If Turquoise Tigers added up the miles we have prowled around exhibitions up and down the country over the last 20 years, then we’re pretty sure it would run into hundreds, if not thousands.
We’ve gone to pretty much every kind of show – from trade exhibitions through to consumer events covering a huge variety of industries and topics. We’ve walked the aisles everywhere from Frankfurt and Cologne to London, Coventry, Glasgow, Dublin and Birmingham, plus plenty of other places in between.
Of course, as trained journalists and editors, we also recognise the importance of the press office at these events. This is the place where all the hacks hang out (we use this term affectionately, if only to alliterate) and it’s your passport to creating a buzz by generating media interest in your products and services.
So, if that’s the case can someone please help us solve an issue that makes our Turquoise Tiger fur stand on end? Why, oh why, do so many exhibitor companies fail to take advantage of a fabulous PR opportunity and produce a simple press pack?
This really can make all the difference when it comes to attracting the attention of visiting journalists. Take it from us, the press office isn’t just a place to put your feet up and enjoy a free coffee and pastry, (although that’s rather nice), it’s the area where editors, reporters, PR and all kinds of media gurus go to pick up show catalogues and information from exhibitors – all useful background information for when they write or produce their after show report which will be going to thousands of readers/viewers/listeners – your customers and potential customers. What an opportunity!
Nine times out of 10 a show’s press office will have a dedicated area for exhibitor information, so you’d think it would be full, right? Wrong. We’ve lost count of the times we’ve been to events only to find a few dog-eared pieces of paper scattered around the press office – a poor reflection of the hundreds of exhibitors who may be taking part in a show and have so much to say about their products and services.
If your company exhibits at shows, do you produce press releases or press information and do you make sure copies of this information are taken to the press office before the event starts? If not, you are missing out on a major opportunity to get your products and services in front of the relevant media.
You don’t have to reinvent the wheel when it comes to press packs. Just a simple press release and a CD of images will do for starters, although there are plenty of other great ways to grab attention that won’t cost the earth and are pain free to produce. So, if you’re planning to exhibit at a show in the coming months, do yourself a favour, don’t miss out on a brilliant promotional opportunity. Help populate those press offices with high quality, informative press packs. Oh yeah, and if you need any advice on how to really woo those editors then speak to us Turquoise Tigers. We’ll soon have them purring with delight and you too.