Nanette Collins continues on her quest to educate engineers about the value of good PR and marketing.
Memorial Day in late May heralds the start of summer in the US. It also forms the mid-point of trade show season in our world, which kicks off with UBM's DesignCon in January. I type these words as I put the finishing touches on an announcement that's meant to draw attention to three exhibitors at the Design Automation Conference (DAC), which will get under way on June 7 in San Francisco. My client, ProPlus Design Solutions, and two other companies -- Runtime Design Automation and Zentera -- are demonstrating electronic design automation (EDA) software, specifically ProPlus's SPICE simulation and design-for-yield tools running in the cloud (the demonstration will take place in the Zentera Booth #520.)
As these three exhibitors will attest, pre-event announcements, especially product news, should be part of every event plan. They build awareness and visibility, and can help drive attendees to the company's booth to watch a demo and to generate leads. News releases go out on one of the wire services -- Businesswire, Marketwired and PRnewswire (owned by UBM) are the three most popular in our industry -- and should get posted on Yahoo Finance! and other online databases.
They're also multi-purpose. A tradeshow or industry event serves as an immovable deadline for a new product or product upgrade. After all, the show must go on, and it is one of the best opportunities for the company to "strut its stuff" to a large community of potential users in a personalized manner. It's also the place to reinforce any new features and capabilities of the company's software or hardware to existing customers.
A pre-event announcement will help the marketing team hone its messages to ensure they're succinct for the booth graphics so an attendee walking by can quickly access whether the company has what he or she is looking for.
Our industry has influential influencers, from analysts to bloggers to editors such as Max Maxfield, who rely on a company's marketing and public relations team to keep them informed as to the latest developments. That's where pre-event news releases continue to serve a valuable purpose. They're quick overviews with key messages and positioning of the new product or a partnership, or even a merger or acquisition. If Max or one of his colleagues needs more information, the news release should provide a link to a landing page on the company's website with more detail and the product whitepaper. Even better, Max may ask to do an interview with the product marketing manager -- the goal of every PR manager is coverage on EE Times.
Sales and Marketing teams can use these pre-show announcements to stay in touch with customers and prospects and to invite them to stop by the booth. Posting them on the company's LinkedIn and Facebook pages and Tweeting them is part of the pre-event promotion as well.
Another great pre-event tool is the media alert. Sending a media alert announcing the company will be an exhibitor at an event such as DAC, UBM's DesignCon, or its various Embedded Systems Conferences (ESCs) should be part of the event plan, too. They're great reminders to potential attendees who need that extra nudge to register, or to remind partners to stop by the company's booth. These also should go out on the wire service.
It's not too late to consider adding pre-event announcement to the ESC Silicon Valley plan. ESC will be held July 20-22 at the Santa Clara Marriott, a central and great Silicon Valley location just across the street from Great America. Undoubtedly, it will be well-attended and participants should know why your company's exhibiting. And, of course, don't forget the media alert announcing your company will be there, issued a week or so before ESC.
Join over 2,000 technical professionals and embedded systems hardware, software, and firmware developers at ESC Silicon Valley July 20-22, 2015 and learn about the latest techniques and tips for reducing time, cost, and complexity in the embedded development process.
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