In almost a month, leading retailers, brands, analysts, reporters, investors and more will gather in Las Vegas, Nevada for Shoptalk. As one of the premier events in the retail sector, having a well thought out communications plan is key to making an impact and standing out amongst the noise.
Given the substantial buzz surrounding Shoptalk, communicators must ensure that their brands stand out with unique insights and newsworthy announcements. Timing any major company changes along with the event such as new partnerships or exciting technological advancements can help stick the landing with reporters. Doing so will enhance your brand’s visibility and engagement with relevant audiences through high-quality media coverage.
This year, it’s especially important for executives to be able to speak to topics such as brand safety, AI-driven transformation, customer loyalty and experience, and complicated industry dynamics. These trends, underscored by rapid technological change, increasingly competitive markets, ongoing regulatory changes and increased risk exposure, are prominently featured in the Shoptalk agenda and will be top of mind for those in the audience. Communicators who can help their companies present a unique point of view and offer practical advice on these matters will break through to media covering this space and excel.
Of note, the benefits of attending Shoptalk extend beyond the conference itself. While the conference is great for announcing news and landing coverage in relevant publications, it is equally beneficial for putting a face to a name with key reporters. In-person meetings allow communicators to foster meaningful connections built on mutual understanding and trust. Post-conference, nurturing these relationships—whether by providing reporters with early access to announcements, inviting them to company events, or collaborating on story ideas—is crucial. Remember, just because coverage doesn’t immediately land doesn’t mean the conference wasn’t a success!
To prepare for Shoptalk, we’ve outlined a few reporters that will likely be on the ground at this year’s conference, and how communicators can adapt to their style, tailor messaging and stand out.
To engage with these reporters and more at Shoptalk, it's important for communicators to craft well-rounded strategies that differentiate their brands at the event with unique insights and newsworthy announcements. To maintain evergreen value after the event, communicators should focus on establishing meaningful connections and regular touchpoints with reporters to foster ongoing dialogue and media opportunities.
Will you be on site at Shoptalk? Let us know!