After years of disruption and uncertainty, trade shows are back in action as key sites for the tech industry's evolution. These events are incubators for emerging trends and hot topics, and serve as more than showcases of new technology — they act as catalysts for the future course of the industry.
With hoards of competition on the show floor and the pressure to make a splash, it can be tough to break through the noise. It takes strategic planning and messaging for new products and technologies to generate buzz, and something truly innovative to stand out among the many attendees, speakers and exhibitors.
Highwire has decades of experience representing clients at trade shows, both large and niche. And particularly within the cybersecurity industry Highwire is an expert in guiding companies to success at major trade events from RSA and Black Hat to CES and DEFCON. Our tips, strategies and expertise can help you, too.
Why focus on trade shows?
We know the sheer trend-setting power that trade shows have. This year at the RSA Conference, AI took center stage, as other key themes like data security and tool consolidation glimmered in the spotlight as well. These themes are shaping investment and media attention, and have been steadily impacting how major cyber players are enhancing their tools and offerings.
And we’ve seen how conferences shape the industry in the long-term. At the 2021 CES, the theme of remote work technology solutions emerged as a predominant focus in the wake of the pandemic. This paved the way for rapid advancements in this area, driving product development and business strategies throughout the following months.
Trade shows also serve as an important strategic platform for fostering relationships with media, customers and prospects. They're all there to learn, but grabbing attention requires focused interviews and briefings to spotlight your business.
At the RSA Conference 2023, Highwire secured over 70 briefings for our clients with top-tier business and trade publications to amplify the reach of the key themes and products on display. Publications included: The Wall Street Journal, Washington Post, The New York Times, Reuters, Axios, Bloomberg, AP, SC Magazine, Cybersecurity Dive and CyberScoop.
Plus, Highwire supported several clients' on-site with special events, including happy hours and media dinners, to help cultivate even more positive and strategic media relationships.
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Here are a few of our best practices, so you can boost your company's presence and impact.
No. 1 Be smart with your announcement strategy: Understand the trade show's audience and focus areas. Time your announcements correctly, consider the media's interest and ensure you have unique, early-stage research to present. Your media outreach team should have all your key messages a few weeks ahead to offer media exclusives or an early look.
No. 2 Relationship building is key: Start scheduling interviews in advance, be persistent in your efforts and provide exclusive access to your company's executives for key media targets. Don't stick to the media list — think outside the box. At shows like RSA, journalists don't have to register publicly, so research who has previously written about your topic area.
No. 3 Host an interactive experience: Create immersive and interactive experiences that engage attendees with your brand and products. This can range from AR/VR demos to networking dinners and parties. Off-site happy hours or dinners are a memorable way to get influencers and press to interact with your brand and executives.
No. 4 Social media engagement: Share real-time updates during the trade show and engage with attendees online using event hashtags. Engage with inquiries, feedback and mentions as soon as you see them so you can leverage the moment on site as well.
No. 5 Don't stop when the show does: Continue relationships with journalists, bloggers and influencers post-event and make the most of content and themes from the show for blogs and other messaging.
Make a powerful impact at your next trade show
Adopting a strategic, creative and integrated communications strategy helps ensure your company makes a significant impact at cybersecurity trade shows and makes progress towards business goals.
We can help. Discover how the #HWCyberSquad can elevate your brand presence, enhance media relations and help you stand out amid the noise.
Contact us today to learn more about our strategic and personalized approach.
