Optimize your InfoComm with a Solid PR Plan
InfoComm is the audiovisual and integrated experience event of the year, but without a solid PR plan in place, your booth could be easily be overlooked by the show’s 44,000 attendees. Collectively, the Caster team has attended 17 InfoComms, coordinating countless product launches and leveraging our media relations to shift all eyes to our clients.
A PR team stays current on what’s happening throughout the year and when it’s time to network at the opening reception or secure your speaker slot or keynote on the center stage, we’re armed with the industry knowledge to position your message to be heard above the noise. It’s our job to know what is in your pipeline and evaluate how it fits into the broader industry trends we see at the show. Attending a large show like InfoComm requires planning ahead and utilizing resources to break through the noise and get your brand recognized. For those considering leveraging PR for InfoComm 2020 (because we are always thinking ahead), here are some ways a PR team can maximize your opportunities and enhance the trade show experience.
Planning and preparation
The adage, “build it and they will come,” is invalid for trade shows, as these exhibitions require months of planning, pitching, and preparation to increase traffic to your booth. Drawing on 17 years of experience and historical knowledge of the event, we build out unique PR plans to help our clients achieve the highest ROI at the show.
Driven by strategy, trade show planning typically begins six to eight months in advance of the show’s open, with long lead times on speaking proposal deadlines and award opportunities. An ongoing PR program throughout the year keeps media relationships fresh, so they’re apt to fit us into their busy schedule for valuable in-person meetings in the booth to learn about your company, or its latest product.
Your PR team is your biggest supporter, and we are boots on the ground making sure the press receive your news and are prepared to learn the logistics of your offerings. Twitter is a great resource to discover what the media is talking about at the show and to get the word out about what’s happening in your booth to encourage folks to stop by. Leveraging social media to connect with press and live tweeting during a trade show is paramount, and with a definitive elevator pitch, a PR team has the flexibility to coordinate briefings in situation if your CEO or product manager is in another meeting.
With all the foot traffic at InfoComm, it’s easy to become inundated with inquiries, so it’s helpful to have a representative on-site to field any inbound requests and identify worthwhile opportunities with key press at the show.
InfoComm ends on June 14, but the work doesn’t stop when the show floor closes. Post-show follow-ups are essential to a PR plan. After taking over a dozen interviews on-site, PR pros take detailed notes so they can follow up after the event to be a resource for journalists and work with them to get the story posted.
Having PR support during a busy trade show helps your company focus on higher level planning and product development. Executing a solid PR plan takes the guesswork out of what to expect from the show, and helps your company capitalize on editorial, award and speaking opportunities to maximize your exposure.
Have questions about PR support for an upcoming event? Connect with @castercomm on Twitter to find out more.