vlingo also reads me all of my inbound text communications – including text messages, emails tweets and Facebook posts. This is invaluable when driving – eyes stay on the road, hands stay on the wheel and you don’t miss a beat!
How do you use it? I use it in my car with my Bluetooth. I have been known to use it when I do not want to have to fight with the screen-based keyboard. It is amazingly accurate, though you do have to speak slowly which can be a challenge for me.
PR Bag of Tricks: AP Style Guide
Posted on 05. Oct, 2010 by Elizabeth Hagwood
Each week we will highlight one tool from our PR bag of tricks. This could range from “old school” books or gadgets to a social media tool or client… and anything in between. Feel free to give your feedback on each tool/trick and tell us about yours.
PMGer Elizabeth Hagwood’s Pick:
What is one tool, app, website, etc. that you love at the moment? Since I’m considered the “Grammar Nazi” around these parts, I’d have to go with my AP Style Guide. I’d consider it more a love/hate relationship though; other things may come and go, but this book has been in my life since high school journalism.
Why? If there’s ever a debate about proper spellings, usage or punctuation, this book settles all 
. Their’s nothing worse than words used incorrectly. (Get it? Catch it? Petpeeve.)
How do you use it? Anytime I’m editing something or if there is ever a question about the proper usage or spelling of a word.
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