If your audience research reveals that they tend to find out about new products and services at certain events, trade shows or conferences, then you need to make sure that you incorporate these events into your PR strategy. In this lesson, we're going to cover how to get the most out of traitors and conferences. before deciding whether to exhibit at or attend one of these events. It's important to consider a few factors. Is your target audience going to be there? You'll know that from your audience research, will your competitors be there?
What's your budget? What do you need to get out of the event to make it worthwhile? What sort of standard booth Will you require? Will the relevant people from your business be available? Is it worth going for a speaking slot in which case you need to submit your speaker proposal well in advance, I often find it's worth calling up companies that exhibited or attended the event last year to ask if the event was worth attending. It's really important Think that you create a unique experience when you're at an event.
Just having a stand at the show with a bunch of salespeople on it won't get you the best bang for your buck. Instead, think of what might bring people to your stand or your booth. For example, you could offer free food and drink. Have a curiosity on your stand. I remember we once had a piece of moon rock on a stand that was very, very successful in attracting people. host a competition, have a game, or launch report or a piece of research that people can come to your stand to find out more about.
You don't necessarily need a large space at the event to make a success of it. But you should consider carefully the design and appeal of your stand and how it will look to potential customers just passing by. There are loads of logistics to consider when planning your event. You need to think about who's going to do the setup or the breakdown of the stand. What are the timings Do you need to book travel are all confirmations printed and saved in the correct place? Have you got a map of the location with your stand marked on it?
Are all the extras set up on the stand? That includes name boards and stand design? Have the exhibiting team been briefed on what to say to visitors? Have you got a follow up email ready for standard visitors? Which media will be attending? Have you reached out to set up meetings, which analysts and influencers will be attending?
Who will be running your social accounts during the event? Are there opportunities for guerilla campaigns around the event? This is particularly useful for events where you don't have a huge budget. Many PR people use events as a highly effective promotional tactic. But if trade shows and conferences entrepreneur create for your brand, you might want to look at hosting your own events. In the next lesson, you'll learn how to do this properly.