There is a saying in Taoism: “The shape changes, but not the form.”

Marketing to millennials is challenging, but in no way impossible. Many companies have already found success—and even significant growth—because they were able to connect with this up and coming market. Millennials may be youthful, but they are still people with hopes, desires and dreams. They want to interact with you. They want to customize your products. They will do their research and they will hold you accountable.

Millennial Marketing

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Write for Trade Publication

By Steve Staedler for our 15 Ways to Build Your B2B Brand in 2015 blog series

So you have a story idea that you’d like to pitch to a few trade publication editors. While it may sound like a daunting task, it doesn’t have to be, if you ask the right questions and do your homework upfront.

Here are a few tips to help make your pitch successful, while also writing copy that is up to the standards the editor is looking for: (more…)

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What does it mean when the air begins to cool and the leaves start to turn color? It’s time to start gearing up for the busy fall trade show season of course! But before heading to the airport, hopefully you accomplished a few tasks ahead of time to make your show successful.

Did you write and distribute a news release about your involvement at the show? Industry B2B publications often include a trade show preview section a month prior to the event highlighting exhibitors. This is a great way to receive free publicity and credibility prior to the show.

Did you set up booth visits with the media? Trade press editors allocate several hours each day walking the show visiting with certain exhibitors. If you want to be sure they visit you, invite them. Editors are always interested in seeing new products, and can secure valuable post-show coverage in their publications.

Did you create press kits for the media? When editors visit your booth, they’ll want some information to take with them. Help them out by preparing press kits on your company. Recent news releases, biographies on key personnel, company history, product information and photos are some of the items that should be included in your press kits. Having them pre-loaded electronically on travel drives makes it easier for editors to access.

Following these simple PR tactics will help make your trade show a success. So what are you waiting for? Start writing your trade show release today!

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As the fall trade show season is in full swing, exhibitors need to be engaging the B2B press covering these events as a way to further their public relations.

The best way to do this is to invite the media to your booth. Scheduling booth visits is perfect for not only showcasing new products, but also putting yourself and the company on the editor’s radar for future editorial opportunities. This is the real value of getting to know the trade press that covers your industry. Six months down the road when an editor is writing an article that pertains to your product, and they’re looking for companies to contribute, who are they going to call? Editors are more inclined to contact people they know as opposed to companies that they don’t have a professional relationship with. (more…)

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  • Tuesday, December 11th, 2012

  • Earning a bit of capital by saying no

    The other day an editor called me asking if our tooling client could answer a few questions about hydraulic tools for an upcoming story he was working on for his wind-focused publication. I told him we’d likely be interested in participating and that I would line up an interview for him.

    After some discussion with our client we decided to take a pass on the opportunity as they’re not a big player in the hydraulic tool area, especially within the wind market. We decided we didn’t have a lot to offer to the editor on this particular topic, and wanted to give him enough time to pursue a different manufacturer that does have a deeper hydraulic offering. The editor thanked us for being upfront and honest with him.

    I think it’s important to note here that we didn’t try to ram through products or our messaging in a story angle that wasn’t the best fit for both us and the publication. We didn’t waste his time and it allowed him plenty of time to follow through with a different source for the story. Hopefully our candor will help keep us in mind the next time he has a tooling story that we may be able to contribute – sometimes saying no is the right thing to do for both client and media.

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    There were easily more than 1,000 exhibitors at Pack Expo last week in Chicago, and every single one of them should have been engaging the B2B media covering the show.

    Inviting the media to your booth is a great way to showcase your products to the press, further the professional relationships between yourself and the editors and generate some post-show publicity. In a large event with 1,000+ exhibitors all vying for attention, engaging the media and setting up booth visits sets you apart from the crowd.

    During the course of the four-day show we set up several booth visits for our two exhibiting clients, and also organized a dinner on behalf of one of our clients where we invited the press as a way to thank them for the coverage and interest they’ve given them throughout the year.

    Trade shows are no time to become passive; the more proactive you are with your PR, the more successful your show will be. 

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  • Friday, October 26th, 2012

  • Dinnertime

    We’re putting the finishing touches on a dinner this Monday night in Chicago on behalf of our client exhibiting at Pack Expo. The dinner isn’t for their customers, distributors or even their sales staff – it’s for the trade press.

    The Tech Writers Dinner is our client’s way of thanking members of the B2B trade press for their continued support in the past year. Media relations is a key component of their PR campaign, and what better way to thank them for their coverage than by breaking bread together. (more…)



  • Friday, September 28th, 2012

  • Changing with the times

    As I’ve mentioned – I like to work out…a lot. The warmer Midwest months are race season for me – and that means there are 5Ks, triathlons and endurance races in abundance on my calendar.  It’s often overwhelming to know what to register for as on any given weekend, there could be five races to choose from just in the Milwaukee area alone.

    So how did I narrow it down? This year, I picked races that differentiated themselves. I decided on the ones that marketed themselves a bit out of the norm and went that extra mile to make your experience just a little bit more fun. And heck, I’m a marketer, so I was sucked in by the abundance of social media that urged me to sign up for them. So, I did all the “trendy” runs of 2012 – the Warrior Dash, two Color Runs and the Glo Run.

    Marketing Principle 101? When you’re in a crowded market – make sure you create a distinctive niche in the field and make sure your brand is known through a variety of channels. It worked on me – and I guarantee it will work for others.

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  • Wednesday, September 12th, 2012

  • Media relations pays dividends at IMTS

    One tried and proven way to maximize your company’s trade show experience is to engage the media.

    One of our clients this week is exhibiting at the International Manufacturing Technology Show (IMTS) in Chicago, and as part of their PR strategy that we recommended to them was to set up booth visits with the attending media. Although the company has been around for 50 years, it’s now under new ownership (coincidentally celebrating its one-year anniversary today), and we believe this show serves as the perfect opportunity for leadership to meet key members of the trade press. (more…)

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  • Thursday, December 1st, 2011

  • What can you say in 113 words?

    I just wrote a news release for a client that’s 113 words long. Clearly that’s too short – right? Or is it? Granted, it’s lean, but after reading it a second and third time (which is always good advice), the release is sound and ready for review.

    It’s important to keep in mind that when writing for a B2B audience, news releases should be fairly straight forward, non-promotional and to the point. Readers and editors alike are looking for facts: what makes the product different from others; performance specifications; how it works, etc. Leave the fluff, and flowery adjectives behind – nobody cares about those things. That about sums it up – in exactly 113 words.