Making The Most Of Hillhead 2009

Pre-show publicity

Only a third of exhibitors take the trouble to compile press packs.
Some exhibitors don’t even send out their free allocation of complimentary tickets.
Fewer than 1 in 10 exhibitors send out dedicated mailshots inviting prospects.

however…

Over 50 % of the visitors will have a shopping list of the stands they want to visit.
Most visitors have to leave before they have seen everything they want to see.

Direct mail is an effective way to bring visitors to your stand - here are a few tips:

Make the visit easy - road maps and site plans showing your stand location all help to take the hassle out of getting to your stand.

Handle the top 10-20% individually, sending each a letter tailored to their particular interest in your products.
The remaining 80% can be sent a mass mailshot.

Hit them first about four weeks before the show.
Then hit the top prospects again with another mailshot two weeks before the show.
Finally, one week out from the show begin a fax/e-mail /phone campaign to those prospects that really matter.

So that you know which lists proved the most effective.
Consider co-marketing with other exhibitors who are showing complimentary products.

Make the most of Hillhead’s press officers, Steve Adam and Pam Reddish - they know most of the trade journals and which ones are running preview editions.
The Exhibitors’ Manual contains a list of UK & international journals. The same list can be downloaded from the press section of the show website (www.hillhead.com/press) - get details of each of the titles that you think might be appropriate for your products.
If you have news that might make it as a feature phone the editor to discuss your release.
Above all a press release must contain news.
Limit your releases to 200 words or one side of A4 double-spaced.
Send press releases on disc or e-mail as well as hard copy - this makes them easier to sub-edit.
Where possible enclose 6” x 8” glossy photos of your product, captioned with a label on the back.
Try to get an interesting angle on the product or have some human interest in the shot.
Make sure that all press releases carry your stand number and contact details for further information.
Use your own web-site to tell people that you will be exhibiting at Hillhead 2009 - Hillhead logos and graphics can be down-loaded from the show website (www.hillhead.com/press).
If you are looking for an international market, it is worth translating your press releases into the major foreign languages.
All press releases must be dated.
Avoid embargoes if possible.

Liaise with the press office about the timing of press launches and any other newsworthy events on your stand.
If possible, set up deals for signature at the show - these make good stories in the trade press.
Your press packs should contain new stories from those sent to the preview journals so try to build a press campaign.
If you use a PR agency make sure you brief them about Hillhead at least 4 months before show.
Get a list of all the journalists who visited the show from the organisers and circulate them with news of any major contracts placed at or immediately after the exhibition.
Have a few press packs on your stand for journalists who come to you directly.
Appoint a member of staff to visit each exhibiting journal and drop off your press packs - take the opportunity to get to know the editor.
Always have a camera on the stand to photograph any dignitaries that come aboard.