Key Takeaways:

➡️ Complete your exhibitor profile with detailed company and product information to help attendees and media discover your business.

➡️Share product launches, demos, partnerships, experts and other news with our team early to create more opportunities for visibility.

➡️ Use the Communications Hub to promote products and announcements, connect with journalists and access exhibitor PR resources.

➡️Give journalists a clear reason to cover your company by focusing on what’s new, the problem you solve and why their audience should care.

➡️ Build social media into your strategy with visuals, audience engagement and content tailored to the right platforms.

➡️ Promote your exhibitor Guest Pass code to invite customers and prospects and generate leads before they arrive on-site.

➡️ Follow up with media contacts and amplify earned coverage to extend the value of your participation beyond show week.

1. First Impressions Matter: Spruce Up Your Exhibitor Profile Listing

Your company description, product categories and other profile information help attendees and media understand who you are and what you’re bringing to NAB Show New York. We also use this information to help connect audiences with exhibitors relevant to their interests.

Depending on your listing package, exhibitors can add logos, new product information, show specials, collateral, virtual business cards, product images and descriptions.

So, take a moment to review your listing from an attendee perspective. Is your company description relevant? Are your product categories accurate? Have you clearly explained what you’re showcasing? Give someone who doesn’t already know your company a reason to look for you on-site.

2. Give the Media Something Worth Covering

Reporters covering NAB Show New York are looking to identify the stories, companies and experts most relevant to their audiences before the doors open.

Journalists need details. What does an “innovative new solution” actually mean? What problem does it solve? Who is using it? Is there data or a customer example to support the story? Can they see it working? Most importantly, why should their audience care?

The same principle applies to spokespeople. If your CEO, engineer, customer or another subject matter expert will be available for interviews, outline your spokesperson’s subject matter expertise, so reporters know who they need to talk to for their stories.

And share these opportunities early. Product launches, customer stories, demonstrations, new workflows and other substantive news should be shared in advance whenever possible.

Our Communications Hub helps exhibitors distribute press releases, promote products, access the registered press list, invite journalists to their booths, schedule interviews and request additional PR support — all in one place.

3. Building Your Social Media Strategy

A product launch, customer partnership, research finding, demonstration or perspective on an industry challenge could provide the foundation for both a strong social post and a media story. Identifying that story early gives your team more time to develop the right content. As you build your social strategy:

• Make it visual. Product photos, booth renderings, demos, behind-the-scenes content and short spokesperson videos can help show audiences what you’re bringing to the show.
• Engage, don’t just broadcast. Respond to comments, tag relevant partners and participate in industry conversations.
• Tag NAB Show when relevant. Doing so helps the team discover your content and creates opportunities to engage with or potentially amplify it.
• Choose your platforms intentionally. You don’t need to be everywhere. Focus on the platforms your target audiences use and the formats that best support your story.

Extending Your Value Before, During and After the Show

Your communications strategy shouldn’t begin when the show floor opens or end when it closes.

Before the show, complete your exhibitor profile, identify the stories you want to tell and share relevant announcements with NAB Show early. Research the registered media covering your industry and conduct targeted outreach rather than treating the press list as one large distribution list. Promote your Guest Pass code to customers and prospects and begin building awareness through your own channels.

During the show, make sure your booth team knows who handles media inquiries and how to reach available spokespeople. Have demos, visuals and supporting information ready. And remember that someone wearing a press badge isn’t approaching your booth as a sales lead. Journalists, creators and other media may have limited time and need quick access to a product, interview or information rather than a traditional sales qualification process.

After the show, follow through. Send promised images, data or technical information. Share earned coverage through your own channels and stay connected with journalists when you have something genuinely relevant to their work. A conversation that starts at NAB Show New York can become a longer-term media relationship.

Ultimately, getting more from NAB Show New York isn’t about using every available promotional channel. It’s about making your company easier to discover, identifying a story worth telling and using the right tools to get that story in front of the right audience.