2018 PR Exhibitor Toolkit May 22-24, 2018 Chicago, IL, USA

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Nancy Smith
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1 2018 PR Exhibitr Tlkit May 22-24, 2018 Chicag, IL, USA We are s excited t welcme yu t 2018 Sweets & Snacks Exp! The Sweets & Snacks Exp is the premier event in the candy and snacking industry that cnnects 17,000 qualified candy and snack prfessinsals t yu. Held each year in Chicag, the Exp is always a ppular media event, with an average f 200 t 300 attending media. The event has been featured numerus times n the Fd Netwrk, CNN, NBC s The Tday Shw, and ther natinal mrning shws and affiliate netwrk statins in Chicag and arund the cuntry. In 2017, the Sweets & Snacks Exp generated mre than 300 millin media impressins. In an effrt t prvide yu with the tls and supprt necessary t make cnnectins with attending media, the Natinal Cnfectiners Assciatin has develped this Public Relatins Tlkit t assist yu in generating maximum visibility fr yur brand(s) befre, during and after the shw. Bth experienced exp veterans and first-time exhibitrs will benefit frm the general PR best practices, nline resurces and pprtunities t extend yur expsure cntained within this tlkit. If yu have questins regarding the PR tips utlined in this tlkit, please send an t kate@marketingdesigngrup.cm. Have a great shw! CONTACT: Audrey Lee Sweets & Snacks Exp Audrey.lee@CandyUSA.cm (202)

2 TABLE OF CONTENTS: PR CHECKLIST 3 TIPS FOR SUCCESS 4 BEFORE THE EVENT 4 DURING THE EVENT 7 POST-EVENT 8 SOCIAL MEDIA ENGAGEMENT 9 pg. 2

3 PR CHECKLIST Use this checklist and the fllwing supprting infrmatin t make sure yu re taking full advantage f all the resurces available t yu at the Sweets & Snacks Exp. Befre the Sweets & Snacks Exp Acquire & Invite the Media Cmplete Necessary Frms fr Bth Annucements n the Exhibitr Dashbard Cmpile Key Messaging & Cmplete Outreach Strategy Develp Yur Press Kit/Press Release During the Sweets & Snacks Exp Deliver Press Kits/Press Releases t Press Rm Attend the Media Happy Hur Make Appintements & Engage with the Media Discuss Yur Key Messaging Pints After the Sweets & Snacks Exp Fllw-up with Media THE PRESS ROOM: The Press Rm is lcated ne flr abve the shw flr in W472 right near the tp f the escalatr. Yu may bring cpies f yur press releases r press kits t the Press Rm n Mnday, May 21. If any samples are included, they must be cntained within the press kit. Lse candy cannt be distributed in the Press Rm. Bxes, bags and unusual sizes are allwed, but the distributin system is better suited fr flders and paper. Press Rm Hurs Mnday, May 21 (Pre-Shw): 12:00 p.m.-5:00 p.m. Tuesday, May 22: 7:00 a.m.-5:00 p.m. Wednesday, May 23: 8:00 a.m.-5:00 p.m. Thursday, May 24: 8:00 a.m.-12:00 p.m. pg. 3

4 TIPS FOR SUCCESS BEFORE THE EVENT NCA encurages yu t make the mst f yur pprtunity t get media expsure fr yur brand and prducts during the Sweets & Snacks Exp by preparing befre yu even get n-site. The Sweets & Snacks Exp is the perfect pprtunity fr yur brand t: 1. Engage in deeper discussins with media abut brands, prducts and trends. 2. Build intrductry and lng-term relatinships with media in attendance. 3. Generate ptential media cverage frm a wider range f publicatins. 4. Help jurnalists develp strylines and cntent with yur brand as the hk. 5. Assist jurnalists in getting t knw yur brand and yur prduct line. 6. Encurage jurnalists t get hands-n with yur prduct and ask prductrelated questins they may nt therwise glean frm a standard press release, pitch r press kit. 7. Be included in shrt-lead and lng-lead stries media in attendance may be writing fr a lnger lead stry s be prepared t share Fall/Winter 18 and Spring/Summer 19 prduct lines. Acquire and Invite Media Cntacts: Yu can access the pre-registered media list at anytime n the Exhibitr Dashbard. If yu have any questins abut the list, please Kate Blm-Lwry at kate@marketingdesigngrup.cm. The list is available nw and can be used t make appintments with the media during the shw. Please prvide exhibiting cmpany name and bth number when making yur request. Shw management will infrm yu f any specific list usage requirements. Als, if yu have a list f media cntacts with whm yu regularly cmmunicate, it is recmmended t add them t yur utreach effrts. Use this list t relevant media abut the prducts yu will launch at the shw. Make sure t explain hw the prducts being launched are newswrthy and prvide them with all the infrmatin they need t cver the stry. Recmmended practice fr reaching ut t attending media: 1. Once yu have the list f pre-registered media and yur cmpany media list, start cntacting individual media likely t be interested in yur prducts befre the shw t schedule a meeting at yur bth. 2. Whether yu re reaching ut via r phne, be sure t have yur 30-secnd pitch ready wh yu are, what sets yu apart, what distinctive new fferings they ll see and why they shuld carve ut time t visit yur bth. Include this infrmatin in yur cmmunicatins with the media. 3. Nt all media attending the Sweets & Snacks Exp will pre-register, s if yu already have a target media list, crss-reference with the current list and reach ut t media cntacts n yur list that yu wuld like t invite. If they are nt already n pg. 4

5 the pre-registerd media list, be sure t prvide yur media cntacts with the media registratin link. Cmplete Necessary Frms n Exhibitr Dashbard Lg in t yur Exhibitr Dashbard t access any frms that require attentin befre yu arrive at the Sweets & Snacks Exp. In the Exhibitr Dashbard, yu will als be able t manage bth annuncements t ensure that bth activities, press releases, giveaways, and press events get the additinal attendance they need t bst participatin and are brught t the attentin f the shw management. Let NCA Help Prmte Yu Let us help prmte yu! If yu want NCA t help prmte yur cmpany and drive media and attendees t yu, please tell us what yu have ging n at yur bth at the Sweets & Snacks Exp. We may feature yu n ur Facebk, Instagram, Twitter, r Linkedin Grup pages, in the Shw Daily, r share yur news with media if apprpriate. Just fill ut this simple frm and uplad yur images t be cnsidered. Cmpile Key Messaging & Cmplete On-site Outreach Strategy This event is yur pprtunity t engage with and develp relatinships with key media and influencers. Be well-versed n yur cmpany s key messaging, prduct benefits and features, launch details, pricing, brand, stry and visin. Knw hw yur prduct impacts the industry and fits int lifestyle strylines with yur cmpany r the industry. Prir t the shw, yu ll want t frmulate the fllwing, s yu re prepared t discuss when media persnel stp by yur bth: USP (Unique Selling Pint): What separates yur cmpany and prducts apart frm the rest? Why shuld they write abut r include yur cmpany in a stry fllwing this event? Yur 30-Secnd Pitch: Cmmunicate yur key benefits and features as quickly as pssible. Try nt t be t lng-winded and t detailed. Capture their attentin while encuraging them t ask fr mre details. Prduct Availability: Where yur prducts will be sld and when they will be available, including shipping and pricing details. Yu shuld als be well-versed n sales incentives and prgrams. Differentiatrs: What makes yur brand different r unique? Are yu first t market with a new prduct? Have yu incrprated new packaging? Are yu using different ingredients? Are yur prducts rganic r sugar-free? Expand Yur Prduct Stryline T ensure brader cverage, lk fr ways t identify with a larger industry trend. Lk beynd just prduct benefits and features. Tell a mre engaging pg. 5

6 stry. In this newswrthy industry, lk t cnnect with trending tpics like snacking in mderatin, reduced sugar cnsumptin, rganic treats, natural snacks, etc. T ensure yu are getting the best ROI n yur media utreach effrts, it is essential that yu prepare an utreach strategy. 1. D yur hmewrk prir t attending the Sweets & Snacks Exp. An editr r prducer will be mre receptive t yur stry idea if they are an apprpriate fit fr writing abut yur brand r prducts. T ensure yur time is efficient and t set yurself up fr a higher ROI, research each media utlet yu are pitching t make sure it is relevant fr yur prduct, see what the editr writes abut and make sure he r she is the apprpriate cntact. 2. Cmmunicate with yur media list, in additin t the Sweets & Snacks Exp pre-registered media list, and be sure t prvide them with the link t register s that shw management can apprve their attendance. Develp Yur Press Kit/Press Release There are many items that can g int a press r media kit, depending n the situatin, the audience r the use. A press kit shuld be a cmprehensive piece f marketing cllateral that shares the value and imprtance f yur cmpany, prduct launch r verall news, making it easy fr the editr t write abut yu, qute yu r use yu as a surce fr a future stry. Only include infrmatin that is current and mst relevant t yur media targets. The press kits and/r releases will be available fr the media in the Press Rm n-site. When thinking abut yur piece, please nte that if any samples are included, they must be cntained within the press kit. Lse candy cannt be distributed in the Press Rm. Bxes, bags and unusual sizes are allwed, but the distributin system is better suited fr flders and paper. The Key t Getting Nticed Busy editrs pick up and will later srt thrugh piles f press kits frm the shw. Prepare and package yur print and/r digital materials and make sure everything is presented prfessinally and is ready t be easily picked up n-site. Belw are suggested items t include in a press kit. Please nte that this is nt a cmprehensive list and is slely intended t prvide ideas. 1. Letter f intrductin: Als knwn as a pitch letter, this first impressin item is where yu will grab r lse the reader's interest. Tell them upfrnt why they shuld care abut what yu're telling them. Prvide a table f cntents r a brief descriptin f the items enclsed in the actual press kit. Let them knw wh they shuld cntact fr further cmment r qutes. 2. Infrmatin n yur brand r cmpany: Include infrmatin that answers: what is yur brand r cmpany; what is the value in yur attendance at the exp (why attend, histry f attending, what yu are shwcasing, etc); what are the pg. 6

7 events and activities, strylines, trends media will see frm yur brand r cmpany, etc. 3. Leaders/Management: T psitin yur staff as thught leaders in the industry, include bi sheets that prfile senir management. 4. Recent press publicatins and articles: Cpies f recent press cverage is very apprpriate fr a press kit. What ther media have dne will be f interest t current media targets. This can include article reprints and print-uts f nline press that a cmpany might have received. This can als be handled by directing media t a website t review, as an alternative t printing. Include the link in yur intrductin letter. 5. Press releases: Many times, these are what prmpted the printing f the articles described abve. Make sure the press releases being included are relevant and timely. 6. Strylines/ FAQ: This is yur chance t guide the media. Prvide a list f ptential strylines that they may be able t create surrunding yur cmpany, brand, r prducts. This will help guide yur meetings and interviews n the shw flr and will help drive yur key message pints. 7. Scial Media: Be sure t include yur scial media handles s interested media can fllw yu thrughut the year fr infrmatin, updates and stry inspiratin. 8. Digital Images f Yur New Prducts: Have digital hi-res image (300 DPI files) f ne r tw f yur httest new prducts availible fr , n a site fr dwnlad r n a USB thumb drive. Be sure jurnalists knw wh t cntact r hw t access images quickly and easily. DURING THE EVENT Deliver Press Kits/Press Releases t the Press Rm The Press Rm will be lcated in rm W472. The Press Rm is an area where members f the media can wrk n stries, check their , write, cnduct interviews, review hard cpy press kits and view and dwnlad electrnic press kits. The Press Rm is pen nly t wrking jurnalists wh are registered t attend the shw and wh have a wrking media badge. Exhibitrs are invited t bring hard cpy press kits t the Press Rm n Mnday, May 21, fr distributin t the media. The Press Rm staff will make sure yur press kits are displayed n the Press Rm tables. We recmmend yu have press kits available. We als suggest yu have an additinal hard cpy press kits available in yur bth t give t media wh may have nt picked ne up in the Press Rm. pg. 7

8 Make Appintments & Engage with the Media Make the mst f yur scheduled appintments. Yu have wrked hard t prepare and schedule yur time with attending media s be sure t maximize yur pprtunity. Appintment Etiquette 1. Many media cmpanies wn t bk appintments at all, but may say they ll try t stp by. Make sure yu mentin what area f the shw flr yu ll be in and yur bth number, and be sure t have a cmpany representative in yur bth at all times t ensure yu d nt miss ut n an pprtunity t tell yur stry t drp-in media. 2. Be sure t allw at least 30 minutes fr each bth appintment and d nt duble bk. These appintments shuld be a time fr yu t meet with the media ne n ne s each can experience a persnalized review f yur brand/prduct(s) and in turn, yu can learn what prducts interest them. This will g a lng way in develping prductive relatinships with media. Sme editrs may nly need 15 minutes per meeting. 3. When yu schedule an appintment, send a cnfirmatin tw t three days befre the shw and be sure t include yur name, bth number, bth lcatin, yur mbile number and the day and time that yu have agreed t meet. Try t get their cell numbers as well, in case yu need t reach them. Engage with the Media Be practive Dn t sit back and watch the jurnalists walk by! Say hell and ask them if they d like t learn mre abut yur brand and yur prducts. If they are n their way t anther bth, respect that and encurage them t stp by after their meeting. Ask fr business cards Mst will blige, but if smene refuses, respect their decisin. Jurnalists are bmbarded n a regular basis and sme d nt feel cmfrtable handing ut business cards at events. If they d prvide their cntact infrmatin, be sure t fllw up with a thank yu after the event. It is als a gd idea t give yur business card t jurnalists. POST-EVENT Pst-Event Cmmunicatins At the cnclusin f the event, fllw up with jurnalists t further pursue an pprtunity and pssible stry. Yu can send a thank yu r prduct samples, but mst imprtantly, let the media knw yu are available t answer any additinal questins. pg. 8

Share that yu ll be at the Sweets & Snacks Exp, use this pprtunity t share what

EXAMPLE POST: We re nly 3 weeks ut frm @SWEETSandSNACKS Exp and we can t wait t

9 SOCIAL MEDIA ENGAGEMENT Get Scial! Scial media is an imprtant area t engage yur custmers and the media. Share that yu ll be at the Sweets & Snacks Exp, use this pprtunity t share what attendees can see r cmmunicate any new and innvative prduct r service yu ll shwcase at yur bth. Belw, please find an example pst and the Sweets & Snacks Exp scial media handles. EXAMPLE POST: We re nly 3 weeks ut Exp and we can t wait t shwcase ur brand new. Cme check us ut in bth 123 n the shw flr! #SSE18 SHOW HASHTAG: #SSE18 Twitter Facebk Instagram Linkedin / Sweets & Snacks Exp pg. 9

SOCIAL MEDIA IN YOUR JOB SEARCH

SOCIAL MEDIA IN YOUR JOB SEARCH Vlunteer State Cmmunity Cllege Office f Career Services and Cmmunity Engagement 615-230-3307 http://www.vlstate.edu/careerplacement/ Scial Media in Yur Jb Search Scial media