It’s one thing to attend a trade show, it’s another to maximize that experience with a strategic trade show PR plan. August 10 marks the first in-person Outdoor Retailer show in over a year and to celebrate, we’re sharing our key strategies to maximize a brand’s trade show experience and generate substantial PR.
1. Utilize the Power of Trade Show PR with a Press Release
Share your new product and company announcements with the right audience through trade outlets. Craft a well-written press release announcing any new products debuting at the Outdoor Retailer show and post it to all of the relevant trade sites such as Outside Business Journal, Outdoor Sportswire, and Sporting Goods Business. This coverage may introduce your brand and products to a host of new retailers eagerly searching for the next big thing to stock in their stores. Often, retailers will comb through the press release posts in hopes of finding hot new products for excited customers.
Don’t just stop at a press release! Reach out to trade editors, invite them to your booth, and walk them through the new products you’re so excited about sharing. This in-person time is irreplaceable!
2. Jump Start a Product Launch by Amplifying Industry Awards
Winning a significant industry award for your new product is a huge honor, but don’t just expect it to speak for itself. Use PR to amplify your ‘award-winning’ product and get major players in the industry to take notice of your brand.
In 2019, we worked on our client Ignik’s behalf to submit its new Gas Growler for the Outdoor Retailer Innovation Award. Upon winning the award and with the help of the Darby Communications team, this new-to-the-market brand generated over 19 pieces of editorial coverage, which amassed over 40.5 million impressions and led to heightened brand awareness. Ultimately, this award win and the resulting earned media coverage assisted in establishing important relationships with major retailers.
Don’t just let the award speak for itself! Put it to good use. Share the news with key media, distribute a press release to trade outlets, and share the award across your owned media channels to enhance brand and product reputation. You worked hard for that award, show it off!
3. Secure Editorial Coverage to Excite Consumers
Outdoor Retailer is not just for enticing retailers, it’s also a great place to capture substantial media attention and generate consumer interest. By working with journalists who are putting together Best in Show round-ups, your brand has the opportunity to stand out from the crowd. This coverage can create immediate buzz around your brand and have consumers eagerly awaiting the product launch. Watch as your website traffic, branded search volume, and social mentions climb through the roof in preparation for the big launch!
But beware, courting and scheduling media appointments happens weeks in advance. At Darby Communications we work on our clients’ behalf to secure the Outdoor Retailer Media List, reach out to appropriate media personnel, schedule in-booth appointments, prepare product and brand pitches for each meeting, and gather all follow-up information. By the time we board the plane to Denver, we have all our media appointments booked and our clients’ product specs and details dialed in to share with journalists.
Practice your pitch! Media personnel will field upwards of 50 meetings a show. Be cognizant of their time and of their interests. Drive home the key product differentiators and make sure your pitch is memorable for all the right reasons!
If this leaves you wanting to ensure your brand makes a splash at the next big trade show, drop us a line to learn more about how we can help you maximize all avenues of opportunity surrounding the event!