{"id":17728,"date":"2010-04-26T16:43:34","date_gmt":"2010-04-26T15:43:34","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=17728"},"modified":"2010-04-26T16:43:34","modified_gmt":"2010-04-26T15:43:34","slug":"trade-show-pr-mining%e2%80%a6it%e2%80%99s-time-for-someone-else-to-do-the-labor","status":"publish","type":"post","link":"https:\/\/alienbabeltech.com\/main\/trade-show-pr-mining%e2%80%a6it%e2%80%99s-time-for-someone-else-to-do-the-labor\/","title":{"rendered":"Trade Show PR Mining\u2026It\u2019s Time for Someone Else to Do the Labor"},"content":{"rendered":"<blockquote>\n<h6><span style=\"color: #00ccff;\">The following is by G. A . &#8220;Andy&#8221; Marken, President of <a href=\"http:\/\/www.markencom.com\/index.htm\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.markencom.com\/index.htm', 'Marken Communications']);\" ><span style=\"color: #00ccff;\">Marken Communications<\/span><\/a><span style=\"color: #00ccff;\"> Inc. He has kindly given us permission to republish his thought-provoking commentary. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the opinions of the rest of the ABT staff.<\/span><\/span><span style=\"color: #00ccff;\"> <\/span><span style=\"color: #00ccff;\"><span style=\"color: #00ccff;\"> \u2013Mark Poppin,<\/span> <span style=\"color: #00ccff;\">ABT Senior Editor<\/span><\/span><\/h6>\n<\/blockquote>\n<p align=\"center\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><br \/>\n<script src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\" type=\"text\/javascript\">\n<\/script><\/p>\n<p><a href=\"https:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-14.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17730\" title=\"Untitled-1\" src=\"https:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-14.jpg?resize=500%2C375\" alt=\"Untitled-1\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-14.jpg 500w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-14-300x225.jpg 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote>\n<p style=\"text-align: center;\"><em>\u201cWe don&#8217;t need no badges. I don&#8217;t have to show you any stinking badges.\u201d <\/em><strong>\u2013 Gold Hat (<a href=\"http:\/\/www.imdb.com\/name\/nm0066166\/\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.imdb.com\/name\/nm0066166\/', 'Alfonso Bedoya']);\" >Alfonso Bedoya<\/a>),<\/strong> <strong>The Treasure of the Sierra Madre (Warner Bros \u2013 1948)<\/strong><\/p>\n<\/blockquote>\n<p>Conventions\/conferences are events that challenge a man\u2019s (and woman\u2019s) stamina.<\/p>\n<p>They push you to the limits of creativity and performance.<\/p>\n<p>Companies spend hundreds of thousands, no millions to attend them annually just to reach, educate, inform, persuade other companies and the media.<\/p>\n<p>Two recent events are typical \u2013 Black Hat Technical Security Conference and NAB (National Association of Broadcasters).<\/p>\n<p>Both in Las Vegas.<\/p>\n<p>Both at the same time.<\/p>\n<p>Both had the attendees you\u2019d expect:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Black Hat \u2013 NSA, FBI, Homeland Security, cybersecurity folks from around the globe<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 NAB \u2013 broadcasters, movie producers, stations, indies, event videographers<\/p>\n<p>Media were at both and naturally PR people were there pushing coverage for their companies\u2019 better ideas, better products.<\/p>\n<p>The organizers of both used the popular idiom of having \u201cgreen\u201d press rooms.<\/p>\n<p>No big deal for media covering Black Hat.<\/p>\n<p>Folks at this show talk in whispers, text, IM, email, use, delete\u2026everything.\u00a0 There was also a lot of use of \u201clocation, location\u201d connection apps (made popular at South By Southwest \u2013 SXSW).<\/p>\n<p>Couldn\u2019t you just call \u2018em\u2026you\u2019re using your smartphone?<\/p>\n<p>NAB had media, publicists, undercurrent that not having paper press kits was a bad thing.<\/p>\n<p>From our perspective being green is nice as long as it:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0 doesn\u2019t get in the way of our doing our job<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0 isn\u2019t less effective<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0 doesn\u2019t slow\/inhibit getting the messages to the media<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0 isn\u2019t less efficient<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0 doesn\u2019t cost more money<\/p>\n<p>So you have to ask yourself?<\/p>\n<p>Is your quality diminished with online materials?<\/p>\n<p>Is your reach, \u201cinfluence\u201d less with online kits?<\/p>\n<p>Is your value \u2013 to the company, media \u2013 less tangible with an electronic kit?<\/p>\n<p><strong>Move Becomes Trend<\/strong><\/p>\n<p>Forward thinking CEA (Consumer Electronics Assn) was (we believe) the first to eliminate paper in the pressroom several years ago recommending an online press service VPO (Virtual Press Office).<\/p>\n<p>The big boys at NAB \u2013 Panasonic, Samsung, Sony, others \u2013 have done it right for years.<\/p>\n<p>They have a special show press area set up in their online press room and media folks \u2013 whether they\u2019re at the show or not \u2013 can grab the news they want to use.<\/p>\n<p>The majority of PR people don\u2019t have that \u201cgotta visit\u201d web site luxury.\u00a0 They have to work really hard to get attention for their companies.<\/p>\n<p>That means you have two choices \u2013 take advantage of a virtual press shopping mall or having your own news store and hoping for traffic.<\/p>\n<p>Some companies still have a few paper kits in the booth for diehards who have strong backs.<\/p>\n<p>They still hold press events and give out shotskies.<\/p>\n<p>They still have press meetings.<\/p>\n<p>They still get coverage.<\/p>\n<p>Many other events are following the major US events lead.<\/p>\n<p>Others are pushing\/encouraging companies to embrace the benefits of the web you know\u2026power, speed, reach.<\/p>\n<p>Some stick with the past out of habit.<\/p>\n<p>Some waffle.\u00a0 Walter Huston\/Howard looks at them and says, <em>\u201cI know what gold does to men&#8217;s souls.\u201d<\/em><\/p>\n<p>But with press kits is the treasure in the picks and shovels the PR adventurers carry to the show or in the results, the coverage they unearth?<\/p>\n<p>Of course, coverage should have started weeks, months before the show but that seldom happens because:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 things really aren\u2019t ready \u2013 products and\/or press materials<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 someone wants to keep the \u201cnews\u201d a big surprise so they scoop the competition<\/p>\n<p>Early announcement\/coverage is a tough sell\u2026<strong><em>get over it!<\/em> <\/strong><\/p>\n<p>That\u2019s just one of the reasons event publicity puts a lot of pressure on the publicist.<\/p>\n<p>Or as Huston\/Howard explained it, <em>\u201cHey you fellas, how &#8217;bout some beans? You want some beans? Goin&#8217; through some mighty rough country tomorrow, you&#8217;d better have some beans.\u201d<\/em><\/p>\n<p>Management expects magnificent coverage and the company\u2019s announcement are competing with everyone else for mindshare.<\/p>\n<p>For some stacks of kits are proof they did their job.<\/p>\n<p>After that\u2026it\u2019s all media\u2019s fault!!!<\/p>\n<p><strong>Paper or Plastic?<\/strong><\/p>\n<p>Always hate it when the grocery clerk asks us that.<\/p>\n<p>It sounds like we have to make a choice between chopping down trees or helping release plastic molecules that had been trapped in the ground (credit to George Carlin).<\/p>\n<p>Paper or electronic kits seem easier because:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 there are always last minute release changes or added releases so they can be posted and no one will ever know it wasn\u2019t \u201calready in the plan\u201d<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 the company is easier identify than going to the press kit room and seeing packages of stuff from firms in the pigeon holes and wondering &#8211;\u00a0 you\u2019re on an equal footing with the big guy<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 publicists don\u2019t have to lug boxes to the show, onsite media people don\u2019t have to throw away barrels of paper as they dig out the gems they want, will use<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 online provides detailed metrics as to who accessed, which announcement(s) they viewed to show which subjects were of most importance to the media<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 onsite media folks can sit in the press room and flip through all the kits while having refreshments and cut\/paste their news or files for later reference<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 not every media person who wants to cover the show\u2019s news can afford the time\/expense to attend but with a few well placed mouse clicks\u2026they\u2019re digging for gold every day<\/p>\n<p>Some folks vote for a press kit compromise \u2013 CD or flash drive.<\/p>\n<p>Noble gesture but\u2026<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 ask a media person how many CDs or flash drives make it home and are opened to see the treasures inside?<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 does the face of the CD or imprint on the drive help them recall what was really digitally hidden on\/in the device?<\/p>\n<p>Most media folks just never have the time to organize all of the stuff they got at the show because they\u2019ve got deadlines, commitments.<\/p>\n<p>The generally poorly labeled discs sit in piles for a few months and are discarded.<\/p>\n<p>Not the flash drives.<\/p>\n<p>They\u2019re given to friends, associates, the kids to use for storing their stuff so the kit\u2019s \u201cfolder\u201d enjoys a second life.<\/p>\n<p>The online show kit means:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 no begging for release approvals a week before the show so kits can be produced<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 no rushing to print, stuff, overnight ship kits to the tradeshow floor<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 no late night visits to the event city\u2019s local quickprint place to redo a couple of releases and restuff the kit on your hotel room bed<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 media folks actually believe that the company (and PR people) are super professional, super organized<\/p>\n<p>The real key is that event publicity starts with news materials for a reason.\u00a0 You know:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 new products, new services, and new applications<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 thorough background, including presentations\/white papers when necessary<\/p>\n<p>It is <strong><em>not<\/em><\/strong> about copies of releases from the past three months, data sheets\/sales literature.<\/p>\n<p><strong>Wordsmanship<\/strong><\/p>\n<p>Quality news, not press kit heft.<\/p>\n<p><strong><em> <\/em><\/strong><\/p>\n<p>Of course release writing is work.<\/p>\n<p>Good news release writing \u2013 is even harder work and should be drilled into the publicist before he\/she sends his\/her first text message\u2026first IM\u2026first tweet.<\/p>\n<p>Releases aren\u2019t short stories or the great American novel.<\/p>\n<p>They\u2019re just good news items\u2026<strong><em>live with it!<\/em><\/strong><\/p>\n<p>News writing that has to:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 get past the company approval committee<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 convince the media it should be of interest to them<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 convince the media it should be of interest to their audience<\/p>\n<p>That\u2019s about the time Bogart\/Dobbs says, <em>\u201cNobody puts one over on Fred C. Dobbs.\u201d<\/em><\/p>\n<p>If you\u2019re only interested on the media at the show and feel they are dying to schlep your paper kits then slip them into their bags.\u00a0 They\u2019ll love the extra weight for the week.\u00a0 They\u2019ll thank you for letting them pay for even more baggage on their flight home.<\/p>\n<p>Or you can leverage the web and use the online press service and let:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 media folks at the event relax in the press room and zip through the kits\/releases pulling, filing so they can leave them in folders for use later<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 folks at the show focus on hitting the \u201cbig\u201d news events knowing they still have access to your news in their down time or when they\u2019re back home<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 people who couldn\u2019t afford the time\/expense to attend the show grab the news of interest to them and edit\/use it or file for future articles<\/p>\n<p>A virtual press service at shows isn\u2019t a revolutionary, bleeding edge, dangerous idea.<\/p>\n<p>It\u2019s the way things are going for PR people who don\u2019t weigh their value\/their worth in cut lumber and pounds.<\/p>\n<p>Imagine something that is green and actually faster, easier to use, better media reach, actually costs less.<\/p>\n<p><a href=\"https:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-23.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17729\" title=\"Untitled-2\" src=\"https:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-23.jpg?resize=500%2C375\" alt=\"Untitled-2\" srcset=\"https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-23.jpg 500w, https:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/04\/Untitled-23-300x225.jpg 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote>\n<p style=\"text-align: center;\">As Tim Holt\/Curtin pointed out,\u00a0 <em>\u201cYou know, the worst ain&#8217;t so bad when it finally happens. Not half as bad as you figure it&#8217;ll be before it&#8217;s happened.\u201d<\/em><\/p>\n<\/blockquote>\n<p>This web thing may just be real !!!<\/p>\n<blockquote><p><strong>G.A. \u201cAndy\u201d Marken<\/strong><\/p>\n<p><strong><strong><span style=\"font-size: small;\">President<\/span><\/strong><\/strong><\/p>\n<p><strong><strong><span style=\"font-size: small;\">Marken Communications Inc<\/span><\/strong><\/strong><\/p>\n<p><a href=\"mailto:Andy@markencom.com\"><span style=\"font-size: x-small;\">Andy@markencom.com<\/span><\/a><\/p><\/blockquote>\n<p>________________<\/p>\n<blockquote><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; Team AlienBabelTech &#8211; 164304<\/li>\n<li>SETI@Home &#8211; Team AlienBabelTech &#8211; 138705<\/li>\n<li><a href=\"http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1', 'World Community Grid &#8211; Team AlienBabelTech']);\" target=\"_blank\">World Community Grid &#8211; Team AlienBabelTech<\/a><\/li>\n<\/ul>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>The following is by G. A . &#8220;Andy&#8221; Marken, President of Marken Communications Inc. He has kindly given us permission to republish his thought-provoking commentary. As with everything that we publish at AlienBabelTech, the&#46;&#46;&#46;<\/p>\n","protected":false},"author":6,"featured_media":17730,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533,6,7],"tags":[],"class_list":["post-17728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","category-news","category-technology"],"_links":{"self":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/17728","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=17728"}],"version-history":[{"count":0,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/17728\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/17730"}],"wp:attachment":[{"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=17728"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=17728"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=17728"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}