From media handling to ad-hoc interviews at trade shows

Being there to save the day

Posted by Paulien Boumans on May 8, 2019

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This year it has been full steam ahead for the EMG Team. Just between January and April, there have been over 10 trade shows with IDS, JEC Europe, European Coating Show and in-cosmetics being just a few of the big ones where we were on site to help our clients with the media interviews, press conferences, video support, social media and anything else they needed to ensure they got maximum coverage.

That’s just in Europe. In China, our team have been supporting clients at PCHI China, Metal China, FIC, Semicon, Productronica, Vision, Interdye and Shanghai Auto Show.

When it comes to exhibitions, we work with our clients from the time of initial planning by helping them develop the key messages and their overall show campaign. Then we carry on with the pre-show promotion, social media, blog posts and press releases. Seeing it all come together at the show helps us ensure all the planning that took place to capture the attention of the media and their customers has worked – and is continuing to work at the show.

Media and Client engagement

EMG’s Rita Verschuuren, who worked with Henkel at JEC in Paris, says being at the show gives her an opportunity to build and grow media relationships while engaging more with the editors and the clients.  Plus, we make sure everything is taken care of. 

“During the show, our clients are so busy. Knowing we have taken over the task of media handling, following up with those being interviewed, checking in with journalists and other duties, takes some of the pressure off of them,” she said.

She also says it helps her get a better understanding of the market, the client’s competition and the topics their audience are discussing. “We leave the show with new angles to pitch to the media and new ideas on how they can further expand their reach to their audience,” she said.

Last minute details

Kevin Noels, who was at JEC supporting SABIC says, that even though preparation is key, there are always times we need to jump in. “Journalists want to move time slots, ad-hoc media visits occur, and sales and conference organizers want to meet the communicator. EMG handles all of these last minute details, plus co-handles social media communications and postings,” he said.

But what’s essential, he says, is ensuring the smooth delivery of the full campaign and the client acknowledging this. “We are there to make sure what was planned actually happens in terms of press releases, media appointments and advertisements. Plus, in the case of SABIC, one of the goals was to increase their social media coverage and engagement – pre-show and during the show. We were able to do that.”

Round the World Coverage

While the EMG office in the Netherlands was busy covering shows across Europe, our China office was busy helping clients in Asia.  One of which was Henkel who needed videos produced and a media booth tour for Semicon China.

“We arranged to film four videos at the booths of the two shows that included demos of the client’s new products as well as interviews with their key spokespeople,” said Jerry Ji from EMG’s China office.

The China team also created WeChat posts about Henkel’s participations at the two shows and arranged to have five editors pay a visit to the Henkel booth. The editors came from key trade media outlets such as SEMI, Techsugar and Jiweinet.

“Already we are seeing media clippings from these interviews. Henkel was pleased with both the turnout and the quality of the coverage,” Jerry said. “Having the office in China gives us the advantage of being able to build relationships with the editors in the area. We know the market and the news angles that appeal to the business and trade journals here.”

Busy second quarter

With the first quarter done, we’re now looking forward to the next wave of shows including:

  • NYSCC Suppliers Day in New York, USA – May 7-8
  • The Battery Show in Stuttgart, Germany – May 7-9
  • FESPA in Munich, Germany – May 14-17
  • Medtec Live in Nuremberg, Germany – May 21-23
  • Chinaplas in Guangzhou, China – May 21-24
  • Lightfair in Chicago, USA– May 21-23
  • Techtextil in Frankfurt am Main, Germany – May 14-17
  • SPS Italy in Parma, Italy – May 28-30
  • SNEC in Shanghai, China – June 4-5
  • Paris Air Show in Paris, France – June 17-23
  • CPhI in Shanghai, China – June 18-20
  • Rosupack in Moscow Russia – June 18-21
  • ITMA in Barcelona, Spain – June 20-26
  • GIFA in Dusseldorf, Germany – June 25-29
  • in-cosmetics in Seoul, China – June 26-28

Which shows are you going to this year? Whether its pre-show planning and promotion or on-site show media handling and social media coverage, we can help you get your message to the right people and keep the conversation going after the show is over.

 

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