The Impact of Coronavirus on B2B Tech Marketing: Replacing Trade Shows as a Lead Generation Activity

Ishmael's Corner

By Mark Pinsent, Managing Director, Hoffman Europe In light of restrictions on movement and the risks of bringing large groups of people together, one of the immediate impacts of the COVID-19 pandemic has been the cancellation of tech trade shows and conferences. There’s no real sign of how quickly such industry events might return.more. The Art Of Storytelling In Business Communications And Public Relations. Techniques For Effective Business Communications.

Buying Signals: B2B Marketing Budgets without a Line Item for Trade Shows

Sword and the Script

The decline of B2B trade shows frees B2B marketing to experiment with more efficient channels; virtual events surface buying signals The pandemic is certainly changing marketing – but we might all do well to shift our thinking towards what might become quasi-permanent.

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The PR benefits of trade shows

PR Daily

Here are some tactics to make the most of your industry event. From a PR perspective, trade shows can be either a great investment or a waste of time. However, with the right strategy, the right team and the right level of preparation, you can convert an appearance at a trade show into actual trade. Trade shows aren’t always the best use of a PR budget, particularly if you don’t take advantage of the media presence. Marketing PR trade show

How to Stand out at a Noisy Trade Show (MWC Field Guide)

Flack's Revenge

I am often asked by clients how to build trade show buzz and booth traffic. The difficulties of rising above show noise were never more apparent than at MWC, the annual mobile industry confab, which I attended last month in Barcelona. To get answers to the above question, I treated the show as a field experiment, paying close attention to what stood out. If you’re Samsung or Nokia, you can build a vast presence to dominate the show floor.

Are Trade Shows still a Good Place for PR Launches?

Sword and the Script

That’s the number of pre-trade show pitches one blogger told me he had received in a side bar conversation last week. For the most part, he runs his blog like a traditional news site, clearly has good industry contacts and always winds up involved in a couple of sessions. The blog is an industry staple, he’s plugged into the community and his name always winds up on industry conference media lists. A Traditional Case for Trade Show Launches.

How beauty brands can cut through trade show noise

Agility PR Solutions

Despite Nietzsche’s soft prose, you don’t have to listen too closely to know that there is no single voice speaking for the beauty industry. The post How beauty brands can cut through trade show noise appeared first on Agility PR Solutions. “Beauty’s voice speaks gently.” Natural hair and pink hair, skin tone and 90’s glitter, ingestible beauty and high tech devices are all trending. Influencers are becoming brand owners, and cosmetic giants are siphoning […].

The Impact of Coronavirus on B2B Tech Marketing: Replacing Trade Shows as a Lead Generation Activity

The Hoffman Agency

In light of restrictions on movement and the risks of bringing large groups of people together, one of the immediate impacts of the COVID-19 pandemic has been the cancellation of tech trade shows and conferences. There’s no real sign of how quickly such industry events might return and with them the opportunity for B2B marketers to utilize them for lead generation. By Mark Pinsent, Managing Director, Hoffman Europe.

4 tips to get new PR clients at trade shows

PR Daily

Are trade shows worth your time? Trade shows and industry conferences seem like great feeding grounds for prospects. However, trade shows can also be overwhelming and chaotic. Here are four tips for making trade shows work for PR prospecting and business development: 1. Find companies in your sweet spot (industry, revenue, geography, etc.) Trade shows are a busy time and there are still ways to make them work for you on site.

Has the trade show had its day (at last)?

The Hoffman Agency

Nor do I remember much about the show (strapline: ‘The Foundations to your Facilities’, I’d imagine) apart from having a discussion with a guy selling paper towels, who was keen to tell me how much more hygienic they were than hot air hand-dryers which were only good for spreading germs …. In the years since FM’93, I can’t remember how many trade shows I’ve been to. It’s amazing to me that trade shows continue to survive, let alone thrive.

How to Know Your Product Launch Is ‘Trade Show Ready’

Beyond PR

Launching a product at a trade show can be a great way to focus on your event marketing strategy and spotlight a new product in front of a targeted audience. Avoid the tension by asking these four questions before unveiling a product at your next trade show. Will the product be ready for show time? Before focusing all of your pre-show marketing on a new product launch, work backwards and triple check your new product will be fully functioning for the show.

Trade Show Marketing Tips for First-Time Exhibitors

Beyond PR

Exhibiting at your first trade show can feel a lot like the first day of high school. It’s easy to get overwhelmed, especially if you’re a small company at a big show. It’s important to register as early as possible for a trade show. The money you save here can then be directed into other show expenses. Some show organizers will even provide an exhibitor checklist that recommends when different tasks should be completed.

5 Steps to Marketing at an Event Outside of Your Industry


Trade shows and events offer the perfect opportunity for companies to experiment. Even if you’re not creating a marketing campaign on this scale, The North Face illustrates how a brand can leverage other industries to create an authentic event experience. Instead of trying to force a connection between your product and another industry, let one naturally develop. The post 5 Steps to Marketing at an Event Outside of Your Industry appeared first on Cision.

How to Pick the Perfect Time for Your Next Trade Show Product Launch

Beyond PR

There are many advantages to timing new product or service announcements around trade shows. For one, getting the media attention is easier since the press are already looking for big announcements coming out of the show. Using your trade show presence to get more exposure for your news can be a great move, but deciding exactly when to distribute your announcements can be challenging. Before the show. During the show. After the show.

5 Ways Manufacturing Companies Can Ramp Up Their Digital Marketing Game

Garrett Public Relations

Today’s manufacturing and industrial companies face a marketing challenge. B2B content marketing freelancing ghostwriting industrial PR manufacturing manufacturing PR marketing media relations PR PR consultant PR consulting press release public relations thouught leadership trade show writing communications industrialMany seem to be stuck in the past, when relationships were the key to closing deals and winning new customers.

PR Recap: Trends from the World’s Largest Independent Beauty Trade Show, Indie Beauty Expo


With a record-setting 227 independent beauty exhibitors, the show offered consumers, press and buyers a look into a plethora of emerging brands offering unique spins on categories including, skin care, cosmetics, nail art, hair care, ingestibles, and more. 5W’s Beauty Division had the honor of representing Indie Beauty Expo (IBE) for its third annual New York show – the most expansive and successful show yet from Aug. The show concluded with TRADE INDIE on Aug.

Popcorn and a Movie: A Creative and Integrated B2B Marketing Campaign that Could Work in Any Vertical

Sword and the Script

Cybersecurity is an industry that almost exclusively highlights what is going wrong or what could go wrong. From white papers to the trade press, the entire community is fixated on the next exploit, hack or breach. The company debuted the film at RSA, which is one of the most significant tradeshows in the industry. They created seven more events – red carpet premieres – in cities around the world over a two-month period after the show.

5 Proven Ways PR can Develop Client Media References in B2B Organizations

Sword and the Script

We are winding down “the predictions post” season where many vendors strive to show how smart they are about the industry. Pick an issue in the industry to address quarterly or better yet, monthly or even weekly. This is your chance to ask questions – ask them about the industry, their top challenges, their successes – and the conversation will usually get very good and pretty fast. Media references tend to take a back seat to the mad pace that is often B2B marketing.

Fast Five: Pitching Your Local Daily, Pitching National Business, Girding up for a Trade Show

Bad Pitch Blog

5) How to Work a Trade Show Tech PR War Stories People b h about trade shows all the time, myself included. An entire industry tucks under one roof for a couple of days -- from media and customers to influencers and competitors. 1) Charlotte Observer business section pitching tips The Publicity Hound So many editors take the time to give tips like this, have you tried searching for pitch tips on your top outlets and editors?

The Competition and Industry Gets a Vote on Your Marketing

Sword and the Script

In fact, the entire industry gets a vote – buyer, seller, supplier, observer, analyst – and virtually anything with substantive influence on transactions or transaction intent. When the business does pop it’s head up, it usually only because it has something to say, to make an announcement or exhibit at a trade show. The post The Competition and Industry Gets a Vote on Your Marketing appeared first on Sword and the Script.

How to Use Your Blog to Connect with Your Audience


But, it’s not ideal when your customers stumble on your blog, hoping to learn why they should choose your business only to be met with uninspired blog posts filled with industry-related terms that they don’t understand. A funny meme or gif can show off your unique sense of humor, and an inspirational quote can amplify your thoughtfulness. Even if it’s a “thanks for leaving a comment”, it shows that you’re in touch with your audience and you care about their feedback.

Marketing jobs of the future signal sharp turn for industry

Communications Conversations

The marketing departments of 2016 (for the most part) are still built around creating things: Ads, billboards, trade show booths, web sites. Last week, I attended the annual MIMA Summit in downtown Minneapolis. As always, a tremendous event (great work by Holly Speath and Bryan Vincent who spearhead the event). And even though my day at Summit was cut short for a few different reasons, I did get to see the two keynotes–Amy Webb and Jim McKelvey.

5 Steps to Marketing at an Event Outside of Your Industry

Beyond PR

Trade shows and events offer the perfect opportunity for companies to experiment. Even if you’re not creating a marketing campaign on this scale, The North Face illustrates how a brand can leverage other industries to create an authentic event experience. Instead of trying to force a connection between your product and another industry, let one naturally develop.

Canceling over coronavirus: Should your event go on?

PR Daily

Many organizations worldwide are canceling trade shows, internal events and media happenings. This week, the 2020 Natural Products Expo West postponed its major trade show at the last minute due to fears of the virus, designated COVID-19, drawing criticism from participants. It can be rescheduled for a later date, when fewer media and influencers will likely cancel last minute or just not show up.

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How PR should be tapped to support investor relations

PR Daily

Investor relations and public relations teams build these with banking conferences, industry trade shows, and product launches in mind. Elevate executive profiles through speaking opportunities at relevant business, healthcare/tech, investor and industry conferences.

4 event branding ideas to get on your prospects’ radar

Agility PR Solutions

Perhaps you want to set your company as an industry leader, or you want to hold a series of talks and reception to build up your reputation in the industry. Or perhaps you are attending a trade show, […]. There are many different corporate events that businesses have a vested interest in either attending or hosting.

Making The Most Of Virtual Event Experiences

ImPRessions - Crenshaw Communications

By the same token, many business executives rely on attending, speaking, or sponsoring in-person trade shows for their own visibility and thought leadership, and to stay on top of trends.

The Inbound Marketer’s Comprehensive Event Checklist

PR 20/20

In spite of our increasing connectedness through digital channels, companies across industries continue to flock to trade shows, conferences and other industry events. It’s clear that these live events are educational, engaging and effective—and face-to-face marketing is still alive and well. Inbound Marketing

3 ways PR pros can participate outside the office

PR Daily

Here are three ways to get involved in PR-industry activities outside of the office: 1. Join a PR-industry organization. Focus on trade shows. Spring and fall are typically the biggest trade-show seasons for PR executives. At the event itself, you’ll be focused on facilitating those briefings, staffing your clients’ booths and basically running around the show floor.

Cracking the Quadrant – Confessions of a former Gartner Analyst

Flack's Revenge

The speaker cited Hill and Knowlton annual surveys, which consistently show that analysts have the most impact when it comes to enterprise IT purchasing decisions, compared with other sources of influence/info. Also, you can meet with them at other times informally – e.g. at trade shows, based on personal relationships and direct contact. NY Tech PR Public Relations Technology Uncategorized analyst relations industry analyst

5 Trending Rumors About B2B Lead Generation That Need to Die

B2B PR Sense

You reach out personally -- perhaps via email, telephone, or at conferences and trade shows. You might start a Facebook group that begins a dialogue about industry challenges or that is designed to educate. Rumor #5: It's really hard to get viable leads from trade shows. Trade show prep starts months ahead, and by the time you get to the show, you wonder if your hard work will pay off. So, can you really get viable leads from trade shows?

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SIHH and Baselworld with Watches of Switzerland


Tasked with owning the conversation, being one of the first to bring news from the show and positioning the brand as an industry leader throughout trade shows SIHH and Baselworld, the team were excited to board the plane to Switzerland! Hot on the heels of Christmas came SIHH, an event designed to set the industry design tone for the twelve months to come, designed to attract professionals in the luxury watchmaking world.

Survey: Are events the marketing goldmine they’re cracked up to be?

PR Daily

Attending events can be a great way to stay current with industry trends, increase your knowledge and network. More than half of marketers view conferences and trade shows as a necessary evil, with 64 percent of them saying they’ve been disappointed when attending a major event. Bospar’s Trade Show Success Survey revealed several reasons for that disappointment: - Cost of attending too high relative to the ROI (45 percent). -

The Perfect Pair: How to Use Events to Amplify Major Company Announcements


When companies plan communications for the year, they tend to time out major company announcements around trade shows for fear that announcing it at a show could take away from the big news — keeping a good pairing apart. Trade shows offer a targeted audience and a central geographical location where prospects, clients and the media can get instant gratification by engaging with your brand at your booth and asking booth staff questions.

How to Book Speaking Opps In The COVID Era

ImPRessions - Crenshaw Communications

COVID-19 has crippled some industries, and it’s had an indirect effect on many others. SaaS businesses, like many B2B tech companies, devote sizeable budgets to industry conferences and trade shows for sponsorships and speaking opportunities to gain customer and media visibility.

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#PRStudChat 11/15 Discussion: From Student to PR Pro & Transitioning Into the Workplace

PR Expanded

Although internships are the most common way that students try to gain professional experience, there are both industry- and interest-specific student organizations and groups on campus where public relations and communication are essential functions. Why should you join industry-specific organizations (PRSSA) and/or interest-specific clubs (Accapella club, dance team, etc.)?

B2B PR Tips For Speaking on Panels

ImPRessions - Crenshaw Communications

Industry discussion panels in particular can be very effective, whether part of a larger conference or trade show, or created as a customized event for prospects. The best industry panels are not only well attended, but promoted and covered by relevant media. Above all, a panel is an excellent way to develop original content around a hot-button industry issue. Show your expertise with facts, short anecdotes, and insights.

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4 Ways to Cast a Lasting Spell with Your Digital Press Kit

Beyond PR

When the show floor closes on the last day of a trade show, it’s like a magic act. As tempting as it may be to let the magic fade as you go back to your normal routine, your trade show tasks are actually far from over. Utilizing your electronic press kit and press release distribution after an event is a great way to extend the life of your brand’s trade show story. Write a Powerful Post-show Press Release.

When The CEO Should Be The PR Spokesperson

ImPRessions - Crenshaw Communications

To show leadership during a serious crisis situation. CEO involvement typically translates into valuable earned media coverage that may be used to communicate company direction for customers or partners through the megaphone of business or trade press and social media. In my experience the PR-savvy CEO is typically the best advocate in times of regulatory review, where legislation may threaten the industry, or where it is needed. Photo by Foto Sushi on Unsplash.

How to Explode Your B2B Content Strategy with Earned Content

B2B PR Sense

Your industry’s influencers have a wide-ranging audience at their fingertips -- all of whom are an eager potential audience for you. But how do you stand out from the many others in your industry who are vying for an influencer’s attention? While the person may be an influencer in your industry, there are other aspects that make them unique. Show why their audience would be interested in your brand or product. Actively Participate in Industry Trade Shows.

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9 offline marketing tactics that still work

PR Daily

Why not write and submit an article to a relevant trade publication or industry-related magazine? The picture below shows the TechCrunch Disrupt event, which was sponsored by New Relic. Trade shows. Does your industry hold trade shows? Some customers prefer handshakes, eye contact and content they can hold in their hands. Likewise, some marketing tactics might seem quaint or old-fashioned, but they still work.

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