How To Make The Most Of Your Trade Show Investment
Exhibitors often base the success of the show solely in terms of the orders written, leads generated, or customer contacts maintained. They often ignore the value-added opportunity they can achieve by gaining publicity in media reaching key audiences before, during, or after a show.
Publicity is a cost-effective way to gain attention among show attendees as well as prospects and customers who do not attend. The following are proven techniques to help accomplish these goals:
The battle for mindshare at a show always is intense. This underscores the need to maximize the investment by creating synergies. Gaining publicity is a comparatively inexpensive response to that need.
John DeFrancesco is executive vice president of L.C. Williams & Associates, a public relations and research consulting firm headquartered in Chicago. He may be reached at 800-628-0443 or firstname.lastname@example.org. More information on L.C. Williams & Associates is available at www.lcwa.com.
Publication date: 10/20/2003