China HomeLife Expo 2013 – Case Study


collage

Myth

  • Exhibitions are not covered by media
  • Pure Advertising works to promote Expos and PR is simply impossible

About China HomeLife Expo

  • Exhibitions of Chinese products from 7 different sectors (Manufacturing, Interiors, Home
  • Appliances, Kitchen & Bath, Textile, Auto Parts and Plastic)

Objectives

  • Attract importers from above sectors to visit the expo from across India
  • Ensure high footfalls
  • Facilitating partnerships between importers from India and manufacturers from China

Challenges

  • Mainline media’s aversion to cover exhibition related stories
  • 4-6 Chinese products exhibition happen each year at the same venue, next one was scheduled just two days after China HomeLife
  • Venue: very far from the media center, deep in the suburbs
  • Inauguration Time: 9am in the morning

Strategy

Two pronged strategy was adopted

  • To brand China as India’s most preferred trading partner through hi-profile by-lined articles authored by Chinese Consulate
  • To reach out to importers across India and across 7 sectors through customized messaging specially crafted for each individual sector
  • Tactics
  • Placement of authored articles in Top Financial and Mainline Newspapers
  • Created 7 press releases exclusively drafted for each individual sector, supported by strong facts and figures
  • Disseminated pre-event press releases in all major importer dominated regions in regional languages
  • Listings release was shared just a week before the expo
  • Invited relevant media and photographers to attend the expo and experience the trade partnerships happening live
  • Post event round up press release disseminated across regions in English & regional languages

Results

Media

  • Total of over 100 media clippings (69 Print, 3 Electronic & 31 Online)
  • Top publications like Indian Express, Maharashtra Times, Sakal, Lokmat, Loksatta, Divya Bhaskar, Janmabhoomi covered the pre as well as post event news
  • Coverage from Mumbai, Ahmedabad, Bhubaneswar, Lucknow (Hub of importers)
  • Attended by over 60 journalists from all sections of media including television

Business Results

  • Over 10,000 visitors visited the expo from various parts of the country
  • Over 100 partnership deals formalized at the event

Clients Video Testimonials

Source: adfactorsb2b.com

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