Exhibiting at a trade show is an important part of your marketing strategy.  But what if nobody knows you’re even there?  One of the best ways to publicize your presence on the trade show floor is to send out a press release.  However, writing and sending out a release is not always easy.  A press release is a combination of both art and science.  If you believe your press release isn’t working, there may be some simple reasons why and some easy fixes.

Press Release Problems and Solutions

Problem: Your release isn’t interesting.

Your press release must be newsworthy. As a reader, is it the sort of thing that you would want to see if you were a paying subscriber? A quick question you can use after reading through your press release is – SO WHAT? If there is no good answer to that question – you better rethink your press release.

Solution: Write a release that mentions your new product launch, big giveaway, exciting partnership and also mentions where people can find you on the trade show floor.  These kinds of press releases are more interesting than something saying Company X is going to be at Trade Show Y. Instead, try Company X is giving away a free electric bike at Trade Show Y in booth #123 or Company X is launching their new revolutionary product at Trade Show Y in booth #123.

Problem: You spam your press release.

Do not become a press release blaster by mass emailing or faxing. Take the time to research your target publications. Where you are using a service, target publications in your industry or similar industries and regions where your press release might be interesting.  Keep in mind the newsworthy angle is the most important, but finding the right publications should be second on your list.

Solution: You should only send your releases to publications that you think might be interested in your product. Call the publication and ask who should receive your information. Don’t send the release to the publisher or executive editor. Rather send a personalized letter to an editor or reporter who will really look at your information and understand its relevancy.  Craft an interesting pitch for a more tailored approach.  If you are using a service, the pitch is going to be what will interest these publications so take the time to tailor it to the publication’s demographic.

Perseverance and reliability pay off in this area. Send out regular newsworthy releases to targeted media, and you will be rewarded.