Mega shows AAPEX/SEMA still on schedule for November

With the country attempting to open up and adapt to the ‘new normal’, some industry shows and conferences remain determined to proceed, albeit in a different fashion.

AAPEX and SEMA, scheduled for early November in Las Vegas, feature the largest gathering of automotive aftermarket companies and specialty products enthusiasts in the world. And while both shows continue to monitor the fluid COVID-19 situation and its potential impact on their respective shows, the current plan is to forge ahead and to provide exhibitors, media, and guests with the best possible in-person experience – with some noticeable differences.

Following CDC guidance for events and gatherings, the shows will take extra precautions to ensure attendees experience the best, safest show environment possible. These may include familiar mandates such as the mandatory wearing of masks, increased cleaning and sanitation throughout the facilities, and the addition of wider aisles and directional signage to make main aisleways one-way.

What does this mean for your planned public relations activities for the shows, and how may it affect your approach to media outreach?

While the show may still be taking place in Las Vegas, undoubtedly there will be less media in attendance due to either company travel restrictions, those that prefer not to travel during the pandemic, or simply due to the fact that the number of journalists have been depleted via furloughs or permanent staff reductions.

With that in mind, it is imperative that all of your pre-show preparation ensures that your target media still receives your show-related product demos and announcements whether they are in attendance or not. While traditional personal media relations outreach still has a place in your plan, you should expand your media engagement strategies and tactics to guarantee the best possible ROI on your show budget. Here are a couple of suggestions to consider:

Increased Pre-Show Contact – With expected fewer media in attendance, chances of connecting with various editors will decrease as well. No longer will you have the opportunity to arbitrarily run into a journalist on the show floor and invite them to stop by your booth for a quick product demo, so early contact prior to the show is a must. It’s time now to start cleaning up your media list and consider sending out a ‘save-the-date’ email as soon as your company has confirmed attendance and what it will be exhibiting.

Borrowing from your direct marketing colleagues, start to build the excitement around your company’s presence with a direct mail ‘drip campaign’, and send your media contacts previews of your show announcements, with your key messaging spread over a longer period of time to keep them engaged. Use compelling content to cut through the clutter.

Social Media – While not new to augmenting your media relations outreach, it does become increasingly important to communicate with a targeted audience who will not be present at the show. Pre-show posts to let media know your plans at the show, upcoming announcements, etc., will go a long way in garnering attention and engagement. Providing access/links to press releases, accompanying literature, etc. as they are distributed at the show will also aid journalists in covering your story in a timely manner. And of course, appropriate show hashtags and ‘@ mentions’ are still as important as ever. Be prepared to engage early and often!

Working with Show Management – In light of the current situation, there may be additional opportunities to work with the show’s management team to gain access to registered media or show attendee contact information. While not usually the case, they may make an exception, given the circumstances. They may also have additional opportunities via their own digital channels that may provide you with another touch point.

Webinars/Podcasts – In our virtual world, webinars remain the online event of choice during the pandemic. In March, the use of webinars increased 66% over the same month in 2019, and webinar attendance has doubled so far this year. If colleagues were planning on presenting at the show, consider repurposing their presentations as part of your media package to journalists who aren’t able to attend.

Likewise, make good use of your onsite subject matter experts (SME) and stage some podcasts. Set up interview(s) for each of your product announcements (you can play the part of the interviewer) with the SMEs and of course you can edit as necessary. Not only can you post these to your website and social channels throughout the show, but again, also send out to your media contacts from the show floor.

Contact our Automotive and Mobility team today to see how we and Quell’s digital team can help you navigate through these unchartered waters.