Truth is, I'm skilfully avoiding talking about InfoComm. I'm not ready. As of this writing, the show is less than 30 days away. There are so many exciting things that will happen at the show. And, unfortunately, I won't be able to write about all of them.
So, how can you up your marketing game and get your pieces published for the show? With over a decade of InfoComm marketing experience, and now being at the helm of SCN and the InfoComm Show Dailies, here is some advice from me to you.
Let me give the standard disclaimer: These are my opinions and mine alone. They don't reflect the opinion of my employer, my co-workers, the InfoComm Show, etc.
Press Releases: Around show time, I'm getting 25+ press releases a day (and that could be a generously low estimate). How do you make your stand out? First and foremost, give me everything I need all at once. Be sure the release includes all the product details and your booth number. Don't forget to include images and the company's social handles. I want to share you news so make it easy for me to tag you on Twitter!
Break down all that product mumbo-jumbo and be sure to give me more than the what. I want to know the why and how. Why does your widget make financial sense? How does your widget make life easier for installers, experience designers, and consultants?
We prefer releases in a Word doc so it's easy to copy and paste all those fun facts. I like to receive multiples images, but please don't embed 10 MB files in an e-mail. Have you ever tried to download a large image using a VPN over hotel WiFi? Yeah...not fun. If you can, use a service like DropBox or Google Drive. Put all of the assets I'll ever need in one place, including the Word doc, contact info, and images. Don't forget to provide captions for the images!
Also, get on The Wire for avnetwork.com. It's a free service that automatically uploads your press releases to avnetwork.com. Also, it's where we dig for stories for the InfoComm Sneak Peeks e-mails.
Need instructions for The Wire? E-mail me: firstname.lastname@example.org.
Social Media: Be sure your social media, especially your Twitter account, is active year-round, not just shortly before the big show. If you haven't tweeted in the last six months, @SCNMag probably isn't following you. We routinely go through and unfollow inactive accounts.
Social media is the perfect free and fun way to engage the industry in thought-provoking conversations, or show off the fun side of your brand (who doesn't love to post a funny situational gif?). Don't forget about Instagram. I sometimes find my next systems snapshot on Instagram when I see a really cool AV installation.
Post plenty of #AVSelfie pics—we want to see you and your staff having fun at the show. And you totally want to be featured in the official #AVSelfie video!
Don't forget to use the official hashtag: #InfoComm18
Pre-Show Phone Calls: The latest trend is to get editors on a pre-show call to talk all about the cool technology you'll have at the show. Great, right? For you, maybe. For me, no. On a normal day, I'm busy. Three weeks before the show? Can't eat, can't sleep, can't breathe busy. While I'd love to talk to everyone about their revolutionary product launches, I just simply don't have enough time in the day. I'd much rather have a press release with all the details I need. I'll file it away and pull the info when I'm looking to write about that particular product category.
Free Marketing: Did you know AVIXA offers a ton of free marketing resources for the InfoComm show? If you're not already, you should be taking advantage of these services. Click here to get them: http://www.infocommshow.org/for-exhibitors/free-marketing-support/free-marketing-resources
Don't forget to tell everyone you know about your Exhibitor VIP Code. Attendees will love you for getting them onto the show floor for free. Make it fun and turn it into a contest for your own staff—see who can get the most customers to use your code. Oh, and you can win up to $10,000 off your 2019 booth space if you get the most registrants! Details here: http://www.infocommshow.org/for-exhibitors/free-marketing-support/exhibitor-vip-code-contest
Want more tips like this?
Check out me, Barbara Blaskowsky (aka Queen of AVIXA), Chris Neto, and TIm Albright on the latest episode of AVSocial: #NoPosers
Want to meet me IRL at InfoComm 2018?
Then catch me (and SO many more cool #AVTweeps) at the AV Tweetup.
Wed, June 6
4 - 6 p.m.
LVCC, Room N217
Megan A. Dutta