Here at Tech Image, there’s a wonderful time of year from January to June that we refer to as Tradeshow Season.
It seems the majority of our clients attend their largest trade gatherings during this time, including World of Concrete, Mobile World Congress, Digital Signage Expo, and InfoComm – to name a few. We’ve previously talked about how to pitch tradeshows to secure briefings, but that’s just the beginning.
The real fun comes when you’re engaging media on site, and for that, you’ll need a Media Kit. So read on for the essentials of a media kit and what you need to consider to ensure maximum client ROI and media coverage.
Back in the day (I’m told), it was not unusual to see reporters lugging around a small suitcase on wheels to store the media kits they picked up at each booth. These primitive media kits were usually a branded folder stuffed with reams of material – if the reporter was lucky. If they were unlucky, the PR agency would build “creative” media kits that took the shape of their product.
Nowadays, we’ve all gone digital, so media kits are thankfully more convenient. But while you might be tempted to order 100 branded USB memory sticks, be forewarned – in today’s cybersecurity-conscious era, many IT departments restrict the use of external memory devices, which can introduce crippling viruses if compromised.
So what do you do? We recommend creating a Dropbox or Google Drive link, which can be easily emailed to reporters on site.
This serves a dual purpose: Not only are you able to easily add or subtract from the media kit as needed, but you now have a great follow-up opportunity with media – and reporters love it because it’s one less thing to carry around the trade floor. To make it even easier on yourself, use a bit.ly link shortener, which allows you to customize the link for an added branding opportunity.
Another great idea is to have a QR code printed on the back of your tradeshow badge that links to the media kit. That way, when you’re at the booth with a reporter, they can simply scan your badge with their smartphone and they’ll have the media kit! The QR code can also be printed in the show guide for maximum reach.
What’s in Your Media Kit?
When it comes to compiling materials in your media kit, think like a reporter. What would help you write the best story? What do you want to know about the company? You don’t want to do a data dump, but you don’t want to provide only scant materials, either. I like to include:
- Latest Press Releases – If there’s anything you’re announcing at the show, that should be first and foremost. However, also include one or two other releases that give more background and provide media with a better overall picture of your company.
- Executive Bios – Include headshots and bios of your main spokespeople, as well as for the leadership team who will be on site and available to speak with media.
- Product Images – Media can always use more high-quality, hi-res images of your products. This is not only an opportunity to showcase your client, but also ensures you get coverage, as media won’t have to worry about asking for images later.
- Case Studies/White Papers – I always like to include two or three case studies or white papers that showcase the client’s thought leadership. This is a great way to introduce the client to new media and gives reporters an idea what your subject matter experts can speak to. And when you follow up with media, you can mention the case study and pitch a story along that topic.
That’s pretty much all there is to it! So as you gear up for your Tradeshow Season – whenever that might be – keep these simple tips in mind to make sure you make the most out of your time in Las Vegas, Orlando, or wherever your clients might take you. It’ll wow your clients and please media – making them more likely to remember your client when they’re filing their post-show recap stories.