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Posted on 21 December 2020 by Ceris Burns
During COVID-19, businesses have had to adapt and find new ways to promote their products and services safely and effectively. Early on in the pandemic, long standing PR agency, Ceris Burns International came up with a fresh approach for a cleaning industry event. Cleaning Interactive was the first ever high-tech, virtual event for the professional cleaning industry. It was designed to enable the sector to safely and effectively engage with valuable new customers and showcase their innovations and encourage potential delegates to attend speaker sessions to gain valuable insight.
PR campaign requirement:
To build awareness of this new, ground-breaking virtual event, and position it as an essential industry go-to show for the cleaning industry and associated vertical sectors.
The event drew on personal insight from cleaning industry experts who we contacted to understand their concerns and motivations, encourage involvement, help build messaging and to tailor an event to help them boost business. Comprehensive PR, marketing and social media plans were developed incorporating objectives, key messaging, tactics, timescales, and measurement metrics.
The target sectors were UK and international cleaning and facilities management, healthcare, retail. hospitality and leisure, education, manufacturing, transport, and local and central government.
In response to the pandemic, the campaign was developed and launched inside six weeks, kick-started by a social media campaign and email marketing.
To ensure the brand messaging went far and wide we developed a robust media and content strategy which included the following pre-show activity:
Live show activity:
Feedback from delegates and exhibitors has been favourable, as highlighted on the below example testimonials:
Mark Dewick, Vice President – UK & Ireland, Metsä Tissue said about exhibiting at Cleaning Interactive: “The show that is filling the COVID-19 exhibition void. The new way of selling, educating, networking. We are all learning the new normal together.”
Delegate, Phil Smith, Sales Director at NIC Services Group said: “In a people industry, interaction is so vital and as face-to-face, in person meetings are sadly not currently on the agenda for most of us, this virtual opportunity is an absolute godsend. You have definitely reconnected the disconnected!”
Delegate Robert Duncan, Marketing Manager at Enviroclean said: “I found the Cleaning Interactive set-up really interesting and quite inspiring regarding how we can give people great experiences despite the challenges of the current working world!”
Exhibitor, Purex® Global said: We’ve had a great last few days exhibiting at Cleaning Interactive 2020 gaining new connections, sharing top industry insights and advice, and presenting the chemical free cleaning innovation. This was the first high-tech virtual event for the professional cleaning industry, and let’s hope it’s the first of many. Big thanks to Ceris Burns and her team for the excellent organisation.”