CommCore Blog and News

The Trade Show Challenge

Most of us use December to reflect on the year as a time for holidays. However, for many it also means lots of preparation time to get ready for major trade shows and conferences which begin after the New Year.

If you have a breakthrough molecule, the most advanced vehicle, or the coolest tech, it’s easy to be heard. However, the challenge for most new ideas and products is the intense competition that exists at these huge events.

 

CommCore’s Andy Gilman, Jerry Doyle, and Dale Weiss offer some tips to cut through the clutter.

Andy Gilman, Auto Shows:

The North American International Auto Show in Detroit is the first major auto event of the year. Before the public opening, preview days allow manufacturers to show off their newest vehicles and latest concepts to worldwide media and influencers.
The Challenge: Gaining traction and share of voice with dozens of “major announcements” in a compressed time frame.
The Solution:
  • The car is the star. Interact with the product and show the excitement of the sheet metal.
  • Tell a story, or refer to a video playing at the booth (stand), that demonstrates the vehicle in action.
  • Prepare for the scrum of reporters who scatter around a launch and make sure the entire team is consistent with the messaging.

If you want to learn more about CommCore’s automotive experience, click here.

Jerry Doyle, Healthcare Investment Conferences:

The annual J.P. Morgan Healthcare Conference bills itself as the largest and most informative healthcare investment symposium in the industry drawing 10,000 attendees to this invitation-only event.  Each year, more than 450 companies present to potential investors.
The Challenge: It’s a “dog and pony show” for hundreds of companies. The short presentation could be their best chance of attracting investment.
The Solution:
  • It’s about the science: Even if you’re presenting to an investor who doesn’t know biology from botany, true innovations have to be revealed or they will move on.
  • Engage with the media – but be mindful of what you say. Reporters will not hesitate to post your patents and intellectual property all over the internet.
  • Think like a speed-dater. Often deals are struck at the cocktail parties, so be ready to repeatedly roll out your one-minute elevator speech.

Learn more.

Dale Weiss, Consumer Electronics Show:

CES creates a small city within a city with 11 venues and 2.5 million square feet of exhibit space in Las Vegas.
The Challenge: Unlike other conferences which focus on a specific area, CES has 20 product categories with more than 4,000 exhibitors. Even the most innovate gadget can get lost in this vast ocean of technology.
The Solution:
  • Everybody is talking about their latest and greatest technology. Create a visual and relatable story that truly differentiates your product.
  • It’s not only major media that can provide publicity. Seek out influencers because an online blogger with a small, loyal following can create a viral buzz.
  • Don’t lead with the details. Learn how to quickly simplify a complicated concept.

Learn more .

All three events begin during the first two weeks in January. With the high stakes and intense competition, careful preparation and thoughtful practice can be edge leading to a successful conference.

If you’re working on your pitch, CommCore can help.

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