Nothing to Launch at PACK EXPO - Now What?

Nothing to Launch at PACK EXPO - Now What?

PACK EXPO Las Vegas—co-located with Healthcare Packaging EXPO (Sept. 25-27; Las Vegas Convention Center)—will be North America’s largest packaging industry trade show taking place this year. The show is expected to attract approximately 30,000 decision-makers from 125 countries working in the food, beverage, confectionery, bakery, pharmaceutical, cosmetics, non-food and industrial goods sectors. The high visitor traffic to the joint event makes it extremely important for suppliers to showcase their product portfolio, attracting 2,000 exhibitors from across the globe.

With so many exhibitors and attendees, it’s no surprise that the show is a must-attend event for trade media across packaging, food, beverage, pharmaceutical and other industries. They flock to see the latest innovation in machinery, materials and containers, identify top trends and get in-depth insights on game-changing processes and techniques. As a result, large-scale press events are commonplace for exhibitors touting new products, brand launches and major company news.

But what happens when your company didn’t meet your deadline for that new product launch or major acquisition? Do you forgo making a splash at the show? Abandon the idea of a media event?

Not necessarily. While companies should never hold a press event without having something new and noteworthy to share, smaller thought leadership-driven media events can be a great option to demonstrate innovative thinking or, preferably, to tease an upcoming launch.

The keys to success with a smaller scale media initiative are:

  • An intimate, casual format (preferably with breakfast, lunch or snacks provided)
  • A small group of non-competing media editors and reporters who cover topics that align with your focus
  • Engaging talking points that demonstrate clear out-of-the-box thinking on an industry-wide issue or trend

Remembering that trade publication editors are always running a mile a minute at these shows, it’s critical to ensure your content is worth their time. Once you’ve determined the central topic of your subject matter, consider how to best tell that story. Is it with…

  1. A live customer case study?
    • The exhibitor would arrange a discussion with existing customer to conduct an overview of a collaborative success and open up to questions from the media.
  2. Previewing an upcoming product launch?
    • The exhibitor would provide an exclusive teaser for an approaching announcement of a new technology, making arrangements with editors from non-competing media to provide exclusive content that can go live the day of the launch.
  3.  Fresh Insights on Key trends or an Industry Outlook
    • Originality is crucial in this exploration of current or upcoming trends and challenges. Consider the differentiated perspectives your company can offer on this subject matter. Have some independent or collaborative research—or consumer insights support your observations.

Even when your company will have to wait until the next show for that big reveal, use your time and the time of the trade media wisely at the upcoming PACK EXPO Las Vegas to provide truly innovative, original and important insights that will help to position your business as a thought leader.

To receive a case history of a similar event or interested in a proposal with estimated budget of organizing the media event, contact us here.

by Maria Ciubotaru