Are you hoping to attend an industry event, a trade fair, or a business conference in the next year or so? If yes, then do you know why?
Forgive us if that seems like an impertinent question. It’s simply that many, many people will attend Trade Events next year and beyond without having clearly defined objectives of what they want out of it.
We know from experience that planning event publicity, setting up meetings in advance and having defined goals will pay back the cost of attending or exhibiting.
In the posts below we take you through event preparation, PR activity during the show, and following up your leads afterwards. Then, take some time to flesh out what you want to achieve and plan steps of how you’re going to do it. We have an invaluable guide to help you.
How to write a b2b news release that editors want to run
In order to write a b2b press release that editors want to run you need to understand how a press release can add value to your business as well as what editors are looking for. In this blog we give you all the information you need to write strong news material that editors want to publish.
Why is it important to issue press releases?
The purpose of a news release is to communicate to your target audiences that you are a dynamic force within your industry; that you are an attractive employer and business partner who adds value in all areas of operation.
How often should you issue you a news release?
You should issue a news release whenever you have something new to announce that will benefit your target audience and therefore will be something they want to read. We recommend releasing news at least once a month.
Where can you find news stories in your business?
News is quite simply everywhere! Every invoice you issue tells a story. News can be found in:
A word of caution: unless your most recent recruit is a celebrated industry authority, new employee announcements are best done through internal comms and social media– they’re not news.
What makes a strong headline in a news release?
Headlines should be short, factual and arresting, signposting what the story is about. They should avoid technical jargon.
What tone and style should you use?
Your tone should be factual and business-like. Avoid flowery language and complex sentences. Always write with the audience in mind. At the end of every sentence or two, stop and ask yourself – why should the audience care about that statement – how does it interest or benefit them?
The first paragraph should say it all!
The golden rule is to write the first paragraph as a stand-alone. In years gone by, this meant that if an editor was short of space, they could edit from the bottom up. If all that was left was the first paragraph, this should stand alone as a summary of the story. Of course, the advent of online media means that space is not necessarily an issue, but people nowadays are busy, so if you don’t capture their interest fast, you will lose them.
How long should your news release be?
Stick to 600 words as a rule of thumb. They can be sometimes a little more and sometimes a little less. 600 meaty words is what you should be aiming for while keeping adjectives to a minimum.
Two to five paragraphs should follow the awesome first paragraph. These will evidence your opening statement covering who, what, why, where, and how. Write these with the view that they should be intelligible for, and interesting to, a non-specialist journalist who may be working across several sectors – this will ensure you do not disappear into a black hole of technical lingo.
Z
DOWNLOAD: The ultimate guide to writing a press release
How to capture quality customer comments in your press release
Once you have written the body of the release, turn paragraph two or three into a quote from a senior spokesperson, ideally a director or a customer. By doing so, you avoid bolting on a weak generic comment which says very little, if anything at all and makes him or her look slightly vacuous and dull!
How to command more space than your competitors
Providing high-quality images, an infographic or explainer video will all help you to dominate the page and squeeze out news from your competitors.
Use your news to increase your reach
Once you’re ready to send out your press release, go through it and add two backlinks. One to a credible source that evidences a fact in your article and another to a relevant credible item on your website. Ideally, make these trackable links using something like bit/ly.
A word of caution: don’t be surprised if some media outlets remove the backlinks.
And finally…
At the end of the release, add contact details – not those of the sales office – editors actively dislike this; make sure the details are live and go directly to an individual – you don’t want to waste any interest that might be generated.
Z
Produce and optimise your news releases with our indispensible tool kit
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“This time last year we were seen as an industry outsider – the increase in brand awareness has now firmly positioned us as part of the insurance community, helping to drive change.”
Concirrus is the creator of Quest, an innovative data and analytics platform that is changing the way the global insurance industry manages risk. Its Marketing Director, Caroline Hurst, was tasked with establishing the brand, as well as scaling her department to enable and support an aggressive, international growth plan.
Challenge
The challenge was three-fold.
1 Although extremely effective, the working practices within the insurance industry are no longer efficient in today’s digital world. Engaging and collaborating with decision makers to help them understand the value digital technologies could deliver was critical.
2 The speed at which the business was evolving meant that any external support Caroline invested in had to be responsive, knowledgeable and efficient.
3 With one main competitor appearing to offer a similar capability within the marine sector, identifying and demonstrating Concirrus’ unique differences were essential.
Challenge
The challenge was three-fold.
1 Although extremely effective, the working practices within the insurance industry are no longer efficient in today’s digital world. Engaging and collaborating with decision makers to help them understand the value digital technologies could deliver was critical.
2 The speed at which the business was evolving meant that any external support Caroline invested in had to be responsive, knowledgeable and efficient.
3 With one main competitor appearing to offer a similar capability within the marine sector, identifying and demonstrating Concirrus’ unique differences were essential.
OUTCOME
Caroline Hurst comments: “As a business, we better understand who we are targeting and how to engage them more effectively. It’s no longer based on intuitive engagement – we’ve captured the essence of what we need to say and who we need to say it to, so that everyone can play a role – the impact of this is that our extraordinary growth has been enabled in a more coherent way. The communication strategy has provided us with those invaluable marginal gains and the customer validation carried out by EC-PR was the most valuable piece of work we did this year.
Next year we are focussed on expansion with ambitious plans afoot. We’re looking forward to continuing our partnership with both Lorraine and Liz at EC-PR to see just what they are capable of.”
“The PR outreach has been exceptional and has delivered everything we’ve asked of it. The Concirrus voice leads the media we have targeted; our authority is now established in maritime and our share of voice is in the ascendancy. A year into the campaign and EC-PR has secured 118 pieces of coverage in our target media with more than half of those with a Domain Authority of 40+. We have also seen noticeable peaks in website traffic directly related to the PR activity.”
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Whilst preparing for SMM Fair 2018, I was fully aware that it was a big show; you only need to look through the exhibitor list to understand that. But it’s only once you’re there and in the thick of it that you truly appreciate the sheer magnitude of what is certainly the largest trade event I’ve ever been to.
Liz at SMM Fair 2018
25,000 steps over 1.5 days and there were still people I didn’t get a chance to catch up with, but it was a fantastic couple of days and a great opportunity to spend time with clients, journalists, as well as meet some new and interesting people who clearly have a passion for this industry. The blisters were totally worth it!
What did I learn?
The IMO Ballast Water Convention and Global Sulphur Cap 2020 were still the main discussion topics, as was the ‘green drive’ and maritime security. Of course, none of these are quick wins and they will all have a major impact on how the industry operates in the future. What’s clear is that there needs to be a much more agile and flexible approach to the formation and implementation of regulations if we stand any hope of keeping up, never mind getting ahead, in an ever-changing world.
Our preparation for Posidonia, earlier this year, was spot on so we didn’t change anything for this show. Despite only being able to commit to 1.5 days, with nifty preparation and planning, I had 18 meetings plus several drop-ins. No other show will give you such an opportunity to see all the major industry players in one place. If I was to give advice to anyone attending this show for the first time, I would say:
Plan your meetings hall by hall to avoid feeling frustrated and exhausted.
Taxis are impossible to secure after 4pm – research public transport and the different ways to get around Hamburg. Nearly 2 hours waiting for a taxi is an experience I’m hoping never to repeat. If it wasn’t for the kindness of two executives travelling in my direction, I may never have got to my hotel that night.
Dedicate at least three full days to attend and work SMM, so that you can be more systematic in your approach, i.e. 1st day – A Halls, 2nd day – B Halls, 3rd day – any stands you’ve missed.
Leave the heels at home – being an absolute lover of heels, I can’t quite believe I’m saying this but I’m also still trying to nurse my feet back to normal and haven’t been out of my trainers since I got back. So, next time it’s flats all the way.
What will we do differently in 2020?
In all honesty, not a lot. The timing of these events is critical. Whilst Posidonia was fantastic from a BD perspective, we then quickly entered ‘silly season’ and so, we faced two or three months of following up and nurturing these relationships at a time when quite frankly, very few people are looking to seriously engage. That said, we’re now seeing our hard work paying off and SMM last week has reinforced our passion and commitment to working in an industry that plays a crucial role in driving the global economy. Roll on Norway for Nor-Shipping 2019. It’ll be interesting to see how much the industry has moved on and what investments are made over the next year. Given the conversations I’ve been privy to recently, we should be seeing a flurry of activity which can only be good news for the industry.
For advice on prepping for a Trade Show or Industry event read our Event Publicity Countdown or download our Free PR Guide.
For help with managing your PR at an upcoming event, please get in touch with us at [email protected]
Event Publicity: The Gold Standard guide – FREE DOWNLOAD
Event Publicity: The Gold Standard guide – FREE DOWNLOAD
Get the most out of your industry events
A valuable guide for marketers and business leaders
Our guide will help you skyrocket your event publicity. Trade shows and exhibitions are still one of the most effective ways for your company to network with customers and prospects and strengthen its presence in the market place. It can also be one of your most expensive marketing tactics, therefore the pressure is on to get the most out of it.
Don’t miss an opportunity the next time your company participates in an industry event, complete the form below and we will email your definitive guide.
When Lorraine and I first discussed going to Posidonia this year, we couldn’t quite believe that in the decade of working within the maritime sector, we were still ‘Posidonia virgins’. At last, the stars aligned (or should I say diaries) and 2018 was going to be the year we experience this legendary event.
Speaking to our customers and maritime journalists, we had heard a lot about this event. We were fired up, excited, but also somewhat apprehensive. The words ‘stamina’ and ‘party’ were mentioned a lot and true to form, the three days we were there did not disappoint.
What did we learn at Posidonia?
Preparation is king – our clients hear this a lot from us but it really does pay off. Not only for the clients that we support with media engagement, but also for EC-PR in helping to further raise the profile of our brand. After deciding to invest, we were determined to work this show hard – and that we did.
With 31 stand meetings over three days, it really was non-stop. Couple this with the British Embassy reception and copious other networking drinks/dinners, we were officially ‘pooped’ and ready to leave by the end of day three. And yet sad that, for us, the experience was all over!
Despite the extensive commercial, operational and regulatory challenges this industry continues to face, this didn’t dampen anyone’s spirits. With smiles on their faces despite the sweaty brow and sore feet, people were engaging, inspiring and the perfect hosts.
What will we do differently in 2020?
Our preparation was spot on. We had a focussed few days so, while initially we thought we would stay longer in 2020, I’m not sure this would be any more effective. We are great believers in process and trust our BD approach. Doing the leg work before the event meant we had a very productive few days and our follow up is methodical and imaginative. There have been a few bits of collateral which we would craft differently and follow-up information which has taken longer to develop than we expected. We will start the process on these materials earlier and the messaging within them will be more incisive.
Roll on 2020!
If you’d like to learn more about preparing publicity for a big event please read our Event Publicity blog series or request a copy of our Gold Standard guide [email protected]
The show is over folks… the attendees have left and the doors on your event are firmly closed. Now, it’s time to relax with a well-earned cuppa and some tasty biscuits.
Don’t get too comfortable though. Just because your event is over doesn’t mean you can simply walk away! There are still some key post-event activities you can be doing to keep the momentum going and continue to maximise your investment.
Make sure you….
Follow up with the journalists you and the team met and simply thank them for taking the time to meet with you and the team. If you promised them additional material, then make sure you send it through a few days after the show with suitable high res photography. Read our blog on how to write an impactful press release.
You should have a clear idea as to what your wish list publications are covering in the next three months. Determine what contribution your company can provide and contact the Editor to discuss further. Offer written contribution or an interview with the subject matter expert. Read our Thought Leadership series on how to become an industry influencer.
Think about providing your own brief account of the event – what surprised you, what was good, bad or indifferent. Send this to your key media contacts as they are likely to be putting together their own review of the show.
Ask your subject matter experts to write a short blog about their experiences of the event. Not only will this generate additional content that could attract visitors to the next event you attend, it will also be beneficial for your SEO and social media strategy. Read our blog on our time at Posidonia 2018 coming soon.
Most importantly, celebrate! Delivering an effective event publicity strategy can be a long and arduous journey so make sure you bring together the whole team to celebrate and appreciate all of the hard work that’s gone into it.
This blog is part of our series Event Publicity: The Gold Standard.
For a FREE COPY OF OUR EVENTS GUIDE: THE GOLD STANDARD, please email [email protected]
Emmett & Churchman Ltd is a private limited company registered in England and Wales.
Company Registration No. 10198832. Registered Offices: 5 Merlewood, Bracknell, UK, RG12 9PA.
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Phase one: The Messaging Lab
Communication strategy development
The tangible outcome of the Messaging Lab is a fully-validated communication strategy which is aligned to your sales requirements including: a value proposition, segment prioritisation, target personas, positioning statements and messaging.
The Messaging Lab comprises a series of structured workshops and consultancy engagements that deliver actionable insights comprising:
Messaging Lab1
– focuses on developing and evidencing your value proposition, segmentation priorities and target personas.
This process hones your understanding of potential target segments in order to decide which ones to proactively address. It ensures we know who we are engaging with and why; better targeting reduces waste and promotes marketing/sales collaboration.
Messaging Lab2
– concentrates on forming and refining your positioning statements and messaging.
This helps you to save time and money by providing focus and specificity, rigour protects reputation against false or loose claims and elevates the communication.
It ensures that compelling messaging is developed for every stage of the buying cycle for each persona with whom you wish to engage.
Validation
– Comms strategy research with external stakeholders
This ensures the strategy is the best it can be, peer feedback is considered and on-boarded or actively rejected. Several iterations of the comms strategy may follow to ensure the strategy fits and resonates both with external stakeholders and sales and marketing stakeholders.
The Bee Hive is all about creativity and delivery, intelligently and proactively performing. There are no new whiz bang tools – just careful, consistent and disciplined delivery, including:
Brilliant Ideas Bank – we create an engaging, on-strategy content calendar, ideas for thought leadership, white papers, comment & insights
Media relations – we build relationships on your behalf to identify, develop and place your stories
Event support – we deliver a structured package of activities to make your 2-day event last six months
Technical authorship – our writing is second to none. We will develop, place, interview experts, draft and gain approvals as part of the deal.
Press interviews – we develop, secure, brief experts, facilitate and follow up opportunities
All editorial writing – whether it’s releases, features, white papers, blogs or ad hoc content, we’ve got it covered.
Project management – meetings, admin, monthly ROI reporting. We’re methodical and love a good project report!
Evaluation – in order to improve campaign design and performance.
We take great pride in delivering CEOs and CMOs of tech companies with certainty through accountable, effective and thought-provoking PR consultancy, underpinned by a proven phased approach and a performance guarantee. Let’s engage.
Once you have your strategy, we need to activate it by introducing it to the wider team, embedding it amongst stakeholders and making sure the available Marcomms tools are updated and aligned. There are six key tools in The Forge, which can be selected according to individual client needs:
An engagement programme ensures internal stakeholders understand and buy-in to new comms strategy by demonstrating how it will make their jobs easier/better/more productive
An audit of all Marcomms materials to make sure all the tools required to communicate with your target personas are updated or created and fully aligned.
Develop a messaging matrix to ensure that all Personas have collateral serving appropriate messages at each stages of the buying cycle.
Collaborate to design individual campaigns to achieve specific business objectives amongst target personas such as cross-sell, upsell, customer acquisition etc.
PESO modelling delivers integrated marcomms, extends reach and optimises investment. This helps to determine internal marketing team and external agency campaign deliverables.
Tailored media training ensures your spokespeople are equipped to engage effectively with the media and conduct themselves with confidence.
…and to complete the package here’s a summary of our PR delivery process – The Bee Hive.
