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 email@example.com. More information on L.C. Williams & Associates is available at www.lcwa.com.
Publication date: 10/20/2003