Trade Show Display Ideas

Press Kits and Press Releases

When composing press and promotional materials for your trade show booth, there are two rules of thumb to live by. They are: clarity of purpose and economy of words. So, what elements should your press kit include?

Begin with a cover letter that briefly tells the recipient who you are and why you are contacting them. The cover letter is a standard business letter and should be no more than one page.

No press kit is complete without the all-important press release. The press release should tie in to some newsworthy event. Your company's presence at a tradeshow in and of itself does not necessarily comprise news. You, acting as publicist, need to supply the connection between your company and some larger trend or event.

The press release should always begin with the phrase: "For Immediate Release," followed by the date. Your contact information should be in the upper right-hand corner of the document. Create a catchy headline. Include a dateline, such as Portland, Oregon-April 10, 2006. Your press release should address the who, what, when, where, and why of your story. Keep it brief, with a "just the facts" tone, and limit yourself to three or four short paragraphs, totaling no more than one page.

Include "collateral" items. Collateral items are any sort of promos such as postcards and bookmarks, flyers and transparencies, photos or compact discs that contain information about your company and its products. You might want to include a sheet with testimonials from satisfied customers.

For a more economical alternative, you can choose to send e-press releases, following the same format as the physical press release. Note, some editors prefer e-mail and some a physical press release. It is best to call ahead and find out.

Research the local media market and send your press kits to local newspapers, radio and T.V. stations. Check the websites of each news outlet you plan to contact for an employee roster. Look for the name of the business editor or reporter. If you are not sure who the appropriate contract person is, it is better to call and find out than send your materials to the wrong person. Finally, always follow-up with a quick call or e-mail asking the intended recipient if they received your materials, and if they have any questions you can help them with.

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Trade Show Tip: Setting A Mood With Color The color scheme you select for your booth is critical. Color affects our perceptions of a space, so when planning your booth choose your colors carefully. If you’ve hired an exhibit designer, he or she can help determine the most appropriate color scheme for your booth.

Trade Show tip: Press Kits and Press Releases When composing press and promotional materials for your trade show booth, there are two rules of thumb to live by. They are: clarity of purpose and economy of words. So, what elements should your press kit include?

Trade Show Tip: Standing Out From the Pack Your company’s presence at a trade show is intended to generate leads, as well as showcase your company’s products and ideas. It should also be an opportunity to listen to prospective clients and hear what their expectations are. So, how do you make certain that your booth is not lost in the shuffle?

Trade Show Tip: Engaging The Customer So, you’ve designed the perfect booth, everything is set up and ready to go, you have assembled your staff and the first prospective customers are approaching your booth. Now what?