Marketing Tips

The Pros and Cons of Press Conferences at IMTS

By Mary Uhrina, IMTS Public Relations

As you prepare online and CD press kits and determine what elements of your exhibit are newsworthy, you may also be asking yourself whether you should also hold a press conference at IMTS. It's a great question.

More than 400 journalists are preparing to cover IMTS 2008. Providing them with information at a press conference can certainly draw attention to and possible editorial coverage of your products and services. Conventional wisdom says press conferences should be reserved for major announcements.

Food for Thought Before You Plan a Press Conference

Before you plan one, ask yourself: is my news interesting enough? The kiss of death for a press conference and potential future events is to have an editor leaving thinking he or she wasted valuable time. And, be aware that some reporters covering IMTS shy away from press conferences because they must cover an enormous amount of ground in a limited time.

Below are some helpful hints that will guide you in answering the important newsworthiness question:

• Is your product or service new or timely and of interest to the trade press or attendees invited?
• Are there alternative means of delivering your message that would be equally or more effective such as one-on-one meetings with editors during the show?
• Will reporters walk away from your press conference with information and insights they couldn't have found anywhere else? Can you offer reporters special advantages, such as interesting visuals, a demonstration or hearing from experts and other important figures?

Keep in mind that while these events broadly deliver information to trade editors at a single event, coordination of a successful one requires a high level of expertise, strategy and a significant investment of staff time planning.

Some Helpful Advice for Your Press Conference

Make sure it's good and lives up to its billing. If not, reporters will probably be much harder to bring out for a future event.

Know your publications and the editors. Find out who on the staff is coordinating IMTS coverage and send the invitation to that person. Invite only those who cover your products and services and don't clutter the inboxes of those who do not. Include a media alert in your virtual IMTS.com press kit. Please note that for IMTS 2008 only press kits on cd-rom will be accepted in the Media Center.

Make the event convenient. Hold the press conference on site at McCormick Place versus inviting reporters to a venue that requires additional travel time.

Try to keep it short. More than 1,300 exhibitors are at the show promoting products and services. Be respectful of the reporters' tight schedules.

How We Can Help You Make Your Press Conference a Success

Register Your Press Conference:
Whether you are holding it in your booth or using a room at McCormick Place, make sure you register your event. This is the only way you will know whether there is a conflict that might affect attendance at your event. This also ensures that your event will appear on a daily schedule posted on IMTS.com and on bulletin boards in the Media Center at the show. On August 1 we will begin making available a list of pre-registered editors which is a great place to start for invitations and follow-up. Contact our media relations specialist Mary Uhrina at 630-240-3139 or clearlywrite@sbcglobal.net to obtain a list.

To register your press conferences by contacting Mary Uhrina at 630-240-3139 or clearlywrite@sbcglobal.net to list your event on the master calendar. If you are planning one outside your booth, you can book a room using the Meeting Room Request Form in your E-Kit. More than 70 private meeting rooms are available for a nominal rental fee and can accommodate up to 1,300 people. You may also call the IMTS Exhibitor Line at 800-828-SHOW (7469) to discuss your specific needs.

You need clearance to hold a press conference before or after regular hours of trade show operation. Please notify the show office to make special arrangements for early or late access.

All food and beverage items for press conferences must be purchased through McCormick Place Food Service Partners (MFSP), which has exclusive food and beverage rights within the facility. Contact them at 312-791-7252 or see the Catering form under "Booth Services" in the E-Kit for your IMTS 2008 catering needs.

More Press Tips

How Public Relations Can Boost Your IMTS Success
Your IMTS 2008 Press Kit
Virtual Media Center
Add press releases in your Online E-Kit

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