August 14, 2018
By Paulina Malinska and Shariq Sharif, Associate Vice Presidents in the Finn Partners London office.
PACK EXPO International (14-17 October, 2018) will be North America’s largest packaging industry trade show this year. It is expected to attract around 50,000 decision-makers working in the food, beverage, confectionery, bakery, pharmaceutical, cosmetics, non-food and industrial goods sectors from 125 countries. The high number of visitors to the event makes it extremely important for the 2,500 exhibitors from across the globe to showcase their product portfolio.
With so many exhibitors and attendees, it’s no surprise that the show is a must-attend event for packaging, food & beverage as well as pharma trade media. But, as a vendor, how do you attract the media to your booth if you don’t have anything new to show? Don’t panic, take a deep breath and check our top three tips on how to avoid going unnoticed by holding a successful media event on a small scale.
- Draw on success stories
If you don’t have a new product launch to boast about, arrange discussions with existing, happy customers as a great testimonial of your collaborative success. Editors are rarely able to talk to your clients about existing projects, so invite a few questions on the topic.
- Preview an upcoming product launch
You don’t need the product to be physically present at your booth to draw the media’s attention. Use the latest technology and prepare a jaw-dropping presentation that will make the editors count the days until the launch. This is a good way to gain interest before offering exclusive content to go live on the day of the launch.
- Offer fresh insights on key trends or an industry outlook
You are an expert in your field, so pick a topic and share your knowledge with the media. The food and pharma markets are experiencing rapid changes so it’s a great opportunity for potential and existing customers to connect your company name with insight into upcoming trends and challenges covered by the media. Depending on the topic, you can join forces with other non-competing manufacturers or independent experts to host a wider discussion on the selected topic.
Whichever approach you choose, be sure to prepare engaging talking points to tell your story the right way, and keep the event intimate and casual to create a good environment to network with your guests. Even if you must wait until the next show for that big reveal, with these three ideas you can gain media attention and position your business as a thought leader at the upcoming PACK EXPO International show.
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