Trade show support: TRESU at drupa 2016
An important part of our work is to support clients’ marketing activities around trade fairs. For flexo equipment and machine manufacturer TRESU at drupa 2016, we began a PR relations campaign to promote the company and its exhibits, starting months before the show:
Pre-show
- Pre-show press releases were written, translated into several languages and distributed months before the show, in time for drupa preview features in print-related media around the world
- We liaised with drupa conference organisers for TRESU to present a joint talk with another of our clients, GSE, about optimising the handling of inks in the printing house during the show
- White papers on the return on investments achieved by ink logistics published in selected global media
- Inviting influential journalists to schedule interviews with spokespeople at the drupa stand
- Preparing press packs containing press releases, background information and photography
At show
- Being available at the show to write press releases and arrange photography, supplying ‘breaking news’ about contracts as soon as they happen, supplying immediately to the ‘show daily’ and global trade media
- Facilitating interviews with the trade media and client at the stand
After the show
- Writing post-show press releases and comment, gaining coverage in the show reviews
Results
In total over 100 items of coverage, comprising white papers, show previews, product launches, deal announcements and market comment, were generated, online and in print. The campaign increased awareness of TRESU and its offerings, which encouraged more visitors and enquiries.