PR Strategies to Stand Out at Licensing Expo
by Kaylie Easton
This May, the licensing community will gather in Las Vegas for the annual Licensing Expo – the premiere event for the global licensing industry. Thousands of powerhouse brands will be under one roof to showcase high-profile properties and lay the foundation for creative partnerships that bring them to consumer audiences across categories like apparel, food and beverage, toys and games, fashion and beauty, live entertainment – and virtually every consumer market.
A smart trade media strategy can complement your Expo presence by illustrating the strength of your company and properties, amplifying new news and announcements, and identifying opportunities for potential licensees by showcasing you’re “open for business.” Here are four simple tricks for elevating your presence at Licensing Expo through PR:
- Be mindful of the message. Consider what your target demographic is seeking, especially in a year where the consumer products industry faces challenges due to economic impact. In seasons of uncertainty, consumers tend to gravitate toward brands that offer comfort through nostalgia, and build community through fandoms – is there a place your brand can offer reassurance?
- Align priorities. Define what your key talking points are, considering the overall company portfolio, strength of existing franchises, announcement of new licensed collections, entrance into new categories, or corporate milestones like business growth or personnel updates – take the time to refine your messaging to connect with the right audiences onsite.
- Build anticipation for your presence ahead of time to attract potential licensees. A strategic cadence of pre-show press can boost visibility among future partners. Consider pulsing out news in the weeks prior to Expo, whether it’s announcing new collabs to showcase the breadth of a brand’s licensing program, to ‘people profiles’ that spotlight the individuals that bring it all to life.
- Continue the momentum to onsite coverage and take advantage of built-in PR opportunities such as submitting announcements to show dailies so breaking news is shared wide with attendees in real-time newsletters. Carve out time in your meeting schedule for appointments onsite with editorial contacts from key trade publications to establish or deepen relationships.
- Not exhibiting? Not a problem! If you’re attending the show to walk the floor and scout for potential partners, there are also opportunities to make yourself and your brand visible. Similar trade features like staff spotlights, or leveraging the time of Licensing Expo to announce news your company has in the space, will help attract the attention of potential partners.
Licensing is a significant retail opportunity; currently the industry drives $356+ billion in annual sales, proving how connected fans are with the brands, characters, teams, and creators they love. Licensing Expo is where powerhouse partnerships take shape – make sure your brand is part of the conversation with a smart, strategic PR game plan!