Interclean is approaching fast – so now’s the time to think about maximising your investment in events

One of the most important events in the cleaning calendar takes place from 6-9 May this year – ISSA/Interclean in Amsterdam. Regularly attracting around 28,000 visitors from 130 countries, this year’s exhibition again features a comprehensive seminar programme, and has secured over 670 exhibitors so far.

CBI PR will be supporting a number of our clients at the exhibition, but much of the real work will take place in the months leading up to the actual event. Exhibiting at trade shows – whatever the size or location – is a great way to maintain your company’s visibility in a crowded and competitive marketplace, and bring in more business. However, the costs can be considerable, especially when you factor in travel, accommodation and entertainment for staff and clients, so making the most of your investment is crucial.

This involves thinking about the event in three distinct time-frames, which could incorporate some, or all, of the following:

• Pre-show – Identify the key titles you’d like to appear in, and make sure that feature articles and news about product or service launches are prepared and submitted in time to secure coverage in show preview editions

• At the show – Arrange meetings with editors and journalists; ensure press packs are available at the main show press office; use Twitter and website updates to maintain a constant flow of communications during the event; run stand competitions to increase footfall and capture the details of possible new clients

• Post-show – Ensure all leads and contacts received at the show are followed up quickly; issue press releases and articles detailing results from the show and any trends that emerged in time to hit magazine review issues

CBI PR will be doing all the above, and more, for a number of clients who will be attending the show. We have become experts in supporting clients at key events – so if you want to get the best bang for your exhibition buck, why not contact us on +44 (0)1825 714329 or