A 12-Month Countdown to Igniting an Exciting Trade Show Campaign
Opportunity doesn't "knock" at medical meetings for healthcare PR - it bangs you over the head and yells, "Come and get it!" Top media, influential physicians, sought-after thought leaders - they are all there, a ready audience for your messages. For many PR and marketing people, a major medical meeting can be the centerpiece of an entire year's plan.
Your motto should be "seize the day." The trick is to get your plan up and running well before the actual event.
"T" (take-off) minus 11 months
Barely a month has passed since your return from this year's medical meeting, and planning for next year may be the last thing you feel like thinking about. Take the time to critically review the performance and outcome of your PR team at the last meeting. What were your triumphs and pitfalls? What happened that was unexpected and needs some advance planning for the next meeting?
"T" minus 9 months
Begin to identify top-tier speakers and presenters before they become committed to other engagements. Think about advance bookings for convention center rooms, hotel rooms, and venues for events such as media briefings. Don't forget to reserve a hospitality suite - everyone likes to put their feet up and their laptop down for a brief respite.
Choose venues with three things in mind: location, location, location. There are so many activities to choose from that convenience is a surprisingly major factor when reporters, doctors and other meeting attendees are deciding how to spend their time. Thus, an event held more than half a block away from the convention center may spell low attendance, regardless of the news value of the event.
"T" Minus 6 months
It's time to get to the meat of your program. Find out about the research that relates to your client's product. What is in the works for abstract submissions? What are your competitors planning?
Look for ways to differentiate your event, not just in content, but also in approach. Your main speaker doesn't have to be a member of the specialty organization that is sponsoring the medical meeting. But the speaker does need to be a compelling person. A multidisciplinary approach can work particularly well: a combination of your target audience's peers and mentors as well as one or two "guest stars." In some cases, even consumers or pop culture celebrities can be appropriate.
If you don't anticipate any "hard news" about your client's product, think about creating an informative gathering or "mini-salon," where you bring journalists and key thought leaders together for presentations and interviews.
"T" minus 5 months
Get in touch with key researchers to learn about their abstracts that have been accepted for presentation. Factor in the institutional wild card: you may need to work with the public affairs department of an investigator's medical center to coordinate the researcher's involvement in your event. This can be an important benefit: the institution's imprimatur on medical information can enhance its perceived news value.
"T" minus 4 months
After you have an approved plan, it is time to play "travel agent." Arrange for guest speakers, honoraria, lodgings and venues. It sounds simple, but the legwork that needs to be done here requires a big team effort.
Now is the time to get to know the meeting's "host city" as if you were a native. Check out restaurants and other places to socialize so that you can be the one whom reporters want to join for dinner or drinks. (Post-session cocktails can be nirvana to weary journalists.) Find out about the unexpected venue, the hottest new club, the "insider" local attraction that will make your event distinctive.
"T" minus 3 months
"It don't mean a thing if it ain't got that swing." It's time to call out your best writers and editors to craft your news. Begin to draft your press kits, including media alerts; brainstorm about press materials and give-aways. Identify a hit list of "must-contacts" at the meeting.
"T" minus 2 Months
Map out a coordinated game plan with your team, including strategy, goals, and activities for the meeting. Know your news; check on late-breaking information.
If you are planning a larger post-meeting cocktail hour at a convention hotel, consider a room drop "reminder" invitation, if this is possible at your meeting.
"T" minus 1 month
At this point, your "space shuttle" crew must work together like a well-oiled machine. Finalize plans and make sure that your team's efforts are in sync. Everyone must be on the same page - you don't want five of your people calling a reporter with five different messages.
Zero Hour
It's Here, It's Now, It's Happening! As mission control, use all communication channels to stay in touch with key media. Check your e-mail, voice mail, hotel messages and message center.
Last but not least, apply the "snore or wow" litmus test. If every aspect of your program, from the message to the speaker to the venue to the entertainment, says "wow," the tremendous effort and tired feet will be well worth it.