I first heard the term “belly to belly marketing” about 15 years ago from a client sharing one of his most effective marketing tactics: personal engagement with customers at special events. Whether it was a hands-on lunch and learn or a personal booth tour at a trade show, he said it was hard to beat face-to-face communication to convert prospects and build brand loyalty.
The problem is, special events can be expensive. A flagship trade show can often take up a large portion of the marketing budget for booth space, shipping, graphics and traffic generation. However, one way to help recoup some of that investment and increase your brand awareness is through “belly to belly” PR (B2B PR).
Just like face-to-face interaction with customers, B2B PR follows the same type of engagement, but with trade media at the show. Done properly, it’s one of the most effective means to build editor relationships, create news and generate exposure beyond your immediate booth presence.
Here are several ways to leverage B2B PR at your next big trade show:
BONUS: Discuss Future Story Topics. Journalists are responsible for developing huge volumes of content and are constantly seeking new story material for print and web. Belly to belly PR is a great way to introduce your subject matter experts in the booth and mutually discuss potential story ideas that can help generate publicity well beyond the life and investment of the trade show.