March 23, 2015
We’re still delighted over the media coverage of the American International Toy Fair in 2015. From comedic coverage from Late Night with Seth Meyers to all-day live business-focused broadcasts from CNBC, the exhibitors garnered exposure from a variety of media outlets. A few weeks ago, my colleague Alexis shared some tips on how to run a member preview for a trade show, I’d like to take it a step further and explain how the knowledge gained during a preview can be helpful when working the media.
- Learning the Products – For large trade shows,like Toy Fair, you may have to bring in additional staff to help out onsite. Knowing the show floor and the products being debuted are key to helping media create stories that will be exciting to their audience. Allowing your team to learn some of the fun products they will be seeing at the show is worth the planning! One preview day can help to prep for media you know are coming (IE – create a list of gadgets for the Gizmodo writer coming) and those that will need your guidance on day 1.
- Meeting the Right People – One service we provide to media onsite is navigational help through the show floor. Knowing the PR or Marketing rep when entering a booth is not only more efficient for the media outlet, allowing them to get their work done faster, it also shows the value your team can bring to the media outlet. On preview day, you meet the faces that will be waiting for you in the booths. During the show it makes the PR team look and feel like a well-organized machine. Just know the right contact shows both member of the media and exhibitors that your organization values them!
- Team Confidence – What’s the best way to give the media confidence in you and your team? Knowing your stuff! Prior to the show, a small group of people hold the relationship with key members of the media to get them there but onsite at a large show, it truly needs to be a team effort! Learning key products, people, and what media is expecting before the show even opens goes a long way. While this may seem like a small “extra” benefit, we’ve heard time and time again that having a trustworthy PR team helps to keep media coming back year after year.
In 2015, I “celebrated” (or tirelessly worked) at my fifth Toy Fair. In this time, I’ve worked in different capacities on the team, from planning and executing a preview day to leading the media relations. Just one small day can educate your onsite team with the knowledge, introduce them to the right people and inspire confidence to exceed your goals and the high expectations of the media whom you are there to help!
Do you run any programs that have duel purposes? How do they work?