Best Practice
An international
boost
Turning an exhibition from a
domestic event into one with a global
audience doesn’t happen overnight,
it takes time and effort, says Louise
Findlay-Wilson, MD of Energy PR
O
“The media needs
content that’s
relevant and
interesting to its
specific audience,
that means
editorial which
is geographically
tailored”
ver the years The Energy PR team has built
the international profile of events as wide
ranging as New York Toy Fair and The World Shoe
Association’s Shoe Show, which is now WSA@
Magic. We’ve promoted Easyfairs’ StocExpo
Europe and ADF&PCD Shanghai. Closer to home
we’ve worked on UK shows such as Packaging
Innovations, Advanced Engineering, Diabetes
Professional Care and Open Banking Expo. As
you would expect there’s no ‘magic bullet’ when
it comes to building an international profile for
such disparate events. However, there are some
common lessons which I’d like to share. great pre-event content. Arm them to talk about
their involvement with their contacts and followers
– think film, LinkedIn/Twitter cards, Instagram
posts. Remember – just because someone’s a
‘name’ in the UK doesn’t mean their expertise or
reputation travels.
What’s your difference?
Before you embark on any international PR
activity you need clarity about what makes
your show useful to international visitors and
exhibitors. What will they see which they just can’t
get elsewhere? This is no time to be fooled by your
own PR – if your show doesn’t have a USP you must
recognise this and do something about it. Avoid the revolving door
The last thing you want is a revolving door of
international visitors who attend one year but
never return. That means you need content and
features which will deliver for them. For instance,
throw a special drinks party just for international
visitors; this will give them the opportunity
to meet like-minded visitors and exchange
experiences.
Focus
It’s far better to target a few international
territories well than achieve no cut-through
trying to be everywhere at once. So, focus. The
countries you choose will shape your comms plan
– the media and influencers you work with, social
media’s role and the messages that will work. Agree
the markets, then come up with your plan.
Talent that travels
Don’t just use your show’s key speakers to create
Be relevant
The media needs content that’s relevant and
interesting to its specific audience, that means
editorial which is geographically tailored. It takes
more effort but issuing blanket stories just won’t
cut it.
Ratchet up the reporting
An honest, positive event review by a respected
editor is gold dust. So you want the key overseas
journalists onside and talking. Remember, they will
want to maximise their trip with content for their
publication’s social channels, not just its editorial
pages. As you can see, none of this is complicated.
Building your exhibition’s overseas profile require
a bit of creative thinking, a lot of common sense
and commitment.
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