Maximize Your Trade Show Investments with Media Outreach
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1 July 10-12, 2012 Hyatt McCormick Place, Chicago, IL Maximize Your Trade Show Investments with Media Outreach Presented by Linda Musgrove, President of TradeShow Teacher
2 What we will cover today Importance Benefits to you Keys to PR success CES PR opportunities Where to find show related PR opportunities 6 step PR planning process Post show reporting Client case study: OWC at CES Advice from an editor PR checklist 2
3 Importance Can drive traffic to booth Accessibility to media at shows Product coverage; pre, at & post show Interviews with company executives Company/product awareness Increases revenue Award opportunities Most effective way to form a favorable public opinion Costs less than other types of promotion
4 Several benefits to you Raises the bar for the company s trade show program Visibility to upper management Learn new skillset Career growth 4
5 Keys to PR success Collaborate with other departments Transparency of planning to stakeholders Actively search for PR opportunities Have a check-list of potential PR opportunities Promote, Promote, Promote!
6 Public Relations EX: CES PR Opportunities Pre-registered media list Regional media outreach campaign CES media tour (pre-show) CES Unveiled (pre-show) Award opportunities Press conference 30 second video pitch Press kit Online press center Social media Guest blogging Awards gala
7 Where to find show related PR opportunities CES Examples Events Awards Exhibit Register For exhibitors For the press
8 Where to find show related PR opportunities Promotional opportunities Show planning / exhibitor manual PR help Exhibitor s source newsletter
9 How do you know which strategies to deploy? 9
10 6 Step Planning Process 1. Prepare 2. Objectives 3. Strategy 4. Execute 5. Evaluate 6. Tweak 10
11 Step 1: Prepare Company goals & objectives Departmental/vertical goals & objectives Sales goals/quotas Product(s) to display Key prospects Product users Regional location(s) & characteristics Pain points Messaging
12 Step 2: Set objectives Reasonable: Able to accomplish Don t: Front cover stories in [name of publications] Do: 80% of articles have at least 2 key messages Meaningful: Prove value & drive PR forward Don t: 100 company mentions Do: Improve impact in key media by 20% by end of Q4 Measurable: Specific outcome Don t: Generate a lot of buzz Do: Improve awareness among prospects by 10% by end of Q4 Tie to company/vertical goals & objectives
13 Step 3: Develop a strategy Review attendee demographics Review show offerings Tie to objectives Example general strategies [make measurable] On-line press kit Meetings at-show Rent a meeting room Press release distribution Post releases on show site Press kits Social media Award submissions
14 Step 4: Execute
15 Step 5: Evaluate Evaluate What were the results?
16 Step 6: Tweak Tweak What do you recommend for future shows?
17 PR Post Show Reporting Return on Objectives (ROO) A method of reporting PR s impact on a show when it s not possible or feasible to tie it immediately to sales Return on Investment (ROI) As it relates to PR, the ROI from a show would focus on these 3 key areas o Savings: Improving efficiency & reducing waste o Cost avoidance: Averting catastrophe o Generating revenue & profits: Delivering on business goals & objectives
18 PR Post Show Reporting Sample Public Relations
19 Customer Case Study
20 Customer Case Study: OWC at CES 2012 PR Strategy Facebook (Pre-Show & At-Show) Like Make posts Ask to like OWC Examples: CEA: Consumer Electronics Association CEA Tech Enthusiast International CES Tech Crunch Mashable Tech Entertainment Matters
21 Customer Case Study: OWC at CES 2012 PR Strategy LinkedIn (Pre-Show & At-Show) Join groups Post in groups Link with group members Make introductions Update status Examples: CEA Tech Enthusiast Mashable CES
22 Customer Case Study: OWC at CES 2012 PR Strategy Twitter (Pre-Show & At-Show) Pre show updates/teasers Follow people/businesses/associations Re-Tweet Examples: CES CEA Mashable Tech CEA Tech Enthusiast Home Toys.com CEA Social Media Staff CES Social Media Staff
23 Customer Case Study: OWC at CES 2012 PR Strategy YouTube (Pre-Show & At-Show) Post videos Subscribe to business/association/individual channels Comment on videos Examples: CES GeekBeat.tv Mashable
24 Customer Case Study: OWC at CES 2012 PR Strategy Users Submit Photo s & Testimonials (Also Take Photo s at CES) Display at CES Promote via social media, newsletter, blog, etc. Build a Buzz
25 Customer Case Study: OWC at CES 2012 PR Strategy Press Releases Determine topic strategies & announcements Write Press Releases Post press releases on CES website Distribute press releases to paid & free press release distribution sites Post on OWC press room Distribute press releases to CES Media FREE Exhibitor Profile distributed via Businesswire Consumer Electronics Association Publications CEA Digital Dialogue Consumer Electronics Vision Register as Media Register as media to receive show/exhibitor/attendee updates Register to attend CES press, analysts and blogger luncheons
26 Customer Case Study: OWC at CES 2012 PR Strategy On-line press center Post press releases Post Data Sheets/Collateral Press kits (for at-show) Prepare pre-show USB flash drive or CD requested Pitch Industry Media Promote various OWC staff as Industry expert sources Pitch article ideas Pitch products Make pitches based on Editorial Calendar
27 Customer Case Study: OWC at CES 2012 PR Strategy CES Unveiled NYC (Pre-show) International CES New York Press Preview New York, NY: November 8, 2011 Introduce OWC to Media before CES CES Unveiled Las Vegas (At-show) CES International Press Day Las Vegas: January 8, 2012 Introduce OWC to Media at CES
28 Customer Case Study: OWC at CES 2012 PR Strategy CES Unveiled NYC (Pre-show) International CES New York Press Preview New York, NY: November 8, 2011 Introduce OWC to Media before CES CES Unveiled Las Vegas (At-show) CES International Press Day Las Vegas: January 8, 2012 Introduce OWC to Media at CES
29 Customer Case Study: OWC at CES 2012 PR Strategy Call for Speakers Submit a speaker proposal for CES The Call for Speakers process encompasses only those sessions produced by CES. Topics for the 2012 International CES conference program include: Home Entertainment and Lifestyle Technologies Emerging Technology In-Vehicle Technology Business Insights Wireless Communications
30 Customer Case Study: OWC at CES 2012 PR Strategy Exhibitor Video Contest Visit Me at CES Winners get their video on CESweb.org for a month leading up to 2012 International CES
31 Customer Case Study: OWC at CES 2012 PR Strategy Award Submission (Examples) CNET: Best of CES CES Innovation Awards Hot Stuff Awards Stars of CES
32 Customer Case Study: OWC at CES 2012 PR Strategy Pre-Show Micro Site Booth map Products Plan your booth visit Press room Request a meeting Social Media Blog In-Booth Activities Newsletter sign-up List of Products Example Microsite
33 Customer Case Study: OWC at CES 2012 PR Strategy Schedule Media Interviews Interviews with CES spokespeople about hot topics & new trends Dave Graveline s Into Tomorrow Tech Talk with Craig Peterson Cnet Editors Must See list CES Media List
34 Public Relations Customer Case Study: OWC at CES 2012 PR Strategy Meeting Room F&B Traditional & unique beverages Traditional & unique snacks Fruit & vegetables Water/coffee/tea Branded cups, napkins, etc.
35 Tips from an Editor Make your trade show booth findable Let your booth personnel know we are coming works better than calling Have your cell phone & check it often Know the editor & the publication Make sure your company spokesperson knows the company & products thoroughly Know your product's pricing Wear your badge facing out, not in
36 Trade show PR checklist Goals What are your PR goals for the show? media coverage of a major product launch or partnership, thought leadership in a critical market sector, establishing rapport with key analysts? The best goals are simple, finite and achievable. PR-worthy Is there a registered press list, and if so, do the number and value of attending press justify the effort to achieve your goals? Conflicts Check that the date doesn t overlap with any other event your company may be participating in. Special events What show events will your company be participating in that might be a draw for media a c-level keynote, executive roundtable/panel session, or special reception? News and news value Are you planning to announce news, and if so, is the news sufficiently big to justify press meetings and to withstand competing news that could syphon off press interest? News readiness If the news is a product launch, are you 100% certain that the product will be ready in time? Press briefings If your heart is set on meeting press, begin your outreach at least one month ahead of the show. Journalists schedules fill up quickly. (continued on next slide)
37 Trade show PR checklist (continued) Meeting Site If you don t have a nice quiet meeting compartment in your booth (or have no booth), rent meeting space from the show Contact Info Get the journalist s/analyst s mobile number and give them yours Show Daily Deadline Do you want your news to appear in the show daily? If so, expect the editors to request your announcement as much as 3 to 4 weeks in advance: Very few now have the time to report news the day it is released. Spokespersons Which executives will be in attendance? Are they media trained? Customer Evangelists Can you bring an enthusiastic customer to the show for press meetings? Social Media It s pointless trying to ramp up spur-of-the-moment social media campaigns to support trade show activities. Communicating via social media with appropriate journalists and bloggers should be a regular function of PR, not something you throw together at the last minute. Those relationships if genuine and well-maintained will give you an in to build excitement beforehand for announcements or demonstrations at the show, and keep you informed about the media s goals, plans, and reactions. Post show follow-up Just like with trade show leads it is critical to follow-up immediately after the show, or other time frame agreed upon
38 Thanks for your time! Linda Musgrove President TradeShow Teacher 38
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