Category: Events/Tradeshows

trade show pr tips

How to Get the Most Out of Trade Show PR

Posted on | by Jeff Ketner

Labor Day unofficially marks the end of vacation season and a return to normal schedules, after slowing down just a bit for the summer. For those of us in retail and technology, though, September is also a time to shift into a higher gear for some of the industry’s most important events.

Groceryshop, NACS, P2PI Live and others are almost here. The granddaddy of them all, NRF 2025, is just four months away (yikes!), followed by FMI Midwinter, CES and other key events.

In an earlier blog this year, I wrote about “Why PR Meetings Should Be Part of Your Trade Show Strategy.” That blog focused on the “why” of trade show PR; now it’s time to talk about the “how.”

The Ketner Group team has attended dozens of industry events over the years and held hundreds of meetings with editors and analysts. Here are a few tips we’ve learned along the way.

1. Plan in advance – and do a reality check

Savvy companies understand that you can’t just show up at an event and expect the right people to visit your booth. That’s why experienced sales teams begin booking meetings several months in advance.

The same applies to PR. Editors, reporters, industry analysts and influencers should be part of your target audience, as they attend events to understand the latest trends, hear keynotes from industry leaders and meet with innovative companies that are shaping the future of retail and technology. They won’t meet with you unless you give them a good reason to do so.

Planning should start several months in advance. Ask yourself questions such as:

  • Why would an editor or reporter want to meet with my company at this event?
  • Are we going to announce anything new or interesting before or during the event (research study, new customers, significant company updates, new products)?
  • Why is this newsworthy? (A reality check is always good. If you can’t answer this question, you can’t expect media to care about your news.)
  • Will you have an appropriate executive that can be available to speak to media?

2. Be mindful with your media outreach

If your company sponsors or exhibits at an event, chances are they will provide you with a list of registered media attendees. Carefully review the list and select the key media and analysts you’d really like to meet with. Ideally, you’ll have a two-tiered list — the ones you’d absolutely love to meet with, and a second group that’s also important.

When emailing media to request a meeting, take a personal approach — after all, PR is all about relationships. Look at their recent writing or research, and if appropriate, reference it. And think about what will matter to that editor or analyst:

  • Have they met with your company before — if so, what’s new this time?
  • Can one of your execs provide a new perspective on a hot industry topic?
  • Can you arrange for them to meet one of your customers?

3. “Be kind, be kind, be kind”

Trade shows can be stressful for companies that exhibit or sponsor. That applies to media, too, who may rush from one meeting to another, often without a lunch break. Someone who influenced me greatly once said there are only three things to remember in life: “Be kind, be kind, be kind.” Keep that in mind as you schedule media meetings. Here are a few pointers:

  • Media may show up 5-10 minutes late because their last appointment went long, so be understanding.
  • The people you meet with will need a place to sit and take notes (and a bottled water or coffee is always welcome, too). Make them comfortable.
  • Realize their schedules are likely packed. After a quick meet-and-greet, get to the point quickly, so they can be on their way to the next round of meetings.
  • Take time to understand what the editor or analyst may need in terms of post-event follow-up.

Amplifying that last point, following up after a trade show or event is just as important as the event itself. An editor or analyst may request a follow-up interview, require digital assets for a story, or need additional information. Now is the time to be on top of the details and manage all the post-show requests that are the sign of a successful event.

Of course, a good PR agency can guide you in planning and managing trade show PR. We do this routinely for our clients, and it helps ensure that they get the most out of every conference. We’ve made connections for our clients, helped them win awards, garnered exclusive profiles, and helped drive significant earned media from the events they attend.

Interested in getting support around NRF 2025? This year we’ve developed an Awareness Accelerator program with our friends at RETHINK Retail to help you make the most of your conference communications strategy. Drop us a line at [email protected], and we’ll be glad to talk to you about trade show PR or any other PR topics you’d like to discuss.

Why PR Meetings Should Be Part of Your Trade Show Strategy

Posted on | by Jeff Ketner

Trade shows are one of the best opportunities for retail tech vendors to meet with clients and prospects face to face.

Whether it’s an initial meeting or a chance to move a prospective client further along the sales pipeline, in-person meetings are invaluable. And since key events such as NRF, Shoptalk, FMI Midwinter and others happen early in the year, the success of these meetings can help set the tone for the rest of the year.

However, there is another key audience to consider for trade shows: the media who attend these events. As a PR agency, we work closely with editors and reporters to cover client news and industry perspectives, and what they write helps influence our clients’ prospective customers. As a result, we always look for good opportunities for our clients to meet with media during conferences and trade shows.

Tech companies are often reluctant to participate in press meetings during busy trade shows; after all, their #1 objective is sales (and rightfully so!). However, here are four reasons why media briefings should be part of your trade show strategy.

1. Amplify your news

PR-savvy companies recognize that industry events are prime opportunities to make news announcements. As we’ve shared before, press releases announcing customer wins, new products or original research can create buzz, help drive booth traffic, and lead to media coverage during and after the show.

Meeting with editors and reporters to brief them on your news will greatly increase the opportunities to be included in influential articles. And if you don’t have news to share, use press meetings as an opportunity to share your viewpoints on industry trends, conduct background briefings for future stories and build relationships.

2. Influence the influencers

When you meet with editors and reporters, it’s an opportunity to help “influence the influencers.” The earned media that’s generated through PR provides a valuable source of reliable information for your prospective customers. In an age of mass disinformation, credible, trusted news media are more important than ever.

We’ve seen many instances where articles in leading publications have resulted in new prospects and customer wins for our clients; press meetings at trade shows will help support your sales efforts.

Don’t overlook analysts when planning your meetings at industry events. Analysts issue highly influential reports on technology vendors, and it’s important for them to know about your company in order to understand the vendor landscape.

Analysts are important players in major sales cycles; retailers seek out analysts when deciding on technology direction and vendor short lists, and analysts are frequently consulted when companies are considering mergers and acquisitions.

3. Discover new opportunities

Not surprisingly, most of our communications with editors take place via email and occasional phone calls or Zoom meetings; the journalists we work with are scattered throughout North America and worldwide. Given the nature of our virtual world, it’s hard to overstate the importance of in-person meetings; they present a rare opportunity to make an in-person connection.

Even a short meeting at a trade show can provide an opportunity to learn about new stories a reporter is working on, and the topics and trends they’re especially interested in. You can learn about upcoming industry analyst reports, too, and arrange in-depth analyst briefings after the event.

In-person meetings are opportunities for you to share your opinions on industry trends, challenges and opportunities. Technology vendors are an important source of information about the direction of our industry, and trade show meetings provide a chance to provide your perspectives.

4. Develop long-term, valuable relationships

As editors get to know technology vendors, good things start to happen. They can begin to understand your company’s area of expertise and recognize you as a valuable resource for future articles – which in turn leads to more press coverage. As a PR agency, we see it happen continually, when we get inbound media requests to speak to one of our clients for a story.

In-person meetings also nurture the “relationship” aspect of public relations. We get to know one another as unique individuals, which leads to better relationships and in many cases, lifelong friendships. And that makes business–and life –a lot more enjoyable and rewarding.

nrf 2024 public relations

5 Things To Do Now To Prepare for NRF

Posted on | by Jeff Ketner

I’m writing this blog during the hottest summer on record, and like you, I’m dreaming of cooler weather, football season, the holidays and….

….NRF! The first email for NRF ’24 hit my inbox Aug. 8, and my first reaction was “whaaaat!?” But after 30+ years in retail tech PR, the timing makes sense. After all, now is the time to begin planning your NRF communications strategy, and we’re already starting to work with clients on this.

PR success at NRF can put a vendor in the spotlight and support the sales pipeline in a big way.

As a retail technology vendor, what can you do now to get ready for the Big Show? Here are five brief recommendations for PR success at retail’s most important event.

1. Include PR in your planning

The checklist for NRF is a long one, from booth planning to event logistics, products, sales meetings, marketing support, customer dinners, after-hours events and much more. Don’t treat PR as an afterthought!

Start planning your NRF PR messaging and strategy now, including overarching themes, analysts to brief, potential customer announcements, new products, press announcement schedule, spokespersons (including training, if needed), media and analyst meetings during the show, on-site PR support and more.

2. Brief analysts now

Industry analysts are in high-demand during NRF. Their schedules are incredibly packed, and their paying clients are understandably first priority for in-person briefings.

Because of this, we advise clients to begin briefing key analysts and other influencers in the months leading up to NRF. Schedules are more open in the fall, and it’s an excellent time to update analysts on your company’s product roadmap, customer success and other developments. During these briefings, you can also lay the groundwork for a short meeting or product demo at NRF.

Looking for best practices? Our blog on analyst relations provides valuable insights.

3. Map out your press release strategy

Don’t save all your announcements for the show! Most vendors spend months planning their NRF announcements — why pack all your news into a three-day period? You’ll see more success by making announcements before, during and after the show.

Your company can help build momentum prior to NRF by announcing significant customer wins and other news, helping you get the attention of prospects and media prior to the show. But hold some announcements in reserve. Newsworthy announcements during NRF can create buzz, help drive booth traffic, and land your company on the post-show “best of NRF” lists.

Don’t forget to have hard copies of news releases available to share with media. Some editors receive hundreds of PR emails daily at NRF, so it’s easy for your news to get lost. After the show is a good time for announcements, too; editors’ inboxes are less crowded, your competitors won’t be making so many announcements and your news will have room to breathe.

What if you don’t have announcements? You can still highlight recent data reports, predictions and industry trends that you’re seeing. Your company’s perspectives may shed light on some of the big issues in retail and technology. Don’t hesitate to share them, and be sure to make ongoing PR a key part of your marketing strategy throughout 2024.

4. Plan your media and analyst outreach

Timeframes for media, analyst and influencer outreach can vary widely. In general, start your analyst outreach early, as some analysts will book their NRF calendars several months in advance. Keep in mind, too, that these will be relatively short meetings, which is why it’s important to do in-depth briefings in the fall.

We typically start media outreach for our clients when the first NRF media list is available, usually mid-to-late November. Keep in mind, editors, analysts and other influencers will be attending NRF keynotes and other general sessions, so their availability to meet with vendors may be limited.

5. Show kindness and respect

A mentor of mine once said to treat editors like your best customers. And if there’s one time each year when editors and analysts especially deserve extra consideration, it’s during NRF.

Offer them a comfortable place to sit (their feet will be aching!), bottled water or other refreshments, and realize they may be exhausted from packed schedules and talking to dozens of vendors. Find out in advance what they’d like to focus on during the meeting and be sure to address their expectations. If an editor is accompanied by a sales rep, be sure to give them equal time, too.  Be concise, realizing that you may only have 20 minutes before they head to the next meeting.

Bonus tip: prepare to enjoy free beer!

Our Ketner Group team has gained a lot of insight about NRF during the 20+ years we’ve been attending, and it’s always fun to share advice about retail’s biggest event. The checklist above is by no means exhaustive, but it will help get you off to a good start. And as always, contact us if you’d like to talk about PR planning for NRF.

Here’s one last tip: when I asked Dan Ochwat, our senior content specialist and former retail editor, what always got his attention at NRF, his answer was simple: “free beer!” So if you’re looking for the icing on the cake from NRF PR (or the frost on the mug), that may be just the answer.

And with that, let’s all raise a glass to a successful NRF in 2024. Cheers!

My Three Favorite Quotes From The SKU Retail Brew Summit 2022

Posted on | by Jenny Bradford

I joined Ketner Group as an intern in early 2020. And as you can imagine with that start date, I haven’t had many opportunities to attend in-person retail conferences. So, when my team mentioned the possibility of having me attend the 2022 SKU Retail Brew Summit, I jumped at the opportunity! I couldn’t wait to hear from some of the brilliantly talented people in the retail technology industry.

I can confidently say that the conference lived up to all my expectations. I was able to hear from executives at JCPenney, Crocs, Shipt, Kroger and more. In addition, I had the chance to network with the reporters from Retail Brew while enjoying great food.

For those of you who didn’t make it to New York City for Retail Brew’s conference, I wanted to share a few of my favorite quotes and how they apply to the future of retail.

“What you do to get them, you should do to keep them.”

A major topic of discussion at the conference was customer experience. When discussing this all-important aspect of retail, Ciara Anfield, chief member and marketing officer, Sam’s Club explained that the things you do to gain a new customer should be the same things you do to keep them around.

This sentiment can be achieved through added-value strategies like promotions, deals and personalized outreach, or through community-building tactics like authentic collaborations and user-generated content.

Similarly, Kat Cole, president and chief operating officer, Athletic Greens, spoke about authenticity in employee culture. According to Kat, businesses should open clear channels for dialogue with their employees to ensure everyone feels supported from their first day at the company to their last.

“Confidence is earned through experience.”

Melissa Ben-Ishay, co-founder and CEO, Baked by Melissa started her mini cupcake business in 2008 and it has since become a staple bakery chain in New York City. This is an impressive feat in a crowded industry, and it was made possible by her focus and innovation. After explaining her rise to the top, she told the crowd that “confidence is earned through experience.”

This sentiment rang true throughout the event as multiple speakers explained that staying true to core values and the value proposition is critical to success.

They also explained that retailers must be customer-obsessed, dedicated to the quality of their product and open to testing and retesting based on data and customer reactions.

“Be the cockroach.”

Believe it or not, Tyler Williams, head of brand experience, Zappos, used cockroaches as a metaphor for successful retailers. The pest is known for its genetic adaptability, something that should inspire retailers to continue to innovate despite industry challenges. As retailers deal with labor shortages, inflation and an impending recession, adaptability has never been more important.

Speakers throughout the day touched on upcoming innovations. For example, executives from Athletic Greens and Puppyspot expressed interest in adding subscription services for loyal customers and Jing Gao, founder and CEO at Fly By Jing mentioned focusing on seamless omnichannel experiences in 2023.

Innovation is always top-of-mind for our clients at Ketner Group, and hearing so many retailers express their intent to lean on these new technologies is promising for the new year ahead.

There’s always more to learn after the Retail Brew Summit

Every event that brings professionals together is an opportunity to get smarter, craftier, and more excited about what you do – and the 2022 SKU Retail Brew Summit was no exception. I loved hearing from so many brilliant people because it only motivates me to dive deeper into this exciting industry.

The Ketner Group team is looking forward to attending more in-person events both to support our clients and to strengthen our own understanding of the retail technology industry. For example, we’re looking forward to attending NRF Retail’s Big Show, and just last week we enjoyed attending The SEMA Show!

Please reach out if you want to meet us at one of these exciting industry events.

retail tech company nrf 2022

NRF Wasn’t the Same This Year, But the Show Goes On for Retail Tech Companies

Posted on | by Jeff Ketner

Our CEO and founder Jeff Ketner started going to NRF about twenty years ago. It’s always been the event for building relationships in the retail tech industry. But this year, like last year, was different. His latest video discusses the shift in the landscape and how tech companies can respond. Prefer to read than watch a video? We’ve included a transcript of his discussion below.

The show goes on for retail tech companies

Hi, I’m Jeff Ketner, founder and CEO of Ketner Group. NRF may have gone haywire, but every marketer knows that the show must go on. And that’s what we’re talking about today.

As a retail technology PR agency, we’ve attended more than 20 NRF Big Shows. Before COVID, there was always a buzz of excitement. Our clients were there, we managed countless press and analyst briefings, and it was an annual celebration of all things retail.

This year was different. With Omicron raging, NRF attendance was off by as much as 2/3. Most of our clients stayed home. We did, too. It felt strange. On the other hand,  retail is back. It’s healthy, and that’s good news.

Retail sales in November and December grew more than 14% compared to 2020–far exceeding the most optimistic expectations. Retailers overcame huge challenges last year dealing with inflation, supply chain disruptions and the continuing impact of COVID.

Much of the success retailers have found can be attributed to their technology investments. Which begs the question, without NRF, how can retailers find their next big tech initiatives?

For technology vendors, strategic marketing and communications is more important than ever. One important way to get the word out is through media and analyst relations.

Give media and analysts news they can use

In the past, retail tech companies looked to NRF as a opportunity to make an impact through media relations. Ketner Group has managed hundreds of 1:1 meetings over the years.

Those in-person press meetings at NRF didn’t happen. However, the media still needs to hear about your new products, customer wins and trends you’re seeing in the industry. And there’s no better time than now. Retailers are finalizing their IT priorities for the year, and they’re looking to retail and business media as key resources to help guide decisions.

retail-awareness

A retail technology-focused PR agency like Ketner Group can help you break through the noise and get your story out to the media that matter most. With a great story and the right agency support, the resulting media coverage can help get the attention of prospective customers.

It’s the same with industry analysts. They rely on PR firms to help them stay current on the changing technology landscape. Analysts are key influencers with retailers; time and effort here can make a difference in bringing tech vendors to the attention of analysts.

If you write it, the leads will come

What about all the sales leads you didn’t get this year?

For many retail tech companies, NRF has always been the #1 source of leads for the year. That’s something that’s hard to replace, so now is the time to double down on new, creative content initiatives to develop and nurture leads.

retail-content-development

Thought-provoking content is important. You own it, and you control the message. It gives you the opportunity to engage readers with your viewpoint on some of the biggest issues they’re facing. Your content can include press releases, bylined articles, case studies, blogs and LinkedIn articles, as well as long-form content such as bylines and white papers.

Content marketing is essential for engaging retailers as they research technology vendors. It can help replace some of the leads you would have received at industry events, and it’s a critical part of your marketing strategy.

The great technology reset

With or without NRF, marketers have lots of opportunities to help their companies make an impact in 2022. According to our friend Greg Buzek of IHL Group, retail is in the midst of a once-in-a-generation technology reset; you can’t afford to miss out.

increase-retail-tech-leads

This represents a huge opportunity for technology vendors—and a specialized retail technology PR firm like Ketner Group can make a difference. We’ve focused on retail technology PR for over 20 years. Our understanding of the industry makes us experts in retail tech marketing, and we’ve developed invaluable relationships with key retail tech influencers – both media and analysts.

2022 will be an exciting year in retail and technology. And with proactive PR and creative content in your marketing playbook, your company can play a big part in it.

Thanks for listening. We’d love to hear from you! Reach out to connect with us.

austin-startup-week-2020

Austin Startup Week: Planning for Startups, Take Two

Posted on | by Mariana Fischbach

This year, Ketner Group Communications is thrilled to participate in two Austin Startup Week panels! For the first year, Austin Startup Week will occur digitally and we couldn’t be more excited to participate after the fun we’ve had in previous years. Just last year Catherine Seeds was part of the panel, Differentiate or Die: How to Go Beyond Startup Status.

Panel one: 2020 PR and marketing planning

This year, I will moderate the panel discussion, 2020 PR and Marketing Planning for Startups, Take Two: What to Do Now, alongside Adlucent’s Senior Director of Marketing, Laura Russell and Revionics’ SVP of Global Marketing, Jonathan Dampier.

This panel, held during Austin Startup Week 2020, will discuss how marketing strategy has pivoted during 2020, offering best practices for managing marketing and PR programs in this time of uncertainty and practical insights for moving forward.

Panel two: innovative retail concepts

Additionally, our very own Jeff Ketner will also moderate a separate panel discussion titled, “Innovative Brands and Retail Concepts: The Next Wave.” Panel participants will include David Matthews, Managing Director of RevTech Ventures and Michelle Breyer, COO of SKU.

This session will focus on the “what’s next for brands and retail concepts” that is now dominating the news cycle. Prior to the COVID pandemic, all anyone could talk about was “The store of the future!” and what that meant for shoppers. We now live in a different world, which still revolves around what our future store and favorite brands might look like, but consumers priorities have changed, and expectations have become higher. 

The panel will discuss, from a VC point of view, what the next wave will be, beyond today’s “so hot right now” digitally native brands. They will explore what future shoppers will expect of these brands and retail concepts, including highly personalized services, more experiential shopping and product curation, and of course, convenience.

austin-startup-week-event-2020

Re-evaluating 2020 planning

As our CEO, Jeff Ketner, mentioned earlier this year, “2020 planning was derailed for many companies far too early this year, especially startups who looked to 2020 as the year to make their public launch.”

The pandemic has forced companies to scrap carefully laid business and marketing plans and adjust at lightning speed to constantly changing conditions. We’re now past the mid-point of 2020, and the question is: what comes next for startups?

Despite the ravages of the coronavirus, we’re seeing some signs of optimism.

Startups are focused on the future and have moved quickly to pivot their products and services to meet the uncertainties of the post-pandemic world.

Companies are rethinking business models, looking for new opportunities to help their customers succeed, and many are aligning their marketing and PR plans accordingly.

Setting a course for the remainder of the year

Both panel discussions will touch on initiatives that are a must for every company, PR practitioner and marketer, including:

  • Re-examining your brand’s proposition
  • Innovating fearlessly
  • Focusing on the fundamentals
  • Reallocating your unspent marketing budget
  • Planning for 2021 with pivots in mind

Join us for Austin Startup Week

“2020, am I right?”

This year has not only tested our personal and professional resiliency, but has taught us valuable lessons on how to roll with the punches and rise to the challenge. “How?” you ask.  Join us this year at Austin Startup Week 2020, a five-day online event showcasing the Austin startup community, to find out.

marketing investments 2021

Retail’s Big Show Has Gone Digital: What Should Tech Vendors Do Now?

Posted on | by Jeff Ketner

NRF, the National Retail Federation’s annual expo, has always lived up to its nickname of “Retail’s Big Show.” For the past 20+ years, Ketner Group has braved New York’s frigid January weather to help our clients make the most of retail’s signature event.

That’s ancient history now, of course, for NRF and every other industry event. Almost overnight, virtual events have replaced physical events, and 2021’s January NRF is now a two-week digital event, with a physical expo to follow in June. Since no one knows what to expect from the new format, it’s opened up a huge void in sales and marketing that retail tech vendors are scrambling to fill.

This has also freed up new marketing budget for some companies, since their NRF 2021 budget may go largely unspent for the remainder of the year. We’re actively working with many clients to help refocus their marketing activities in the absence of NRF, and here are four recommendations to consider.

4 marketing investments instead of nrf 2021

1. Double down on PR

As we wrote in a blog post this summer, this is not the time to go dark on PR. Companies have typically viewed NRF as a prime event for new customer and product announcements, and we see no reason why this should change.

After all, retailers will have set their priorities for technology investments, and they’ll want to know more about your solutions, customers, technology direction and understanding of the challenges they face in 2021 (and there will be plenty, coming off retail’s most disruptive year in decades).

So start planning your PR strategy and campaigns now. This includes press releases, thought leadership content, editorial briefings, media relations campaigns and more; if you have a robust pipeline of announcements, get started this fall and keep your foot on the accelerator pedal through January.

2. Step up your analyst relations program

Retailers’ technology priorities have shifted dramatically in the wake of COVID-19, and they will be looking to industry analysts to help them prioritize investments and vendors.

This fall and winter will be critical times to refresh your messaging and conduct analyst update briefings. It’s important to understand key analysts’ viewpoints and to demonstrate how your solutions help retailers meet the challenges of the new, post-COVID world.

If you’re not currently investing in analyst services, this may be the time to redirect some of your NRF budget, to ensure constant access to analyst research, strategic direction, inquiries and feedback.

Research projects can pay big dividends, too, whether it’s with a traditional analyst firm or through a market research group such as Researchscape, who we’ve partnered with on multiple occasions.

3. Remember: content is still king

In the absence of face-to-face meetings at events, content is more important than ever. Conversion rates are six times higher for companies that use content marketing, according to Aberdeen Group, and fresh content will drive greater engagement on your company website and provide fresh material for your lead nurturing and content marketing programs.

Content comes in a wide range of formats, including blog posts, infographics, customer case studies, ebooks, whitepapers and more.

Repurpose your content when it makes sense, in order to get the most out of your content marketing investments. One long-form piece of content can be condensed and reused for blog posts and thought leadership articles for media, for example, and also be used to drive social media engagement.

4. Complete a messaging and website refresh

Many companies have used NRF to launch new marketing messages, and that shouldn’t change. After all, NRF has gone digital; what better time to revamp your digital presence?

With all the changes in retail in 2020, your company’s messaging and website is likely due for an overall, too. Make sure your messaging and your website are current, relevant and speak to the real needs that retailers will face in 2021.

After all, your website is the foundation for all other marketing initiatives. When done properly, PR, analyst relations and content will always drive people back to the website.

Focus on the future

These are some of the key initiatives that companies must focus on in the coming months, and there is much more that can be done.

Companies should also take a close look at NRF 2021’s virtual offering, too; just because an event has gone digital is no reason to not be involved. But given the uncertainties of a new format, it’s important to put even more emphasis on the initiatives we’ve described here. 

If you’re interested in diving into one of these initiatives and would like some help, we offer a free 30-minute consultation. We’d love to talk about how we can power an impactful marketing initiative. Get in touch.

3686-festival-ketner-group-communications

Back to Where We Started in Nashville: Ketner Group Participates in This Year’s 36|86 Festival

Posted on | by Catherine Seeds

I love anniversaries. It gives one the opportunity to look back at where you’ve been, what you’ve gone through and all the good things that lay ahead.

This time last year, Kirsty Goodlett, our director of Nashville, and I, were putting the final touches on our soon to be Nashville launch. Our anniversary “week” in Nashville kicked off with an amazing launch party, complete with signature cocktails, food and a panel of brilliant, all-female storytellers.

We continued our launch activities by participating in and attending 36|86 Festival, the premier entrepreneur and start up event of the Southeast. As Kirsty said in her recap blog last year, it was truly nothing short of magic!

We were honored to kick off 36|86 with a panel featuring Kirsty, Ben Kurland and Lisa Roberts, chatting about how to win press and influence customers. Kirsty also did a podcast interview with our friend, Clark Bucker, for the 36|86 podcast, and we secured some wonderful media coverage for Ketner Group in Nashville and Austin.

Our launch was perfect, and was made possible against the wonderful backdrop of 36|86. Which is why, when asked if we wanted to participate in this year’s festival and manage media relations for 36|86, we responded with a resounding “YES!” to our friends at Launch Tennessee.

36|86 Festival goes global, interactive and virtual!

Due to the ongoing pandemic, this year’s 36|86 Festival will look a bit different, but will still include all of the amazing speakers, sessions, networking and that Nashville pizazz that attendees have come to expect from the event!

The fully interactive, online experience will take place over two weeks for a global audience from Aug. 17-28. 36|86 will offer human stories, real strategies, 1-on-1 networking opportunities and shared experiences in its most accessible form yet.

Here are just a few of this years “can’t miss” featured speakers:

  • Garth Brooks, country music superstar
  • Eddie George, entrepreneur and former NFL running back
  • Van Jones, CNN host and political commentator and CEO of REFORM Alliance
  • Ian Rogers, Group Chief Digital Officer of LVMH
  • Dr. Stacey Edwards Dunn, founder and president of Fertility for Colored Girls, NFP

Ketner Group brings a bit of Austin to Nashville

Our team is so proud to again participate in this year’s festival, bringing our love of PR and entrepreneurial innovation to the 36|86 stage. And this year, Kirsty and I are bringing a few more of the KG team along for the fun!

On August 25, Jeff Ketner and Mariana Fischbach will be talking about all things press coverage in a session titled Ketner Group Wants You to Get More Press – teaching attendees how to craft PR-worthy news messages that hook the journalist, build your brand story, and define a call to action from readers.

Right after the session, Jeff and Mariana will be available for a live “ask the experts” session for festival attendees.

Kirsty and I are also back in full swing at 36|86 this year, judging two pitch competitions with some new and old friends from Nashville! Startup companies and student groups are competing for bragging rights as well as cash prizes. Don’t miss this opportunity to see some of the brightest and most innovative minds in Tennessee!

If that hasn’t been exciting enough, we have also been managing media relations for this year’s festival. It’s been wonderful taking them on as a client and telling the most amazing entrepreneurship stories.

Building community across the global startup ecosystem

Right now, a year after our official launch in Nashville, Ketner Group and the entire world find ourselves in a unique situation. Our lives have become disrupted and turned upside down, but, we’ve all become closer and more connected than ever, and that’s exciting! Think of all the possibilities!

36|86 has embodied what it means for events, right now, to make timely, engaging and entertaining content available to anyone around the world. The show must go on, and the Ketner Group team is thrilled to again share the stage with an amazing collection of game-changers, disrupters and future-seekers!

I hope to see ya’ll there!

Click here to register for 36|86, which kicks off in just a few days!

NRF 2020 Expo Hall

What to Do After NRF: Post-Tradeshow PR, Marketing and Lead Nurturing

Posted on | by Catherine Seeds

Ah, tradeshows! Those giant beasts that take over our lives for at least six months, if not longer. We know B2B tradeshows are often a major line-item in a company’s yearly budget, and as such, should be treated with care. We often see a lot of time and focus on the first two, but it’s critical you know what to do after NRF to keep the momentum going.

As we have many clients, prospects and industry peers that attend the BIG Show each year, aka NRF (National Retail Federation), our goal for this blog is to provide recommendations for retail technology vendors to make note of in their post-NRF plans. After all, Ketner Group has been faithfully making the trip to New York every January since 1999.

That’s 20+ years of learning from our clients on what works and what doesn’t!

Now that the Expo Hall is officially closed, below is a quick checklist of things from the Ketner Group team to keep in mind as the dust settles from the Big Apple:

(As a general caveat, the best practices called out in this blog can really be applied to any B2B tradeshow.)

Post Show Emails to New Leads – Get Them Out, STAT!

We can’t reiterate this enough: post-show emails to the leads you generated at NRF MUST happen, and fast! Retailers have made a point to attend NRF to see what technologies they want to implement in 2020 – this is your chance to keep those conversations going.

Make sure to send personalized “thank you” emails to each person you meet; i.e., if a salesperson meets a prospect, he or she should take the lead on the follow-up. The email should contain a variety of helpful, unique information, and focus on the products they cared about specifically to give the email a more personal touch.

If you were not able to connect at the show, send “sorry we missed you” emails to the rest of your list. Their inbox will be less hectic, and there’s no pressure for them to work you into a packed schedule. This can also be a great time to get in front of someone who was underwhelmed by other vendors they may have met with on site.

If time is of the essence, you can also send out a general, visual email to everyone that was met at NRF.

Media and Analysts – Keep Those Conversations and Relationships Going

Sales leads are important at NRF, no doubt, but so are the face-to-face meetings with key media and analysts. You’ve likely executed on a successful communications/PR plan at NRF that has landed you targeted media briefings, an interview with Retail Touchpoints TV and/or inclusion in RIS News’ Top Ten Takeaways article – all hopefully with our help! – but what should you do next?

An example of an NRF recap article, from RIS News

Media and Analysts You Met With

This is critical: follow up on every media and analyst request and conversation after NRF.  This can be done by you and via a PR partner like Ketner Group. Conversations at NRF invariably lead to post-NRF follow-up, so it’s important to follow through on all the details. A simple thank you is helpful, but even better is following up with specific deliverables, like a demo, more insight into a customer you discussed, or a new pitch angle that might have come up, etc.

Media and Analysts You Did Not Meet With

Don’t forget to follow up with key media and analysts that you didn’t get to meet with or that were unable to attend, too.

Lastly, we’ve seen way too many cases where retail tech companies make all their announcements at NRF and then have a drought of several months when they make no announcements at all. In the past, media have been receptive to story pitches several weeks after NRF, when so much of the noise from the Big Show has died down.

If you have the luxury of multiple press releases around NRF, especially a retail customer announcement, hold one back for early February.

Content – The More Unique, The Better!

If done right, post-NRF content can help motivate prospects to continue having fruitful conversations with you. Content, which includes press releases you send out after NRF, is the best way to you top of mind with prospects AND media/analysts.

Publish a Recap Blog

Do a recap blog on your key themes from NRF, or the major topics that seemed to come up in every conversation you had, then share them on social media. Focus on adding as much unique content as you can – including images, videos, podcasts, quotes, stories – to make your content stand out. As well, include a call to action for demos of products that address those topics.

Here’s an NRF recap blog we wrote last year and a great example from Kibo.  

An example of a great NRF recap blog from a technology vendor, from Kibo Commerce

Consider an eBook or Long-Form Content

As part of your pre-NRF preparation, consider creating an ebook (we recommend interactive or image-driven that is easy to read) that you can also send to prospects that showcases how your solution can help solve their challenges. This can be effective for both pre- and post-NRF marketing.

Most of us have little time to read these days, let alone retailers. Make sure any content you send is easily digestible as well as informative.

Promote it prominently on your website, including alongside your recap blog, and push via email and social to capitalize on the power of each channel.

Social Media – It’s All About the Hashtag (#NRF2020)

Speaking of social, your social media platforms are the perfect way to amplify the successes you achieved, promote post-show content and of course to further develop the relationships from NRF. It’s your branding megaphone, take advantage of it post-show!

If you haven’t already, follow all media and analysts you engaged with at the show to keep the conversation going. Share their NRF recap thoughts and have your leadership engage with their content, especially if you earn coverage with them.

Social Engagement Is a Full-Time Job

Note: beyond any NRF coverage, as part of your relationship building, we always recommend commenting on published articles throughout the year, even if they do not include your company. This goes a long way, especially with journalists.

And remember, the hashtag doesn’t end when the show does. Make sure to use any key hashtags, especially #NRF2020, to share any follow-up content you post.

Website – Your Branding Homebase for All Things NRF

Your website is your North Star, so make sure it has everything prospects and industry playmakers might need to get any information about your company after the BIG show.

We always recommend taking down your NRF 2020 promo branding as soon as the show ends. However, you may want to consider leaving a spot on the homepage for the “Missed Us At NRF?” crowd. Bring them to the recap blog and highlight the demos/calls to action.

As you prepare for 2020, get ready for the next show early! Wherever you’ll have a presence, promote it prominently on the site. NRF might be the biggest retail technology show, but there’s a ton of value in other shows like EuroCIS and Shoptalk coming right up. It’s never too early to get ready.

Lastly, make sure your details for 2020 are on your website. It’s best to have an events page that lists all of the events you attend in a given year.

NRF – The Gift That Keeps on Giving

We know that you put in a ton of time preparing for NRF and working overtime during the show to execute on that planning. Just don’t forget that the show isn’t over once the booth is broken down. The people you meet and relationships you build continue on for years.

Need PR and Marketing Support?

If you are looking for a retail partner for 2020, we’d love to speak with you. Drop us a line at [email protected]!

Groceryshop logo

Groceryshop 2019: Highlights from Twitter

Posted on | by Ketner Group

Alas, the Ketner Group team did not attend last week’s Groceryshop event in Las Vegas. However, it felt like we were right in the room via comments made in the Twitterverse. This is year two of Groceryshop, and from what we’ve been hearing, it did not disappoint! Groceryshop brought together over 3,000 attendees and more than 200 speakers, all who are extremely passionate about the transformation of the grocery retail industry. And why shouldn’t they be? The industry is redefining itself day after day, with new and shiny ways to make our trips to the grocery store – be they online or in a physical location – a fun and delightful experience.

Overheard on Twitter about Groceryshop 2019:

Let’s Give The Grocery Industry Something To Talk About

Grocery Retailers Should be All About That Data