Working in the B2B comms space, we’ve always had a strong relationship with our key trade industry media. Whether it’s agriculture, construction, manufacturing or mining, they play such a critical role in sharing technical insights, uncovering trends and showcasing real-world applications of the tools, technologies and techniques that drive these sectors forward, while reaching the people that matter most – your customers.
In late May we hosted a dedicated media day for our client Komatsu at their Boots On event, which showcased their latest range of construction and utility machinery. An exclusive day like this gave us the opportunity to go beyond an emailed media release to give these specialist media titles a first-hand look at the machines in action, the innovation behind them and the people powering the work they do on the ground.
Unlike mainstream media, trade publications speak directly to those who live and breathe the industry. Their deep understanding of the sector means they ask the right questions, look for the real-world impact and provide practical context their readers can trust. In short, trade media coverage ensures the right information reaches the right people.
In the lead up to the day we worked with the journalists to brief them on what to expect and understand what else they might want to get out of the day, including key people available for interview and key products that were being featured at the event – some making their Australian debut.
On the day, we helped guide the media through each of the machine demonstrations and walkarounds, making sure they captured the footage they were after, spoke to the people they needed and had all their burning questions answered. We even stepped up as camera operators when an extra set of hands was needed!
The media day was a great success, not only for Komatsu, who were able to directly engage with their key trade publication, but for the journalists themselves – who were even lucky enough to get behind the controls of the excavators, dozers and dump trucks onsite and take them for a spin.
The event resulted in coverage across print, online and social – including full machine walkarounds on YouTube and social Q&As with product experts – with the coverage all reaching Komatsu’s key customer demographics across construction and utility, making a big buzz.
So, don’t forget trade media for your next PR campaign – they can be pivotal to reaching the people that matter most to your brand.
Alex Williams