Send Thank-You Letters
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Immediately after the show, the first thing to do is send thank-you letters to everyone you’ve talked to. These thank-you letters can:
• communicate your genuine gratitude for the time a reporter gave you;
• remind reporters of your meeting;
• keep your name in front of the reporter;
• introduce review products; and
• demonstrate respect, good manners, and your sense of propriety.
It’s worthwhile to take blank thank-you notes with you to the show. Each evening, while the day’s conversations are still fresh in your mind, write notes to the people you spoke with that day. Make photocopies of each note along with their business card, so you’ll have a complete record of your interactions with reporters. Most hotels will be happy to make copies for you for a nominal fee that they’ll add to your bill, or they may have a coin-operated copier in the lobby for guest use. These copies will be of great assistance when you want to recall the conversations and contact the individuals after the trade show.
There is something distinctly memorable about a hand-written note. Also, if you write thank-you notes each night of the show and mail them in the morning on your way out of the hotel, the notes may very well be waiting for your reporters when they arrive back at their offices. It’s very impressive to receive a thank-you note before you’ve even recovered from jet lag. This procedure will also save you an immense amount of time once you are back in your office. You will already have completed the step that leads to follow-up phone calls.
If you can’t spare the time at the show, or if you need to include more comprehensive information, you can use a computer to generate thank you letters. (Marriott Hotels in most major metropolitan areas offer computers for rent in your hotel room.) These letters can be short and to the point, however, they must be personalized. Interject notes about when and where you met the reporter (at the booth, at a party, waiting for the bus, on the plane ride home,…) or other interesting tidbits that will make you stand out in their minds (attended the same college, worked for the same boss, allergic to the same foods,…). The more personalized the content is, the less likely they will be seen as impersonal form letters. Handled correctly, your thank-you notes will help you build personal relationships with reporters.
Here are some major points to keep in mind:
• Always use the person’s name to address the letter, not “Dear Editor.”
• Politely ask them to take action. (For example, “Please call me if I can answer any questions that will assist you with your article.”)
• Don’t threaten, coax or cajole.
• Never talk about buying advertising space. (A cardinal rule of journalism is a clear separation of advertising and editorial activities.)
• Enclose your press kit, review product, and any other requested materials. (Coordinate this activity with your company’s shipping department so they can send all the materials together.)
Several sample thank-you letters follow. Modify them to fit your needs. Remember that these samples are intended as guidelines only.
Templates to Use:
Letter – Thank w/Review Product
[Date]
[Reporter’s Name]
[Title]
[Publication Name]
[Address]
[City, State Zip]
Dear [Reporter’s Name],
I enjoyed meeting you at [Trade Show / Convention Name].
Isn’t it nice to know you can meet interesting people while standing in the taxi line
Thank you for the opportunity to give you a brief demonstration of [Product].
Your readers should be interested in this product because it provides [Primary Benefit].
As you requested, I am enclosing a press kit and a copy of [Product] for you
to review more thoroughly. I will call you in two weeks to see how you like it…
Please call me if I can answer any questions.
Sincerely yours,
[Contact’s Name]
[Contact’s Title]
Enclosures
Letter – Thank w/Schedule Demo
[Date]
[Reporter’s Name]
[Title]
[Publication Name]
[Address]
[City, State Zip]
Dear [Reporter’s Name],
I enjoyed meeting you at the [Function Name] during the [Trade Show or Convention Name].
Thank you for the opportunity to give you an overview of [Product].
Your readers should be interested in this product because it provides [Primary Benefit].
As you suggested, I will call you shortly to arrange a time to meet you in your offices to demo the product.
In the meantime, I have enclosed our press kit for your convenience.
Please call me if I can answer any questions.
Sincerely yours,
[Contact’s Name]
[Contact’s Title]
Enclosures
Letter – + Answer to a Question Raised at a Demonstration
[Date]
[Reporter’s Name]
[Title]
[Publication Name]
[Address]
[City, State Zip]
Dear [Reporter’s Name],
I enjoyed meeting you at [Trade Show or Convention Name]. Thank you for stopping by our booth and giving me the opportunity to demonstrate [Product] for you. Your readers should be interested in this product because it provides [Primary Benefit].
As you recall, you asked if the product can [Product Capability]. I have spoken to our [Management / Technical Department] and the answer
is [Answer].
If answer is “no” then discuss primary feature, reason why it doesn’t do what reporter asked and stress what it does do.
Please call me if I can answer any additional questions, or provide any information or materials that will assist you with your article.
Sincerely yours,
[Contact’s Name]
[Contact’s Title]