Education Public Relation

The Clock Is Ticking: Preparing Your Tradeshow Communications Plan

By May 12, 2010October 17th, 2017No Comments

ClockThe countdown has begun to ISTE 2010. Now in its 31st year, the annual conference for the International Society for Technology in Education boasts a variety of professional development and collaborative networking events, including more than 600 hands-on and formal sessions fostering the use of technology across the curriculum. As many of our clients exhibit at this highly-attended conference each summer, our office is busy with a flurry of pre-planning activities.

With this boost of energy in mind, we offer a few communications tips to the developers and publishers gearing up for ISTE (or any other upcoming tradeshows, for that matter).

First things first: brainstorm with team members and leadership your company’s goal for the conference. Is it to launch a new product? Boost a new brand? Highlight successful implementations of your product or service? Boost revenue by a set amount?

Once your tradeshow goals have been determined, discuss how communications (both marketing and public relations) can support them. For example, if you plan to announce a new product, what steps should be taken to prepare for the launch? Consider a few items that should be on your to-do list: creating marketing collateral, designing booth graphics and displays, determining a plan for social media outreach, building media kits, etc. The list is long and the tasks may be arduous, but they can be completed successfully with a little dedication and perspiration.

Here are a few more helpful hints:

If You Build It, They Will Come – Consider building a microsite for any product launches or conference-related events. Use this URL, or another specific landing page, on booth materials, giveaways, sales resources, and news releases. Why is this important? It can help you determine how successful your communications campaign is by reviewing and analyzing website traffic after the show.

The Early Bird Gets The Worm – If you plan to announce a new product or initiative via a news release, don’t wait until the show to share the news. Give a few key editors a heads-up well in advance of the show. (Indicating the news is “under embargo” should ensure the news is not leaked prior to your launch date.) Why is this important? Many publications prepare show “round-ups” before the show happens due to printing deadlines. Be sure your company’s news is included by giving them the scoop beforehand.

Come Here Often? – Leverage social media platforms and services, such as Facebook, LinkedIn, FourSquare, and Twitter, to communicate and network with attendees before, during and after the show. Why is this important? These tools can help you spread the word quickly about your news, drive traffic to your booth or event, collaborate with influencers, provide on-the-spot customer service, and more.

And, our number one tip: start planning early; the earlier the better. What are you doing to prepare for ISTE 2010?