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CES 2018 and Beyond

CES 2018 Trade Show Collage

Images from GreenRoom and its clients during CES 2018 and the PGA Merchandise Show, both industry trade shows.

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.

The Evolution of a Startup: Steps to Growing up as a Brand

the evolution of a start up- steps to

Defining a startup can be challenging; is it based on company size, yearly or quarterly growth or projected income? While most people define a startup as a company in the early stages of its operation, there are no hard and fast rules of the definition.

We see a lot of startups in the consumer goods industry; everything from the small 2 man operation to larger teams with well over 100+ employees.  While there is a place and time to be defined as a startup, as public relations professionals and brand consultants, there comes a time when we have to encourage the companies we support to evolve.

We know growth can be tough, especially for companies, but eventually every company will be faced with pertinent decisions about their future. To prepare for those moments, we have a few tips to prime your company for the transition from startup to the growth phase and ultimately transform into an established company.

Media Programs

Of course, this is our agency’s bread and butter. By developing core media programs that include company profiles and executive interviews that not only demonstrate thought leadership, but company growth, can be a determining factor when legitimizing a business or organization. The media not only creates a framework for discussion, but provides a platform for a brands’ message to be told to a wider, interested body of consumers and investors. The agency shapes and molds the message with the media to help accelerate a company into the forefront of consumer’s attention.

Effective media relations also give companies the chance to be seen by retailers and buyers. The agency pinpoints publications with readerships in key retail markets ensuring the product is seen by decision makers and buyers.  Not only do retail partnerships create a steady stream of income, but provide a wider distribution of messaging which can help accelerate a company on all fronts.

Creative Assets

Media relations isn’t the be-all and end-all for transitioning a company from startup to established. It takes a holistic approach. Everything from the look and feel of the company website to formal headshots and expertly crafted executive bios, no detail should be overlooked when entering the competitive space of Corporate America. Adding a creative edge with polished assets can create the perception of an established company even if the startup hasn’t quite reached established level yet.

Guidance

Your PR representative should not only be a brand ambassador with the media, but provide guidance and direction during the entire growth process. PR representatives should seek and cultivate opportunities for brand growth by encouraging participation in mentor or accelerator programs, panel discussions and speaking engagements. Further, PR representatives should provide continuous brand counsel during these programs ensuring the brand’s message is being formed effectively and appropriately.

With the knowledge and know how from your public relations team, the agency can be a driving force for brand growth. Sam Cooke said it best, “It’s been a long time coming, but I know a change gon’ come”, and if executed properly, those changes can effectively move a company from startup to established.