How NOT to use Flash Drives in Press Kits

It has become popular to use "thumb-size" flash drives in press kits. Having the copy and photos on a thumb drive makes it easy for an editor to transfer the data directly into a story, without having to go onto your website or open a CD.

Thumb drives are also a type of "swag" that will attract the attention of an editor. In the press room at the recent World of Concrete (WOC) trade show, I watched editors browse through press kit to see what was worth the effort of hauling home; press kits with flash drives went right into their goodie bag.

But here are a few pointers about how to do it wrong:

- Not using printed media, too. If you just put a bunch of flash drives on the press room table, your message will not be available to the editor during the trade show. Use your paper literature to motivate the editor to visit your booth and to stimulate buzz at the show.

- Not putting editable text on the drive. If you want the editor to run your story, include the press release in a format that the editor can cut and paste. Some of the press kits I saw had pdf files that were locked to prevent text from being copied. What editor will take the time to re-key your article into their word processor?

- Not including an overview sheet on the thumb drive. When I opened one of the flash drives from the trip, all it showed me were file names like:  2450GR, RT24, and 830RT. These may very well be model numbers for new products, but it is off-putting to a busy editor that doesn't know your company well. File names like, "Pervious_Concrete_Admixture" or "New_Sales_Manager" will be more easily understood.

- Not using the color of your brand. Flash drives come in all colors, and can be imprinted in any color. Use colors that support your branding.

- Not printing the name of the company on the data stick. The editor will probably erase your content and reuse the data stick for his or her own purposes. If the name of your company is printed on the face of the drive, at least the drive will continue to provide brand awareness.

- Not including links to your website on the thumb drive. The press release is supposed to be a tease that encourages an editor to go deeper into your story. Put live links into the digital press releases to invite editors to learn the rest of your story.

- Not indicating the name of the trade show. A well formatted press release should have a release date and, if the announcement is being made at a trade show, the show name should be indicated. Yet this information was missing on many of the flash drives I collected.  Compare that to naming the drive "WOC" (instead leaving it named "untitled") and placing downloads inside a folder named, "World of Concrete 2012."

- Not reporting any "News". I attended a press conference where the speaker had poor presentation skills. Afterwards, I asked an editor in attendance what she thought, and she replied that she didn't mind the bad speaker because, "at least he had real news to share." Many press kits just rehash the corporate brand or past glories. It may make the Communications Director feel good, but it is not much value for an editor looking to provide meaningful content to readers.

- Not including press releases: One flash drive was filled with brochures, animations, photos, slide shows, and sales sheets. Perhaps the exertion of putting all that together wore out the PR department, because they didn't include a press release.

- Not putting data on the flash drive. It happens.

World of Concrete Press Conferences

Press Conference reservations at World of Concrete have been opened up.  (www.worldofconcrete.com).  If you'll be at World of Concrete with a new product, or you have product news, a press conference is a great way to get a little publicity.  In past years, we have helped clients set up press conferences, prepare powerpoints, and alert magazine editors about the conference, and usually seen 2-5 stories get into print as a direct result.  A press conference can be one of the great publicity bargains.

Press Conference Preparation

When planning a successful press conference, here are important steps and time lines to consider:

A month before the event:

• Select a media-trained speaker who is very knowledgeable about your product or service.
• Reserve the room. (Consider a date and time that isn't too early, that will not conflict with a large competitor or a lunch break (unless you provide a quality lunch replacement), and try not to plan it on the first or last day of a convention.)
• Send press releases to the press well in advance so they can help publicize your event.
• Promote the event to other applicable media outlets (magazines, newspapers, online press, blogs, TV, and radio).
• Promote the event to local media.
• Create a slide show or other visuals.
• Hire a professional videographer to film the event (for B-roll footage, website use, general promotion).
• Prepare and print a press kit or save an electronic press kit on a USB drive or website.

A week before the event:

• Create and print handouts.
• Make sure you have a compatible laptop, a compatible slide show presentation and a back-up, back-up projector lamp, connector cords, power cords, etc.
• Hire people to be greeters at the event.
• Order refreshments for the event (if applicable).
• Set up individual interviews with reporters for after the press conference (if applicable).
• Rehearse.

The day of the event: 

• Train your greeters.
• Pass out handouts.
• Have extra pens and paper available for reporters.
• Turn off cell phones.
• Encourage interaction.
• Plant questions.
• Collect business cards and/or have a newsletter sign-up sheet somewhere in the room.
• Hand out press kits.
• Be available for individual interviews with reporters after the event.
• Edit your B-roll footage.

A day after the event:

• Send edited B-roll footage of the event to TV news stations.
• Send a thank you letter to everyone who attended.
• Provide other proper follow-up.
• Send a press release covering the event.
• Set up Google Alerts with keywords to track press clips.

A week after the event:

• Track press clips.
• Any additional follow-up necessary.

5 Essential Press Kit Pieces

Trade show season is in full swing, with the AIA show last week, NeoCon this week, and preparations getting under way for Greenbuild (you have started preparing for Greenbuild, right?) and once again I am amazed by the number of companies, exhibitors even, that do not put out a press kit. Or even worse, have an ineffective one.

Creating and maintaining a useful press kit does not need to be expensive or time consuming. If you have active year-round publicity then you probably already have every thing you need, and can add or replace using the newest releases and articles. But even starting from scratch it should be a pain-free experience.
First, a word on using press kits. I prepare kits with two ends in mind: providing print-ready materials for interested editors, and important sales tools for prospects or investors I meet at the show. There is a lot of debate about using folders full of printed materials versus customized flash drives, but either way you go your press kit should contain the following five pieces:

1. Photo Sheet: A one-page document with thumbnails showing print-ready (300 dpi or better) photos you have available. For a digital press kit you might have the actual image files or a slideshow as well; I still like the contact sheet because it gives editors a one-stop way to review our images. Also, I like to have them contact me to get the photos, or visit a website I am tracking, so I know who is using them and can follow up. Remember to include file names so editors can tell you which ones they want.
2. Product Announcement: The construction industry has a very generous definition of "new", which means you can get away with "new product announcements" for your 5-year-old products. Even for established lines, this is a piece editors can drop in a "Product Gallery" without any trouble. Keep it to 75 words tops, with your company boilerplate and contact info below.
3. Recent Press Releases: If you do not have any, this is a great excuse to put out a few. Done something new and exciting? Write about that. New certification, or an exciting project? Great. Nothing of note happened at all this year? Then celebrate another successful year in business during a down economy. These should be 200-400 words, focusing on a single idea.
4. Current Sales Collateral: This is more for the press kit as sales tool. Any brochure or flyer you have at your booth should also be in here. Technical data sheets or guide specs can also be a nice touch, if done well.
5. Show-Specific Information: This is the one most press kits forget, and the one that devastates their effectiveness. Be sure to include contact information for you at the show. Include your booth number, a cell phone or email account you will be checking regularly, any show special offers, and a schedule of events (press conferences, educational seminars, receptions, etc.). Press kits do no good if interested prospects and journalists can't reach you until after the show. Include a separate page or put a sticker on the front; just make sure it's there.

In the past, I kept a stack of folders near my desk, ready to go with these essentials, and would customize one before every important meeting. Now I do the same thing electronically, keeping a loaded flash drive I can afford to give away in my computer bag. There are other elements it is nice to add later, such as feature-length articles, backgrounders, and audience-targeted sales literature, but this is what you need for your bare-bones kit.

What's in your press kit? Tell us in the comments.

World of Concrete 2011 is Earlier Than 2010

Heads up to potential World of Concrete 2011 exhibitors: start scrambling earlier.   World of Concrete 2011 will be held January 18-21, 2011, a date more like the show’s previous schedule and two weeks earlier than the past two years.  This means you have to start the mad scramble of show preparation earlier (or arrive at the show much more tired, ragged, and badly prepped).

Chusid Associates helped multiple clients prepare for WOC 2010 (six of our clients were at the show) so we know just how pressured it can become.  Mark your calendar now, while you’re calm and rational, to set up a WOC prep gameplan that will get you to the show without ulcers or excessive overtime, or call us if you’d like help planning your show, executing your booth, scheduling and press conferences and speaking opportunities, and creating all the needed presentation and support materials.  

Speaking of speaking opportunities, the deadline for topic and speaker proposals is April 9, 2010.

Report from World of Concrete

World of Concrete is an annual, mega-trade show event focused on concrete construction and produced by Hanley Wood. Chusid Associates was there, in Las Vegas, in force this week, supporting six clients that participated in the show. Here are some impressions that may be useful to you as you consider your trade show plans:

There was 1/3 less exhibit space used this year compared to last, undoubtedly due to current economic pressures. I have not seen attendance figures yet, but am sure they were down significantly. Yet the show floor felt just as vibrant as ever; fewer people in a smaller space = the same visitor density. More importantly, those attending this year had a higher concentration of buyers (or at least shoppers). In the past, in contrast, some contractors or concrete producers would bring a dozen or so employees as a mid-winter junket; they would wonder the aisles and gawk, but not have any purchasing authority. This year, everyone there seemed to know what they were looking for.

Many exhibitors took smaller spaces. Lafarge Cement, for example, has had 20 x 30 foot island booths in the past; this year they had a 10 x 10 ft booth that was un-staffed when I walked past. It is as if they kept a token participation in the show to preserve their priority ranking in the draw for future exhibit space. Firms that had both inside and outside booths in the past chose one or the other. The quantity of swag being offered was also reduced, and hospitality events seemed less extravagant. For example, last year's reception for one specialty cement producer had a giant roulette wheel that attendees could spin for prizes ranging from t-shirts with the company's logo to $100 bills. This year, guests got only free food and drink, plus a chance to schmooze with the sales team.

Even with decreased construction activity, many exhibitors enjoyed great success -- due either to significant product launches or better booth selling skills. An example of the former is our client, Lythic Solutions. Last year's World of Concrete was the launch of their new business. After a year of planting seeds in the market -- through advertising, PR, a rep network, and effective word of mouth -- their booth enjoyed very high traffic with people now ready to write orders.

Safety Step TD, in the second category, had double the number of qualified visitors. At our suggestion, they made a few minor changes in their booth design, and trained their booth team to work the crowd proactively. It worked.

World of Concrete has a large and active press room, with three rows of tables for press kits. Last year, the table was full. This year, it wasn't even half full. Certainly the decrease was partly due to fewer exhibitors. And some exhibitors probably eliminated their press kits in their struggle to cut costs. But this may also signal an increased reliance on electronic distribution of press releases.

Still, I believe that hardcopy press kits are valuable tools; we used them to introduce our clients to editors. We also made effective use of the press conference room at the show. While only four or five editors attended each press conference we produced, there is no charge for the rooms -- making this an attractive value proposition.

----------
Want to learn more about trade show sales and marketing? Chusid Associates will be conducting workshops on the topic at CONSTRUCT 2010.

Press Kits at Tradeshows

World of Concrete attracts a large contingent of construction industry and popular press editors and reporters. The show's producers, Hanley Wood, do a great job of providing a press room and space for press conferences. If you are exhibiting at WOC, take advantage of the opportunity to stock the press room with press releases. The press room has long tables where exhibitors can display their press releases, and most editors do take the time to scan the materials on the table; most go back to their offices with a satchel full of news they plan to use in the coming year. Here are some tips published by World of Concrete on how to do an effective press kit:

Press Preferred Media Kit Format: Based on press feedback, we recommend that you go green and do not provide many printed press kits. Printed materials are difficult for the press to carry onsite and are expensive to ship back to their offices. Additionally, it causes the press to re-key information about your company vs. copying content electronically to help create content.

We strongly recommend you provide:
1) 50 flash drives (least bulky digital media) containing the Media Kit Content suggested below or provide an online media kit URL on your Company Overview sheet
2) 50 copies of printed 8.5” x 11” company overview
3) Something to hold/display the materials onsite

If you do decide to provide printed media kits, please supply 50 copies and preferably something to hold/display your media kits onsite such as a lucite/plastic holder.

8.5” x 11” Company Overview (Optional and in addition to your Press Kit.)
• Company logo
• At the top, provide your Booth #(s) and who the press should contact for more information onsite and post-show
• Online media kit URL
• What your company does
• Target market (geographically and within industry)
• List of products you’re exhibiting with brief description
• What’s New
• Why press should visit your booth or press conference
• Outline your show activities (speaking engagements and demonstrations); who is available for interviews, what is their expertise, when and where they will be available.

Electronic/Printed Press Kit Contents
This is your chance to be detailed; but make sure the information you provide is also newsworthy, grammatically correct, clear and concise.
• Write-up about company
• Write-up about products and applications
• Dated press releases
• Hi-res, print ready photos (on CD or flash drive)
• Video demonstrations (on CD or flash drive)

Chusid Associates will be at the show again this year -- we have six clients participating in the event. I would welcome the chance to meet with you to discuss your marketing requirements. Contact Michael Chusid ahead of time or at the show via my cell phone - 818.210.4937.