InfoSecurity Europe is a major Trade Show for the Cybersecurity community and businesses affected by Information Security (which these days is pretty much everyone!)
These blog posts below give an outline of how to make the most of the InfoSec Trade Event. We take you through PR preparation, activity during the show, and following up your leads afterwards. Don’t make your trade events an expensive and fruitless showpiece. At ec-pr we know from experience that planning event publicity strategically will pay off.
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You will have a clear idea about what your message and tactics are as you enter the final approach to the exhibition, so now you need to switch your focus onto getting your story into the hands of the right journalists. This week get your press list up to date. Look at the event media sponsors, available on the website, and add all the relevant ones to your press list, if they’re not already there. Then, make sure that you only have current, accurate named press contacts. Some simple research should furnish you with the correct editorial contacts for news and features – usually different people.
Segment your trade press list into priority and secondary. The priority list will normally be no more than two or three titles and will be the most influential titles in your space. Your objective should be to get regular coverage in these titles over the course of the event. Select your stories based on what you can see these magazines cover regularly.
If you’re struggling to identify your news stories – here are some helpful hints. Always evaluate stories from the user perspective; they don’t care if you’ve employed a new sales executive or if you’ve moved offices unless that new sales executive is actually an augmented human and the new office location is actually a virtual reality destination ????. They do care if the new product or service benefits them, makes their life easier or helps them hit their numbers. They also like to know if your customers include well-known brands – it makes them feel better about buying from you, it validates their decision-making.
Most magazines now welcome well written comment as a blog or opinion piece; we write dozens of these for the security press. Identify six key issues your customers currently face “Your company’s Six for UKSEC_Expo” and write 600 words about how customers could/should approach the issue.
How do you write 600 words you ask yourself – easy! Write 100 words answering the following questions:
What is the issue?
Why should your customers care about this issue?
Why is it important?
What are the common mistakes/misunderstandings around this subject?
What are the key things to look out for?
What three things can your customers do right now to highlight/elevate/address the issue (do NOT directly sell your products here)?
It’s less than 24 hours until London’s Olympia opens its doors for Europe’s number one information security event. So, now is the time to tick off those final tasks on your to-do list and confirm any additional meetings with customers, prospects and journalists. Here are a couple of last minute tips to ensure you maximise your ROI.
1. Make contact:
Have a final look through your contacts database and make sure that you’ve connected with everyone who is attending or exhibiting, letting them know you’ll be there. If you’re having a drinks reception or a particular launch event at your stand, let them know so that they can come by and have an opportunity to talk to you and the team.
2. Consider all communication options:
Infosec has its own blog section providing high level thought leadership articles from a range of industry experts. Have a look through this and consider possible views that your organisation’s experts can contribute towards. The Press Office will be located on the ground floor of Olympia Grand.
3. Be hands-on:
Touch base with the Press Office once or twice a day and put forward your organisation’s experts for credible and thought provoking contributions.
4. A picture paints a thousand words:
Invite the show photographer to your stand for any official ‘launch’ or contract signings.
In 2 weeks’ time, the floor at Infosecurity 2017 is going to be buzzing with people. The question to ask now is: can I be doing anything now to prepare/plan my social media communication? The simple answer is yes of course. Twitter, LinkedIn, Facebook and Instagram can all provide you with an opportunity to shout about all the exciting things your company is doing. Here’s some top tips that you can be actioning now:
1. Follow, Follow, Follow.
Take a look at your Twitter account and make sure you’re following everyone who you believe can help you get your message out further. Does the event have its own Twitter page? If so, follow it. Also, look at who you would like to connect with on LinkedIn and send out your invitations this week to maybe meet them for a coffee at the show.
2. Decide who will take charge.
Be clear on who is going to be the social media lead during the show and let them take charge on each of the channels mapping out what they can be talking about before and during the show.
3. Use hashtags.
@Infosecurity is the official hashtag for the show. Make sure you use this as part of your own company tweets. Also, with over 13,000 followers have a look at the show’s Twitter page to see if there are any useful connections you can make. Be an active participant in conversations linked to this hashtag and be willing to comment and retweet interesting updates.
4. Give credit where it’s due.
Try to include links to interesting content – this could be from your own website or someone else’s.
5. A picture speaks a thousand words.
Give people a sense of buzz and excitement of what’s happening on the ground either with pictures or short video clips. These could be of your own company stand or the exhibition floor. Smartphone cameras are amazing quality these days so this doesn’t have to be overly complicated with fancy/expensive equipment.
As with any form of communication, always think about what outcome you want from this activity. That way you can effectively measure success and look at ways of doing things differently next time round.
The clock is ticking and there’s less than 3 weeks to go until Infosecurity Europe 2017. So, you should be well on your way to developing your big news story for the show.
Once you’ve got your story, it’s vital that you follow a few golden rules to give your organisation the best possible chance of getting the journalist’s attention. You need to make sure your team has set aside some time to put in place, update or source the following essentials so that you can really make the most of the media profiling opportunity presented at Infosecurity Europe 2017:
1. Named media contacts:
All too often press releases never get to the intended recipient because they are sent to generic email addresses like firstname.lastname@example.org. You need to have a ‘named’ contact to send your press release to because generic email addresses are rarely monitored at busy times, if at all. By personalising your email your organisation comes across as being far more switched on, thoughtful and interested. If you want a journalist to use your story shouldn’t you, at least, know their name?
2. A picture speaks volumes:
Good quality photography, or graphics, which bring your story to life can give you the edge over your competitors. This is because good images provide you with an opportunity to dominate the page and side-line other stories. Magazines prefer to receive images as Jpegs and PNG files so make it is easy for the publication to use your material by sending your images in this format. Images should be sent as attachments to the email, not pasted in to the body of the release.
3. Make it a headline worth reading:
The headline is going to be the first thing the journalist reads which means that it needs to be short, informative and attention grabbing. Remember, news editors will receive hundreds of emails a day – so don’t try and be clever, keep to the point and let the editor jazz them up if they think appropriate.
Three simple things that can provide you with significant marginal gains.
It’s seven weeks until InfoSecurity Europe 2017, so now is the time to start focussing on your big story for the show. Capturing those ‘news’ gems and knowing what journalists want doesn’t have to be a headache – this is what you need to look for:
‘New’ product developments/services/technologies – when you write these up, it’s important to focus on a) how your customer benefits from your innovation or introduction b) how you have achieved this. This is not the place for a technical homily.
Size matters. Look for large, unusual, or unexpected project wins that might make good headline stories – make sure you include one or two BIG, or unexpected stats.
Don’t be modest. Be prepared to show off your knowledge with some thoughtful insights into emerging markets, industry challenges or surprising trends and if you have the data to back up your opinions, use it!
Money talks. Ask your accounts department to remind you what invoices have been issued in the last quarter – every one of these is a possible customer story.
Third party involvement
There are three groups of people who may be able to help you be more visible at InfoSecurity Europe 2017. Customers, partners, and the press. Here’s how:
Say please. Whenever you use customer information, it’s always wise to ask permission first. It’s polite and it offers you the opportunity to speak with your customer and remind them what a great job you did.
Make it easy. Ask them if they would be happy to provide a verbal endorsement from you, ask them what they liked best about working with you and then offer to write it for them if they are short of time. Keep to the facts, make the quote intelligent and informative, not floral and pointless. Once written, make sure they are happy with your composition.
Picture this. Start collating images which bring your story to life, see #5 about photography on my last blog. Ask customers, partners or brief your own photographer – just make sure you have at least two strong images.
Be relevant. Make sure your press contact list is targeted, current and contains named contacts. Journalists’ biggest irritation is receiving press releases which have no relevance to the topic(s) they cover. It can appear rude and rather arrogant or just sloppy if you don’t do your research first.
Be exclusive. Choose one or two magazine/websites that you consider influential amongst your target audience and offer them exclusives. Work hard to help them get to grips with your stories. Offer them subject matter experts to help them develop quality editorial.
It’s less than 9 weeks until Infosecurity Europe 2017, the ‘go to’ event for information security solutions. So, if your organisation is exhibiting, now is the time to start working on your media strategy. This show benefits from high quality media supporters, providing you with a great opportunity to get you and your company in the spotlight and to stand out from the crowd.
This is what needs to be done this week:
Draw up a press list of magazines and websites in which you’d like your company to appear. Top tip: here’s a list of all the media partners exhibiting at the show. These magazines are going to be reporting on the show so make sure you get your business and key executives profiled.
Research the contact details of the news reporters. Top tip: find the email address for a named journalist. Generic email addresses are rarely monitored and the email detailed on the Media Pack will be for the advertising sales department.
Find out the submission deadlines – you must be in it to win it and deadlines are fast approaching:
Network Computing – Editorial deadline 28th April 2017
Digitalisation World – Editorial deadline 5th May 2017
1st Security News – Editorial deadline 26th May
Decide what stories and ideas are going to generate excitement and interest amongst your customers and prospects and start thinking about how you can make these relevant to the attending press. One story per news release please!
Plan some decent photography to accompany your stories. This will achieve three things; firstly, it will make your editorial more visually attractive to the readers; secondly, it will make your story dominate the page and thirdly, it ensures less space is available for the competition ????. Be inspired by these news images. Decent photography is:
We help our clients to be visible, valued and understood and in the Cybersecurity space we have been running a thought leadership programme to raise the profile of one of Mason Advisory’s Lead Consultants: http://bit.ly/IKProfile.
All these stories were researched, written, and placed in the publication by us. Infosecurity Europe 2017 is less than 56 days away. If you are short of time and resource, let us elevate your brand voice beyond your stand – drop me a line today at Lorraine@ec-pr.com.