Reaching the Media at Natural Products West / SupplyExpo:
Tips for our Exhibitors

Natural Products West / SupplyExpo is one of the Top 100 Tradeshows in the United States, according to Tradeshow Week magazine

What does Natural Products Expo West do to attract media?
Independently from exhibitors, Natural Products Expo West hires a public relations firm to promote the show months in advance to a wide variety of press, including: national newspapers, consumer magazines, relevant Internet sites, and local and national TV programs. For each show, we reach out to more than 2,000 members of the press corps to encourage them to attend Natural Products Expo West, and hopefully, your booth. Even when key media are unable to attend but interested in our industry, they receive a copy of the Buyer's Guide, the New Products Showcase booklet and other information resources.

Which press attend?
In 2007, 622 members of the media attended Natural Products Expo West. This included:

• National Publications (Allure, Women's Health, SELF, Prevention)
• Syndicated Press (Washington Post, Voice Of America)
• Local and Syndicated Television and Radio (NBC4, CNBC and CBS affiliates)
• Online or New Media (Hungry Girl, MSN Health & Fitness, iVillage)
• Trade Press (Progressive Grocer, Supermarket Sampler)

Top Tactics To Reach Registered Press at Natural Products Expos:
Once the media have registered for our show, they are free to roam the exhibits and investigate the products that are most interesting to them. Here are a few tips to attract registered press to your booth:

1. Be an early bird: Send out information in advance of the show. A journalist's schedule often books up quickly, so work to get them interested well in advance. We recommend sending out news releases and personalized pitches at least four weeks ahead of the show. To access the press list for mailings and follow up, contact Lisa Conover at expo@freshideasgroup.com. We will send you the list of press who attended the show last year.

2. Focus instead of spraying: Target your message to the right press. It doesn't make sense to pitch your new gourmet food product to an alternative medicine editor, or a supplement to a food editor, so save time (and avoid aggravating the press you are courting) by only pitching those who are relevant to your message.

3. Prioritize your pitch: We recommend you focus on a top ten list of journalists for whom your company and its products are relevant to their specific beat or area of interest. With this smaller, more refined list of media, you can individualize your story pitch based on the journalists' interests, and archive of past stories or past news segments. This will greatly increase the likelihood that your pitch will succeed. Think of this as an opportunity to build a relationship instead of landing a singular story.

4. Bridge your story beyond your brand. Journalists are also detectives. They need more than the obvious to be convinced a story is worth writing. Remember to give them top trends and statistics that reinforce the newsworthiness of your company and its newest products. As detectives, journalists need good, credible sources. Remember to position your company's experts as a resource on pertinent issues and industry sectors.

5. Utilize the onsite Press Room: At the show, the onsite Press Room is available to registered press for placing stories and investigating exhibitors. You may drop off press kits for the media to pick up on site; we recommend bringing 20-30 kits.

6. Green your press kit: Transitioning to an electronic press kit (Compact Disk version) is a great way to diminish paper waste and provide the media with information in a quick, easy format. Or, encourage the media to visit your website to download your press kit. The press will appreciate the idea of a paperless press kit, as will the environment.

7. You be the detective: In working with the media, turn the tables and interview the reporter. What stories pique their interest, is this their first time to Expo or are they a veteran attendee, do they want access to certain experts? This will help you to be a resource to the press and migrate from a singular story opportunity to multiple platforms.

8. Be a resource: Once you know what kind of beat the reporter is focused on, remind them of Expo seminars and events relevant to that topic or sector, give a mini show-floor tour and introduce them to leaders in the industry as well as with your company.

9. Have a proactive plan for press who visit your booth. Be prepared for when a member of the press stops by your booth. Refer them to the best spokesperson(s) for your company, ask if there's anything in particular that they're interested in, offer to give them a press kit, or offer to send a press kit and product samples to their offices. Take their business card and don't lose it!

10. Complete follow-up. After the show, make sure to check in with the media who came by your booth or expressed interest in advance. This is the most important step in order to close the loop and place a story for your brand or product. If the reporter decides not to use you in a story at this point, continue to check in periodically to see how you can serve as a resource. Additionally, approximately three weeks after the show, we release the list of media who attended the event, including their contact information. This list can be useful for follow-up and can be accessed by contacting Lisa Conover at expo@freshideasgroup.com.

What if I have other questions about press?
Feel free to contact New Hope Natural Media's PR agency, The Fresh Ideas Group, for more information. You may email expo@freshideasgroup.com or call Lisa Conover at 303.449.2108 x.12.

Good public relations results take time
Keep in mind that it takes time to garner results from your public relations efforts. By focusing on providing ongoing layers of communication, information that is genuinely useful, and story ideas that bridge beyond your single brand, you can gain valuable exposure through this practice.

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