Why Your Trade Show Press Release is Falling Short—and How to Fix It!

Every business aims to stand out at trade shows, yet only a few recognize the full power of a strategic press release.

Imagine the impact you could make if, instead of blending in with generic communications, your release captured attention and drew visitors straight to your booth.

At Blue Atlas Marketing, where we’ve spent over a decade optimizing digital marketing strategies, we see press releases as an untapped resource in many companies’ trade show preparations.

Here’s a critical look at what traditional press release approaches lack and how you can scale up your game.

What’s Missing: The Overlooked Potential of Press Releases?

The article, How to Craft the Perfect Trade Show Press Release and When to Send It by ProExhibits, outlines helpful basics for creating a trade show press release.

It covers essential components like listing the company name, the event’s details, and contact information.

However, focusing solely on the “what” without a solid “why” or “how” fails to unlock the potential of a release as a strategic tool.

While this advice establishes a decent foundation, the traditional approach often falls short in the current digital marketing sphere.

Press releases are more than mere announcements—they’re opportunities for storytelling, brand positioning, and lead generation.

Relying on a simple list format and generic tone is like planting a tree without water; you won’t see it grow.

Engage, Don’t Just Inform!

Trade show press releases should do more than inform; they should inspire.

Here’s where most businesses can dramatically improve: Make your release an engaging narrative that positions your brand as an innovator worth watching.

If you’re launching a product, emphasize the problem it solves.

If you’re presenting new research, highlight its relevance to industry trends.

These aspects shouldn’t just be bullet points; they should form the core of your messaging.

Crafting a release that engages readers and editors alike transforms the perception of your brand.

Many trade show attendees see hundreds of press releases. The ones they remember are the ones that resonate with a clear story.

Timing and Distribution: Getting Noticed Amidst the Noise

The article suggests sending out the press release one to two weeks before the event, which is indeed a solid practice. We, too, had once done that!

But timing alone isn’t enough to guarantee visibility. Distribution matters—don’t just email it; use your digital platforms to share the release.

Leverage LinkedIn, Twitter, and industry newsletters, or publish a version on your website’s blog to maximize reach.

With over a decade of experience at Blue Atlas, we’ve seen that a multi-channel approach amplifies visibility.

Another advanced tip: try segmenting your audience.

Create versions of the release that speak to specific stakeholders—customers, investors, and industry analysts—and send each group a tailored message.

For example, if you’re debuting a new product, journalists may want a different angle than potential customers.

Customize your story to each segment to stand out from the many “generic” releases they receive.

Key Insights for Your Next Trade Show Press Release

§  Lead with a Story

-        move beyond listing facts; focus on the value your brand adds.

-        ask yourself why should attendees make a beeline for your booth?

-        incorporate a compelling reason right from the headline to hook your readers.

§  Invest in Visual and Interactive Content

-        most press releases still rely heavily on text, but visuals and interactive content can elevate your message.

-        include links to infographics, videos, or product demos.

-        this approach enhances engagement, especially if you’re targeting online publications or influencers.

§  Customize Your Distribution Strategy

-        email is only one part of the equation.

-        take your message to LinkedIn groups, partner websites, and even podcasts where your audience tunes in.

-        at Blue Atlas, we’ve helped many brands expand their reach by thinking outside traditional distribution methods.

§  Engage with Journalists Early

-        this part is often overlooked, but building relationships with key journalists before the release date can significantly impact coverage.

-        engage with their content, share valuable insights, or simply introduce yourself.

-        by cultivating relationships, your press release becomes more than just another email in their inbox.

Overall Insight

Trade show press releases are a powerful yet underutilized tool. ProExhibit provided a well-thought input on their article and I used the opportunity to discuss further their ideas.

However, getting them right requires strategic insight, a nuanced approach to storytelling, and a robust distribution plan.

Ready to partner with Blue Atlas Marketing?

At Blue Atlas Marketing, we bring over ten years of digital marketing expertise to help you maximize every opportunity, including your trade show strategy.

Contact us today for a customized approach that guarantees visibility, engagement, and results!