So, how do you meet the press at your trade shows? 

Prepare before the show by looking for the pictures of your favorite writers so you can recognize them at the show.  Their pictures are sometimes printed with their articles, and almost always on their publication’s website.  If you can, get the names of the pre-registered press, and call them before the show to set up an appointment.  Be sure to offer something newsworthy to get their attention.

At the show, find out what the badge color is for the press, and then look for that badge color on attendees in the aisle.  Train your trade show booth staffers to look for them, too and bring them to you, or to bring them to the top company executive in the booth.  Bring copies of a press kit, either printed or on a thumb drive, or have a link to an online press kit you can email them.

After show hours, look for the press at the show’s networking events, too.  You will both be more relaxed and less rushed — a perfect time to get to know them better.  I’ve found that writers are usually smart, often funny, and can be a great source of information on industry trends.  You’ll learn more from them than they will from you.

And it’s worth it.  The value of press coverage you get after the show may exceed the cost of the show itself.  Consider that when you get several articles placed, how much would it have cost to place ads the same size in those publications?  Plus, the articles arguably have more credibility to your audience than the same size ads.

Take advantage of the narrow window of time a trade show offers to meet face-to-face with your industry reporters.  You’ll build a relationship at the show that will benefit you and your company all year, and for years to come.

-adapted from Creating Effective Trade Show Promotion by Mike Thimmesch