Exhibitors > Marketing Manual > Guide to Public Relations and Advertising

To maximize your show experience, develop a public relations and advertising campaign that promotes your company, product lines and tradeshow participation. Getting started is easy! This does not need to be sophisticated, it does need to be exciting, though.

1.  Send a press release to trade magazines, announcing your participation in the show and your new product lines. For an easy-to-personalize release template, visit www.glmshows.com/release, and for a list of relevant publications and editorial contacts, visit www.nationalstationeryshow.com/exhibitors/publications.html. Be sure to send a copy of the release to the Show’s media supervisor – Melissa Gray, melissa_gray@glmshows.com, as she is in constant contact with editors, and so she can factor your initiatives into her promotional notices. 

2.  Advertise your presence at the show. This can be achieved in several ways – via traditional print ads in key trade publications, e-ads on the electronic trade sites, in the show directory, or on the show’s website with banner ads or an enhanced directory listing. For maximum exposure, align your print ad campaign with the show’s campaign. To view the National Stationery Show’s advertising schedule, visit www.nationalstationeryshow.com/exhibitors/mediaplan.html. To obtain information about advertising in the show directory or on the website, visit www.nationalstationeryshow.com

3.  Plan to participate in the show’s best new product display and award programs, Operation Heartfelt Thanks or Operation Caring Connection.  These free opportunities – outlined in the marketing manual, can generate exposure and sales leads for your company.

4. Invite press to visit you at the show, and to attend any media events or special in-booth activities you are planning. These might include artist signings, celebrity or artist appearances and receptions. Bring an extra invitation with you to the show to post in the on-site Press Center (the area of the show where all members of the press register for badges).

5.  Prepare 20-25 press kits for the Press Center. Please drop off press kits in the Press Center during set-up. For tips on assembling a press kit, visit: www.glmshows.com/press/guidetopr.htm