How to Bring Products to Market When Trade Shows are on Hiatus

Shena Starr, CEO, Bastion Elevate

There was a time when PR mostly was about trade shows. Sure, products launched using a variety of PR tools ranging from satellite media tours to traditional press releases and, later, social media. But trade shows always seemed special. They were vibrant environments where brands and press converged to network, discuss trends and see new products. For many companies, nothing compared with a trade show for launching products.

That was the world where many of us cut our teeth, made contacts, launched brands and products and perhaps found jobs. From CES and the NAB Show to Comdex and the Global Pet Expo, many a communicator thrived on the energy of trade shows, connecting business executives with reporters, seeing some of the latest innovations and exchanging ideas with people from around the world.

If you’re like me, another sad aspect of the pandemic is that it has ended, for now, live, in-person events.

On the other hand, this in no way lessens the important missions that trade shows served–launching products, amplifying brands and educating the public.

Now that trade shows are suspended, or have gone virtual, brand communicators and marketers need to rework their strategies to launch products.

Here are a few factors to consider.
Define the Audience
As with any campaign, there’s a bevy of preliminary work need before launch.


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