How can you create an effective post-show press release for trade shows?

Imagine you’re at a trade show, right in the heart of Brooklyn. You gotta pick the best angle for your press release like you're choosing the best slice from your favorite pizza spot. Think about it – what's the special topping you brought to the show? Was it your groundbreaking product, or those awesome customer stories? I've been in this game for over 25 years, and I've seen what sticks – it's all about adding value, like a secret family recipe. So, what's your story?

Always. Always. Always. Know your goal. Your audience. Your message. Miss one, you miss all. It is important to focus on your core objective. Are you trying to get prospects or make sales or be a thought leader? What is your aim? Also, who you are trying to get your message across to. Attendees? Existing clients? Employees? Prospects? With these in mind, stick to your goal and target your audience. Do not ramble. Add nothing that is not relevant. Or you will lose your audience.

Hey! Crafting that trade show headline? Think of it as your opening scene in a Marvel movie—make it impactful! In my 25+ years in digital marketing, I’ve learned it's all about being clear yet captivating. Like blending my Puerto Rican heritage with Brooklyn's vibe, mix simplicity with creativity. Imagine explaining a Star Wars plot twist to a friend—it's got to grab attention. Your headline should do just that, luring readers like a great hook in a comic book. Remember, it's your spotlight moment, make it shine!

I do like this approach. My preference is the regular non-inverted pyramid. I tease, to draw people into the narrative. But in this modern world, the click-bait approach is king. Headlines win. "My kitchen is on fire! (I need a new toaster) makes more clicks than "I need a new toaster! (my kitchen is on fire)". Same information. Entirely different message. For different audiences. Subtlety is not appreciated the way it used to be.

Quotes and multimedia can be valuable additions to a post-show press release for trade shows. By using these elements strategically, you can make your press release more engaging, informative, and memorable. Use quotes from key people, keeping them concise and relevant. When using multimedia, select high quality assets and videos should be kept short and engaging.

As an event photographer, I am a little biased here, but I can speak to the advantages of having an on-site photographer. The photographer would be tasked with capturing a busy team, smiling booth visitors in conversation with staff, or roaming through the trade show gathering images and info for a post-event blog breaking down the highlights of the event. I have done this to excellent effect, even capturing attendee responses in interview situations to gather real-time feedback. All of these can be used effectively for future marketing, cementing a place for your organization in the eyes of prospective customers as industry players and thought leaders. All of which can help offset the huge cost of a modern trade show presence.

To have an effective press release, you should create a robust campaign around your presence at this trade show. Do you have a product launch, a piece of content or an announcement to highlight? Make this show and the press around it a part of a larger, more integrated campaign that includes social media, press releases, articles and content along with your presence at the event. This will create awareness before your post-event press release.