Written by Drew Miale
Recently, our clients participated in two of the largest technology trade shows— the Consumer Electronics Show (CES) in Las Vegas, with more than 135,000 attendees, and Mobile World Congress (MWC) in Barcelona, with over 101,000 attendees. After collaborating with several clients, reporters and analysts at these events, here are a few tips for maximizing press and analyst meetings at industry events:
Plan Ahead, Act Early: Reach out to reporters and analysts well in advance, as calendars fill up quickly. You can reach out before the pre-registered media and analyst list is available, contacting reporters who have covered the event in the past or have attended in previous years. Early engagement is vital, as there is fierce competition for limited meeting slots.
Offer Something New: Beyond having an executive available, make sure that your client can discuss something new or unique. Do you have a new announcement at the show? Can you talk about new customer use cases? Compelling perspective on an industry trend? Unique data? Find out what’s new in order to capture attention.
Understand Your Audience: Customize your approach for reporters and analysts. Unlike prospects, customers and partners, reporters and analysts seek information aligned with their goals and interests, so focus on insights, customer benefits, the product roadmap, and newsworthy content.
Attention to Detail: Confirm (and re-confirm) meeting specifics, including time, location, and attendees. And provide on-the-show-floor contact details for immediate assistance. Being accessible is crucial in the fast-paced trade show environment where schedules can change quickly and the distance between the current meeting location and the next meeting could be a 30-minute walk.
Preparation is Key: Create detailed briefing documents for each meeting and share any show-related news in advance if possible. Familiarize yourself with reporters’ and analysts’ recent work to ensure your spokespeople are well-informed and ready, minimizing surprises. And, be prepared for shorter meetings at these events – maybe only 20-30 minutes, due to tight schedules that media and analysts have while trying to cover every new announcement and vendor update.
As the return to in-person events gains momentum, it’s a great opportunity to reconnect with reporters and analysts and build relationships. Hopefully the tips above will help you make the most of those opportunities.