6 PR Tactics to Use Between Tradeshows

Perhaps your company is one of the pet and veterinary businesses that successfully exhibited at this summer’s tradeshows. Your teams have now returned to their offices with new leads and sales, helpful customer feedback, booth photos, and maybe even a few awards. The next trade show is months away, but to maintain the momentum you just built, here are six PR tools to use between tradeshows.

  1. Distribute a Press Release

There are a lot of news triggers that happen after a tradeshow ends. See if any of these ideas might work for your business:

  • Award won at the tradeshow
  • Availability of new product line demonstrated at tradeshow
  • Top industry trends identified by company executive who spoke at the tradeshow

 

  1. Post photos on Facebook, Instagram and Pinterest

If your team took pictures at the show, post them with captions on your social media platforms. These might include:

  • Your team at the booth, demonstrating your new product line
  • Your company receiving a tradeshow award or recognition
  • Team members engaging with other tradeshow attendees

 

  1. Audit your website

Web traffic often spikes after a tradeshow, so make sure your site is current and up-to-date.

  • If your company launched new products at the tradeshow, does your website accurately reflect everything that is new?
  • If not, now is a perfect time to audit your website and update the content on product pages.
  • Add a Newsroom tab to your website’s navigation, and populate it with your new press release along with an email and phone number for media outlets to use for product samples or interview requests.

 

  1. Develop a new Press Kit

If your company’s Press Kit is out of date, update it with these documents:

  • New press release, with a post-show topic
  • New product information sheet, with current links and images
  • New FAQ, based on customer feedback at the show

 

  1. Comment on a trend

Follow the industry’s trade publications and think about ways you can add to the post-show conversation.

  • Do you have an opinion about an industry trend that could be newsworthy to a trade publication editor?
  • Speak to your PR team and determine if your comments are newsworthy enough to support a pitch to be included in post-show stories.

 

  1. Plan PR and marketing for the next tradeshow

You may have just broken down the booth and packed the boxes, but more tradeshows are ahead. Start preparing now by:

  • Getting organized with deadlines for exhibit reservations and submissions due to conference organizers.
  • Do a “lessons learned” on the prior tradeshow. Which tactics were most successful? Did you take advantage of all of the marketing tools available, including social media posts, direct mail invitations prior to the show, publicity while at the show?

One of Fetching Communications’ specialties is helping pet and veterinary businesses prepare for tradeshows. But our philosophy about public relations is that every tactic can support another tactic, meaning that we maximize the value of every opportunity to promote your business. A post-show press release can promote messaging that can also be added to your website, or as posts on social media, or as a pitch to earn editorial coverage.

We would love to help you navigate the PR possibilities in between tradeshows, and invite you to have a complimentary consultation and marketing needs analysis. Just reach out to Liz Lindley, CEO of Fetching Communications & PetPR.com, at liz.lindley@fetchingcommunications.com or 877-703-3824 x105.  Or please complete the Marketing Needs Analysis online, here.

 

Tradeshows, Press Releases — Getting the best results from these tactics! Free Webinars this week!

Our 2015 Theme is What Does Success Look Like to You?

Register today for this week’s free webinars from Fetching Communications!   

Who should attend?

Business owners, sales/marketing and publicity staff, practice managers, tradeshow exhibitors, communications directors, and social media managers from pet businesses and veterinary practices.

Tuesday, June 9th at 1:00 PM EST 

“WRITING PRESS RELEASES ABOUT PET & VETERINARY TOPICS”  What kind of news are you sending out via press releases?  Do you need media coverage or product reviews for an upcoming product launch or other exciting announcement?  Have you been obtaining the media coverage you want? Learn how to better communicate your announcements in a way that will truly resonate with reporters and increase your chances of earning media coverage. *Special treat for all registrants, don’t miss out!

Wednesday, June 10 at 1:00 PM EST 

“VETERINARY & PET BUSINESSES:  BUILDING AWARENESS AT TRADESHOWS” Tradeshows are right around the corner for the veterinary and pet industries, and earning media coverage needs to be top of mind. Learn how you can communicate beforehand with journalists, to set up on-site interviews and share information about your products and services.

Our webinars are meant to educate and inform – and to give you some tools to help you identify and close gaps in your marketing tactics.  Of course, our team is here to help plan or execute tactics on your behalf, and we always enjoy talking to businesses about potential PR and social media campaigns!  If you are interested in such a conversation, just fill out this form, and Fetching’s CEO Liz Lindley will contact you.

 

Previous webinars this month:

“PET & VETERINARY BUSINESSES:  WHAT IS EARNED MEDIA?”  If you missed this webinar on June 3rd, contact liz.lindley@fetchingcommunications.com for the recording and slides.  

Register for our Free Webinars in June – We are doing three!!

Our free webinar series continues in June and we are hosting three webinars — yes, three!  Sign up for one, two, or all three!

Our 2015 Theme is What Does Success Look Like to You?

Our webinars are meant to educate and inform – and to give you some tools to help you identify and close gaps in your marketing tactics.  Of course, our team is here to help plan or execute tactics on your behalf, and we always enjoy talking to businesses about potential PR and social media campaigns!  If you are interested in such a conversation, just fill out this form, and Fetching’s CEO Liz Lindley will contact you.

Here’s the June Webinar schedule, note that times are all Eastern, and GoTo Meeting invitations will be sent to registered participants a few days before each webinar:

 


TUESDAY, JUNE 9TH AT 1:00 PM EST

“WRITING PRESS RELEASES ABOUT PET & VETERINARY TOPICS”  REGISTER NOW

What kind of news are you sending out via press releases?  Do you need media coverage or product reviews for an upcoming product launch or other exciting announcement?  Have you been obtaining the media coverage you want? Learn how to better communicate your announcements in a way that will truly resonate with reporters and increase your chances of earning media coverage. *Special treat for all registrants, don’t miss out!


WEDNESDAY, JUNE 10TH AT 1:00 PM EST

“VETERINARY & PET BUSINESSES:  BUILDING AWARENESS AT TRADESHOWS”  REGISTER NOW

Tradeshows are right around the corner for the veterinary and pet industries, and earning media coverage needs to be top of mind. Learn how you can communicate beforehand with journalists, to set up on-site interviews and share information about your products and services.

__________________________________________________________________________________

 

Previous webinars this month:

“PET & VETERINARY BUSINESSES:  WHAT IS EARNED MEDIA?”  If you missed this webinar on June 3rd, contact liz.lindley@fetchingcommunications.com for the recording and slides.  

Tips for the Interview Process

During today’s webinar, we talked with pet and veterinary businesses about the difference between earned media and paid media. “Reaching New Clients through Earned Media” provided tips for identifying reporters at media outlets and developing a pitch. Ultimately, we spoke about what happens during the interview process, and I’d like to share those tips here on Fetched!

 BEFORE THE INTERVIEW

Read the reporter’s coverage.

Review your messaging.

Determine any other resources, statistics you want to provide.

Find a quiet location.

Turn off distractions.

 

DURING THE INTERVIEW

Do not allow for distractions.

Listen carefully.

Jot down notes.

Answer the questions but don’t answer what you don’t know.

If unsure, say you will look into it.

Never say “off the record” or “no comment.”

Also, if you have given the reporter a word or name that might be easy to misspell, you can ask the reporter to read it back to you to confirm accuracy.

 

AFTER THE INTERVIEW

Be patient. Coverage does not always happen right away.

Do not ask the reporter for an advance copy.

If needed, or if you promised to do so, provide the reporter with any further details.

Get ready to do this again, and again and again. That’s how you build brand awareness.

 

THE RESULT

This is when the article hits – the point where you have actually earned the media placement:

Review the article thoroughly.

Report errors immediately, but do so in a courteous way. Know that most outlets will not correct something that you feel is out of context, they will only correct something that is outright inaccurate.

Share the clip with all who participated.

Share URL on social media.

Share URL on website.

Watch your metrics. Look for spikes in website traffic, sales, or calls.

 

If you would like to talk to us about your campaign ideas, reach out to Liz at liz.lindley@fetchingcommunications.com.

Is it Time to Hire a Public Relations Agency?

How do you know when it’s time to hire a PR agency?

There are many myths about the practice of public relations, its value to businesses, and whether taking a do-it-yourself approach is just as effective. After all, engaging an agency for marketing, social media or PR services is an expense that requires an investment, not only financially, but in terms of availability and readiness.

When companies first interview an agency, the questions tend to focus primarily on ROI. As marketers, we can answer the ROI question and specify the metrics we’ll watch. However, before embarking on the ROI questions, we recommend a review of the following three questions to help determine whether your business is positioned for a DIY approach or rather in need of the support and expertise of a PR agency.

  1. Do you know how to stand out from your competition?
  2. Are you effective in engaging your target audience?
  3. Do you know the best way to grow your customer base?

If your answers to the above questions are “No” then you are ready for the support of a PR agency. Here’s why:

  • Expert pet and veterinary industry marketers are able to objectively view your product or service against similar ones, and identify the differentiators that will make you stand out from your competition, and thereby make an impression on consumers, referral sources and media.
  • The value of an experienced media relations team shows in its ability to bring your message to target audiences in the areas of most importance to your business: national/regional/local; consumer/trade; TV, radio, blog, online, traditional print, and magazines.
  • The right social media team will quickly see the gaps in your platforms, and will provide improved content, at the right frequency, to engage and build your target audience and sustain their interest in your posts.

It’s a serious decision to share your confidential business goals and challenges with an agency, and to give the reins to a new group of people to essentially manage your reputation. That leap of faith should be met with strategies and tactics that you and the agency can measure to gauge your success.

As you consider your options, it’s important to realize that the practice of a solid public relations campaign will take a few months before you see results.   For information on how specific marketing tactics can build your business, sign up for Fetching’s webinar series, and if you would like a complimentary Marketing Needs Analysis, please click here.