Event PR
How to attract an international audience
Louise Findlay-Wilson, MD of Energy PR, provides some tips on
how to attract international audiences to events
he way to grow an event
is clearly to attract more
visitors and exhibitors.
But what if your
domestic market is saturated, and
serious additional growth can only
come from overseas? If you don’t
have budget to spend on agencies in
multiple territories do you have to
give up on those growth ambitions?
No. You simply must get smarter with
your PR. Here are some things to try… too thinly. You really want to cultivate
relationships so that the international
journalists get close to your event and
are equipped to talk about it. A well
run international media delegation
scheme can work incredibly well.
Be prepared to advertise in
overseas media and agree editorial
coverage wherever possible. Your
home PR agency should be able to
advise who to focus on and the best
way to work with them.
Prove the market’s there
Firstly, recognise that no one is
going to get on a plane to be at your
show unless you prove its value –
and remember what excites your
home vendors and buyers might
not resonate overseas. You must
demonstrate to would-be exhibitors
that your geographic market offers a
new business opportunity.
To do this, conduct research among
your past show visitors identifying
their issues, needs and spending
plans; the supply areas where they’re
looking for new inspiration, expertise,
products and services. Also explore
their willingness to source from
overseas. This can be done as part of
your post-show activity.
If you already have some
international attendees, segment their
answers. That way you can compare
and contrast the countries. A few key
stats will be all you need to develop
relevant news stories tailored for
each territory. Speakers
Your speakers are a resource, use
them. Many should be willing to get
involved, after all you are offering
an opportunity to build their profile
overseas. ‘Sell in’ bespoke features
from them, written for specific
markets. These will also trail their
talks at your show.
To do this you will need to have
your event programme sorted sooner
rather than later, but don’t wait for
the whole programme to be buttoned
down.
Some of these speaker ‘features’
could be delivered as video – perhaps
even create an international online
‘learning hub’ featuring video content
giving a flavour of what’s to come.
Also work your speakers’
international contacts; develop
branded Twitter and LinkedIn cards
to send to speakers for them to use on
their social channels.
Focus and know your media
Start with a small number of
international markets. Focus on the
key media in each. It’s better to ‘go
deep’ with a few than spread things
w w w.exhibitionworld.co.uk
Content
Think about your content and
internationalise it. I don’t mean
simply modifying your current show
news through the addition of the
word ‘international’.
Adjust your mindset. Talk about
your exhibitors’ innovations
in terms of how they will help
potential visitors from specific
overseas markets. Remember your
international visitors don’t want to
hear about exhibitors from their
country, why would they travel
to see them?
And, if you host awards, have a
special international category.
Work social
Social media offers a tremendous
opportunity to reach international
audiences but don’t forget the subtle
cultural differences. For instance, if
your focus is Europe, remember the
UK, France and Italy are far bigger
users of LinkedIn than, say, Germany.
These are just some of the ways
your PR can build your exhibition’s
international visitor and exhibitor
base. The trick is not to limit your
ambitions but to expand your PR
thinking.
Louise
Findlay-
Wilson is
MD of Energy
PR which
handles the
international
PR for events
as wide-
ranging as
New York
Toy Fair,
StocExpo,
Packaging
Innovations,
and ADF&
PCD Shanghai.
She is a
regular
speaker and
commentator
on PR, digital
and social
media.
Issue 3 2019
43