Expo PR tip: Using Marketing Partnerships to Your Advantage

If you are spending the marketing dollars to exhibit at an event, you might also want to consider trying to get media exposure surrounding your event participation. This might be especially important to you if you are introducing or test marketing a new product, or if you are a successful company trying to create a buzz around entering a new market. Expos and events can be an ideal opportunity to get some great PR. But the process can also be time consuming and frustrating for the layperson.

For instance, do you know the 12 steps for writing a press release? How about the 13 steps to getting the most media coverage? The 10 tactics for pitching your story to the media? Then there is the entire social media network to consider.  Or you could save yourself a few gray hairs and time by forming a “strategic marketing partnerships” with the event producer. That’s a PR win-win with the event producer. Marketing partnerships enable you and the event producer to share your strengths for the common goal of making it a great event. Depending on the details of the arrangement, this frequently means that you may get to share your tips, expertise or human interest story in the media spotlight.

As a Mid-America Events and Expos publicist, I help develop the expo press releases that feature our marketing partners. We incorporate the partners’  newsworthy products, service or expertise into our releases then hit the ground running. Our experienced publicist team has a relationship with many journalists and reporters who are waiting for our news tips and experts. Here’s the caveat: We know what is news and what is not. We can’t pitch something that is strictly self-promotion. Our best opportunities for success are talking with reporters about marketing partners who are experts on an interesting topic. Reporters love a variety of resources. It adds credibility to their story.

We are currently working on publicity for the Body Mind Life Expo, coming up March 16 & 17 at the Minneapolis Convention Center. The show will feature many wellness experts. Our focus has been on contacting the media with healthy lifestyle tips from marketing partner and Biggest Loser Season 9 celebrity, O’Neal Hampton. He is a featured presenter and will formally launch his O’Neal Hampton Wellness Foundation during the event.  We have secured stories for O’Neal in local magazines like Savvy.MN and Sun Current newspaper, with many more hot prospects in the pipeline. And we still have more than before the show.

Something to think about if you are just starting your PR journey.

 

 

No comments yet

Leave a comment



Tags: , ,
About the author: Sallie is thorough and tenacious, precisely the type of person you want talking with the media about your products. A clear thinker, she uses her sales background to help reporters see all angles to a story. A veteran of the publishing and printing industry, she’s been making good things happen for our clients for five years. Sallie has achieved client placements on CNN, WGN-TV, and Better TV, and in an impressive list of print media including First for Women, Woman’s World, Energy Times, Amazing Wellness, Better Nutrition and Health Magazine.
  • Need Publicity?

    Call 952-697-5269
  • Testimonials

    Cargill"Media Relations has secured excellent exposure in both the consumer and trade press for our brands. Their integrative approach and industry expertise has complemented our internal marketing team well."
    Pam Stauffer
    Marketing Programs Manager
    Cargill Health & Food Technologies
    10/21/2013
    1800 Contacts Icon“If you are serious about using PR as part of your marketing program, than I absolutely recommend working with Media Relations, Inc. This company simply offers a much better way to do PR because what you pay is based on the results you receive. And this is a firm that will work tirelessly on your behalf.”
    Kevin McCallum
    Vice President, Marketing
    1-800 Contacts
    10/21/2013
    Window World Icon“Needless to say, it’s through your magnificent publicity work at Media Relations that I have been able to gain opportunities that build this priceless stature and notoriety. I have also been pleasantly surprised with the publicity mileage I’ve received for a modest investment. It’s a pleasure working with your company. Thank you for your diligent and impressive work!”
    Terry Derosier
    President
    Window World
    10/21/2013
    NOA Icon“When I started working with the team at Media Relations, I was pleased to discover how mindful they were about getting facts and message points right.  Their immense patience and ability to listen helped to lay a solid platform for our first publicity campaign.  I think these traits made our initial efforts fruitful – and I anticipate many more successes in the future.”
    Kim Reddin
    Consumer Advocate
    National Onion Association
    10/21/2013
    eCapital Advisors Icon“I show our clients how to turn an overwhelming amount of data into useful information that will help them to drive their businesses ahead of the competition. Similarly, Robin transforms data about eCapital Advisors into written documents that we can use to promote our unique strengths and capabilities. I call that a smart strategy."
    Lisa David
    Partner
    eCapital Advisors
    10/21/2013
    Alchem Icon"There are many challenges associated with launching a new product and educating consumers about its benefits. Checkerboard Strategic Web Development and Media Relations were instrumental in ensuring that our website and media campaign hit their marks right out of the gate."
    Laurent Leduc
    Chief Executive Officer
    Alchem USA Inc.
    08/29/2013