Productronica 2007

Using Productronica 2007 (an international exhibition event) as a springboard to promote new product offering

The Client

The leading conformal coating supplier HumiSeal Europe.

The Brief

To support HumiSeal’s presence at one of the world’s largest electronics manufacturing exhibitions, Productronica, in November 2007 and to generate media coverage for its new conformal coating products.

Implementation

On the back of this output, and by engaging closely with key editors 8 weeks before the event, Vertical was able to engage 17 editors of key manufacturing, test, automation and relevant vertical sector magazines to come to HumiSeal’s stand at Productronica for face-to-face briefings with key spokespeople. Vertical attended the four days of the show to ensure that these meetings maximised editorial opportunities.

Results

Out of these meetings, a total of 13 articles in key trade media including four case study placement opportunities were agreed and timetabled. Vertical took all writing off hard-pressed HumiSeal staff through a disciplined approach of gathering telephone briefings, agreeing synopses of articles and placing them before writing. To date Vertical has written and placed three articles and drafted a case study to support a fourth. It has also prepared two white papers to support opportunities agreed with other publications.