Event Publicity

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.

Download our Event Publicity Gold Standard Guide here free.

 


Concirrus – Quest For Success Case Study

Concirrus – Quest For Success Case Study

Concirrus - Quest for Success

B2B PR Case Study - Insurtech

“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.”

Andrew Yeoman

CEO, Concirrus

Quest for Success
Year 1

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

Impact to date

118

pieces of
coverage

196.3m

impact
score

400%

increase in
news uptake

60%

coverage in
publications
with a DA
of 40+

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

Impact to date

118

pieces of
coverage

196.3m

impact
score

400%

increase in
news uptake

60%

coverage in
publications
with a DA
of 40+

BACKGROUND

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.”

Concirrus Andrew Yeoman LinkedIn Post

“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.”
Caroline Hurst

Marketing Director, Concirrus

More Case Studies

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SMM Fair 2018: What I learnt in 25,000 steps

SMM Fair 2018: What I learnt in 25,000 steps

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

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:

  1. Plan your meetings hall by hall to avoid feeling frustrated and exhausted.
  2. 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.
  3. 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.
  4. 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

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.

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Posidonia 2018: A three-day whirlwind

Posidonia 2018: A three-day whirlwind

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]

Event Publicity: The Follow Up

Event Publicity: The Follow Up

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]

Event Publicity: Handling the unexpected

Event Publicity: Handling the unexpected

You’ve prepped your ice-breakers, the Press Releases are printed out and you’ve got your contacts details all programmed in your phone.  Now to prepare for the unexpected.

If a journalist happens to come by the stand unexpectedly or asks a question that is sensitive or ‘off message’, there’s no need to panic. Four key things to remember when handling the unexpected are:

Give yourself time to prepare

It’s ok to say to the journalist “now is not a good time and could you come back in 5/10 minutes or later in the day”. Ask the journalist what he/she is looking to discuss – that way you will have some time to think through what you or the subject matter expert need to say.

Have something worthwhile to say

If there are controversial or sensitive issues in your area of expertise, work out where you stand and don’t be afraid to air those views – but make sure you can back them up. Journalists are looking for experts who are prepared to give a strong opinion. If your company prefers not to comment on such issues that’s fine, but don’t be surprised if the reporters don’t bother to call you again.

Make it interesting and relevant

Avoid talking theoretically – use tangible examples to bring your points to reality. You will come across much more authoritative. And, don’t get obsessed with your own internal messages – by all means weave them in to the conversation, but be selective and thoughtful to keep them

Be Effective & Follow up

Follow up with the journalists you met and determine if they need anything further – if you promised to send them material, then do so. Don’t forget those images. If you have any new story ideas or feature abstracts, now is the time to send them to the Editors.

If you missed our previous blog, you may find the following useful How to write an impactful Press Release and Networking with the Media like a Pro

For a FREE COPY OF OUR EVENTS GUIDE: THE GOLD STANDARD, please email [email protected]