There is no justification for companies not to send out a press release when exhibiting at a show. Especially one with as much magnitude as Natural Products Expo West.
This show is as large as Comic-Con, and yet many companies aren't utilizing the resources provided for them.
Exhibitor List
This is an opportunity to identify your brand in as short and specific way possible. There are over 3000 exhibitors all vying for attention. But that doesn't mean attendees, potential business partners, and media won't scroll through the list looking for that right company.
Let's be clear--the electronic resources provided by the show are not just an adjunct They are, for some people, the whole of their show experience. For two years now, I've been unable to attend the Winter Fancy Food Show but went through press releases diligently and scrolled through the exhibitor list. I re-blogged some and though would have liked to do more, my research of the exhibitors allowed me to become more familiar with trends and those who are setting trends.
If you image your company as a trend-setter but don't identify to the public that you are, who's going to know?
Exhibitor Press Releases
In scrolling through the press release list housed by the Expo West web site, there's maybe 40 or 50 releases with a month to go. That's 2% who are actively engaging with site visitors, potential partners, and press. Why spend over $10,000 for an exhibiting space not including the internal costs at a major show and not tell the world, "I'm here."
But there is a way to tell people such that they'll listen.
Several exhibitors who have included information with the Expo West site list "Media Kit" or just the name of their company. In what universe will that suffice in garnering interest? I don't care if you have a snappy company name. Let me know what is new for you this year.
That's the first question I invariably want to be answered when I visit an exhibitor at any show. Tell me why you're there and why now. How can I see you in a different light? How can you interest me where you haven't interested me before?
Then and only then can we discuss the legitimacy of your claims. But at least you got me talking.
Press List
Some shows charge an extra fee for a confirmed press list. I don't believe Expo West does.
If you inquired about a press list, you would know whether they do or not. And you should have inquired if you're an exhibitor. Or a speaker. Or involved in some capacity other than just an attendee.
Not asking for a press list is like paying for electricity but never using it. This is your personal communication line to all the journalists who are interested in natural products, Expo West, or whatever you're doing. I'm not saying that those you contact will pick up their red telephone and zoom your way the instant you contact them.
But why not give it a try?
If you've made the decision to go to Natural Products Expo West--a feat in itself--make it worthwhile.
