Making The Most Effective Trade Show Media Kit – What You Need To Know

Every trade show presenter knows that a complete and well-planned media kit is essential to your success, as it will get the word out to as many people as possible before and during the event. Alongside your efforts at marketing your business directly from your trade show booth, an effective media kit will increase your possible sales leads by a noticeable percentage.

businessman holding a file

A media kit’s main purpose is to generate a lot of buzz about your exhibit without giving away too many details. Gone are the days of simply writing a press release and sending it to the local newspapers; today’s trade show media kits are more comprehensive and include several other detailed elements.

The main components of a professional media kit include:

  • Written press releases
  • Catalogs showcasing your products or services
  • Background information about your company
  • Digital images of your product to be highlighted at your exhibit
  • Copies of your video presentations if played at your booth
  • Promotional items you will be giving to visitors
  • Product samples

Before you begin putting any of these materials together, the first thing you will need is a detailed and well-thought-out plan for your media kit. Some business owners do not spend enough time in the planning phases and end up with uninspiring media kits as a result. Whether you will be creating your media kit yourself or working with a public relations agency, give yourself at least two to three months in advance to plan and refine all the details.

Press releases and company background

A press release is simply an announcement of your business’s participation in a specific trade show or expo. It typically includes the dates, times and locations of the event along with general directions of where your exhibit will be located on the trade show floor. Your press release can also outline the event’s general purpose, your exhibit features, the sample products you will be featuring and what you hope to accomplish at this event.

When you submit press releases to trade show publications and related media outlets, you will also need to include a company background page. This concise description of your business is intended to introduce its history, products or services, mission statement and past accomplishments to people who may be unfamiliar with you. A background page can also serve as an effective starting point for potential customers to learn about what you have to offer.

Products, catalogs and promotional items

woman holding a gift bagCatalogs are essential if you have multiple product lines, particularly ones you developed only recently. Once journalists start to write up pieces about your upcoming exhibit, they will want to familiarize themselves with each of your products. A catalog is an invaluable resource for them to do so, and it can also serve as a source of product images for them to include. Most product catalogs are now rendered in digital format and submitted on a CD or flash drive with the rest of the press kit, so high-quality product images are important as well.

Any promotional items you have should also be included in your media kit. Items with your company logo are recommended for getting your brand name into people’s minds before the trade show. These items can range from small freebies such as mouse pads or flash drives to higher-ticket items you plan to give away in a raffle.

Digital elements

Trade show booths now include videos or digital slide shows in addition to traditional sales pitches. If you have these elements, they also need to be included in your media kit. Reviewing them ahead of time will give your local press plenty of material for writing up compelling copy about your upcoming exhibit.

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