Trade shows are one of the best ways a company can announce their new products and generate buzz around their brand. In fact, many news media outlets hang around trade shows just waiting for big product announcements so they can grab a place on the nightly news. In this sense, trade shows themselves generate a synergy that often results in ripples throughout the world of local media, even international media.
Tips on Writing Your Press Release
Given how important industry trade shows are to participating businesses, it is also vital that every business plans their press release ahead of time and aligns it with their exhibit strategy so they can fully capitalise on the buzz created during the event. In this context, here are just some tips for preparing a press release that creates a real impact and has the potential to generate a lot of buzz:
Every marketer worth their salt will tell you that including a clear call to action in your copy is essential to captivating an audience and generating an outcome. Your press release will reflect your brand and should nudge the readers into finding out more about your business. Do you want them to visit one of your social media channels? Do you want them to find out more about a new product? It’s important that you tell your readers what you want them to do and where you want them to go.
There is nothing worse than a layperson reading through a press release and coming across industry jargon that they don’t understand. Filling your press release with jargon, complex concepts, and flowery language is a real no-no when it comes to writing the perfect press release. Always consider the reader when you write, and also use simple concrete language that is as jargon free as possible. In short, imagine that you are informing a layperson about your brand and your products.
No media outlet or other reader wants to come across a press release that is just a huge block of words. Since we’re living in the internet era, people are savvier than ever when it comes to design concepts, and your formatting should not only reflect your brand, but should also be easy to peruse for any reader. Use clear paragraphs, sub-headings, and bullet points to break things up visually.
For just about every business, marketing and communication is incomplete these days without active social media channels. Make sure that you incorporate your business’s social media channels into the press release so that any reader can see at a glance that you not only have an active online presence, but that they can also engage with these channels to discover more about your business, your products, and your brand. In fact, many press releases incorporate things like clever hashtags into the content of the press release so as to include as many channels of engagement as possible.
These days, it is not simply enough to present readers and media outlets with a boring and long block of text. Ensure that you also use images, videos, and other multimedia elements to tell the story of your company, your brand, and your products. This not only creates visual interest, but also includes a lot of information about your business and what you do.
Even before readers get to the main content, they are drawn to the main heading and any sub headings. Keep the main headline to under 100 words, include the name of your company, and include the name of the event if possible. Including these details also helps search engines find your content online and leads new readers to discover you as well.
The Right Press Release Will Generate a Buzz
If you write a press release that reflects your brand and consistent strategy, you are more likely to generate a buzz around your product and garner interest. It is not simply enough to rely on visitors at the trade show to generate a buzz anymore. The planning starts a lot earlier than the event, and a well-run event can even lead to viral marketing campaigns and media buzz that result in huge product sales as well as huge engagement!