“It was crucial to us that we ensured that we got the maximum return on investment from the event and Vertical definitely delivered…”

Omron

The automated optical inspection division of Japanese electronics giant, Omron wanted to use the largest electronics events as a springboard to announce a new product line in X-Ray inspection through media coverage. Vertical built a pipeline of interest in Omron AOI through a preview press release and embargoed launch releases for new products being launched. Vertical kept momentum and interest alive by writing up other corporate news including new distributor agreements supported by a targeted digital mail campaign.

On the back of this output, and by engaging closely with key editors 8 weeks before the event, Vertical was able to engage 13 editors of key manufacturing, test, automation and relevant vertical sector magazines from across Europe to come to Omron’s stand at Electronica for face-to-face briefings with the CEO and business manager of the division. Vertical attended the four days of the show itself to ensure that these meetings resulted in the maximum number of editorial opportunities. Out of these meetings, a total of 14 articles in key trade media were agreed and timetabled. Vertical took all writing off hard-pressed Omron staff through a disciplined approach to gathering telephone briefings, agreeing synopses of articles and placing them.