Each January brings the first of many industry trade shows in the annual Consumer Electronics Show in Las Vegas. Brands across a wide spectrum of vertical markets participate, and many clients say that the show (and its allied events such as Pepcom) can be incredibly impactful to attract media attention, drive brand awareness, and develop relationships with partners and consumers for the year ahead.
Planning for industry trade shows and events such as these can be challenging; how to select which shows offer the best opportunities to execute communications strategy, budgeting for them successfully (both in terms of dollars allocated and internal resources dedicated), and building media calendars for public relations/ leveraging digital and social media content into success at the trade show itself.
One great example of this is utilizing an industry event or trade show to promote new partnerships. At the PGA Merchandise Show in Orlando, we aided our client Blast Motion in the announcement of an exclusive deal with golf giant TaylorMade. With all the biggest names in golf media attending the show, this provided a platform to amplify the news in the right place at the right time. The GreenRoom team has a strong track record in developing successful strategies for such industry events, and helping clients manage participation to maximum effect.
Following each event, leveraging media and industry contacts into high-profile coverage and dynamic relationships often overwhelms internal teams focused on a number of deliverables. Here, too, we find that having a team of professionals, such as a communications agency, at your command expands the amount of time and energy brands have to plan for future events on the calendar. This can drive media coverage and sales opportunities throughout the year, resulting in met or exceeded marketing goals, all while engaging consumers and building a community of brand ambassadors.