Preparing a Win-Win Press Kit for Food / Food Ingredient Trade Shows

Stand out in trade shows with a powerful press-kit

You never get a second chance to make a first impression: Build a state-of-the-art booth and formally invite current and potential customers as well as press to meet your team there. Invest in B2B advertising (both online and in print) and have a knowledgeable representative of your company at the booth at all times to greet reporters showing up at your both during the show.

Still, none of this can happen until you prepare the most important ingredient: Your press kit. You can settle for a traditional, barely functional one. But how about preparing the best tool kit that will drive traffic, including reporters and editors, to your booth?

Here’s what it takes to plan and execute a powerful press kit for trade shows:

Top 5 fundamental elements of a good press-kit:

• Recent press releases

• Attractive high-resolution pictures

• Company profile and high-resolution logo

• A short video on new products, your sustainable strategy and other hot-button issues

• Small but smart and (re)usable “give-away”

Packing the effective press kit

The key is to be creative, visible and – most importantly – help the reporters to spread your news.

A digital version of the kit on USB devices is almost mandatory. They are the primary method used by reporters to transport information, are much easier to carry out plus enable the reporter to use your latest press release and images immediately. Using a creative package can help your press kit to stand out in the crowd as long as it doesn’t take too much place.

The Importance of Placement

There are 2 locations to place your press kits

• Each corner of your booth, prominently displayed

• Several locations in the press room, and, when possible, in the provided tote bag typically handed to all press when they first register at the press room.

Place press kits at the press room even before the official trade show hours opening; follow up at least once per day to ensure they are still complete, in position and well stocked.

Last but not least: put your contact details inside

Reporters need to put a name to a face. When they like the press kit, they will likely reach out to you for interviews or information. Include at least two business cards -hard copy and digital – with a direct line or cell number. The latter is preferred so the reporter can reach you immediately on the trade show floor