By Hank Wieland
Does your organization maximize the potential value of its involvement in conferences, trade shows and other events? There are so many steps – often free or inexpensive – you can take to get the most exposure and publicity from participation as a speaker, exhibitor or sponsor. Here’s a list to consider implementing for your organization:
1. Meet all event deadlines for publicity, such as a free listing for your company in pre-show materials, speaker bio for website use, and your new service or product details.
2. Use your company blog, social media posts, newsletters and other resources to promote participation in the event and invite visitors to your speech, booth and other activity.
3. Add a brief note to your email signature block, listing where and when you are speaking or your organization is exhibiting. And ask your employees to add a line to their correspondence – “See us in exhibit booth #__ at ____ show, date ___, venue ____.”
4. Add the event’s logo and mention your company’s role in the event, if you are placing any ads in trade media and event publications such as the conference program guide.
5. Invite your customers, prospects and others to attend, enclosing a free pass or discounted access information if available.
6. Call or email key contacts and invite them to attend.
7. Send a press release to news media, reporting your participation, new product announcement, speech plans – and offer to be interviewed before, during or after the event.
8. Provide company information in the press room for media who attend.
9. Place an ad in event materials produced by the organizer and/or by the official publisher.
10. Submit an article or outline of material you can provide for publication, based on your speech or exhibit news.
11. Include your exhibit booth number when you advertise or wherever else you provide any other advance mention of participation.
12. Rent the event’s pre-registration list if it is available – and promote your participation in the event.
13. Sponsor some service or function at the event to get even more visibility in advance materials and on site.
14. Post-event, don’t delay in responding to all contacts just made and all leads generated.
And, if you are thinking about organizing your own events, see our website’s “Resources” section of this site for a more complete list of other helpful ideas.
