Using Media Outreach to Increase Event Attendance
By Andrea Pass
Trade show and conference attendance provides value network-
ing and business growth opportunities for industry participants.
To increase attendance at such events, use media outreach to
strengthen the value of brand awareness and positive reputation
while expanding paid participation.
Any type of event planning is not easy. From concept and find-
ing an appropriate location to coordinating educational sessions,
booth sales, networking events and promotions, be sure that the
room is full by adding public relations to the mix to attract new
audiences.
Start with Traditional Press Outreach
Determine targeted consumer and industry press to high-
light the meeting or conference in advance of registration
deadlines. This list should include trade media, local market
daily newspapers, broadcast outlets and appropriate online
news, blogs, video and podcast sites. Each is a touch-point to
reach potential participants.
Take the time to research the press. A simple search will de-
termine which media has covered specific category meetings
in the past in individual markets and in the trade industry.
Introduce the event to these outlets in two ways:
1. Distribution of a basic press release about the show, con-
ference or meeting.
2. One-on-one telephone communication to establish and
grow the relationship between the event and the media.
Don’t take a “one and done” approach. Conduct outreach to
the press multiple times to secure coverage. Once articles or
interviews appear, repost on the event social media pages,
website and blog. By sharing press coverage and tagging me-
dia outlets and individual journalists, traditional press turns
into growing awareness.
Plan ahead. Begin conducting press outreach six months in
advance for magazines and trade publications and approxi-
mately four months in advance for general consumer print,
broadcast and online media.
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Press Attendees Should be Encouraged to Feature Pre-Event
Coverage
While there are no guarantees when it comes to the press, take
the “if you don’t ask, you won’t get” approach. When media re-
quests complimentary registration to the conference, engage in
a dialogue asking if that journalist can possibly share pre-event
information with the writer’s audience. The answer might be “yes”
or the answer might be a new contact at the media outlet to share
information with. Either way, take the opportunity to grow aware-
ness.
Highlight Keynote Speakers/Panelists
If you have a “name” keynote speaker and industry-specific
panelists, use that information to bump up awareness. While
some attendees register based on annual participation, com-
pany involvement or sponsorship, or location, having the
opportunity to hear from someone who might not ordinari-
ly be accessible can help with registration numbers.
Again, press outreach and working with the speaker on in-
terviews prior to the event will create the important buzz to
push new participants to attend.
In addition, invite media to attend the meeting to hear the
keynote and interview the speaker.
Social Media and Engagement are Important Methods of
PR Outreach
Have an active social media presence. Social media plays a
powerful role in shaping consumer behavior and percep-
tions at events.
Regularly post new education session information, spon-
sorships and guest speakers and tag keywords appropriately.
This leads to expanding awareness among new audiences.
Always share every press placement to provide third party
editorial endorsement.
Ask registered attendees, speakers and sponsors to share all
meeting posts. Remember – they told two friends who told
two friends who told two friends. Word-of-mouth market-
ing translates to registrations.