One initiative often forgotten about at trade shows and conferences is public relations (PR). Obviously tradeshows are an excellent way to increase visibility of your company with a targeted audience of potential customers. Most companies are well aware of this and focus their efforts solely on garnering the attention of attendees in order to generate sales leads.

What many companies fail to recognize is the vast potential to also grab the attention of the media covering these events. Magazine editors, writers, consultants, and bloggers attend shows to gather information and become educated on what’s new in that particular industry. They want to know what products are being introduced, what new technologies are emerging, what companies are partnering together, and what new services are being offered.

In order to get their attention, companies must be proactive. Tradeshow organizers engage in promotional activities that include the media so be sure and look for opportunities to get your company included in any pre-show newsletter or press release distributed by show management. Contact the show’s PR staff and ask for any opportunities to contribute industry information or research, or provide industry “experts” at your company to participate in panel discussions, give speeches, or to teach product- or technology-specific classes.

Several months before the show, put together a press kit that includes: a one-page company overview; a press release on whatever you’re introducing at the show; product spec sheets on each product or service; case studies or user stories demonstrating the real-world benefits of your products or services; recent news articles; and a CD of images of your company’s products that the editors can use for publication. Also be sure and include the business card of the person within your company responsible for PR. Put press kits in the show’s media room, as well as in your booth.

A few weeks out, obtain the list of all members of the media who are pre-registered for the event. Contact the key members of the media and schedule a time for them to come to your booth and meet one-on-one with a company representative to get a demo of your product and an overview of your company. Make sure you have something newsworthy to share with them: research findings, significant new technology or products, market news, etc.

If you have significant news to share, you might consider holding a press conference. The show management can assist you in obtaining a room outside the chaotic show floor and can also help with preparations such as food or drink you might want to offer weary members of the press.

Keep in mind that good PR is about building relationships with the media and positioning your company as a thought leader in your industry. If an editor likes you—and as a result, the company you represent—he or she will be more likely to contact you for information or interviews with key personnel when they are writing an article on a topic with which your company can offer some expertise.

The Internet is called the “Information Highway” for a reason, as it provides an easy way to quickly to find information on an endless array of topics. It also provides an ideal vehicle by which to educate and communicate with vast numbers of people. For all these reasons, the Internet is a great way to promote your company, its products, as well as its involvement in upcoming trade shows.

Deploying a web-based strategy can help you maximize the chances of trade show success by increasing your exposure and message frequency to your target audience. It’s important to integrate e-marketing techniques to promote trade show participation before, during, and after each event.

Before the Show.

Devote an entire section of your company’s website to highlight your participation in an upcoming trade show or event. Cross-promote this particular page and your site in traditional printed marketing materials, such as brochures, newsletter, or advertisements.

For people who are attending the show, provide an online form for them to fill out to schedule a demo, then follow up by phone to confirm the time. Have another form for people who are unable to attend the show—but are still interested—so you can provide them with information.

Contact the show’s management and seize any opportunities to utilize marketing vehicles it uses to promote the show, such as websites, publications, or newsletters. If the show has a website, look at web advertising, such as banners, links or any type of promotional copy, to lure site visitors to your site.

Generate some pre-show buzz by promoting a contest, quiz, drawing, game or other incentive on your website. Contestants should be directed to your booth during the show to receive their prize, find the answer, etc.

During the Show.

Promote your online marketing resources. Ask visitors to your booth for contact info so you can add them to your online distribution list for newsletters, e-zines, etc. These online resources provide them with helpful tips so be sure and present this as an opportunity for them to receive something of value, not just advertisements and junk email.

Give the winners of promotional contests or quizzes some face time on your web site. Highlight photos of winners collecting their prizes at the show. And, let visitors to your web site who were unable to attend the event register for contests, drawings, etc.

Update your web site with daily highlights from the show. Include news, product launches, customer interviews, speaker summaries, etc., to keep everyone who couldn’t attend the event up to date.

After the Show.

Update your web site immediately. Add streaming videos of product demos or customer testimonials from your exhibit. Your customers can often tell a more compelling and credible story than your sales people by explaining how your company’s product solved a problem for them. Prospective customers often can relate to your other customers because they possibly share the same problems, concerns, and issues that need to be resolved.

Integrate new prospect email contact info into your database to develop an ongoing web-based communications program that includes email, e-newsletters, e-zines, and other important corporate announcements.

Make sure your site is continuously updated and stocked with valuable, useful content for your existing users and potential customers. The web is an excellent place to gather information about new products and technology. Seize the opportunity to use your web site to position your company as a thought leader in its industry.