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.
Know what you want to achieve and plan steps of how you’re going to do it. We have an invaluable guide to help you. Download our Event Publicity Gold Standard Guide here free.
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.
Stand out by completing these tasks 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 [email protected].
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 [email protected] 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.
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