Is your PR game set for OTC 2017?
If the answer is a resounding “Nope,” take solace in knowing that you’re not alone.
Furthermore, take heart. You have time to get your ground game underway. Here’s our go-to check list of public relations tactics you can use to get your on-site Offshore Technology Conference 2017 exhibition strategy rolling:
1) Press Guidelines. Get familiar with these babies. Companies are cracking down on precious technology information and for good reason; plenty of hacks would love to steal formulas. Still, you’ve got a job to do in marketing the brand. Trust us, it’s no fun to plan an entire strategy around live webcasting experiences only to find out it’s against the rules. Read up. Be prepared.
2 ) Booth Media Meetings. Contact the OTC media folks email@example.com and get on their list for that all-too-important trade media information. Once it’s in your hot little hands, start setting up in-booth media meets or tour schedules with your subject matter experts. Once meetings are fixed, invite the media, SMEs and yourself to the meetings to keep calendars organized. Prepare your media contacts with relevant information and provide your SMEs with briefing books, including background on the media contacts and approved key messaging around the pitch.
DO | Huge groundbreaking technology? Think about hosting a press conference. It’s a free opportunity as part of your OTC exhibitor package and a sure-fire way to get media eyes on your news.
3) ID Your News. By news, we mean something new – new product, new technology, new partnership or new brand. Once you ID your news, consider what level of news it is. Huge groundbreaking technology? Think about hosting a press conference. It’s a free opportunity as part of your OTC exhibitor package and a sure-fire way to get media eyes on your news. Any and all companies should consider submitting an article to the Hart’s OTC Show Daily. Much like a regular trade article, you’ll be writing from an informational perspective with high-quality art. It’s a good way to make a final reach to potential buyers while still at OTC. Again, you’ll need to be in regular contact with the media office to get the article submission information.
DON’T | Don’t wait to contact your printer and exhibit house to find out the drop dead for print jobs and structure designs. Try to avoid rush fees and have the peace of mind in knowing your products will make it to OTC in time.
4) Contact Sales Leads. A booth in a sea of booths will go unnoticed without the proper prior marketing, especially at the circus that is OTC. Creating a pre-show promotion campaign will keep you front of mind for potential buyers and really help your sales folks in setting up week-of meetings. A consistent email and blog marketing schedule, some eye-catching branded social media images and a little well-placed online advertising will go a long way in stretching dollars, driving interest and building word-of-mouth. And be sure you know all the details about the booth activities… anything social, visually interesting or personally engaging can make for a great time-certain invitation to draw visitors.
5) Freshen Up Collateral. It’s the most-often requested work we see — usually because it’s the last thing that gets attention. Sales and marketing folks will realize their collateral is outdated and need some freshening up. Better to assess your product spec sheets, sales presentations, booth video loops and various booth infrastructural components now. Don’t wait to contact your printer and exhibit house to find out the drop dead for print jobs and structure designs. Try to avoid rush fees and have the peace of mind in knowing your products will make it to OTC in time.
That’s it! You’re ready to get your OTC 2017 on-site planning underway. Good luck!
Galvanized Strategies is a Houston-based PR and marketing firm that works with oil and gas clients of all sizes. Want to learn more? Let’s chat!