How To Write A Press Release For A Trade Show
Trade shows can create a great buzz in almost any industry. Professionals can share the latest technology and information, meet vendors to learn more about their products, and network with their peers. They can show off their whole new range of products, and even check out what their competition is up to. Many trade shows also offer interesting keynote specials and educational seminars to boost attendees’ skills.
However, it’s not cheap to attend a trade show or to display at one. A press release can help you get more bang for your buck. A press release is designed to inform the media about newsworthy events. A wide range of publications, from newspapers to blogs, are always looking for something to report to their target audience. Local newspapers, in particular, are keen to let readers know what is going on in their area.
The press release should convey that you are a mover and shaker in your niche or industry and your booth will be worth visiting. If you have managed to get a speaking engagement at the trade show, this could even be a second press release to entice people to listen to what you have to say. This can help position you as an expert with real authority that is, therefore, worth paying attention to.
Therefore, a press release can help you make connections with exactly the kind of people who can help you grow your business.
How can I write a good press release?
There are a number of important elements to include:
A good headline
Headlines should grab attention and create a sense of anticipation and excitement.
A powerful subheadline
The subheadline supports the headline and also gives a preview of what the rest of the press release will be about. It is a good chance to create even more interest.
Keywords and phrases
Use your business name and keywords and phrases that are common to your niche and relevant to the trade show.
Location
Include your location and that of the trade show. You could get two sets of local media pickups.
The first paragraph
Journalists use “the 5Ws” to make sure they don’t miss anything important. They are:
- Who
- What
- When
- Where
- Why
When writing about the trade show, for example, your most important information might look like this:
- Who-Peter’s Puppets
- What-Playtime Trade show for toys, baby and maternity items
- When-August 5 through 7, 2018, 9AM to 6PM daily
- Where-Metropolitan West Event Hall, 639 West 46th St, New York, NY 10036
- Why-To discover our latest range of puppets-time to put in your orders to get ready for the Christmas rush.
The company’s mission
Explain briefly what your company does, and why this trade show is important. Mention any awards or other details about your company that are sure to impress.
Contact information
Include name, address, phone number, email, and URL. You should create a special webpage with all the details about the trade show and photos of staff, the company, and so on.
Include media
Attach high-quality images of the items that will be on display. Press releases with media get more pickups than ones that don’t.
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