Press Kits with the “Wow Factor”

Trade Show Press KitsWhen 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.


trade show press kit

Tricky Notebooks put together a colorful fun kit


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.


Trade show press kit

Lady Sippington used a tea themed press kit


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.


National Stationery Show press kit

Artist Lisa Rivas used dramatic art to show her work


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!
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  1. Thank you for the lovely pic and the mention! We are so proud of our press packs! It was out first ever pack and we’ll definitely do more. It was a lot of work, but we couldn’t imagine not having one. We put half of them in the press room and they were gone by the second day and the other half I handed out to particular visitors that lit up when they saw it. It was a great success, and I’m so glad we did it. Best, Lady S. x

    • Thanks for the comment and noticing – glad you didn’t mind we swiped one – and we enjoyed the cup ‘o tea!

  2. WOW! Was my surprise to see my press kit presented within this article about making a Press Kit that “GRABS” The Press! It was my first ever… and by creating a mini tabloid it helped spread my name out there with many people beyond the press! And now here!!! Thank You so much <3

  3. Jackpot ! many thanks ABI, we are thrilled and honoured to see Tricky Notebooks press kit featured in your article Press Kits with the “Wow Factor” we had so much fun creating these kits and evidently 120 writers, bloggers and journalists liked them…………. we hope you stopped by our booth and picked up a free Tricky Notebook !

  4. Great Information about the press kits, How many should you prepare for an event?

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