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Trade Shows: Focused PR to Generate Solid Leads
Trade shows can be useful events for any organization. In addition to announcing one’s place in the industry, strategically-chosen shows can generate important partner, distributor and customer leads.
Trade shows can also be expensive. Smart public relations is one of the more effective tools you can use to maximize your investment in them.
Our client the Workers Transition Network (WTN) attended this month’s Risk and Insurance Management Society annual conference in Chicago. RIMS is the premiere insurance show in North America.
Principor’s PR campaign for WTN has focused on top tier insurance and workers’ compensation trade publications. Those publications reach the relatively small universe of decision makers important to WTN. For RIMS, we conducted extensive outreach to these publications and set up pre-show, show and post-show interviews with Journal of Workers Compensation; National Underwriter Property & Casualty; Insurance Journal; Insurancenewsnet; Risk & Insurance and Bloomberg News.
The RIMS pre-show outreach helped WTN generate 12-14 solid sales leads. Hilton Hotels, Amazon.com, Land o’ Lakes, The Hartford Florida and Builders Insurance Group are some of the companies that were motivated by media placements to visit WTN’s booth. The trade show meetings have since resulted in substantive capabilities presentations to prospective customers’ key executives.
Strategic, aggressive, results-oriented PR works.
If you’d like to learn more about how PR can work for your organization, contact Principor Communications at 202-595-9008 or info@principor.com.
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