Marketing Tool Kit
Leverage the Macworld/iWorld Brand
Macworld/iWorld will attract more than 550 journalists, television and radio broadcasters and online reporters, all of whom generate thousands of articles and stories about what they see at Macworld/iWorld. Make sure you take advantage of the following tips to ensure you maximize your company's press opportunities and exposure on-site.
Let your customers and prospects know that you'll be exhibiting at Macworld/iWorld by including your exhibitor status in all company announcements, on your website, in newsletters and in print and online ad campaigns.
Utilize social media to let your customers and prospects know you will be exhibiting at Macworld/iWorld. This includes following Macworld/iWorld on Facebook and Twitter to see what people are saying about the show and keep up to date with the latest news and updates about Macworld/iWorld. Be sure to include your booth number so the media can find you. When tweeting about Macworld/iWorld don't forget to use the hash tag.
Macworld/iWorld 2013 hashtag: #iFan13
A press release is an important marketing tool in any industry. If you are announcing something new, or an activity you will be holding at your booth during the show, then a press release is a cost-effective, practical way of letting the media know about it. However, it's important to make sure that your announcement is indeed newsworthy (a unique new product, executive level personnel changes, receiving an award, etc.), otherwise it is unlikely to be read or covered. The following are tips to consider when writing a press release:
- Headline - This is the most important part of a press release, as well as the most challenging to write. It needs to grab the reporter's attention and create the need for him to continue reading the rest of the release. The headline should also summarize as much of the announcement as possible without being too lengthy.
- First Paragraph – The first paragraph of a press release should answer all of the questions that a reporter would be expected to include in the lead of his or her article: Who, What, Where, When and Why. The first two sentences should sum-up the announcement in concise and straightforward language. The goal is not to draw attention with clever industry buzz words, but to convey a message simply and effectively.
If the announcement is for a new product, consider addressing the following in the 1st paragraph:
Is this the first product of its kind?
What problem does it solve?
What market need does it address?
How does it benefit users?
- Paragraphs 2 & 3 – The second or third paragraph should include a quote that reinforces the key message of the release and be attributed to a company executive or spokesperson. One paragraph should also continue to provide additional facts and details on the announcement. Use just enough information to make your case and back-up your headline. If appropriate, a sentence on pricing and availability should also be included.
- Boilerplate – Don't forget to end the release with your company's boilerplate, a standard paragraph explaining who your company is and what it does. You may also want to include the Macworld/iWorld Boilerplate:
Macworld/iWorld is the world's Ultimate iFan Event for those who use, create and love Apple products. Attendees will encounter a unique celebration of Apple technology-infused art, music, and film, as well as learning opportunities, and a shopping mecca in our expo hall filled with products and services for Apple users of all skill levels and interests. Whether a home user, an artistic hobbyist, a professional or a true Technorati, Macworld/iWorld gives attendees the chance to experience all that the amazing world of Apple-related tools can offer. Macworld/iWorld will take place January 31 – February 2, 2013 at the Moscone Center West in San Francisco. For more information, please visit http://www.macworldiworld.com.
- Include contact information – Don't forget to include your name, title, phone number and email address on all press releases in case editors have questions or want to speak with a company executive for more detailed information on your announcement.
- Include a photo – Your chances of getting a press release published increase exponentially when you include a photograph. Make sure that the photograph is of good quality, if digital, it will typically need to feature a resolution of at least 300 dpi.
Downloadable Macworld/iWorld logos for use on your website, newsletters, print and online ad campaigns:
*To save, right-click over a logo and choose "Save Picture As" or "Save Image As"*
Macworld/iWorld general logo
Macworld/iWorld logo with event date
LIVE Zone logo