TRADE SHOW PUBLICITY
Challenge:
Once every three years, PolyOne – a leading global provider of specialized polymer materials, services and solutions – attends the International Plastics Showcase. The company, a longtime client, sought Dix & Eaton’s help to generate positive media coverage, drive key messages to important decision makers, and position the new CEO in the media as an expert.
Solution:
With the goal of gaining publicity before, during and after the show, Dix & Eaton produced story ideas and communicated with 75 trade media editors before the show. The team developed a press kit, including a unique source list of key PolyOne spokespeople and their areas of expertise. D&E developed press releases and arranged one-on-one interviews at the booth and “meet and greets” for the CEO, general managers, and key marketing and technical people. Many of these individuals were coached in advance by Dix & Eaton’s media relations team. And key messages and talking points were also provided for the CEO. A D&E team member also participated in the interviews to record potential editorial opportunities and handle media follow-up for the client.
Dix & Eaton tracked the press coverage and followed up with all who attended the meetings.
Results:
PolyOne was featured in pre-, during and post-show articles in trade publications such as Chemical & Engineering News, Plastics News, Modern Plastics e-Newsletter, Omnexus Newsletter, Plastics Technology, SpecialChem Newsletter, Plastics Packaging Innovation News, Canadian Plastics, Cosmetics & Personal Care Packaging. Dix & Eaton also generated three dozen editorial leads. |
