trade show pr tips

How to Get the Most Out of Trade Show PR

Labor Day unofficially marks the end of vacation season and a return to normal schedules, after slowing down just a bit for the summer. For those of us in retail and technology, though, September is also a time to shift into a higher gear for some of the industry’s most important events.

Groceryshop, NACS, P2PI Live and others are almost here. The granddaddy of them all, NRF 2025, is just four months away (yikes!), followed by FMI Midwinter, CES and other key events.

In an earlier blog this year, I wrote about “Why PR Meetings Should Be Part of Your Trade Show Strategy.” That blog focused on the “why” of trade show PR; now it’s time to talk about the “how.”

The Ketner Group team has attended dozens of industry events over the years and held hundreds of meetings with editors and analysts. Here are a few tips we’ve learned along the way.

1. Plan in advance – and do a reality check

Savvy companies understand that you can’t just show up at an event and expect the right people to visit your booth. That’s why experienced sales teams begin booking meetings several months in advance.

The same applies to PR. Editors, reporters, industry analysts and influencers should be part of your target audience, as they attend events to understand the latest trends, hear keynotes from industry leaders and meet with innovative companies that are shaping the future of retail and technology. They won’t meet with you unless you give them a good reason to do so.

Planning should start several months in advance. Ask yourself questions such as:

  • Why would an editor or reporter want to meet with my company at this event?
  • Are we going to announce anything new or interesting before or during the event (research study, new customers, significant company updates, new products)?
  • Why is this newsworthy? (A reality check is always good. If you can’t answer this question, you can’t expect media to care about your news.)
  • Will you have an appropriate executive that can be available to speak to media?

2. Be mindful with your media outreach

If your company sponsors or exhibits at an event, chances are they will provide you with a list of registered media attendees. Carefully review the list and select the key media and analysts you’d really like to meet with. Ideally, you’ll have a two-tiered list — the ones you’d absolutely love to meet with, and a second group that’s also important.

When emailing media to request a meeting, take a personal approach — after all, PR is all about relationships. Look at their recent writing or research, and if appropriate, reference it. And think about what will matter to that editor or analyst:

  • Have they met with your company before — if so, what’s new this time?
  • Can one of your execs provide a new perspective on a hot industry topic?
  • Can you arrange for them to meet one of your customers?

3. “Be kind, be kind, be kind”

Trade shows can be stressful for companies that exhibit or sponsor. That applies to media, too, who may rush from one meeting to another, often without a lunch break. Someone who influenced me greatly once said there are only three things to remember in life: “Be kind, be kind, be kind.” Keep that in mind as you schedule media meetings. Here are a few pointers:

  • Media may show up 5-10 minutes late because their last appointment went long, so be understanding.
  • The people you meet with will need a place to sit and take notes (and a bottled water or coffee is always welcome, too). Make them comfortable.
  • Realize their schedules are likely packed. After a quick meet-and-greet, get to the point quickly, so they can be on their way to the next round of meetings.
  • Take time to understand what the editor or analyst may need in terms of post-event follow-up.

Amplifying that last point, following up after a trade show or event is just as important as the event itself. An editor or analyst may request a follow-up interview, require digital assets for a story, or need additional information. Now is the time to be on top of the details and manage all the post-show requests that are the sign of a successful event.

Of course, a good PR agency can guide you in planning and managing trade show PR. We do this routinely for our clients, and it helps ensure that they get the most out of every conference. We’ve made connections for our clients, helped them win awards, garnered exclusive profiles, and helped drive significant earned media from the events they attend.

Interested in getting support around NRF 2025? This year we’ve developed an Awareness Accelerator program with our friends at RETHINK Retail to help you make the most of your conference communications strategy. Drop us a line at [email protected], and we’ll be glad to talk to you about trade show PR or any other PR topics you’d like to discuss.