by Jan-Patrik Frohn, Alpha & Omega PR
Exhibitions and trade fairs are where many companies make new contacts. But with every company attempting to outspend the other on stunts and displays to attract visitors and the media, they begin to lose sight of other ways to increase engagement.
In a world where social media is perceived as the holy grail for increasing the visibility at events, companies often forget well-tried avenues of communication. Existing personal and professional contacts are in many cases more important, beneficial and effective than online posts or tweets when trying to increase reach.
Through our years of experience, we often see companies spending inefficiently on their stands. They often fail to selectively reach out to their consumer and journalist contacts before the event to let them know they are going to be there. Our approach would be to announce your company's presence at the event through conversations with editors and relevant contacts beforehand.
Securing some pre-event coverage, creating a buzz before the event through your existing media contacts and PR agency will draw in more visitors to your stand, so that the efforts invested are worthwhile. The higher visibility will help your business build new connections with media, consumers and trade organisations.
Global One members accompany clients at events initiating dialogue between companies and relevant contacts. They have created a great impact and worked at large events like the IFA in Berlin, ICE Totally Gaming in London and at the FachPack in Nürnberg. Do get in touch for more information.