TRADE
SHOW LEADERSHIP
Booth Design Generating Traffic, Getting "Press"
From outstanding graphics (like this 8 foot x 10 foot drawing for a trade show shown here for a medical products manufacturer) to special interviews by editors at the show, MTI can provide it all.
Qualified inquirers can obtain a free booklet which answers their questions or statements by leading editors who state:
"I
would think a company would want to get coverage of
their new technology before a show to draw attendees .Our
pre-show issues and our dailies are great traffic builders."
"There needs to be a reason for an interview. A new product, a unique application or even a trend provides us with information to educate our readers. Our job is to inform, not sell."
Ongoing surveys of magazine editors who "work" the leading plastics, medical, packaging/converting, automotive, design, machinery and electrical/electronic shows have conclusively said what they want, what they don't want, and what they need. More than 50 editors from magazines representing the above industries were queried during shows they attended.
Companies spend hundreds of thousands of dollars participating in some of the industry's leading trade shows. Yet, they naively neglect to learn and apply the most effective strategies to take advantage of editorial coverage as a means to:
A) get prospects to visit their booth;
B) educate the editors about their company and its offerings,
C) create and bolster a dialogue for ongoing editorial coverage in the months that follow, and
It's a fact: one company at a recent show had MTI take steps to make sure they earned editorial coverage before, during and after the show. They claimed to have sold two systems BEFORE the show because of the pre-show editorial coverage; another DURING the show because an article drew the attention of an attendee in a show daily issue; and another system AFTER the show, stemming from an article that appeared after the show.
While editorial exposure of a company's product or service isn't a guarantee to a sale, it does at least one thing - it tells prospective customers about you. Unfortunately, many companies either handle the results of their product publicity efforts (leads) erroneously, or simply don't followup on them at all.
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