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It's always the golden season at FBC: trade fairs are coming up! But how do you convince a journalist to write an article about a trade fair? And how do you even find the perfect story? We can already reveal something: A trade fair is a story Eldorado! So that we can inspire our trade fair customers with our media work, we use the following 5 tips for successful media work for trade fairs.

1. differences between pre-communication, opening communication and post-communication

We always divide a trade fair into three phases: Pre-communication, opening communication and post-communication. Pre-communication is the hot phase for us: the aim here is to place as many stories as possible and convince readers to visit the trade fair. In the opening communication, you can acquire visitors again at short notice, especially for longer trade fairs, and place one or two excursion tips for the weekend. After the trade fair, the following questions need to be answered: What was there to experience at the trade fair? How many visitors were recorded? The follow-up communication provides the media with all the information they need to take stock. This is also where you can place any images with the media so that anyone who was not at the trade fair is sure to be there next year! When it comes to follow-up communication, it is important to remember that weekend days are also working days for journalists. Even if the trade fair ends on a Sunday - get the hot news out!

2. tell the stories of the exhibitors

A trade fair provides plenty of stories. From the story about the shoemakerabout the commitment of the fashion designerto the commission from the head of the Equal Opportunities Office: you can score points with journalists with both the product and the origin of the exhibitor and, above all, place articles in regional newspapers. If an exhibitor with a great product and a good story comes from the catchment area of a regional newspaper, there is a good chance that they will be featured in connection with the trade fair. And: Trade media are always on the lookout for the best and latest products. So it is also a good idea to take a close look at the exhibitor's product and present it to the trade journalist.

The focus at the 2019 careers fair was on skilled trades.

3. use the exclusivity of stories

A new product is launched exclusively at the fair? A great celebrity is attending the opening? This is a great opportunity for an exclusive story within media relations. This means that selected information is given to a medium in advance. It is important to choose the target medium carefully and to work with conditions and deadlines so that you can continue with further PR measures after the primeur has been published. PR measures can be implemented.

4. tell the right story to the right person

One thing we can say after many years of experience: there is a media specialist for every topic. If you approach media work for trade fairs with this knowledge, you are sure to increase your success. In addition, the story must not only fit the medium, but the medium must also fit the target group. In this way, you can reach those readers who are interested in the relevant topic and avoid wastage. 

5. call before mail contact

Let's face it: We live in times of email overload. This makes it all the more important to discuss stories in person with the right contact and to give them the opportunity to ask questions - this can sometimes lead to mini brainstorming sessions with journalists on the phone. And who knows: you might even find a new and even more exciting aspect to the story so that the article definitely works out.

With the MCH Group as a client, we have developed into trade fair professionals over the years and have been able to realize countless great stories about SWISS MOTO, Giardina, Züspa, Igeho and Co. These stories have made the Tele Züri, 20 Minutesthe NZZ, the Tages-Anzeiger and many more. We can guarantee one thing: Trade fairs really whet the appetite for stories!