A strong integrated communications strategy brings results
|Posted by John Gallagher on August 22, 2019|
EMG was requested to help Norican Group Asia Pacific develop a comprehensive multi-channel communications support package for China DIECASTING 2019 held in Shanghai, comprising media engagement, video and social media content. The goal was to promote their new product lines and get across their messaging to the media.
Creating the Videos
Because the videos were to be shot onsite at the booth during the first 2 days at the show where the noise and proximity of other people could be distracting to those on camera, it was decided to not have the spokespersons ad-lib their responses. Instead EMG created storylines for each video to ensure the content would be impactful and included the key messages that Norican Group Asia Pacific wanted to get across.
To eliminate surprises and to have the finished video looking as professional as possible, the spokespersons were given the script in advance to get comfortable with what they needed to say and what would be taking place during the shoot.
In total, 10 different videos were made. Each covered a specific topic including 5 product and application videos, 4 customer testimonials and 1 general video about Norican Group Asia Pacific’s booth capturing key highlights during the show days. The video crew was arranged on the first 2 days of the trade show to film the videos and the content of each video included new product demonstrations and customer testimonials along with an interview with the spokesperson. Cue cards were held up to assist the spokespeople with script and answers.
Organizing the Booth Tour
The first day involved a booth tour for the media. EMG invited five key foundry trade media to visit the Norican Group Asia Pacific booth including editors from Foundry Technology, Weekly Die Casting, Die Casting Time, Foundry, and www.yzw.cc
The media were invited to witness the signing ceremony between Norican Group Asia Pacific and its customers and given a personalised tour of the booth where they could have hands-on experience with the products and watch demonstrations.
The media tour was a success with clippings appearing in numerous publications in China. The videos too were well-received. They were edited immediately so that Norican Group Asia Pacific could use them on their WeChat account during the show to help maximize the news of their new offerings and they were able to use it after the Diecasting show in a special newsletter about the event.
Focused Results for a Job Well Done
Norican Group Asia Pacific has been a client of EMG’s in China for a number of years. Delivering impactful, cross-platform results like this through our media connections and communications expertise is one example of how we create, connect and communicate your message to your target audience.