NRF 2017: Don’t Throw Away Your Shot in the Greatest City in the World!

January 6, 2017  | By Catherine Seeds

For those of you who are theater nerds like me, perhaps you caught the mashed-up reference to two songs from the critically acclaimed, Tony award-winning Broadway musical, Hamilton. (For those of you who didn’t catch the reference, I’ll forgive you only if you can score me 5 tickets to the show next Tuesday!)

Image provided by Kathleen See
Image provided by Kathleen See

But, back to the matter at hand. Those of us working in the retail industry know there are exactly nine days until NRF begins. As of right now, the race is on to be in the room where it happens -“it” meaning where the best and brightest in retail come together to showcase the technologies that will change the way consumers shop in 2017 and beyond. (I’d also like to say I threw in another Hamilton song reference in this paragraph. I’ll let you figure that out on your own.)

The Ketner Group team has attended and supported our clients at NRF for nearly 15 years, and we’ve learned a few things along the way – one big one is to wear comfortable shoes and stay hydrated in between your Starbucks trips! Here are a few additional PR tips to keep in mind as we enter these last few days before the BIG show:

Don’t save all your announcements until January. Most vendors spend months planning their NRF announcements. But why cram all your news into a three-day period? We counsel our clients not to save everything until NRF, but rather to adopt a release strategy for before, during and after the Big Show.

Announcing significant customer wins and new technology in the months leading up to NRF is a great way to build momentum going into the show and to trumpet your successes to prospects. During the show, your news faces stiff competition from hundreds of other press releases, but one or two newsworthy announcements can help drive booth traffic and create a buzz during NRF. After the show is a good time for announcements, too; editors’ inboxes will be a lot less crowded, many of your competitors will emptied their arsenal of news at NRF, and your news will have room to breathe.

Don’t expect to brief everyone at NRF. While NRF presents a terrific opportunity for face-to-face meetings with key editors and analysts, you won’t be able to meet with everyone on your list. The top editors and analysts are in high demand during NRF and have tightly packed schedules; many of them will have their entire days booked in 30-minute slots starting at 6:30 a.m., and paying clients and prospects will have top priority. It is important to respect the fact that they may not be able to meet with you; briefings before or after NRF can often be more relaxed and unhurried.

In keeping with this, we advise our clients to connect with key influencers in the months leading up to NRF. Schedules are more open, and it’s an excellent time to bring analysts and editors up to speed on your company’s latest products, customers and other developments. During these briefings, you can also lay the groundwork for a possible meeting or product demo at NRF.

Leave the PowerPoints at home. The editors and analysts you meet at NRF will likely be cramming 30+ vendor meetings into their day – which can mean an equal number of mind-numbing PowerPoint presentations. We advise our clients to scrap the PowerPoints during NRF. After all, if you’ve done your briefings in the fall, then an NRF meeting can be a chance to build a one-on-one relationship. Offer editors and analysts a comfortable place to sit (their feet will be aching!), bottled water and treat them the same way you’d treat your most valued customers. Find out in advance what they’d like to focus on during the meeting: demo, product roadmap or customer announcements. If an editor is accompanied by a sales rep, be sure to give him or her equal time, too.  After all, editors and analysts have to make a living, too, and many of the lead generation programs offered by the top retail and analyst firms can produce solid results.

 If companies prepare properly, NRF can get the new year off to a running start. Don’t forget, history will have its eyes on New York during those four days this January – what will you do to earn your shot in the greatest city in the world?