Attendees, including invited media guests, flock to the ISPA Expo to discover the latest spa solutions and technology.
Want to be the “it” brand at the ISPA Conference
& Expo? The consensus of successful marketers is
to start thinking and talking about your news long
before the event begins.
IF YOUR BRAND IS NOT BEING TALKED ABOUT
before, during and after the show, your job isn’t done. Being
well-branded, having a meaningful message, a breakthrough
product and creative ideas is great, but it isn’t good enough.
You need to get noticed.
Ninety percent of the work that goes into a trade show
should happen before you set foot on the show floor, it’s a
year-round effort. It’s not what you say about your brand that
counts, it’s what others are saying, combined with media
exposure, that gets people talking. Media relations needs to
be a focal point for trade show success.
Trade shows are a lot of work for journalists too. At a trade
show, every attendee, exhibitor and their marketing person is
trying to garner their attention. It can be exhausting!
Before you approach a journalist, you need to make sure
you have a story that stands out.
What’s New?
Trade shows, especially the ISPA Conference & Expo, are a great
opportunity for media to reconnect with old friends and
sources, and meet new ones. This is your big chance to get
face-time with hard-to-reach journalists. They want what’s new!
“Like a six-year-old who wants the latest toy, something
bright and shiny and new or newsy always attracts attention.
A beautiful booth will pull anyone in, and a concise and
compelling pitch about an exciting product, brand, treatment,
ingredient, person or protocol will keep me there,” says Rona
Berg, editor-in-chief of Organic Spa Magazine.
September 2016
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