RETHINK Retail and Channel V Media today announced the launch of a new partnership, designed to provide select technology companies with a new approach to capitalizing on their presence at leading retail industry trade shows. Together, the retail media network and public relations firm have created the Retail Awareness Accelerator, an immersive program focused on driving media and prospect awareness for technology companies before, during and after their attendance at retail trade shows. The new offering is now available to companies participating in the NRF: Retail’s Big Show, in New York City, from January 14 – 16, 2024.
In 2023, the NRF Big Show hosted nearly 1,000 exhibitors, all vying to win the attention of 35,000 total attendees–of which, more than 16,000 were retail professionals. According to the organization’s 2023 demographics, nearly 90% of attendees are involved in purchasing decisions and 87% plan to spend $100,000 or more for products they discover at the show. This represents a significant opportunity for companies that sell to retailers and brands. It also introduces a challenge: How do these companies stand out and differentiate themselves from the hundreds of others competing to sell to the same attendees?
RETHINK Retail and Channel V Media set out to address this challenge by creating a program designed to position technology companies for success at the show through a structured mix of market positioning, media relations, custom content creation, account based marketing and lead tracking. The resulting Awareness Accelerator will benefit technology companies through:
- Media positioning and coverage. Tech companies often position themselves through the lens of features and functions that don’t always appeal to their target audiences or lend to media coverage. Channel V Media will work with them to introduce differentiated show positioning, focused on value and relevance that it will then leverage to attract on-site meet and greets and media coverage.
- Inclusion in retail industry thought leadership and content. Participating technology companies will be included in RETHINK Retail’s NRF 2024 event guide, real-time show articles, live streaming from the show floor, and post-show video coverage. This content will be amplified across RETHINK Retail’s website, social media channels, its Top Retail Influencer Community, and NRF 2024 recap newsletter.
- Meaningful exposure to high-value retail prospects. RETHINK Retail has a proprietary network of nearly 30,000 retailers who rely on it for insights into the latest industry trends and best practices. Its private LinkedIn Community Groups give technology companies additional exposure to retail prospects and leaders. Participating technology companies will identify retail prospects that work with RETHINK Retail, in advance of the show, as part of an account-based marketing (ABM) program designed to expose them to their top targets. Participants will receive engagement stats around which prospects watched videos or listened to podcasts featuring their executive(s).
RETHINK Retail is a go-to source of comprehensive news, analysis and insights for the retail industry. From live-streaming and on-the-ground reporting to impactful articles, videos and podcasts, RETHINK Retail’s editorially-trained production team works with companies such as T-Mobile, Microsoft and Fortinet to showcase their products, services and unique value propositions to relevant buying audiences.
“Technology companies often spend over six figures to attend a single trade show but either forget or are simply unaware of the need to spend marketing dollars to promote their attendance,” said Paul Lewis, CEO of RETHINK Retail. “The Retail Awareness Accelerator ensures that companies get the visibility they need while at these shows to capitalize on their investments in the event.”
Channel V Media is a New York City PR agency that specializes in building market momentum for retail, payments, and financial technology companies, such as Bluecore, Bold Commerce, and Sopra Banking Software. Its clients invest hundreds of thousands of dollars to showcase their products to industry decision-makers at industry trade shows each year. For fifteen years, the company has exclusively attended events and coordinated media opportunities on behalf of its long-term clients. Through its partnership with Rethink Retail, the agency will now extend its services to technology companies on a consolidated timeline to maximize their show investments.
“We attend multiple retail trade shows every year, and find that even technology companies with the most compelling offerings struggle to connect with prospects, meet with media, and otherwise get noticed,” said Kieran Powell, Executive Vice President, of Channel V Media. “We know that when technology companies plan and execute their trade show strategies correctly, they can create astronomical ROI on their investments. Our work with RETHINK Retail will enable us to scale the work we do for our existing clients while at the retail shows.”
Technology companies interested in the program can reach out to Rethink Retail or Channel V Media to learn more.
Credit: https://finance.yahoo.com/news/high-tech-low-visibility-rethink-130000676.html