How to maximise visibility at a trade show: the key role of PR

By Cindy Mouchard

T rade shows require significant resources, including stand rental, travel, logistics and teams on site.

So how can you ensure that your presence at a show becomes a real lever for brand awareness and, ultimately, business?

From a PR perspective , simply being present is not enough to generate visibility. And – spoiler alert – no, a press release saying ‘We will be present at trade show X’ will not interest journalists. We need to look elsewhere.

Upstream: preparing the media groundwork

At Quatrième Jour, we start work with our clients well before the trade show opens its doors. Our goal is to identify what may be of interest to the media and develop a relevant angle.

Prepare an impactful pitch. Rather than simply announcing your presence, position your company in relation to the trade show’s themes (industry trends, innovations, future prospects).
Target the right journalists. We contact the trade show’s media partners in advance, as well as those who cover the sector and might be interested in meeting our client on site.
Schedule appointments: trade shows are busy, so you have to plan ahead to secure a suitable slot.

On site: capturing attention

Once the trade show has begun, the challenge is to give journalists a valid reason to visit our clients’ stands. There are several ways to do this:

Conferences and round tables: if your company is involved in a key topic, this is an excellent opportunity to showcase your experts and generate visibility.
Demonstrations and launches: an exclusive innovation or live demo can help attract media attention.
Face-to-face meetings: a special moment with a spokesperson, away from the hustle and bustle of the exhibition, often results in higher-quality media coverage of a potential announcement or creates a more lasting relationship between the journalist and the company.

After the trade show: prolonging the impact

The work of PR does not stop when the trade show closes its doors. As well as following up contacts made during the event, it’s important to promote any press coverage on social media and internally within your organisation.

Capitalise on content. A review of the show, or impressions shared by your experts on social media can help you to continue to maximise the impact of your attendance.