Exhibiting at a trade show is a powerful part of your marketing strategy. Yet if nobody knows you’re there, you lose valuable exposure. One of the best ways to generate attention is with a press release. However, writing one that gets noticed is both an art and a science. If your press release isn’t working, here are common problems—and straightforward solutions.
Problem 1: Your Press Release Isn’t Newsworthy
Ask yourself: would you read your own release if you were a paying subscriber? If the answer is “so what?” then your release lacks value. Generic statements such as “Company X will be at Trade Show Y” are easy for media to ignore.
Solution: Highlight something specific and exciting. For example:
- A new product launch debuting at the show
- A major giveaway tied to your booth
- An exclusive partnership announcement
- Details on where to find you on the floor
Instead of “Company X is attending,” try: “Company X to launch a new eco-friendly product at Trade Show Y in booth #123.” This makes your press release more engaging and relevant.
Problem 2: You’re Spamming Your Press Release
Blasting out your release to everyone—via mass emails or outdated fax lists—only weakens your credibility. Editors and journalists quickly spot untargeted messages.
Solution: Research your target publications. Send your release only to outlets that reach your ideal audience. Then, go a step further:
- Call the publication to confirm the correct contact.
- Address your release to the appropriate editor or reporter.
- Write a personalized pitch that explains why your story matters to their readers.
If you use a wire service, customize your pitch to highlight what makes your release stand out. Tailoring your outreach will improve both pickup and media relationships.
Problem 3: You’re Not Consistent
Many companies only send out a release when a trade show is near. This stop-and-start approach makes it harder to build visibility with journalists.
Solution: Send regular, newsworthy releases throughout the year. Over time, editors and reporters will recognize your name and associate it with reliable information. Consistency builds trust, and trusted companies are more likely to earn coverage when it matters most.
Example: Bad vs. Good Trade Show Press Releases
Bad Press Release:
Company X will be exhibiting at Trade Show Y from March 10–12. Visit our booth to learn more about our company.
Why it fails: It’s vague, not newsworthy, and gives no reason for media or attendees to care.
Good Press Release:
Company X will debut its new eco-friendly packaging solution at Trade Show Y, March 10–12, in booth #123. Attendees can also enter a drawing to win an electric bike as part of the launch celebration.
Why it works: It highlights a specific product launch, includes a giveaway incentive, and tells readers exactly where to go on the show floor.
Final Thought
A trade show press release should not be filler—it should be a story worth covering. By keeping your content newsworthy, targeting the right publications, and maintaining consistent communication, you can turn press releases into one of the most effective tools for increasing your visibility on the show floor.
Absolute Exhibits works with exhibitors to craft marketing strategies that include press outreach, ensuring your presence is noticed before the doors even open.
