Navigating the Trade-Show Noise
By Christine Azzolino for O’Dwyers
The consumer electronics industry is booming and with it comes fierce competition at major trade shows like CES. With thousands of brands all vying for attention, exhibitors face the same challenge: How do you cut through the noise and leave a lasting impression?
In today’s crowded landscape, it’s not enough to rely on traditional PR tactics. To truly stand out, you need a fresh approach that not only captures media attention but also creates memorable experiences for attendees. Here’s how you can evolve your PR strategy to make the most of your next trade show.
Start strong: craft a compelling pre-show story
Standing out at a trade show begins long before the event. It’s all about building excitement before the show doors open. You need a story that makes people sit up and take notice. Whether it’s a groundbreaking product launch, an exclusive partnership or a game-changing innovation, your story should be timely, relevant and, most importantly, it has to be newsworthy.
Without a fresh angle or exclusive updates to offer, your company risks getting lost in the sea of exhibitors. So, what makes your brand a “must-see” at the show? Perhaps you’re teasing a new product feature or announcing a collaboration that’s never been seen before. These types of exclusive updates create a buzz that draws media attention even before the event kicks off.
Additionally, building relationships with journalists ahead of time is crucial. Offering limited product demos or early access to select media can help you get the ball rolling, setting you up for stronger media coverage once the show begins. Pre-show storytelling is not just about announcing your participation—it’s about making your presence impossible to ignore.
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