Advice to Exhibitors: Trade Journals Help Deliver your Message
Approximately ten thousand attendees will be at this year’s IMS, yet an even larger number of microwave engineers and their managers will be back at the office, receiving word of the show through the media. Therefore, exhibitors should implement plans for both the show floor and a communication plan to maximize their IMS marketing to the non-attending population. Among any marketing communication plan, the press release is undoubtedly one of the leading tools for spreading company and product news tied to the show. Marketing groups just need to get the information out to the proper news organizations and trade journals. This effort needs to begin months before the booths go up in the convention center.
A press release is a written statement distributed to the media that announces a range of news items: scheduled events, personnel promotions, awards, news products and services, sales accomplishments, etc. They can also be used in generating a feature story. Reporters are more likely to consider a story idea if they first receive a release. Press releases are often sent alone, by e-mail, fax or snail mail. They can also be part of a full press kit which can be distributed at the show and may be accompanied by a pitch letter. Its also a good idea to try and schedule editor meetings in advance. Given the number of exhibitors, editors are under pressure to optimize their time spent with different vendors, so be prepared to reach out to the media in other ways.
For example, every year Microwave Journal dedicates its May issue to in-depth coverage of this important show. For marketing communications, the May issue includes the New Waves section, which features new products making their debut at the exhibition. Items in this section include a product image, contact information, booth number and up to 75 words for product description. In 2008, the New Waves section was over 20 pages (approximately 6 to 8 products per page) of new product information ranging from cables and connectors to EM software and synthesizers. Many of these product announcements also make their way into the Journal’s show wrap-up, one of the magazines most widely read articles of the entire year.
Also in the May Issue this year will be a new Exhibitor Spotlight. In this special section, the Journal is providing qualified advertisers with a 1/6 page space to promote their company and its products and services, exhibition related information and booth location to everyone receiving the magazine. The May issue arrives several weeks before the start of the convention and often provides attendees with the information used to set their agendas. The New Waves product section and Exhibitor Spotlight should help vendors stand out from the crowd.
Product listings are also available online at the MWJ’s dedicated web site for IMS and Microwave week. The Microwave Journal Online Show Daily (OSD) features industry news from the exhibition, new product announcements, Exhibitor spotlights and special editorial such as messages from conference chairs and conference reviews. In addition to product information and press releases posted to this site, the Journal editors are accepting short articles from exhibitors for their Exhibitor Perspectives, which appear online and in electronic newsletters. This is another good opportunity to make a case for attendees to stop by a vendor’s booth and see the latest offerings. When it comes to generating booth traffic, it pays to be proactive and using the media is among the best ways to get the word out.