How to engage journalists at exhibitions
27 January 2017

How to engage journalists at exhibitions

As exhibition season is well and truly upon us, it’s certainly an exciting time as B2B and consumer brands unveil their latest product ranges. Having recently attended both CES 2017 and London Toy Fair, we know the struggles that come with impressing the media and wowing the crowds against your competitors. So, we have put together six useful tips on how your B2B or consumer PR can cut-through the noise and get your brand seen by journalists in such a fast-paced environment.

  1. Be flexible with your schedule

The media tends to get pulled in lots of directions on the day, so the most important thing is to accommodate for lateness and keep each slot quite short (around 15 minutes). Then, if other journalists wander on to the stand and are keen to receive a spontaneous tour, you can squeeze them in and maximise your appointments.

  1. Attend the press briefing in the morning

This is a great way to identify new upcoming trends and key data that journalists will be picking up on and potentially using as hooks for their stories. It’s also a good chance for you to introduce yourself to journalists, so that they can put a face to a name, and so you can easily point out your stand before they get lost in the hustle and bustle of the event.

  1. Hang out by the press office

The press office is also another great place to get on the radar of journalists as they pick up their press packs and wait for colleagues. Before they get swept up by the different stands, this area is a more relaxed environment to introduce yourself and create an ‘in’. Have your hook in mind for what would most encourage them to visit your stand.

  1. If the journalist is pushed for time, take them to your hero products first

Leading with your star ranges ensures you get your best bits seen – and these are the products that will most capture the journalist’s attention. This gives you time to answer all the important questions they might have and then if you have extra time, you can show them around the rest of the range.

  1. Have images and key info on a memory stick to take away

Having all your main product details on a memory stick ready to go will save yourself and the journalist lots of time on the day. This is particularly useful if the journalist has an urgent deadline. If they intend to go back to the office the same day to write up the piece, you can provide them with all the information they need.

  1. Maintain your energy levels

We know, it’s typically a long day and your energy levels might start to sap, but don’t let it show! The media get excited about your brand and products when you get excited. Remember to continuously put your best foot forward to the press by showing your enthusiasm. Your infectious attitude will catch on.

In a nutshell, there you have the most important factors to keep an eye on when liaising with journalists. Having these tips front of mind will save you time on the day and help you generate more quality conversations, with a positive attitude encouraging journalists to engage with your products more deeply.