In every industry, there are key events that provide an ideal time for companies to tell their stories to B2B audiences. We have many clients in retail real estate, and every year the International Council of Shopping Centers (ICSC) hosts two major events, one in Vegas in May and one in New York this week. The industry gathers in a focused way– providing the ideal platform for a company to increase brand awareness, strengthen thought leadership and share news. For each of our clients, we begin months in advance pondering the question: What should we do at ICSC?
This week, North American Properties is giving virtual reality tours of the soon-to-be renovated Colony Square at its booth, and we built a program around that which includes an innovative 360-degree video to share on social media, and inviting journalists, including ICSC’s Facebook Live team, to visit the booth and experience the virtual reality tour. Avalon in Alpharetta, which is preparing to double in size early next year, is heavily featured at the conference, and we created custom social media graphics about the expansion. And Avalon was selected for the cover of the December issue of Shopping Centers Today, ICSC’s magazine, due to an award win we secured, earning NAP buzz heading into the conference.
For our newest client New Market Properties, we set up interviews for CEO Joel Murphy with key journalists including Commercial Property Executive’s Suzann Silverman. Joel is also being interviewed by ICSC on its live Facebook feed and we are leveraging the event’s hashtag #NYnDM to grow New Market’s still-new social media program. We are setting up meetings for client Bayer Properties with key journalists from Chain Store Age and Shopping Center Business. We also secured coverage in Shopping Centers Today’s show daily for Bayer with an update on The Summit at Fritz Farm, a mixed-use development opening Spring 2017 in Lexington, Kentucky.
So, what is the best way to use an industry event to create a PR moment for your company? Here are our top five tips:
- Plan. As part of your yearly PR planning process, decide what events will be a focus and begin creating 360 strategies around those events well in advance.
- Generate pre-event coverage. Pitch stories so your clients will be in trade and business publications before and during the event. You want people already talking about you when your plane lands.
- Set up meetings with journalists and have something compelling to share with them. Find out from the event’s organizers what media will be attending. Reach out to reporters and editors in advance and set up meet-and-greets for your executives. Arm your executive with talking points and something newsworthy to share, such as research or insights on an industry trend.
- Consider releasing news. If your company has a new deal to announce or fresh research to share, peg it to the event. You can share it with reporters on the ground, tweet it with the event hashtag and generate buzz during cocktail hour.
- Get social! Most events have hashtags that are widely used, providing an ideal time to grow your following within the industry and build relationships with influencers.