TRADE SHOW PUBLICITY
For many companies, trade shows are the most important marketing tool they have and successful publicity at trade shows is essential to business success.
Steps	Check if used	Time (est.)	Hourly Rate	Estimate	Person Assigned
Pre-Show Preparation
Determine if show fits client business objective
Determine if show fits communications objective
Obtain detailed show schedule
Obtain media attendance list from show management
Prepare publicity plan.
…State client business objective for show.
…State client communications objective for show
…List reporters that meet objectives
……List by personal appointments recommended
……List by mail contact recommended.
…List speaking opportunities with recommendations for client
…Detail press kit (messages, releases, fact sheets, art, number and budget)
…Detail size, location and bus/comm objectives for hospitality suites or customer events.
…List pre-show mailings, giveaways
…Prepare show budget (hours and OOP)
Client review of plan
Revision
Client signoff of plan.
Pre-Show Actions
Media Relations
…Contact reporters for personal appointments three weeks prior to show
……Confirm appt time and place by phone, fax, e-mail
………Set meetings at exhibit, if possible
………Arrange breakfast/luncheon meetings at or near show.
……...Arrange for company spokesperson(s) to meet editor.
…...Obtain reporter's on-site address, phone no.
……Ask about and report competing events to client.
…Mail invitation to other reporters three weeks prior to show.
…Develop press kit
……Write news releases (see Preparing and Distributing News Release)
……Prepare art/visuals (see Artwork/Photo/AV/Digital)
……Assemble Prototype kit
……Client signoff
…Reproduce press kit
…Ship press kits
……Send to press room
……Send to booth for walk-ins
……Send to editors not planning to attend
……Send to editors not planning to carry press kits home.
…Arrange to attend publication-sponsored events.
…Train company spokesperson(s) (see Spokesperson(s))
Attend client's pre-show meeting
…Brief booth workers on expected editors/reporters
Walk show floor
…Locate food stations.
…Locate conversation areas
…Locate magazine booths.
…Locate event sites.
…Locate convenience areas
…Locate phones.
Check press room
…Locate press kits
…Check display of press kits.
Actions During Show
Check press room twice daily.
Welcome editors
...Attend editorial briefings
…Take notes during briefings
Walk show floor
…Visit competitors' exhibits
……Take notes on exhibit presentation.
……Collect competitive literature
…Visit marketing partner exhibits
……Take notes on exhibit presentation.
……Collect competitive literature
Attend appropriate special events.
…Magazines
…Cooperative companies.
Post-Show Actions
Write show report
…Summarize editorial briefings and notes from briefings.
…Summarize competitor exhbits and literature.
…Give recommendations for next year and trade show.
Edit Show report (Must be different person from writer)
Send show report to client and discuss.
Send post-show communications
...Thank-yous to editors, hotel and meeting rooms staffs.
…Press kits to those who did not take them.
Follow-up editorial opportunities uncovered at show.
Collect editorial results (See Results (Media))
Subtotal
Contingency (15%)
Total
Out of Pocket Expenses
Telephone/fax
Reproduction
Travel.
Lodging
Other (name)
Other (name)
Other (name)
SUBTOTAL
Contingency (15%)
TOTAL
GRAND TOTAL TIME AND OOP
Client initials._________	Initials of person assigned_________