HealthTech in the media. How to practically create a good press release?

HealthTech in the media. How to practically create a good press release?

When communicating with technology startups, it is worth betting on longer content, such as a press release, in your efforts. An article or a traditional press release, used at the right moment, can give us very good coverage. Why?


Not just social media. What’s the purpose of media relations?


Healthcare startups often use modern forms of dialogue with target groups. These can include social media, mailing, or blogs. Some of the proponents of these solutions claim that this form of communication is now more accessible to the audience and thus – more effective. Our inclination towards short forms also stems from the belief that the ideal texts are short texts (because they are more memorable). Not only is the message shorter, but you can also use emojis and include multimedia content. This may seem to make it much easier to show how our technology works in more detail.


What’s more, it is said that the most searched content on the Internet is that which contains about 1,400 words. However, let me assure you that a universal text length does not exist. Often, by shortening the text, we create content that does not sound natural. In the case of the HealthTech industry, we run the risk that our short message may abound in too many foreign-sounding names, and nomenclature known only to us, and thus become incomprehensible to the “ordinary” user. 

What should you pay attention to?

Thus, the length of the text should be adjusted each time to the purpose and place of publication. By the same token, not only short posts or testimonials are important for the effectiveness of a communication campaign – especially in the HealthTech industry. Our consumers should understand exactly what benefits they will gain by deciding to buy our product or choose our service. Therefore, a longer form may be better for us than even a Facebook post.

Press Release

A press release (press release, press deposition) is one of the basic tools of every promotional and PR specialist used in contacting the media. By virtue of its formula, it significantly helps to convey information about technology products or services. This is especially important in communicating new solutions of the HealthTech industry, when it is worth explaining to consumers how our product works and what benefits it provides. Keep in mind that our audience may be ( by virtue of age) accustomed to traditional forms of communication, and treat social media rather trivially. What else should we keep in mind?

Press releases are not as long as they used to be.

Nowadays, a press release should be concise and clear, in order to quickly convey the most important information – without unnecessarily wasting the reader’s time. While a few years ago the standard press release was 1.5 – 2 pages, now many PR consultants suggest that our announcement should not exceed 1 A4 page in volume.

Invariably, our press release should answer three basic questions: what happened, who is involved, and why it is important. These questions help you quickly understand the information, what the article is about, and who it might be of interest to.

Facts are always more important than opinions.

In a press release, the focus should be on facts and documented information, not on the author’s subjective opinions – then we are talking about a feature, which is unlikely to work in our promotional campaign. Facts are more reliable and can be verified by the reader.

Press release

Avoid success propaganda in a press release.

In a press release, avoid excessive self-promotion and false information to boost a positive image of a company or organization. Let’s not write that our product is revolutionary. It would be better if we write about the standards, technical standards that the product meets and in what everyday situations it will be used. 

After writing the press release, take care of its dissemination.

After writing a press release, it is important to take care of its dissemination, for example, by sending it to the media or making it available on the website.

Technical aspects of the press release are important.

In a press release, technical aspects such as text layout, headlines, photo captions, etc., are important and determine how accessible our publication is. This is especially important if you are communicating new technologies. Sometimes quoting an expert in communication allows the reader to understand what benefits he or she will get by using our product or service. In the HealthTech industry, it’s best to use the opinion of a doctor or other health care professional or foundation that conducts activities related to a particular disease entity.

The devil is in the details. 

In a press release, details are key because they help readers better understand the article and increase its credibility. A paraphrase works well, such as “The technology used in the solution nullifies the problems of sinus disease. With the XX device, we will get rid of runny nose, and sinus pain and breath easier.”

Stand out or die.

Imitation can be harmful and mislead our audience. In a press release, it is important to be original and present your own opinion, and innovation of your service/product.

Follow up

Follow up, or stay in touch with journalists.

Journalists are often looking for interesting topics to write articles or videos about. By contacting them, we can introduce our new products or services, which will help build our brand in the media. When contacting journalists NEVER send a collective email to all of them. Approach each of them individually, and write individual emails. Each journalist needs different arguments to get them interested in your topic. 

Want to learn more? Use our checklists, which are available for download here.

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How Do You Engage the Community? Organize Online Challenges!

How Do You Engage the Community? Organize Online Challenges!

Building a community around the brand is one of the most important tasks a company has to face today. Customers are becoming more demanding, less involved, and thus very often, “temporary”.

You don’t have to convince anyone that it’s better to keep a current client than to look for a new one. Creating a community around the brand, however, is neither a simple nor a quick solution. I have already written about how to build it here and here.

The worst time related to the pandemic is behind us, but the vast majority of us still work online. The days when almost all of us worked in offices are gone. According to the research company Gallup, in 2022 as many as 53% of employees will perform hybrid work. This will certainly translate into consumer behavior, whose commitment to brands will be visible primarily on the Internet. The vision of a committed group of people who follow our activity, comment on it, and willingly participate in our projects is tempting, and certainly, many of us dream about it. Below, I present some factors that determine the establishment of such communities and give you some tips that will help you create their foundations. I believe that they will prove helpful despite general fatigue and jadedness with online work.

Let’s start with the most important question: what do you do to start building a community around your brand?

Where to Start Building a Community


1. Define a common goal and values that you want to follow, and that will attract other people.

Are you a fan of healthy food? Perfect!

Show your community that this is an important topic for you. By sharing your knowledge, show what your healthy approach to nutrition is—describe what you eat every day and what tricks and techniques you have to improve things. Show your actions behind the curtain.

Is your company engaged in creating online stores, and do you want to go to a higher level of service and standards in e-commerce? Show examples of your work regularly, ask about the experiences of others, and share your thoughts.

A few years ago, we organized events under the name of Wenusjanki (Venusians). Cyclical meetings were held in Krakow, Warsaw, Wroclaw, Tri-City, Kielce, and Poznan. Their main goal was to present interesting people who worked in three areas: business, fashion, health, and beauty. Meetings were organized exclusively for women, and each time attracted crowds of women who wanted to learn about interesting issues related to these areas. Over 2,500 women attended our events every year!


2. Find a place for your community.

It can be, for example, Instagram, LinkedIn, or YouTube. This should be the space you like, feel comfortable in, and where you can meet many people who represent your views and values. Your task will be to gather interested people and provide them with appropriate content regularly.

However, I advise against persuading others to switch their platform. Even when you know that a person prefers Instagram to Twitter, don’t focus on it. You will needlessly devote time and energy to this, and the effect cannot be assured. Instead of reinventing the wheel, it’s better to paint it in patterns that you like.


3. Take on common challenges.

Every community has its challenges! If you are interested in sports, you may often have a decrease in motivation, or, on the contrary, you are looking for people with whom you will also be able to train. Or maybe you want to ask about diet or health issues because when you do specific exercises, you feel pressure in the body and want to know if others have similar ailments. Or do you just want to be sure that you are doing the exercise correctly?

Talking openly about passions or the pros and cons of advertising methods, using selected platforms, and showing how to deal with them are plenty of reasons to create a community.

And here we come to a very, very important aspect of building it. No community is created just to celebrate something together. People have been gathering for generations to grow and support themselves. When planning the development of your community, ask yourself what kind of problems arise from a given job, technology, or service. Looking at what people you care about are struggling with shows how you handle similar challenges. And so, we move on to the next point about community building.


4. Create an opportunity to get to know each other and identify each other.

The more we allow others to get to know each other, to talk about common values and experiences, the greater and more integrated our community will become. We do not know when events will return on the same scale we know from before the pandemic. Relations between the participants of such meetings were replaced indefinitely by contacts on social networks. The space under the posts, or during the open webinars, became a place as important as the pre-pandemic conference room.

In addition, it is ideal when people can name themselves and define themselves as members of a group. That is why this last point is equally important here.


5. Use names to identify yourself as a member of the community.

After some time, the participants of the Wenusjanki meetings began to call themselves that. We’re Venusians, they said! It was assumed that a Venusian is an active woman, eager to learn new things and meet new people. We are currently creating the Strong Women in IT community, i.e., women who create Polish and global technologies.

But it is enough to look at other people to notice that this mechanism really works well; Michał Szafrański has Financial Ninja, Ewa Chodakowska has members of Chodagang, and Pani Swojego Czasu has women interested in managing their time more efficiently.

The same thing is true in many other aspects of our lives: I am a runner, a karate fighter, a singer, a politician, an entrepreneur. Naming yourself is an important aspect of your sense of identity. I encourage you to take advantage of this need also at home.

Online Challenges as a Way to Engage the Community!


Now that we have summarized what is needed to build a community around your brand, let’s focus on one issue that has recently been particularly visible on the Internet: challenges.

I honestly admit that I am delighted with how some people have gotten to the master level of this kind of community activation.

An example is #fighterchallenge by Anna Lewandowska. The challenge encouraged active training. During the challenge, meetings with experts were held, and nutritional and healthy lifestyle advice was presented. For me, it is a win because…

  • it promotes the Sportswoman app,
  • it shows the people who work with her, so it is not only a challenge, but it also shows appreciation to others,
  • it promotes the catering service she offers.

There are certainly even more business benefits. What is particularly worth paying attention to is the name—anyone who faces their weaknesses wants to see a fighter, a person who does not give up easily and fights to the end. When we face a challenge that means changing our habits and lifestyle, and putting in the physical effort; the name can strengthen our perseverance to the end.

This should be accompanied by showing the efforts of others and their transformation. It’s very motivating to see the woman who joined the challenge lose three or four kilos in the process. “If she could, then so can I.” (This is an interesting way to present Point 4 of the principles of community building—we show other ordinary people who are with us in this challenge; we are not alone.)

A similar mechanism is also used by Ewa Chodakowska in her #body&mind.

animacje filmowe

What Speaks in Favor of Creating Such Challenges? Why Is It Worth It?


1. They make us better.

It can be a monthly course in writing SEO-friendly texts, setting up Facebook ads, or creating communication in webinars. You can select any challenge and translate it into an interesting one for your target group activity. There is only one condition: they should help us acquire a new skill or improve our current skills.


2. It develops a sense of identification with the brand.

If someone teaches us something, we start to trust them more and believe in the effectiveness of the services they offer.


3. Challenges are defined in time.

That is why you will be able to verify their impact on your business relatively quickly. Has the number of orders, inquiries, or recommendations increased?

If you want to develop the community around your brand, write to me. We can plan activities tailored to your needs.


Fot. Unsplash oraz archiwum prywatne agencji Come Creations Group 

Video Animations—Why Should You Make Them?

Video Animations—Why Should You Make Them?

Are you creating a new product on the market? Is it a novelty, an innovation that will require additional work from you, such as explaining the opportunities it offers? Or maybe you already see that this solution needs more education for the audience than you thought at the beginning? I have a proposal for you: make an animated video that translates the functionality of the project you have created!

I have been communicating new technological solutions for over twelve years. From experience, I know that one of the biggest challenges in creating innovative products is finding an idea of how to talk about their capabilities effectively and efficiently. What tools should be used to translate this into a better understanding of technology?

When we create new products, we always have to teach users how to use them and show what the solution can improve in their daily business and life.

When creating new products at the beginning, it is worth assuming that we will have to become the largest educator on this solution. The more understandable and easier it will be to use, the faster it will become your showcase.


The Power of Video Animation

The interest in video materials is growing, and it is also visible in our country. According to Nielsen data, in 2022 a statistical pole watches video content, including linear television,   for 4 hours and 59 minutes a day, 46 minutes of which are spent watching video streaming in various forms.

The popularity of video content translates into advertising expenses. As predicted by Zenith (Publicis Media), the increase in global spending on online video advertising will be sustained, with a growth forecast of 6.9% in 2022 and 5.6% in 2023.

The use of video and streaming content is increasing, and we should not be surprised. The pandemic had a huge impact on the use of video and content made available via streaming. Of course, it is also significant that we live in a fast-paced world, and people do not want to spend more time than is necessary to understand how the solution works. Therefore, one of the ideas for an effective and eye-catching presentation of your offer, services, or technological solutions may be a video in the form of a cartoon.

Such a video has several advantages:

  • You don’t have to hire actors or think about a film set.
  • By referring to abstractions, visualizations, and comparisons to present your products more simply, you will explain their functionality.
  • It is easier to smuggle in visualizations and colors that can build associations with your brand.

Does such a video animation also have drawbacks? Obviously:

  • You don’t put real faces in them.
  • If the company wants a very “serious” image, it will not be a good communication tool. It can be seen as too casual.

Now the Question Is: Where Can I Use Such a Video? Isn’t YouTube Enough?

A video can often turn out to be better than a presentation to a potential customer. In the email, you send not only information about the product, but also a link to the animation. Thanks to this, the customer does not have to spend valuable time analyzing how your solution works. He watches the video and can quickly understand what product you are coming to him with.

What Can You Gain From Video Animation?

In sale:
  • A chance for a much faster signing of the contract. You take away the need to explain the operation of a product or service.
  • Time! There are no more explanations and conversations, or they are much shorter.
  • Scale. You can send many more such emails for informational purposes.
 On your website:
  • The Internet user who enters your website will be able to understand more quickly where he was directed, what you offer, and how this product works.
During conferences or webinars:
  • It is easier and more effective to show a video that doesn’t require the participants to listen carefully and gives dynamic animation a chance to increase their attention and thus remember the brand.
At meetings with a potential investor:
  • The film can help give a fuller understanding of the company, its goals, and its vision.

I hope that I have convinced you to think about animation for your company’s communication. If you are interested in such material, contact me! Below you will find some of our productions.


Do You Want to Raise Funds as Part of the Crowdfunding Equity Campaign? Don’t Forget to Communicate!

Do You Want to Raise Funds as Part of the Crowdfunding Equity Campaign? Don’t Forget to Communicate!

Equity crowdfunding is gaining popularity every year. According to the forecasts of the research company Technavio, the value of the global crowdfunding market will increase by 239.78 billion USD between 2021 and 2026. Therefore, it is an attractive and interesting way to obtain financing for the development and operation of your company. By giving away part of the shares, you can fund the company financially, as well as acquire a group of ambassadors. What increases the effectiveness of the campaign?

In this post, I will share with you information not about how to obtain such funds, but what should not be forgotten when planning an equity crowdfunding campaign, i.e., promotion!

Expectations and Reality…

Even though promotion seems obvious, I see a rather mixed approach to this issue from discussions and observations. Often, a company’s board seeking funding assumes that a mere presence on the platform will provide adequate funds. It sometimes limits its activities to posting on social media and the company’s website.

Unfortunately, reality can be disappointing here. Often, when all family members and closest friends have paid, the meter stops. Nervous refreshing of the page won’t do any good. Analysis of companies that are on equity crowdfunding platforms and the search for whom to invest in here today is not a routine activity of Poles.

In such situations, it is best to take a step back and see what the plans for communication activities look like. Do you have every week of the campaign planned? Do you know what’s going to happen and where? Or do you rather decide to go with the flow and let come what may?

Communication Is the Key to Success

Some campaigns do not end in spectacular success for a simple reason: you need to inform others that you are planning or starting to collect funds, e.g., on the Beesfund platform. I keep saying that, and I’m going to say it here. If you don’t talk about your company loudly enough, often, and substantively, no one will notice you. People are so busy that they either need to be amazed by something, or you need to be extremely visible so that others decide to invest in your product.

We have already implemented several promotional campaigns for companies raising funds using Beesfund, Crowdway, and FundedByMe. And I admit that usually, companies come to us a week before the start of the campaign, or… when it is already in progress. But the results leave a lot to be desired.

In such situations, we have two options: get to work quickly (we do it when we believe that the project is interesting and we have an idea for it) or apologize and say that, unfortunately, we do not have enough hands to work at the moment.

But It Can Be Different…

Starting work with the selected platform does not take only fifteen minutes. You have to prepare the proper documents, and arrange all the formalities. If you plan such activities, come to us. Talk to us and tell us what you do and why others should be interested in your product. Do not wait for support until the raising of capital stops.

How Can We Help You Raise Funds for Development?
  1. We’ll plan the campaign from start to finish.

“Stand out or get lost” can be paraphrased here to “Stand out or get lost in a crowd.” When equity crowdfunding becomes more and more popular, you start to compete with other companies in your category.

You are competing not just for funds that someone can invest in your company. First, you compete for the attention of the media, influencers, and investors who like such initiatives. And the campaign can give you more than just extra funds; this is a great opportunity to promote the company and gain more recognition in your segment. You can get the visibility that you would normally have to pay a lot more for. Don’t waste it!

  1.   We will offer you interesting activities.

As I wrote above, you need to stand out. Therefore, we will offer you activities that will allow for an interesting presentation of what you are doing. According to one advertising slogan: “Better visible, visibly better!”

  1.   We will regularly inform you about the public interest in what is happening around your campaign.

Let’s talk a month before your campaign. Then we can calmly plan all the activities. You’ll feel more confident because you’ll know what’s going to happen. Such a campaign is an additional job—after all, you will not suspend your normal activity for a month or two while it lasts. If you plan it properly, you get the feeling that you have control over what’s going on. You don’t need the extra stress. Above all, however, you will gain more funds.

Do you want to take care of the communication yourself? Below is my checklist, which is what you should have if you plan to implement a communication campaign yourself:
  1. Write down the most important things about your company that make you different, better, and more interesting.
  2. Prepare a dedicated video about the campaign. Let others get to know you and find out why they should invest in your company. Show how you want to spend the money you collected.
  3. Make a calendar of posts and ads on social media. Once the promotion starts, you won’t have to work on it on an ongoing basis.
  4. Make a list of the media and journalists you want to reach with the information, and then send them a message about the ongoing collection.
  5. Make a list of all the people who could help you share information about your campaign.
  6. Test and observe. Here, unfortunately, there are no ready-made patterns that you can copy 1:1. Analyze what makes the meter on the campaign page grow and repeat these actions.

Good luck! If you want to talk about your campaign, I invite you to individual consultations.

Create Your Personal Brand! But How Do You Find the Time?

Create Your Personal Brand! But How Do You Find the Time?

Since the beginning of my professional life, I have been struggling with a constant lack of time. I’m so curious about so many things, and I would try so much that I was constantly running. A few years ago, it seemed to me that I couldn’t take on more responsibilities while still training and finding time for my private life, let alone taking on the next challenge, which is promoting my image. Impossible!

Several years have passed, and I have found time not only for all the above activities and development programs but also for vacations. How? You’re about to find out.

Awareness and the ability to manage one’s time did not come suddenly. I have read a lot about this topic and tested the most interesting solutions on myself. I held off on promoting my personal brand for a long time. My friends persuaded me for a few months—well, maybe a few years—to finally start sharing my knowledge. I finally overcame myself and took action.

To be honest, I think it’s only now that my friends know what I do and are starting to understand my work 😉 Do you know what that feels like?

I introduced the methods and systems that I adopted to manage myself while developing my personal brand strategy. First of all, I had to get rid of the feeling that what I knew was so obvious. As it turns out, it isn’t obvious to everyone. Each of us is an expert in something. By engaging strongly in your work, you sometimes lose sight of your own knowledge. I wrote more about this in the text The Curse of Knowledge in Practice.

Working in a given industry for several years, you have the impression that the environment changes with you, and everyone can differentiate between VR and AR and is familiar with the subject of innovation and robotics. But if you think about it… well. They’re not.

But first things first. How do I start taking care of my personal brand and automating this process?

Stwórz swoją markę osobistą! Ale jak znaleźć na to czas

#1 Social Media, long live!

When you think about Facebook, Instagram, and LinkedIn, do you have trouble reconciling them all? Do you know how to organize the whole process, when to publish, and what content to choose? Do you have very little time during the day? Select ONE channel that is closest to you at the beginning. Remember that it is better to give 100% to one thing than to give three things just “a lick and a promise.”

Choose LinkedIn. Of all the platforms, it is most suited to business. It operates globally and is used today by 810 million users in 200 countries. Do you want to introduce people from the industry to what you are best at, what is happening in your company, and what you are looking for? Sit down for a few minutes and plan how you want others to see you. Take an hour to prepare your posts for the whole month! If you have not been active before, assume that the post will appear once a week. It may be about your meetings, work, and company news. These are only four posts to be scheduled! Currently, LinkedIn prefers there to be more, but at first, it is better to publish fewer posts rather than have nothing.

Be active!

Open your own social media channel during your morning coffee. Choose profiles, add friends you are interested in, observe channels that are similar to your subject, and comment, recommend, and share. Spend a few minutes a day on it. Be systematic, and it will bring you closer to your intended goal.

#2 Focus on one thing

But how do you do that when you have dozens of outstanding assignments on your list? I’ve been asking myself the same thing. Eventually, I decided to cut all distractions, close my mailbox, and mute the phone. I only deal with the matter at hand. As a result, I noticed a significant difference in efficiency. Now I can do something in a much shorter time when it used to take all day because other things constantly distracted me. Sometimes it only takes a few minutes.

#3 A few minutes a day

As I wrote earlier, you don’t have to spend three hours a day running the accounts, because you know you won’t find the time to do that. Make a goal – “every day, at 8:00, I will review the feed and respond to comments. I have 20 minutes for that.” Do it and make it a habit. It’s normal that no matter how much time we plan for a given task (or meeting), it will take us all this planned time.

#4 Feel good

I will now focus on brand promotion. Often our clients think they have to pretend to be someone, step out of the back room, play star, and be perfect in every way. But what is the most important thing? To be yourself, to be honest in your communication. People will sense and appreciate it very quickly.

Are you still unsure of how to turn plans into reality – how to start, what to do, how to organize them? Write to me, I will be happy to help 😉

In the following sections, I will discuss the topic of creating expert articles, media, and image promotion from a different angle.

How to Prepare for Participation in Trade Fairs?

How to Prepare for Participation in Trade Fairs?

Finally, the opportunity to participate in fairs and conferences is back. Forecasts indicate that in 2022 there will be a gradual return to the economic state before the pandemic, and the market will grow steadily in the coming years.

Trade fairs are always a unique opportunity to show the world what we do on a daily basis, present the methods of our work, and pass on our experience to others. It is also an opportunity to acquire new customers and business partners. So how do you prepare for participation in the fair and make the most of this time? The most important thing is to choose an event, including the decision whether to come to one in Poland or go abroad. If you want to go to a different country, you should first know whether the company is ready to show up in international markets. There are more questions regarding the choice of the fair. I encourage you to do your homework and answer them.

The level of satisfaction – for both image and financial – depends on how much time you devote to preparing the answers. Below, I’ve shared my checklist, which will help you in deciding on participation and choosing the right trade fair:

  1. Are we ready to acquire new customers?
  2. Can the team going to the fair tell about the technical aspects of the product? Do they understand the technology, and can they present its business application?
  3. Can the team talk about the product not only in Polish but also in English? How about other languages? (For example, if we decide to go to a fair in Italy, you can be sure that the talks will begin in Italian.)
  4. Do we have an idea for a booth arrangement? Stands and roll-ups alone may not be enough to stand out. They often act as a deterrent and do not attract attention at all.
  5. Do we have any idea how to attract people who don’t know us to the booth? What’s going to happen in it?
  6. Have we informed customers and business partners that we will be at the event? Perhaps it will be an opportunity to meet and expand cooperation.
  7. Have we defined success rates? How will we know that participation in the event was successful? (Believing that inquiries will start coming is not enough. Define precisely how many queries you would like, and then calculate how much they actually cost you to obtain).
  8. Does marketing cooperate with sales well enough that people working there can communicate information about companies interested in a partnership?
  9. Have we chosen people who will contact new customers?

Fairs? The Team Is Key!

The fair is first and foremost a meeting of person to person. And although the location of your booth and the idea for the arrangement is extremely important, the team that will go to represent the company will be the most important factor.

Even the best location and the most creative presentation will not give as much as a brave and personable team. Why? Specialists who are too shy to approach and talk to a stranger and encourage them to visit your booth will not do much.

What is the perfect set of personality traits for the fair? You should decide on people who are communicative, curious, and cheerful, who like people and talking to them. Participation in the event should be good fun for them, not torture. The above questions also clearly indicate that you should be represented at the fair by people who know technology well, as well as those who understand business.

During the event, there will certainly be a lot of fans of technology and fans of the most complex solutions. But there will also be people who will be oriented towards business and its development. Not everyone combines knowledge in both areas, so it is worth choosing people who will complement each other in this area.

Conferences and Events Accompanying the Fair

The fair is a real holiday for the industry. Under one roof, you can meet the companies that create it, as well as listen to interesting speeches and take part in workshops or discussion panels. I wrote about how to prepare for the latter in Discussion Panels: How to Use Their Potential.

The conference is often a great opportunity to share the conclusions of implementation, observations, or lessons learned. This is when you have a chance to invite potential customers who visit your stand and encourage them to get to know your work better. It is worth choosing a person who will present the company from its best possible angle. Ideally, they would be trained in public speaking and would feel comfortable in this role.

Jak przygotować się do udziału w targach

If more people participate in the event, it is worth dividing your team, taking into account the diversity of the audience. One person could join a workshop with an interesting topic, someone else might want to see what the competition will talk about, and a third representative can visit individual stands and look for partners.

Of course, roles can be assigned on the spot. However, planning and deciding who does what and when will allow you to control the team at the booth. You’ll avoid a situation where suddenly there’s no one around.

The fair may prove to be a very good sales and promotional tool. The keys to success are adequate preparation for participation, planning how you will show up and what you will say, and knowing how you will stand out. The better you plan all communication before the event, the more satisfied you will be with the work, during, and after.


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