How B2B Marketing Can Get More out of Trade Shows

Sword and the Script

In person events like trade shows and conferences usually rank high on the list of priorities for B2B marketing organizations. Many businesses, particularly technology companies, will arrange their yearly marketing calendars around these events. This makes it really important to get the most out of these events — adn there is a lot you can do before, during and after the show to better leverage your existing investments in conferences and trade shows.

7 ways to get more mileage for your trade show social content AFTER the show

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A few weeks ago, I attended my first trade show on behalf of a client in three years. It was a rather large trade show and I was tasked with social media strategy and execution during and after the show. But, for many brands, trade shows are still content goldmines. Your customers are at trade shows. Thought leaders are at trade shows. Media are at trade shows. And, influencers are sometimes at trade shows.

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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.

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Even B2B technology companies – normally resistant to many ups and downs – rely on PR from event marketing to drive business development, brand awareness, and thought leadership. COVID-19 has crippled some industries, and it’s had an indirect effect on many others.

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When The CEO Should Be The PR Spokesperson

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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. Crenshaw Communications imPRessions leadership public relations CEO public relations social CEOPhoto by Foto Sushi on Unsplash.

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Also: Frito-Lay partners with Rick Astley on new year campaign, the hottest communications technology at CES, and more. The Recording Academy has postponed its annual awards show indefinitely due to surging COVID-19 cases in the U.S. Announcing the PR Daily Leadership Network.

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Showing leadership during a crisis. 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. Executive Communication Leadership Communications

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The addition of marketing, analysis, trade show consultation, managing professional organizational memberships and everything else has made every day a whirlwind of tasks, to-do lists and semi-controlled chaos.”. Jack of all trades. Through leadership and content.

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If you’re into the technology marketing scene, chances are you do too – because he’s everywhere. As a marketer, I wrote articles for trade magazines and did a lot of direct mail. Early on, I worked at a printing technology company where we had a big poster on the wall that said, “Freedom of the press belongs to those who own one.” Event marketing , at gatherings like annual customer meetings and trade shows, was huge in the 90s.

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Sword and the Script

Most participants hold leadership titles and are “directly responsible for making purchase decisions of $10,000 or more.”. 32% “industry events/trade shows/conferences,”. 31% “business or industry publications/trade media,”.

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As vendors vie for the interest of conference attendees, many are also focused on driving engagement and thought leadership targeting both media and analysts. Play the role of the roving reporter – Mobile technologies have enabled marketers to capture decent quality video on-the-go. Prepare for a marathon, not a sprint – We know how taxing trade shows can be in and of themselves, and the work leading up to them is nothing short of exhausting.

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I’ve seen many startups rush into PR the moment they close a round of fundraising or participate in a major trade show or accelerator. Even if your disruptive new SaaS platform is the coolest technology to hit the industry, don’t just focus on features and benefits, and don’t get lost in jargon or technical terms. Does a startup business always need to hire a PR agency ? There’s no shortage of advice on this question, and much of it is contradictory.

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This typically translates into valuable earned media coverage, which can then be used to articulate company direction for customers or partners through the megaphone of business or trade press and social media. Technology company CEOs often announce new products at key trade shows or forums, even if it’s just to introduce a senior product executive who will then go through a features overview. To show leadership during a crisis.

2022 PR Predictions

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And the tools that Uwe mention will be driven more by advanced AI and linguistic technology to support a higher quality of reporting, basic translation and media monitoring among other things – as well as fact-checking technology to help fight fake news. Photo courtesy of Unsplash.

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In turn, that led to an editor from a PR trade publication contacting me and asking to publish it. 7) How B2B Marketing Can Get More out of Trade Shows. This makes it really important to get the most out of these events – and there is a lot you can do before, during and after the show to better leverage your existing investments in conferences and trade shows. 6) Thought Leadership Actually Requires Thought and Leadership.

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Some marketers aren’t afraid to take a risk on new ideas, push leadership on new technology or champion an entirely new methodology. So I went into restaurant technology [as VP of Marketing at Toast ], which was very different. And vice versa, trade shows were not part of our mix at HubSpot, but a huge part of our strategy at Toast. Q: How did you decide on the ideal marketing technology stack?

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Technology has made the world more accessible and independent consultants can grow their practice beyond their natural geographic boundaries. You can pitch by-lined articles to industry or area publications, publish thought leadership pieces on LinkedIn or your own blog. You can also network in person by attending conferences or trade shows. Working with clients in your local area is a satisfying and viable way to run your independent consultancy.

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Thousands of articles have been written over the past few years extolling the traits and benefits of introversion, explaining how the more solitary and reflective types among us (myself included) can thrive in business and leadership , in school settings , as parents and even in dating. (If They are the folks who typically have no issues working a crowded room or trade show booth, making cold calls to strangers and easily building rapport on behalf of their clients.

Seeing Around Corners: 30 Marketing and PR Predictions for 2021

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2020 accelerated the invasion, and in 2021, every technology in your marketing stack will be powered by AI on some level. This will also take new technology tools, but more importantly, unprecedented involvement on a strategic level by corporate communications pros.

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A prominent Twin Cities technology company wanted our help in launching a blog that would distribute a stream of commentary about new state and federal regulations that affected hundreds of key clients. When Tina would wander across trade show floors, prospects would spy her name tag, grab her arm and treat her like a celebrity: “Oh, my God - are you Tina? Must your company identify the author of each of your blog’s posts with a byline?

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Show them a photo of your content offer—and bonus points if you explain it in a video with the author. If you've produced a handful of content already, create a dedicated web space for your thought leadership pieces. Your new content offer can be a good reason for you to "check in" with key business or trade media, showing what your company has been up to—with an offer to interview the executive responsible for your content insights.