When you attend a trade show, are you preparing press kits? If you are like 90% of artists, craftspeople and creative entrepreneurs who exhibit, you are not bothering to do so.
That leaves 10% of smart exhibitors who have just hit the jackpot by planning ahead and maximizing their show exposure.
A recent visit to the Javits Center in New York for the Surtex /National Stationery Show/International Contemporary Furniture Fair found writers, journalists and bloggers packed into the press room, going through stacks of brochures, folders and promotional materials. They were marking up their show guides, and planning stops at booths to meet chosen artists to feature in their articles.
If you’ve been missing out on these fantastic opportunities to get yourself some press and exposure in the media, start planning now to put together an appealing press kit for your next trade show.
Press kits are packaged sets of materials about you and your business that are distributed to members of the media in order to get exposure and publicity. Often in a folder or envelope, they can contain quite a few different materials (usually in full color) including samples, bios, story ideas, postcards and brochures. They can be mailed before a show, placed in a press room, or used any time you want to garner some publicity.
Seasoned industry pro Susan Tucker of Giftware News offered some tips for exhibitors to grab attention and make a great impression with their kits:
- Place a really catchy image on the front of your kit – something very appealing that begs to be picked up and opened.
- Put your booth number on every kit, so you can easily be found on the show floor.
- Often, journalists cover different areas of the country, and only want to showcase artists in their territories. Put your city and state on your materials to make it easy for them.
- Place an invitation in your kit to press members to visit your booth for a small gift, or even a “party” at your booth during a certain hour where you may be serving treats.
- Include creative postcards in interesting shapes.
- Place small gifts in your press kits, such as gift tags, bookmarks, teabags or even candies (use an idea which relates to your business.)
- Your packet or envelope should be easy to open. Some artists use clear packaging which shows colorful items inside.
- Make sure your kit isn’t too bulky or heavy. Carrying a tote bag around a show gets very tiresome. Awkward or heavy kits may be tossed.
- Include a CD in your kit which shows your entire line.
- Use beautiful, quality paper and make a very impressive presentation. This speaks volumes about your business.
- Enclose two business cards in your kit. This allow the press member to hold on to one, while passing the second on to a colleague.
- Describe your business concisely, using bullet points for emphasis.
- Strive to make your press kit really different so that it “pops”.
- Make sure your kits are delivered to the press room before the show. Journalists are often there early. Don’t miss any opportunities!