Intactix International

Line of Business

Bottom Line

Target Audiences

Retail and Consumer Product Goods trade media editors attending MarkeTechnix, a trade show

Marketing Challenges

• Limited existing visibility among media editors
• Stiff competition for attention during brief show during height of the technology hey-day
• Lack of existing materials with which to educate editors
• Five-week time from date of assignment to trade show

Strategic Approach

• Use two-track project management approach to initiate creation of materials needed for show while simultaneously creating materials needed immediately to secure the editorial appointments
• Use close existing relationships and in-depth knowledge of key publications' information needs and preferences to secure appointments with company spokespersons
• Leverage early appointment commitments to secure meetings with remaining publications

Marketing Services

• Hands-on media relations work to secure editorial appointments in advance of and at MarkeTechnix
• Print news kit including company product releases and company backgrounder
• Briefing book with message points, story ideas, and background information on each magazine and newsletter and their key editors for on-site interviews
• On-site interviews between editors and company CEO or COO

Outcomes

• Two-day media blitz resulted in interviews with 11 separate publications
• Editors and reporters indicated they planned to include Intactix in 17 separate stories planned for publication within six months of the show
• Groundwork established for achieving market credibility necessary to capture major media attention