Leveraging the Momentum: PR Strategies that Maximize Trade Show Success
A successful trade show doesn't end when the exhibit hall closes. The most valuable results come from the follow-up. This blog outlines essential post-trade show PR strategies to help companies maintain media relationships, amplify earned coverage, repurpose event content, and measure campaign performance. By extending the momentum beyond events, brands can increase visibility, strengthen credibility, and generate lasting business impact.
Sarah Hales
Here's a tough reality: the real work begins when the trade show ends.
Leveraging the momentum you've built at a trade show is just as important, if not more important, than exhibiting in the first place. The conversations, connections, and visibility you've earned shouldn't stay on the show floor. Following up with prospects, nurturing media relationships, and extending your trade show story through content and PR are what turn a few days at an event into long-term business results.
Continuing the momentum from the trade show can allow your company to flourish beyond the bounds of a three- to four-day event. By implementing the correct public relations tactics, you can help solidify the connections you made, amplify coverage, and expand content usage to ultimately increase brand recognition.
In this blog, I’ll share valuable tips on how to build on the momentum of your public relations efforts following a trade show so you can capitalize on your company’s success at trade shows like CEDIA Expo.
Keep Your Connections
One of the first things you should do after a trade show is follow up with press that your company met onsite.
Send a thank-you email to the individuals you had the chance to speak with. Include any additional materials they requested and remind them of the product/service(s) that you showcased and your company’s mission.
Engage with the press on social media and invite them to follow your company page.
If you developed a new relationship with an editor, make sure to add them to your media list so they receive future press releases and news about your company.
Maintaining these connections can enhance your company’s presence in the industry and lead to more coverage in the future.
Amplify Your Coverage
If you went into a trade show with a solid PR plan, your company most likely received media coverage as a result. Make sure to show it off!
Post top earned media on your company’s website.
Share clips on your company’s social media channels, tagging the journalist and media outlet.
Repurpose content for blogs and/or contributed articles.
By showcasing your media mentions, you’re not only sharing with your own audience, but also with the journalist and media outlet’s audience. This is a great way to increase your company’s reach and establish your brand’s legitimacy.
Create Content
Trade shows provide a wealth of materials like press releases, award entries, photos, videos, etc. for your company – Use this content to your advantage!
Post photos or videos of company members in action on the trade show floor on social media channels to personalize company profiles. Audiences on social media love seeing content of those they know!
Use photos or videos of product demos for ad campaigns and website content.
Repurpose press releases and/or award entries for blogs and contributed articles.
By creating content around your trade show experience, you’re not only building your brand, but also providing your audience with valuable information related to your industry.
Analyze Your Success
After a trade show, it’s crucial to gather data on your PR efforts with tools that your company implemented prior to the show.
Utilize Google Analytics to track website visits.
Check LinkedIn analytics to see how your company’s profile performed during a specific timeframe.
Use email marketing software like HubSpot or MailChimp to analyze your open and click rates on email marketing campaigns.
Review the impact of your earned media using a public relations management platform like Muck Rack or Meltwater.
By monitoring this data, you can learn what worked and what didn’t, and adjust your PR strategy for your next trade show accordingly. If your company doesn’t use any of these tools, make sure to implement relevant ones before your next trade show.
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Establish Your Brand
Even though you’re probably exhausted after exhibiting at a trade show like CEDIA Expo, it’s crucial to continue public relations efforts after a trade show to increase impact. By maintaining communication with the press, amplifying media coverage, repurposing materials to create valuable content, and analyzing metrics, you can optimize your company’s visibility and solidify your brand as a leading authority in the industry.
Want guidance on maximizing the success of your next trade show? The Caster Crew is here to help.
Related: The Trade Show Support You Need – For CES and Beyond
