Plan Meet Repeat July August 2019 July August | Page 3

USING MEDIA OUTREACH
TO INCREASE EVENT
ATTENDANCE
Trade show and conference attendance provides
value networking 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 finding 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
highlight 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 determine 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,
conference 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 media 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 approximately four months
in advance for general consumer print, broadcast and
online media.
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 requests 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 awareness.
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, company involvement or
sponsorship, or location, having the opportunity to
hear from someone who might not ordinarily be
accessible can help with registration numbers.
Again, press outreach and working with the speaker
on interviews 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.
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