Increasing Visitor and Exhibitor Engagement at StocExpo Europe
An international media relations campaign for StocExpo Europe
pieces of media coverage secured across international industry titles
of exhibitors signed up for the 2020 event before the end of the 2019 show
Easyfairs, one of the world’s leading event organisers, wanted to further boost exhibitor retention rates and increase global visitor numbers at StocExpo, the biggest international event for the bulk liquid storage industry. The three-day exhibition and conference is renowned for attracting the largest representation of industry professionals, however, Easyfairs wanted to deepen relationships with existing exhibitors, whilst also building both exhibitor and visitor numbers, during the run-up to the 2019 event.
How We Helped
Our strategy was to:
- Reignite the media interest in the show by giving the industry press regular news updates
- Position the show as a place for thought-leadership and innovation by generating masses of media content authored by key conference speakers
- Support and reward exhibitors by giving them prime PR opportunities linked to the show
A comprehensive media relations campaign, beginning four months before the show, gave positive news, updates and announcements to the international trade media. This included details of the key conference programme as they were announced, highlights of unmissable talks and presentations, industry trends and other show features. All editorial features secured as part of contra agreements between Easyfairs and media titles were also honoured, including show previews and show features.
We asked all exhibitors to share their latest show news with us – including product launches, new service offerings or big press announcements. This information then formed exhibitor update stories for the media, which both positioned StocExpo as the place for innovation and got exhibitors feeling value for money through their own positive PR from the show.
Key media for StocExpo were offered exclusive interviews with conference speakers. These thought-leaders provided by-lined articles and Q&A features that were topped and tailed with details of their presentations at StocExpo to secure further exposure and encourage event attendance.
At the show, we hosted meetings with editors and reporters from the leading trade media to discuss review features and opportunities for partnerships between the press and StocExpo in the future.
Over 90 pieces of media coverage were generated for StocExpo in the global trade media – the majority of which was online and included a link to the event registration page.
The exhibition and conference experienced a 10 percent rise in the overall visitor numbers compared to the previous year. 3,101 industry professionals, including representatives from leading oil majors, terminals and key storage players from over 80 countries, gathered at the event to see the latest innovations, discuss best practice and tackle the industry’s biggest challenges.
The media relations campaign also had a positive effect on exhibitor engagement – with 60 percent of exhibitors signing up for the 2020 event before the doors had closed on the event this year.
Whilst StocExpo marked its 15th anniversary this year, the volume of positive media coverage, boost to visitor and exhibitor numbers, and volume of companies already keen to exhibit next year, has surely given the show organisers yet another reason to celebrate.
Lisa Mattes, Marketing Manager for StocExpo, said: “Energy PR has a strong track record for promoting major international shows, which is why we choose to work with them on several of our exhibitions and events. The team at Energy has quickly become an important cog in our marketing wheel. They conducted exhibitor and conference speaker outreach to create engaging and exciting content for the media in the run-up to the show. This has led to an abundance of press coverage for StocExpo and also nurtured our relationships with exhibitors. All this positive media and exhibitor relations has been invaluable to the show and has no doubt contributed to the increase in visitor numbers this year.”