EXPO BUZZ
(CONTINUED FROM PAGE 64)
Tools of the Trade
“So often you get a booth and the exhibitor has no press
release, no press kit and they refer you to a marketing person
who isn’t there,” says Anderson. “Have a press release with
your news ready for us. Bonus points if it includes links to a
high-resolution image. It also helps for us to see an example.
Then we can use our senses to craft a description.”
Readers are looking for expert tips, treatments, products,
ingredients and breakthroughs. Have this information at your
booth and in your press kit.
Don’t Forget to Follow-up
It’s important to call or email editors you met at the show.
Ask whether they have any questions for you or how you can
help with their post-show articles. Send a press kit consisting
of press releases, facts and statistics, and bios of key team
members. Continue to keep them updated between trade
shows about your spa or company, and send them a flow of
story ideas to write about. Your goal is to become a resource
for articles about the industry. n
NANCY TRENT is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the founder
and president of Trent & Company (trentandcompany.com), a New York-based marketing communications firm.
A former journalist for New York magazine, she has written seven books on healthy lifestyles, serves on the
editorial boards of several magazines and travels around the world speaking at conferences and trade shows on
trends in the marketplace.
We think you deserve the spotlight.
A DV E RT I S E I N
With top spa industry decision-makers
in the audience, the stage is yours.
LET’S TALK. I’M HERE TO HELP!
Sales Manager Tara Finn
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PULSE
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September 2016
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tara.finn@ispastaff.com
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1.859.226.4372