Social media has changed the nature of how PR and media relations are conducted at trade shows. Attendees and industry experts turn first to social media forums to discover and discuss the latest products, stories and events.

The Hellman social media team recently accompanied our client to one of the largest dental trade shows in the country. We worked with their marketing team to develop a custom trade show strategy to fit the brand, industry and trade show. This show strategy included social networking like Facebook, microblogging sites like Twitter, and live streaming video on Ustream. We also recommended they incorporate special social media-exclusive product offers and traffic-generating booth promotions.

AWEA WINDPOWER 2010 is your opportunity to shine!
AWEA WINDPOWER 2010 is an excellent venue to grow your marketshare or expand your reach to your target audiences in the social media space. Our proven strategy of social media/PR tactics before, during and after 2010 WINDPOWER will help maximize exposure of your products and services. It will also create and build upon relationships with key players, including the energy industry media. Plus, well-executed social media events have been proven to drive traffic right to the booth!

It’s not too late to give us a call! Contact us by e-mail or by phone at 1-800-747-7055, or review our social media/PR package.

The global wind energy industry is booming, and so is the clamor of companies looking to get in on the action. So, how do you set your brand apart in an increasingly crowded market?

You know you provide a quality team, service or product. But, do your customers? Whether you’re a developer, manufacturer, maintenance provider or landowner within the wind energy industry, boosting brand awareness and effectively communicating your company’s value to target audiences is the key. Do you have the capacity to grow and meet demand? Can you keep up with the latest technology? And, are you a trusted, reliable partner who will supply a high-quality product? It’s what your customers care about. So how do you reach them? Use basic customer development principles – with a strategic twist. Apply awareness, comprehension and conviction – and the results can be astounding.

Awareness. Your company has a lot to offer. It’s no secret to you, but it may be to your customers. How do you approach existing and prospective clients? What are they reading, listening to and watching? Who are they talking to? Develop an awareness plan tailored to your brand, keeping these questions in mind. Integrated advertising, marketing, public relations and social media tactics that align with the answers to these key questions will ultimately help your company boost top-of-mind awareness of its brand among target audiences. In the ever-growing wind energy industry, sticking to the plan pays off.

Comprehension. Your customers know what you bring to the table. Now, it’s important they understand your brand, and why it’s a good business decision to choose your service or product above the rest. From tangible marketing tools like a brochure, to far-reaching online and social media, it’s important to weigh the wide variety of messaging resources. Determine what works best for your company, and your target audiences will understand your mission, your message, and what sets your company apart within the wind energy industry.

Conviction. Your customers know about you. They understand you have a great product or service. Now, how do you keep their business long-term? Don’t let your brand get scattered to the wind. Build on the firm foundation of brand awareness and comprehension you’ve now established with your customers, and you can effectively turn their business into recurring revenue for your company.

What tools and tactics do you use to set your brand apart? Share your thoughts below.

David Trebel is Vice President/Account Executive and Regional New Business Manager for Hellman in Minneapolis. If you have a question about how to build brand development, contact David at d.trebel@hellman.com.