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Toy Fair Online Press Office: Post Show Tips & Tricks
Transcript of Toy Fair Online Press Office: Post Show Tips & Tricks › App_Themes › tia › pdfs › webinars...
Toy Fair Online Press Office: Post Show Tips
& Tricks
Dial-In Information
✓You can listen to this webinar by simply adjusting the
volume on your computer speakers, or
✓ Dial-in via telephone using the numbers below
Toll-free number: 1 (888) 512-3146
Participant code: 5310 7359
✓ To reach TIA at any time during the webinar simply email
Bernadette Boyle at [email protected]
Objective
Each February, more than 1,000 global media representatives – including
print, broadcast, bloggers, and social media professionals – flock to the
annual North America International Toy Fair in New York City to report on
the hottest trends and innovations in toys and games.
Now that Toy Fair is over, this webinar will provide exhibitors with
information on how to continue utilizing their Toy Fair Online Press kits
throughout the rest of the year.
Today’s Presenters
MODERATOR
Adrienne AppellDirector
Strategic Communications
PRESENTER
Gina DennisEvents & Marketing Manager
Virtual Press Office
PRESENTER
Erienne MuldoonSenior Customer
Content Specialist
Virtual Press Office
Overview
▪ Post Show Tips
– How to make the most out of your Online Press Kit
▪ NewsJacking
– Using breaking news to your advantage
▪ Online Press Kit Reporting Overview
▪ PR Newswire Visibility Reports Overview
▪ Looking Ahead: Toy Fair 2018
Post-Show TipsPOST-SHOW TIPS
How to make the most out of your Online Press Kit
Post-Toy Fair Content
– Post-show Press Release: Write a release to summarize your time at the show, highlight a new product you introduced, or an award you have won. You can also announce that you will be at next year’s event.
– Photos: Include shots of your booth, staff on the floor, awards
– Videos: Add in B-roll, interviews, demos, celebrity appearances
If you have used all of your documents included in your online press kit package and want to include post-show content, not to worry! You can include additional materials at $80 per each additional piece of content.
If you renew your online press kit for 2018, your content from 2017 will be accessible for the next year’s event and can be updated with your new material.
If you have not used all your allotted documents, consider posting additional post-show content to your Online Press Kit.
New JAWESOME HATS from elope sink their teeth into 2017
Continue Sharing Your Link
▪ Journalists aren’t the only ones interested in your news. Consumers, buyers, and investors want to see what you’ve presented at Toy Fair.
▪ Because your online press kit is active for 9 months following Toy Fair, you can utilize this benefit by posting your Online Press Kit link anywhere you can:
– Include on your company’s website
– Post to your social media accounts
– Include in any post-show press releases
– Include in your a2z listing
– Share within blog posts
Personal Pitches and Follow Up
▪ Include your press kit link in:
– Any follow up to journalists or professionals who came to your booth
– Outreach to the attending media list
– Personalized pitches to journalists who may have not made it to your
booth
– Any announcements surrounding your participation in the 2018 event
– Outreach to personal distribution lists
NewsJackingInject your angle into a breaking news story to generate media
coverage & social media engagement
NewsJacking
- Select a current news story
- Find your company’s related but unique position
- Compile a list of journalists who cover a related beat (research their recent tweets/articles)
- Present journalists your pitch
- Be your own journalist-
write a blog post and share on
all social media networks, wires, etc.
NewsJacking: TIA Example
▪ How does your company relate to this announcement? Find your hook, provide your expertise
▪ Sift through your new journalist contacts to find your target media to present your pitch
▪ Generate your own write up on your blog, social media, and/or wire release
Online Press Kit ReportingOnline Press Kit ReportingUnderstanding Your Tracking Reports
Online Press Kit Reporting
➢ Press kits receive an average of 80% more views than free
listings!
How to Access Online Press Kit Reports
▪ From: Rooms Traffic Reporting [email protected]
o There is no login portal
▪ Frequency
o Weekly Reports arrive on Mondays
o Monthly Report
▪ Custom reports can be created by request at no additional cost
o Contact [email protected]
▪ If you’re not receiving the reporting emails or have any questions
on the data, please reach out to us at [email protected]
Analyzing Press Kit Reports
▪ How did my press kit perform?
– Actions demonstrate how engaged your audience is
– Time spent on page helps illuminate what content is resonating with your audience
– Referring sites offer insight into how people are discovering your kit
▪ Toy Fair 2016 Averages
o 104 Pageviews: The number of times this page was visited.
o 89 Unique Pageviews: The number of visits that included this page. If a page was viewed multiple times during one visit, it is only counted once.
o 71 Visits: If a visitor comes to your website for the first time or if they visit a page more than 30 minutes after their last page view, this will be recorded as a new visit.
o 61 Unique Visitors: The number of unduplicated visitors coming to your website. Every user is only counted once, even if they visit the website multiple times a day.
PR Newswire ReportingPR Newswire ReportingVisibility Report Overview
PR Newswire Release Reporting
➢ Visibility Reports Help Center: http://vrhelp.mediaroom.com/
➢ Note: Most statistics presented in Visibility Reports are based on the PRNewswire.com and PR Newswire for Journalists versions of the release.
How to Access PR Newswire Visibility Reports
▪ From: Visibility Reports [email protected]
– “View Report” instant access button
▪ Frequency
– 2 hours, 48 hours, 5 days, 30 days
▪ Create your own custom reports by exporting and breaking out data
▪ If you’re not receiving Visibility Report emails, contact [email protected] and we’d be happy to send your instant access link
Analyzing Visibility Reports
▪ How did my release perform?
– Pickup – “Exact match” pickup
– Traffic – Release view numbers
– Audience – Who is viewing your release
– Engagement – How readers are interacting with the release
– Overview – A snapshot or summary of release stats
• Industry benchmarks
▪ Audience & Engagement tabs offer the most actionable insight into release performance
Visibility Reports: Audience Tab
▪ Media
Demographics
▪ Geo-segmentation
▪ Audience Details
– Media Views from
PR Newswire for
Journalists
– Organization
Views from peers,
competitors, and
potential partners
Visibility Reports: Engagement Tab
▪ See how readers are interacting with your release
– Call-to-action link
▪ Engagement Timeline
▪ Engagement Details
– Click-throughs, shares, etc.
Looking Ahead: Toy Fair 2018
Questions to consider:
▪ What will you be announcing?
▪ What are your event goals?
▪ Who are you trying to reach?
▪ What types of content will you have to share?
▪ What is your event/marketing budget?
▪ What kind of reporting do you need?
– Gauge how your press kit and PR Newswire release(s) performed in 2017 to inform adjustments for 2018
▪ Pre-show outreach utilizing the Online Press Kit link
– Toy Fair 2017 media list
We’re here to help you succeed!
▪ Contact us with questions, for more information, or if you’d like
a consultation on Toy Fair strategy and general PR tips:
Gina DennisEvent Marketing Manager
+1 201-942-7038 [email protected]
Erienne MuldoonSenior Customer Content
Specialist+1 973-783-7787, option 0
Sales Inquiries+1 973-783-7787, option 0
Question and Answer Period
✓Please keep all questions general … details about specific issues will not
be addressed.
✓Please use the Questions box below to submit your question (s).
✓A copy of today’s webinar will be made available to all participants via
email along with PDF of the PowerPoint.
