Posted By Allison Logano on March 05, 2025
In a world where emails, video calls, and virtual meetings dominate, it’s often easier to secure a FaceTime than actual face time. As in-person connections become increasingly rare and more valuable than ever, trade shows are a PR professional’s goldmine. These events provide a unique chance to create media buzz, foster meaningful relationships, and position clients as industry leaders — all while making lasting, personal impressions (face to face).
Ready to make the most of your client’s time on the show floor? It’s all about coming prepared, staying focused, and being ready to dive in. Follow these key steps to make your clients shine at any trade show.
1. Make a Game Plan
A chef preps their ingredients, an actor rehearses their lines, a marathon runner does... well, a lot of running. It’s no secret that the key to success is preparation. And no trade show attendee is going to show up and hope for the best — it’s all about having a solid game plan.
Start by defining specific goals with your client team: Are you aiming to generate media coverage for your client? Is there a specific number of briefings you're hoping to hit? Looking to increase social media impressions and new followers if you’re leading social and media efforts?
Knowing your objectives — and your audience — can help guide your strategy throughout the event. This foundation will shape your entire trade show experience, ensuring every action is aligned with your goals.
2. Craft a Story That Sticks
Trade shows are crowded. Not just with people, but with a lot of brand messages. To make sure your client doesn’t get lost in the noise, you need to craft a story that stands out from the crowd.
Your messaging should be clear, engaging, and adaptable to the different audiences you plan to engage. Develop a set of key talking points that reflect the most important aspects of the brand and event objectives, including:
- Brand Snapshot: Keep it punchy. What makes your client stand out in a crowded space?
- Product or Service Highlights: Focus on your client’s “shiny toys,” especially if there's a newly launched product.
- Industry Wisdom: Share your company’s thought leadership and relevance to current industry trends.
These talking points should be flexible enough for any audience, from journalists to potential clients to analysts just getting familiar with your brand.
3. Go for Media Gold
The trade show floor isn’t just a place to discover cool products; it’s one of the most opportune places to get your client face to face with the reporters, influencers, and analysts that matter most to their business. Be proactive by:
- Pre-Scheduling Interviews: Media attendee lists are your new best friend. Reach out to vetted journalists and influencers ahead of the event to schedule one-on-one interviews. A personal meeting at the trade show can increase the chances of media coverage. Be sure to also research which reporters may be based in the local market where the trade show is taking place. Even if they’re not attending the show, local reporters may be interested in scheduling a coffee offsite.
- Playing “I Spy” with Press Badges: Once at the show, identify the color of the press badges and get ready to pull people into the booth to secure on-site drop-bys. A short, compelling elevator pitch can spark interest and lure people into the booth.
- Having Press Kits Ready: Keep press kits, fact sheets, and images on hand to provide journalists with quick access to your brand’s information. Have these assets in one place and ready to ship off at a moment’s notice (try a QR code, thumb drive, or cloud storage service).
- Taking Center Stage: To broaden exposure for your clients, submit your client for a speaking opportunity at the show. Speaking opportunities offer the stage for key spokespeople to position themselves as thought leaders for often niche subjects. Invite media to attend their session and coordinate follow-ups for additional Q&A.
- BONUS: Go Beyond the Show Floor: Why stop at the confines of the show floor? Do some research ahead of the event to see if there are relevant reporters based in the city in which the trade show is taking place to offer one-on-one, in-person media briefings that would otherwise happen over Zoom.
A media-friendly environment — whether in your booth, a nearby lounge, or at a restaurant — can create a productive space for press interactions.
4. Network Like a Pro
Trade shows are the perfect playground for building relationships with key reporters, analysts, and industry influencers. Take your networking to the next level by:
- Approaching Key People: Don’t wait for others to come to you. Take the initiative to approach those you want to connect with.
- Working the Booth: If you’re stationed at a booth, make it a hub for networking. Invite media and influential voices for casual conversations or demos.
- Attending Sessions: Participate in panels, talks, or workshops to extend opportunities for face-to-face interaction. You might strike up a conversation with a reporter at these sessions and bring them back to the booth for a more in-depth discussion with your client.
By being proactive, you’ll ensure you’re maximizing every moment for valuable relationship-building.
5. Nail the Follow Up (Where Most People Drop the Ball)
The show might be over, but the work isn’t done yet. In fact, the real magic happens when you follow through and nurture the relationships you’ve made. Here’s how to keep the momentum going:
- A Thank You Goes a Long Way: Send thank-you emails to journalists, offering additional information and answering any lingering questions.
- Client Outreach: Follow up with your clients with personalized messages, reiterating your team’s success from the show. Recap the wins and make a clear plan for next steps, leveraging your learnings for activities that follow.
- Social Media Acknowledgements: Post a show recap, tag people you met, and highlight key moments from the event.
Following up ensures your trade show efforts continue to yield results long after the event ends.
See You at the Next Show
Trade shows are packed with opportunities to make lasting connections, show off your clients, and expand your media network. With the right prep and strategy, you can transform every event into a major win.
A few bonus tips from our team? Wear comfortable shoes, drink plenty of water, and have fun!
Need help navigating trade shows? Tier One's Earned Media team can help.
