Tim recently posted about how LCWA helped our client First Alert cut through the clutter at
CES to make its mark
on the discriminating tech journalists covering that event. With the other two
shows now behind us, I’m pleased to report similar successes for our
clients Trex and Fashion Bed Group.
Of course, success never comes without its challenges. In fact, garnering
attention from media at industry trade shows has become increasingly difficult.
Where outlets used to send droves of representatives to walk the shows, they
now send skeleton crews and, in some cases, an individual editor or reporter to
cover the thousands of companies and brands that exhibit at these massive
events.
Achieving perennial success for our clients requires fresh, creative
thinking, strategic persistence, and the ability to learn and grow from each event.
With the latter in mind, following are three takeaways from our experiences so
far this year:
Timing is everything.
A great deal of PR success
around trade shows has to do with timing. The tricky part is that timing is not
a one-size-fits-all concept when it comes to media. Every editor, reporter and
producer has a different schedule and set of deadlines. It’s our job to
navigate those varying timelines in a way that comes across as helpful without
being harassing.
For Fashion Bed Group, an “early
bird” approach proved effective in generating buzz for the brand in the weeks
leading up to the Las Vegas Furniture Market. By monitoring and maximizing
every coverage opportunity, and getting materials and images into the hands of
media well in advance of the show, LCWA was able to secure 18 Market-related
placements for the brand before the show opened. In addition to garnering media
attention, this pre-show exposure drove increased showroom attendance and
business leads.
Still, getting out early is not
enough – especially during peak trade show season when many editors are
covering multiple events back-to-back and even simultaneously. This year, a
majority of our media appointments for Trex were secured in the last few days
leading up to IBS. We even booked a few while on-site from the Trex booth!
Relationships
rule.
One of the benefits of working with a PR
firm that specializes in a particular industry is access to a network of media contacts
that has been built and nurtured over time. By leveraging our strong
relationships with media in the home and building arena, LCWA was able to
garner show-related coverage for Fashion Bed Group in every one of the
company’s priority trades. Additionally, despite having very little “news” to
share, our team delivered a record-number of media to the Trex booth during IBS,
hosting representatives from 35 different outlets, including a mix of
consumer and trade media ranging from HGTV
Magazine and the DIY Network to Qualified
Remodeler and Plastics News.
Fresh ideas trump food and freebies.
LCWA also arranged for the “Trexperts”
to join a representative from Houzz for an in-booth presentation and panel
discussion on outdoor living trends that attracted an audience of 150+
attendees and reinforced Trex as an industry authority.
While trade show season is well underway, the fun is far from over.
Next up is one of our favorite events of the year - the International Home and
Housewares Show coming up March 5-8 right here in Chicago. We’ll be there. Will
you?
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