elektrotechnik event strengthens its position in the industrial automation market in Germany
Ahead of its 2017 event for electrical solutions in the building and industrial sectors elektrotechnik, German-based Westfalenhallen Dortmund GmbH wanted to implement a PR campaign focused on promoting the exhibition to previous visitors as well as a new audience. They turned to Technical Publicity for support thanks to its technical understanding and its strong relationships with the key media in the field of industrial automation.
Technical Publicity put in place a strategic PR programme that included a mix of digital and traditional PR targeting electricians, the traditional visitors to the event, while at the same time attracting a larger audience from the industrial sector.
The campaign was split into two parts:
Pre-exhibition promotion - the agency focused heavily on social media and used it to reach new audiences in the lead up to the elektrotechnik event taking place 15th – 17th February 2017 in Dortmund, Germany. In addition, Technical Publicity engaged B2B media by pitching and producing bespoke content in the forms of press releases, event previews and interviews.
During-exhibition - the agency was present at the event and responsible for managing the live feeds for social media channels, photography and video content production.
The event was a resounding success and saw an increase of 5% of visitors compared to the previous event in 2015. In addition, Technical Publicity secured a total of153 pieces of coverage in key trade and technology magazines as well as producing a total of 18 short videos and photos for the event. The videos and photos will be used as promotional content on elektrotechnik’s digital channels.
The event’s social media channels also grew significantly – Twitter saw a 356% increase in followers and other channels including Facebook and Xing grew by 10% on average. The social media posts reached around 20,000 impressions and saw channel/page visits increase by 150% in the month of the event.