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Whether your brand is making a splash at a tradeshow or an executive is speaking at a conference, professional events combine direct customer contact with press opportunities. And the biggest of these events – like the Cannes Advertising Festival, the Consumer Electronics Show, or the E3 Expo, attract equally high-profile media.
In person events like tradeshows and conferences usually rank high on the list of priorities for B2B marketing organizations. The booth space, design, brochures, tchotchkes, swag, shipping, travel costs, lodging, client dinners…the list goes on and on. Are TradeShows still a Good Place for PR Launches?
That’s how PR and marketing executives describe trying to conduct media relations at what is arguably the world’s largest and most important tradeshow – CES ®. So, to secure any media attention at CES, you will need a great story, a compelling pitch, great timing, lots of preparation, an experienced PR partner … and a little luck.
Exhibiting at your first tradeshow can feel a lot like the first day of high school. It’s easy to get overwhelmed, especially if you’re a small company at a big show. It’s important to register as early as possible for a tradeshow. The money you save here can then be directed into other show expenses.
Consumer expos, industry tradeshows, and product sampling all had to make massive pivots in order to survive. This format also opened the door for attendees who couldn’t yet go back into public spaces or whose tight schedules didn’t allow for the travel time to and from events. Final Thoughts.
Rather than highlighting a specific story, I’ll just mention that business travel is one of the best parts of my job. I really enjoy attending all sorts of industry tradeshows and conferences all over the country and even in other parts of the world. What advice do you have for PR people that want to pitch you?
I’m proud of the work our team at Transport Topics has done in tradeshow coverage. What advice do you have for PR people that want to pitch you? Get to know the editors you pitch to. At Transport Topics, the sweet spot to send your pitch email is about a month before the actual editorial calendar date.
And this show – which contends as the largest business-to-business tradeshow on Earth – seems to ready to resume its role after a COVID-induced hiatus as an in-person show, though it will continue to offer a virtual component for those unable or unwilling to travel. 6,517 media members from 79 countries.
And this show – which still lays claim to the title of the largest and most important business-to-business tradeshow on Earth – appears ready to resume this role after its COVID-induced hiatus. To obtain media attention at CES, you need a great story, a compelling pitch, an experienced PR partner … and a little luck.
Event marketing , at gatherings like annual customer meetings and tradeshows, was huge in the 90s. Then it went through a down period in the dot-com tech bust era, and especially after 9/11 when no one wanted to travel. You don’t need to be a big shot so send us a pitch ! Webinars became a big thing.
It can deepen your sense of community, reduce your need to travel and allow you to dominate your local market. You can pitch by-lined articles to industry or area publications, publish thought leadership pieces on LinkedIn or your own blog. You can also network in person by attending conferences or tradeshows.
However, media pitching and media relations to secure earned media still dominate the industry. This has led to less time for attending press events, tradeshows, and covering stories, making B2B PR harder than ever. This has made it more challenging to pitch stories successfully.
Recently a client with a security device contemplated staging an assault or pickpocketing at a tradeshow to drum up attention for its product. The team felt such an event would not show the device in its best light and could potentially backfire. We explained the downside of such a stunt and moved on to a more executable idea.
I think on the flip we have also recognized things we did miss, and I would expect some types of travel, entertainment, family-focused activities and experiences that let us enjoy time with those we love to come roaring back. Marketers need to be ready to pivot their businesses (and there messaging) when as the COVID cocoon comes to an end.”.
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