Reap the benefits of exhibition publicity

Proactive communications form an important part of fair participation. During events, the media's attention is focused on new developments, companies and the industry being exhibited at the fair. Reporters are looking for new perspectives, good interviews and information on new products and services. It is therefore worth considering and planning what you want to tell reporters about the products and services you are presenting.

Well-executed exhibition communications can clearly enhance the effectiveness of your participation! Compared to paid advertising, this constitutes cheap and effective marketing.

Both before and during the fair days, the exhibition organiser acts as a link between the exhibitor and the media. During fairs, the Helsinki Exhibition & Fair Centre's press centre provides a base for journalists, complete with press releases by exhibitors and general briefing material on the event.

Tips on exhibition communications

• Remember to deliver any press releases to the fair's press centre.
• Also send them via FairNet for use in web services.
• In addition, send press releases to trade magazines and other media organisations (for example, local media, specialist media).
• Think about how you will take account of media representatives at your stand.
• The greatest number of reporters generally appears on opening day.
• Reporters circulating around the exhibition area can be recognised by their "PRESS" badges.
• Arranging your own press conference during the fair may also be worthwhile.
• Provide reporters with leads on your interesting exhibition issues.

Make the most of your fair participation by reaping the benefits of the event's PR value!

Further details on exhibition communications and marketing are available from the assigned Communications Officer.