Step 1: Before the Event
Exhibitor Announcement Press Release
We encourage you to create and distribute your own press release announcing your participation at the event for increased exposure and have included the press release guidelines below for reference. If your company is announcing a new product leading up to or at ISSA Show North America, we can help you increase exposure through a press release detailing exhibitor news. This press release will be distributed in October 2020.
To submit, please contact [email protected]. The deadline to participate is October 1, 2020. Please note that submissions cannot exceed 50 words and no marketing copy will be considered. If you would like to participate in this opportunity but not release specific details of your announcement, we are happy to accommodate you.
ISSA Show North America owns its brands and content. If you plan to write a press release about your exhibitor announcement, sponsorship, or other activities around the event, please follow these guidelines:
- The event boilerplate should be included in the press release (see boilerplate below).
- The date and location of the event should be included in the first paragraph: November 16 - 19, 2020, Virtually and On-Demand until March 31, 2021.
About ISSA Show North America - Virtual Experience [www.issashow.com]
The ISSA Show North America exhibition and conference brings together executives and leaders from all segments of the commercial and residential cleaning industries. This annual event is produced in partnership by Informa Markets and ISSA, the worldwide cleaning industry association, and is the leading platform for manufacturers, distributors, and facility service providers to connect, do business, and share information. In addition to extensive exhibitors and products, the show offers a robust education program where attendees learn the latest trends from industry experts, discuss best practices with peers, and earn technical training and professional certification. For 2020, the show will be hosted virtually. For more information, visit issashow.com.
Step 2: Research & Outreach
The pre-registered media list of journalists who plan to attend ISSA Show North America will be available beginning one month prior to the event. To request access to the pre-registered media list, please email the [email protected].
The pre-registered media list will include contact information for members of the press who have opted in to receive exhibitor news leading up to the event. We recommend that you research each media person on the press list before conducting any outreach to ensure you are providing them with news relevant to their specific beat or coverage area. We do not recommend sending group pitches or press releases to the entire list.
Not all media attending ISSA Show North America will be pre-registered and we encourage you to cross-reference your current media list with the pre-registered list. If there are journalists not on our media list that you think should be, please provide the ISSA Show North America Team with their contact information.
If you have a list of media contacts with whom you regularly communicate, you should send them an email pitch with information on products and announcements your company will launch during ISSA Show North America. In your pitch, explain how and why the product you’re launching is newsworthy, why their audience would want to know about it, how it differs from competitors, and your booth number.
Step 3: Virtual Meetings
Once you have confirmed briefings with the press at the event, send them a calendar invite for the date/time of your briefing. You should also send a confirmation email to them two or three days leading up to the event. The confirmation email should include your name, booth number, date, and time of your meeting, and your contact information in the event of a schedule change.
Allow at least 30 minutes for each media briefing and do not double-book. Briefings will give you an opportunity to provide the press with an in-depth review of your product and also determine what products or news interests them. Some press prefer 15-minute meetings instead of 30. At a well-attended show, there is a lot to see and everyone is very busy, so please be prepared for the press to show up late and for potential no-shows.
Each person who is authorized to speak to the media on behalf of your company should be prepared for briefings, fully understand your company’s product, value proposition, history, and industry landscape. Founders and CEOs who are friendly, confident, knowledgeable, and enthusiastic will be the ideal spokespeople for media briefings. Develop talking points for your spokesperson and walk-through the talking points with them prior to the event so they understand what messages are important to convey.