Maximize Tradeshow Exposure
Radiological Society of North America
The Radiological Society of North America’s annual meeting is the biggest trade show of the year for a number of FrogDog’s clients.
The Challenge
- FrogDog was tasked with planning and staging an annual dinner and board meeting for a nonprofit industry coalition and securing preshow media coverage and show-floor media briefings for five clients. Additionally, FrogDog was asked (at the last minute, in one case) to obtain preshow preview coverage for clients.
- Four days, four FrogDog staff members, six clients, eleven executives, sixteen editors, twenty-one publications, forty-eight briefings, 2.2 million square feet of conference space, and a looming Chicago blizzard.
- RSNA's exhibit floor is large—and packed. Logistics and schedule coordination and adherence all presented hurdles.
- RSNA begins the Sunday after Thanksgiving every year. The holiday, and clients across the world, meant that FrogDog had limited time for client interview preparation.
- For each client, FrogDog needed to generate at least one news hit that would appear the week of the tradeshow. Additionally, FrogDog needed to secure placement in magazines with pre-RSNA coverage to generate booth traffic.
- Prior to the show, all FrogDog staff covering the show needed to be prepared to support these clients, products, and issues in order to ensure all bases were covered in all contingencies.
The FrogDog Solution
- FrogDog maximized its available time by conducting phone briefings with long-lead publications, which resulted in one op-ed piece that ran the week of RSNA in one of the industry's top magazines.
- FrogDog created briefing binders for clients as well as staff that contained current briefing schedules; contact information for FrogDog staff, clients, and editors; background on editors and publications; talking points; media tips; and editorial calendars.
- FrogDog worked diligently to meet publication deadlines for preshow booth preview publications, which resulted in multiple mentions and record booth traffic for each FrogDog client with a booth. In a couple cases, FrogDog managed to secure extended media deadlines (which were necessary, because one client engaged FrogDog only six weeks prior to the show).
- FrogDog secured more than two dozen mentions for clients in industry publications and on industry Web sites regarding their presence at RSNA or their products and initiatives announced at the show. Additionally, through our media research and show briefings, FrogDog was able to identify several article opportunities for clients in the upcoming year.
