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Tradeshow – maximising exposure and coverage

The situation 

Tradeshows are a great opportunity for a company to boost its image and exposure within an industry. Chicago Pneumatic’s Vehicle Service Division wanted to maximise the opportunity to promote their products and services, reach new customers and generate quality sales leads at the largest European vehicle service tradeshow, EquipAuto.  Davies Associates was asked to help to leverage CP's visibility with the 135,000 visitors in attendance and gain valuable coverage in the industry’s trade publications.

 The solution 

Preparations began weeks before the tradeshow.

• An announcement press release was distributed in six markets to inform targeted audiences of Chicago Pneumatic’s attendance and spark interest in the stand
• Interviews with journalists from key publications across Europe were scheduled for the show
• Full briefing information including possible interview topics and publication details were supplied to CP's spokespeople in preparation for each on-stand interview
• Press packs filled with valuable information, such as facts sheets, biographies of spokepeople and product information, were created, designed and prepared in a professional, attention-grabbing manner to increase pick-up rate

The results 

Chicago Pneumatic’s goals for coverage and exposure were exceeded. DA facilitated interviews in English, French, Spanish, and Italian during the show and CP's key messages were delivered in a clear concise manner. The busy stand verified that the pre-show press release was effective in generating interest and driving traffic to the exhibit.   Before and after the show, DA achieved for CP impressive press coverage results: more than 30 messages across Europe. Through careful planning and attention to detail, DA was able to make this tradeshow a complete success.