Insider: Hotel Trade Shows: Developing Speaking Opportunities
By Gini Dietrich, President, Arment Dietrich, Inc.
Ms. Gini Dietrich
My article “Developing Speaking Opportunities at Hotel Trade Shows” in this week’s Hotel Business Review gives you tips and pointers for garnering attention for your company in an efficient, interactive manner. If you follow along and do what I recommend, you’ll discover that trade shows can be an outstanding marketing tool.
Leading trade shows always are looking for outstanding speakers who can discuss the hottest trends or share creative insights. Great speakers provide a platform for trade show organizers to market their shows and attract more attendees. The media – both trade and consumer – often seek out the unique angles and ideas that speakers bring to trade show experiences. Speakers become subject matter experts to discuss new products, industry research, and thoughts about the future. With proper planning and pre-show attention to publicity hotel executives can make great connections and extend their marketing reach.
Ten tips for researching, securing, promoting and leveraging trade show speaking opportunities guide you through steps you, your marketing department, or public relations agency should continuously pursue.
Research is the first step. Identify those trade shows that offer the most visibility and credibility among the colleagues you wish to reach. Pay attention to those shows that regularly garner media coverage. Find out who is responsible for recruiting and securing speakers. Get to know this important contact. Be consistent and persistent in your follow-up, pitching the value and unique perspective you can offer as an expert speaker.
Once a trade show speaking engagement is secured, make certain you are ready. Find out others who will be featured during the show so that your message distinctly resonates among attendees and offers unique ideas that also grab the attention of media attending the show. Prepare pre-show publicity materials including press releases and your bio. A fact sheet about your company also is helpful. Find out if a list of media planning to attend the show is available from show organizers. Have a member of your team call the reporters at the publications where you would like to secure coverage. See if the reporters can attend your session and if private interview access is of interest to them.
Make sure your presentation is great. From graphic support to creative language and a dynamic presentation style, give this speaking opportunity priority attention. Practice in advance with your colleagues or experts who can give you helpful coaching and feedback. If possible, arrange to practice in the actual room the evening before your presentation. Many trade shows provide scheduled rehearsal times as organizers want you to succeed as well. If your schedule permits, attend a session of another presenter to see what worked well with the audience or special challenges the setting might pose.
Most of all enjoy! If you are well prepared, not only will we have fun sharing your insights with trade show colleagues, you’ll also make new connections that allow for networking that can continue for years to come – and, with the speech under your belt, you are more likely to be invited back or secure other speaking engagements at other conferences in the future.
Sincerely,
Gini Dietrich
CEO
Arment Dietrich, Inc.
312 787-7249
www.armentdietrich.com
Visit our blog! www.spinsucks.com
