Using Productronica 06 as springboard to promote new offering

The Client

The Automated Optical Inspection Division of Japanese electronics giant Omron.

The Brief

To support Omron AOIs presence at largest European manufacturing event Productronica in November 2006, held every other year and generate media coverage for its new products AOI solutions.

Implementation

Agility PR built a pipeline of interest in Omron AOI through a preview press release and embargoed launch releases for two new products being launched at Productronica. Agility PR kept momentum and interest alive by writing up other corporate news including new distributor agreements.

On the back of this output, and by engaging closely with key editors 8 weeks before the event, Agility PR was able to engage 13 editors of key manufacturing, test, automation and relevant vertical sector magazines to come to Omron’s stand at Productronica for face-to-face briefings with the business manager of the division. Agility PR attended the four days of the show itself to ensure that these meetings resulting in editorial opportunities.

Results

Out of these meetings, a total of 13 articles in key trade media including four case study placement opportunities were agreed and timetabled. Agility PR took all writing off hard-pressed Omron staff through a disciplined approach to gathering telephone briefings, agreeing synopses of articles and placing them before writing. To date Agility PR has written and placed two articles and drafted a case study to support a third.