Nikole Flores is a PR & Communications professional with 15+ years of experience in strategic communications, media relations, events, partnerships, and project management.
Trade shows can be a PR goldmine—if you know how to work them. With thousands of brands competing for attention, getting media to your booth requires strategy, persistence, and the right approach.
Expo West, one of the biggest events in the industry, is a prime example. Which is why I’m breaking down exactly how I secured six on-site media interviews, landed a podcast appearance, and sparked sample requests from major outlets like Good Housekeeping Institute, Food Network, and Progressive Grocer.
Step 1: Audit Who Covered Expo West Last Year
Before reaching out to journalists, I researched last year’s coverage:
- Who wrote about Expo West?
- Which brands did they feature?
- Did they focus on trends, founder interviews, or product innovation?
This gave me a solid starting list of media contacts already interested in the show and its offering.
Step 2: Cross-Reference with This Year’s Attendees
Expo West provides a media list with names and outlets (though no emails), but here’s the catch—it’s not always 100% accurate. Some journalists register but never attend, while others appear on the list simply because they covered the event in previous years.To refine my target list, I cross-checked the official media list with my research, ensuring I was reaching out to active reporters who were likely to attend and cover the event.
Step 3: Craft a Pitch with a Clear Value Proposition
Timing is everything. About two weeks before Expo West—when media schedules start to solidify—I sent personalized emails that included:
- Our booth number & details (so they knew where to find us).
- A quick, compelling hook about the brand and the booth experience.
- An interview opportunity with senior brand executives.This made it easy for journalists to see why stopping by our booth was worth their time.
Step 4: Offer Alternatives for Those Who Decline
Not every journalist could make it, but that didn’t mean the conversation was over. If someone declined or had a packed schedule, I pivoted with:
- “No worries—can I send you samples?”
- “Would you be open to a post-show interview?”
This approach led to multiple follow-ups and post-show coverage opportunities that extended the impact of the event beyond the trade show floor.
Step 5: Follow Up (Because Emails Get Buried!)
Even after journalists expressed interest, I had to follow up multiple times. Their inboxes were flooded, and a simple, “Just bumping this up, does X time still work?” helped lock in confirmations.
The Results?
- 7 on-site interviews secured.
- A podcast feature locked in.
- Sample requests from major media outlets.
- A repeatable, foolproof strategy for future trade shows.
Key Takeaway
Expo West—or any trade show—is what you make of it. It’s not just about showing up; it’s about securing real media opportunities that translate into long-term brand visibility. With the right research, strategic pitching, and persistent follow-ups, you can turn any trade show into a powerful PR win.
About Nikole Flores
Nikole Flores is a PR & Communications professional with 15+ years of experience in strategic communications, media relations, events, partnerships, and project management. She brings expertise across diverse industries, including startups, CPG, lifestyle, food & bev, wine & spirits, travel & hospitality, beauty, wellness, affiliate marketing, and multicultural brands. As a brand marketer, she has a proven record of building lifestyle and consumer brands. (Past clients: Native, State Bags, Stojo, Jean Dousset, Copper Cow Coffee, Bean Box, Vinebox, Kevyn Aucoin Beauty, Grey Goose, Bacardi, and more.) She is best known for her strong media relations skills, creativity, passion, and for tackling challenges head-on with efficiency. Nikole lives in Miami with her husband, two dogs, and a baby girl, Carmen.
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