How do you tailor your trade show press kit to different media outlets and journalists?

1 Know your audience

Before you create your press kit, you need to know who you are targeting and what they are looking for. Research the media outlets and journalists that cover your industry, niche, and trade show. Find out their preferences, interests, and angles. What kind of stories do they write? What format do they use? What information do they need? How do they like to receive press kits? Knowing your audience will help you craft a press kit that meets their needs and expectations.

2 Choose your content

Your press kit should include relevant and compelling content that showcases your value proposition, differentiators, and achievements. Depending on your audience, you may want to include a press release announcing your participation, a company fact sheet summarizing your mission, vision, history, and key facts, a product sheet or brochure describing your products or services, features, benefits, and specifications, a media kit containing your logo, images, videos, testimonials, and case studies, and a contact sheet listing your spokespersons, media relations, and social media handles.

3 Format your content

Creating a press kit is a great way to make your content easy to access, read, and share. Depending on your target audience, you may want to format your information differently. For example, a digital press kit can be hosted on your website, emailed, or shared via link or QR code. This is a convenient and eco-friendly option that allows you to update content quickly and track results. A print press kit can be handed out at your booth, mailed, or delivered personally. This is a traditional and tangible option that can make a lasting impression. Lastly, a hybrid press kit combines digital and print elements - this is a flexible and versatile option that can accommodate different preferences and situations.

4 Personalize your content

Creating a press kit that is personalized to the recipient is essential for successful media outreach. Start by writing a cover letter or email that addresses the recipient by name, and outlines why you are contacting them and what they will gain from it. Furthermore, tailor your press release or pitch to match their style, tone, and angle. Consider using catchy headlines, hooks, and quotes that will capture their attention. Additionally, provide exclusive or timely information that gives them an edge. This could include offering a sneak peek, demo, interview, or giveaway. Finally, follow up with them before, during and after the trade show. Thank them for their interest, remind them of your booth location, invite them to your events and ask for their feedback.

5 Proofread your content

Your press kit should be professional and error-free. You should proofread your content carefully and check for spelling, grammar, punctuation, and factual mistakes. You should also make sure that your content is consistent, clear, concise, and coherent. You can use tools like Grammarly, Hemingway, or ProWritingAid to help you with this task. You can also ask someone else to review your content and give you honest feedback.

By following these tips, you can tailor your trade show press kit to different media outlets and journalists and increase your chances of getting coverage, exposure, and leads at a trade show.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?