How to Get Noticed at a Trade Show
The Winter Fancy Food Show is coming up January 13 to 15 in San Diego. More than a thousand exhibitors, including international participants from 40 countries will participate. With so many booths in competition, how can you get your products noticed by the media?
As a freelance food writer, I’ve covered a number of food trade shows for the Associated Press. So let me tell you how I cover a show, from a reporter’s point of view. It will give you ideas about how you can find ways to interface with the media.
Since I may not be up on everything that’s going on in a particular category of the trade show (specialty foods, kitchen electrics, consumer packaged goods), I start by collecting all the trade publications. They’re usually available at the show entrance. I then go to the press room and flip through them, checking out what’s new and noteworthy. I tear out relevant articles.
Rule #1: Pitch the trade press in advance to get featured in the trade show edition. Not only will buyers take notice, reporters will, too.
Now I go through all of the press kits in the press room and take any that are remotely interesting to me. I peruse quickly, saving news I can use and tossing the rest.
Rule #2: Ensure you are represented in the press room with a press kit; flag new or novel items so a busy reporter gets a quick read of your story’s headlines.
Next I take out the trade show map and flag the booths I want to visit, based on what I found of interest in the trade magazines and press kits. I also mark my map with the booth numbers of industry leaders. I want to see what they are up to.
Rule #3: Add a sticker identifying your booth number on your press kit cover to make it easier for reporters to find you.
Now I’m ready to walk the show. While checking out the booths I’ve marked, I also will be taking quick looks at all the booths I pass. I try to walk randomly down as many additional aisles as I can to cover the show as thoroughly as tired feet will allow. If I stop at your booth, I expect you to help me or acknowledge my presence. Manufacturers are at a trade show to sell, so I can wait patiently while you deal with a buyer. But don’t ignore me. There are so many other worthy stories to tell — I don’t have to wait for your acknowledgement
Rule #4: Press badges are usually coded by color. Make sure everyone in your booth knows what to look for and be prepared to engage with a reporter.
Finally, as I write my story after the show, I may have additional questions, so I will call or e-mail you.
Rule #5: Give the reporter your business card and invite follow-up calls. Reply to a voicemail or e-mail query immediately. If you miss a reporter’s deadline, you won’t be featured in the story. And don’t expect that the reporter will want to have anything more to do with you later, either.
Most trade shows exhibit more products worthy of news coverage then newspapers have space. Make sure yours is the product seen in the news by thousands — even millions — of potential customers by setting yourself up for success.
