Using the Media Effectively

The media has power to influence your tradeshow efforts whether it be in television, radio or print. Your job is to target your endeavors to create a positive company image and brand awareness of your products/services. How do you do that? Outlined below are 27 important points to help maximize your tradeshow effort. Before show 1. Define and select your target audience so that you can tailor your message directly to needs, concerns and interests of your prospects. 2. Ask show management for a comprehensive media list complete with contact name, address, phone number and email address of all trade, business and local press, radio and TV stations. Also ask them about their media plan for show. 3. Find out which publications are planning a show edition and their deadline for press releases. Realize that many of trade journals work several months in advance. 4. Build a working relationship with press. Get to know editors and writers. Volunteer to be a resource for them. Ask about particular stories they are working on and consider information you may have to help them. 5. Realize that editors are in interested in timely newsworthy information; industry trends, statistics, new technology or product information; interesting material, such as, do-it-yourself tips, techniques, or strategies; useful advice; human interest stories, including celebrities you have coming to show. 6. Investigate other media possibilities not covering show who might still be interested in information. For example, chamber of commerce magazines/newsletters; local and regional business magazines; industry-specific newsletters; cable television or local talk radio programs. 7. Understand do’s and don’ts of press kits. A press kit should include interesting and timely information; a one-page company bio sheet - corporate structure, executive staff chart, sales figures; complete product information - specs, distribution methods, pricing; good product photos; key contacts. Don't include outdated, false or exaggerated information; photos of your CEO or top executives. 8. Minimize your press kit information so that it is lightweight and easy to fit into a bag or briefcase. If your company is relatively unknown, be creative with your press kit folder, for example bright neon colors or graphics attract attention. Save on fancy, expensive folders as they do not impress media. Exciting newsworthy information is what they want. 9. Reserve press conferences for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends - what’s hot and what’s not. The media get very upset attending a press conference which is poorly organized and where nothing newsworthy is shared. 10. Post your press kit online to make your company news available to media, industry experts and consumers before, during and after event with Online Press Kits from PR Newswire. Online Press Kits increase traffic to your trade show booth and extend your reach far beyond exhibition floor when you let all important audiences access your press kit information. Your corporate information is always at hand and lives on long after event. 11. Mail, broadcast fax or e-mail press releases about your product/service focusing on what’s new. For example, highlighting a new application or new market. Wherever possible include statistics. Always have a contact name and number along with your booth location. 12. Arrange interviews with editors several weeks prior to show. The media will usually decide at last minute whether or not to attend. Continue to send them updated information and photos so they remember your company name. Look for specific angles to interest different media.

Online Communities - A marketers wildest dream and worse nightmare!

Online Communities are all over Internet and attract lots of visitors which make them ideal for marketing. People participating in these communities share information about whatever they want under various topics. Some of these discussions get very heated while others go by nearly un-noticed. Spammers have made their mark in these communities by making many of these forums unbearable to legitimate marketers. Informational posts that are commercial in nature are often "Flamed" as being advertisements, solicitations, or even spam. This can easily discourage a new marketer, and possibly even destroy their career. The online community at www.eSpiritCommunications.Com is one acception. They have taken "Flame" away by creating a online community for marketers, business owners, and consumers. The environment is friendly, and everyone posts and reads what they want in forums. There are no "Bullies" running around because rules allow advertising in appropriate categories.

The nightmare for marketers in online communities are flamers. Flamers are people who regularly post complaints, and start arguments in community. Some of them are simply marketers with ads in electronic signatures on their messages who go around flaming every commercial message. These people do it to get more attention for themselves and their business. Most online communities seem to condone this flaming, and go as far as banning anyone who posts an article which gets significant flaming. Flamers often become top posters in communities and are given "authoritative privileges" to change messages, and sometimes even ban "offenders" from community. What makes situation worse for marketers is most of these events are made public. Many moderators brag of their actions as last post in a thread of messages and lock topic so no one else can post to it. These message threads can remain online for years and leave permanent damage. Some of these threads show up on search engines for obscure search terms which don't get much attention, but enough to cause alarm. Few marketers would want to see an article they posted get flamed and entire conversation in top listings on search engines. This is a marketing nightmare!