Tradeshows are like marathons. They aren't for the faint of heart. The biggest ones, like CES, run for six days and are packed with early mornings, late dinners, bustling business exchanges, and constant industry buzz. Tradeshows are also popular, albeit noisy, forums for promoting your company, your successes, and your messages. But how can you make sure that your company is not swallowed up by the sea of vendors vying for mindshare and media attention?
Here are 5 ways to grab the tradeshow media spotlight:
1. Be Prepared
Months before the doors open and the crowds pour in, your PR firm can work in close coordination with event organizers to uncover media opportunities for you -- from inclusion in tradeshow dailies to exclusive invitations to media events. Plan your releases so they can be pitched weeks in advance, not days. Now is the time to enlist the expertise of PR pros to refresh your message, update your media kits, and get your executives interview-ready.
2. Be Resourceful
Good news, bad news, reporters love being the first to know. Working with the show's media coordinator, your PR team can get a hold of the media and analysts who have rsvp'ed, cherry-pick the most relevant contacts, and get the ball rolling by securing appointments in advance. Events like Pepcom Digital Experience!, where only the media gather, happen before the official start of major tradeshows and are a great way to catch the attention of journalists before the crush of the exhibitor hall. We've helped several clients leverage pre-CES media events and ignited media interest that resulted in positive coverage in USA Today, The Verge, CNET and more.
3. Be Helpful
Reporters have a job to do. They are seeking compelling news, companies to watch, and evidence of industry trends. Are you a leader in your industry or a newcomer? Will you be launching a new product or service? Do you have a customer success story to share? Because reporters are time-deprived, your meeting should be to-the-point, yet be educational and tie to industry trends and issues. Your PR team can suggest story ideas that can also be included in your press kits.
4. Be Focused
So many prospects, so little time. Just as you need to stay focused on business development and client relations, your PR counsel should be on the show floor juggling media meetings and cultivating and scheduling ad hoc interviews. Your on-the-ground PR support can also walk the floor and scoop up competitive intelligence. Trust your PR team to support you while you focus on converting prospects into customers.
5. After the Confetti Settles... Be Proactive
After the show is over, journalists are exhausted from endless hours of walking the floor and talking to company after company. They've been bombarded with sales pitches and attention-grabbing gimmicks. To make sure that you are not forgotten, your PR team will spend the next few weeks on follow-up. They will also connect with reporters that weren't able to attend the show to provide updates and show highlights that are guaranteed to put you in the media spotlight.
To get a headstart on your journey to CES and other tradeshows, click below to schedule a complimentary consultation session.