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Promotion: Getting Press Attention

You are introducing your newest product at an upcoming trade show. How do you get the press to notice you?

Train your staff. Have staffers watch for press badges so they can greet and qualify press quickly. Make sure press people get demonstrations when they’re in the exhibit - don’t make them reschedule. Provide giveaway items to the press so they’ll remember you once they’ve returned to the office.

Track important employees. Know where your company spokespeople are at all times. Post schedules in the exhibit so you know their location, or have them wear beepers.

Use the pressroom. Place press kits in the pressroom and check the supply daily. Press kits should include product releases, photos, company literature and business cards of main contacts.

Hold a press conference. If appropriate, introduce your new product or service at a press conference. Again, keep your material straightforward and geared to the benefits of the customer. Have company spokespeople on hand.

Use show dailies. If the show you’re exhibiting in publishes a daily newspaper, contact the editors prior to the show and ask for coverage. If you provide factual, benefit-oriented copy and good photos, you’ll likely be published.


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