It’s the most wonderful time of the year for a food and beverage PR agency— Expo West is ONE WEEK AWAY. This is not a drill. The highly anticipated Natural Products Expo West trade show is a tent-pole of the year for anyone involved in the food, beverage, and natural products industries. With nearly 3,100 exhibitors, it is a beast of a trade show, yet so much fun to see clients in action, taste test all of the new product innovations, and catch-up with media who are attending the show. That being said, as food and beverage public relations firm there is a great deal of pre-show prep-work that needs to be done to ensure a seamless experience for your clients.
- Press Releases: No matter if your client is a first-timer to Expo West or a trade show veteran, press releases help to tell the story of what they will be exhibiting at the show. At least a week prior (TODAY!), press releases must be approved and finalized by all parties. Once approved, press releases should be submitted to the digital press room for the trade show, as well as shared on free newswires to generate added SEO impact for your client.
- Press Kits and Press Clip Highlights: To showcase your client’s amazing products, our team at Konnect creates press kits for media attending the show to take home with them that include the printed press release, sell sheets, our business card, and other pertinent information. As media have increasingly notified our team that they hate to waste paper and carry around the kit at the show, more and more clients are opting for digital USB press kits instead. Whichever format you and your client decide upon, ensure that all press kits are ready-to-go well in advance to the show and arrangements have been made to deliver the kits to your clients booth. Additionally, to highlight some of the rockstar press placements that our team deliver for our clients, we love to create laminated decks of top clips for our clients to showcase at their booth and their meetings with buyers, etc.
- Booth Appointments: There are a plethora of trade and consumer media that attend a trade show that is the scale of Expo West. Weeks ago our team compiled the media list and conducted outreach to secure booth appointments. With a week of lead time, it’s time for a final push of follow-up pitches and time to send calendar invitations to reserve the time on everyone’s calendars to ensure that they have all needed information easily within their reach at the show- including booth numbers, cell phone numbers, point of contact information, etc.
Can’t wait to see you next week at Expo West!