Maximizing Earned Media Presence at Industry Trade Shows
Exceeding Expectations with Strategic Media Relations and Digital Marketing
The Communications Group partnered with a leading motor manufacturer to enhance their media presence and digital marketing strategy. By leveraging trade show opportunities for media relations and implementing a targeted digital strategy, ComGroup successfully boosted industry visibility, strengthened media relationships, and increased website traffic for the client.
The Challenge
A leading motor manufacturer faced internal challenges that made it difficult to schedule interviews with trade media, limiting their earned media presence. Additionally, the company sought to improve its social media metrics, including engagement and follower growth, but struggled to do so effectively. Recognizing the importance of increasing visibility within their industry both through media relations and digital channels, the manufacturer approached ComGroup for a solution.
After a thorough assessment, ComGroup identified a strategic opportunity to leverage industry trades hows where the client was already scheduled to attend. These events were ideal for face-to-face interactions with industry editors and reporters, while also providing a platform to boost social media performance.
The Solution
ComGroup implemented a comprehensive marketing plan, focusing on both media relations and digital marketing. To address the client’s challenge, we devised a media relations strategy that capitalized on the presence of trade media at the tradeshows. Our public relations team engaged intensively with the media, coordinating interviews and fostering relationships on behalf of the client.
Additionally, we executed a digital marketing strategy that included an organic social media plan designed to enhance online engagement, impressions, and follower growth. This strategy was aimed at complementing the earned media efforts and driving traffic to the client’s website.
The Results
Media Relations Success
The client initially set a modest goal of securing one media interview. ComGroup’s strategic approach not only surpassed this goal but secured four media interviews, covering every media outlet in attendance. This led to significant tradeshow coverage and even resulted in a three-part editorial series from one of the outlets, substantially increasing the client’s visibility.
Digital Marketing Impact
The digital marketing efforts yielded impressive results, driving the highest website traffic for the month. The organic social media strategy boosted engagement, impressions, and follower count, further enhancing the client’s online presence.
Long-Term Benefits and Client Satisfaction
The media relations efforts became the top-performing driver of the client’s media relations efforts. The strengthened relationships with the media have provided long-term benefits, with the client continuing to reap the rewards of these efforts.
Due to the exceptional outcomes, the client requested ComGroup’s public relations and marketing services for additional tradeshow support. These subsequent events continued to deliver top-performing results, solidifying the client’s trust in ComGroup’s strategic approach.
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