I recently had the opportunity to get back to a tradeshow (it’s been a while!), and it was good to be back. I was thrilled to bring along a colleague who has never attended a tradeshow before to show her the ropes. This gave me a chance to reflect on the various aspects of the PR role at a tradeshow and some tips for success…
1. Lead with a smile – This can be put in the life lesson category as well – not just one for the tradeshow floor – but a smile goes a long way. Whether meeting colleagues in person for the first time or greeting editors, a smile and warm hello sets the tone for a positive relationship and experience.
2. Go with the flow – As much as you plan and schedule meetings, things are going to change. A spirit of flexibility will get you a long way. Editors you weren’t planning to meet with will show up, and editors you were planning to meet with might come early, late or not at all. Being able to shift quickly is imperative and keeping your cool as you manage perhaps more than one interview at a time is key.
3. Sometimes you hold the sandwich – As a PR professional, our job is to support our clients and the editorial relationship in whatever way is needed. During our meetings, a product manager hadn’t had a chance to eat, and his sandwich was sitting by his product. An editor was going to do a video at the booth, and we certainly didn’t want the uneaten sandwich in the shot. Whether holding a sandwich, buying last minute supplies or doing a coffee run, a PR professional often does it all – from strategy and messaging to errands and delivery runs.
Tradeshows are a great opportunity to connect with editors that cover your industry and a wonderful way to make connections that can last long after the tradeshow is over.
