Business View - June 2015 9
Below are 6 tips to adhere to when creating your
next trade show press release:
1. Incorporate the event name into the headline or
subhead. Headline real estate is precious; headlines
should be under 100 characters with the most impor-
tant words being featured in the first 65 characters.
However, it is worth it to have the show name occupy
some of the headline or subheadline space because it
enhances the discoverability of your content within the
conversation around the event.
2. Feature a clear call to action. What do you want
readers to do next? Whether it’s directing them to an
online press kit filled with further resources or getting
them to your website, give the audience the tools they
need to take a deeper dive into your brand’s content.
3. Utilize multimedia elements to create a visual story
dynamic. Adding visual assets to the press release will
not only help increase views and engagement, but will
also give the media a compelling reason to use your
content over a piece of plain text. Product shots, video
demos, and infographics are great trade show teasers,
but also offer utility outside of the context of the event,
leading to a longer shelf life.
4. Use natural language and disruptive formatting. In-
dustry jargon can seem impossible to avoid in niche
trade releases, but writing in more natural terms for a
human audience will win you points with both readers
and search engines. To make it even easier for people
to find and consume your content, break up monoto-
nous block paragraphs with elements like bolding and
bullets.
5. Don’t forget about the booth number! Your content
is telling a story, and the small details are crucial to
its overall impact. Include the booth number to make
it easy for attendees to find your exhibit, and add any
pertinent information about what will be going on
(such as a giveaway, demo, etc.) and when. Providing
these details upfront takes the guesswork out of how
and why readers should connect with your brand.
6. Take advantage of social media. Be sure to include
information on your brand’s social media presence in
the release. For events, a Twitter handle is especially
important for real-time connections. Many events have
official show hashtags which make it easy for attend-
ees, exhibitors, media, and consumers alike to partici-
pate in the event conversation—whether they are on
the show floor or following along from home. Pro-tip:
Promote your announcement through Twitter using the
official event hashtag to get your release in front of an
audience that otherwise might not have been reached.
Trade show adventures offer the perfect opportunity
for brand storytelling. Capitalize on the newsworthi-
ness of your brand’s next trade show by following
these guidelines and the content will resonate beyond
the show walls.
