It’s the age-old question for many organizations: Should we implement earned media on a project basis or engage through a sustained effort? Some businesses explore earned media through a one-off PR project, perhaps because they don’t want to make the full-time PR investment that comes with a retainer.
Trade shows take a great deal of planning — especially when it comes to exhibit logistics. The investment is substantial: people + products + marketing materials + equipment + customer entertainment = big $. And rightfully so. You have the potential to reach a very wide customer base in a matter of days (in some cases, the attendee list is in the 100,000+ range).