Your PR Roadmap to IMTS 2026

Your PR Roadmap to IMTS 2026

Build steady visibility, secure media coverage, and maximize booth traffic by executing small, consistent PR activities every month.

Phase 1: Foundation & Strategy

Focus: Planning, List building, and Initial Outreach

Develop Your Strategy:

• Define Your News: What are your major announcements for 2026? (New product, partnership, award?)
• Set Objectives: What is the #1 goal? (Brand awareness, lead gen, investor relations?)
• Draft Your Annual Plan: Map out your key news items against the IMTS timeline.
• Action: Create a "News Calendar" for the year.

Build Your List:

• Build Your Media List: Start with the IMTS Key Media Outlets list.
• Research Beats: Identify which editors cover your specific niche (e.g., automation, additive manufacturing).
• Gather Intel: Download media kits and review editorial calendars for target publications.
• Action: Finalize a targeted list of 50–100 key contacts.

Make Introductions:

• Reach Out: Send introductory emails to editors.
• Offer Value: "We are experts in [Topic] and would love to be a resource for your upcoming stories."
• Send Fact Sheets: Attach a 1–2 page company overview (no brochures yet).
• Action: Send 10–15 personalized intro emails per week.

Phase 2: Momentum & Content

Focus: Content Creation, Story Pitching, and Pre-Show Buzz

Story Development:

• Draft Content: Write technical articles, case studies, or whitepapers related to your IMTS news.
• Pitch Early Stories: Pitch "trend" stories that don't require your specific product launch yet.
• Action: Secure 1–2 "pre-show" features in industry pubs.

Soft Launch:

• Tease the News: Drop hints on social media or in newsletters about a "big reveal" at IMTS.
• Confirm Interviews: Lock in 1-on-1 meeting times with key editors for the show.
• Action: Update your website with a "Coming to IMTS" banner.

Asset Preparation:

• Gather Visuals: Shoot high-res photos and videos of your new tech/demos.
• Write Drafts: Complete your main press release and press kit.
• Review: Have your Subject Matter Expert (SME) fact-check all technical specs (especially if using AI drafts).
• Action: Finalize all media assets.

Phase 3: Execution & Logistics

Focus: Scheduling, Uploading, and Final Push

The Critical Window:

• Upload to Showroom: Log in to your e-Kit and upload your press release and assets to the IMTS Showroom.
  • Path: Exhibitor Checklist -> Filter by Media/Press -> "Click: Add your in-booth Press Conference"
• Schedule Events: Contact Nicole Flanagan at nicole.flanagan@ymail.com or by calling 262.893.9260 to book your Media Briefing Room slot or confirm your in-booth event time.
• Send Embargoes: If you have exclusive news, send embargoed copies to top-tier editors (3–5 days before show).
• Action: Confirm all event slots and upload deadlines are met.

Phase 4: Show Time!

Focus: Execution, Responsiveness, and Follow-Up

September 14–19: IMTS 2026

• Be Responsive: Monitor email/phone constantly. Editors work on tight deadlines.
• Execute Events: Host your press conference or 1-on-1 meetings.
• Distribute Kits: Hand out physical press kits at your booth or event.
• Capture Content: Take photos/videos of your event for immediate social sharing.
• Action: Follow up with every editor you meet within 24 hours.

Post-Show

• Distribute Results: Send a "Post-Show Recap" release with key metrics or new orders.
• Publish Case Studies: Turn your show success into long-form content.
• Thank You Notes: Send personal notes to editors who covered you.
• Action: Analyze coverage and plan for next year.

Critical Deadlines Checklist