PRWeek Awards - Business-to-Business Campaign of the Year

Winner

ClearBlue Communications and Reed Exhibitions, The National Hardware Show: The 2006 National Hardware Show Media Preview Party

When an industry has four major...

Winner

ClearBlue Communications and Reed Exhibitions, The National Hardware Show: The 2006 National Hardware Show Media Preview Party

When an industry has four major trade shows each year and yours is preceded by the other three, getting press attention can be challenging. Reporters often feel as if they’ve seen it all already.

This was merely one obstacle The National Hardware Show (NHS) faced for its annual gathering this past May. (The trio of rival shows comprised January’s International Builders Show; March’s Housewares Show; and April’s Kitchen and Bath Show.) In addition, the NHS sought to illustrate the connection between the tools to be previewed and the home lifestyle trends that drive industry coverage.

ClearBlue and NHS decided to throw a pre-show preview party, one to woo consumer reporters while positioning the NHS as a cool, hip trendsetter.

Grasping the importance of timing and location, the NHS held its preview party in December at the penthouse apartment of New York City’s Hudson Hotel. This would preempt competing shows and encourage media to register in advance for the NHS. Moreover, the real-world setting of the prestigious, impeccably furnished apartment would allow attendees to see the products up close and use them in rooms, as opposed to retail settings.

Of course, you can’t preview products without...well...the products, so before this party started, the NHS had to convince high-level manufacturers to be part of an event that took place much earlier than usual. ClearBlue and the NHS set out to attract a dozen manufacturers. Eighteen agreed to exhibit, with others having to be turned away.

As for the media, more than 50 top-tier consumer reporters – double the original goal of 25 – attended from outlets like Better Homes & Gardens, Popular Mechanics, and Newsweek. Many from the media contingent, which also included reporters and camera crews from CNBC and New Jersey’s News 12, commented on the event’s creativity and fun. They came to view the show as not “boring tools and hardware,” but rather as a harbinger of trends to come.

Judges were equally impressed with the widespread manufacturer accolades and more than 5 million media impressions. “This little engine that could took a $30,000 budget and met every objective,” noted one judge. “Creative and simple,” said another. “It did a lot for the money.”

Honorable Mention

Text 100 Public Relations and Xerox: Xerox Hones Listening Skills to Engender Trust

Rebranding is tough when you’re a world leader. Case in point: Xerox, the omnipresent copier company, which continues its efforts to establish itself as a leader in document management, technology, and consulting-services solutions. With Text 100’s help, it developed a campaign around a simple, powerful concept: listening. Through events like Xerox Listens Live, which used Xerox’s blog to turn its annual industry-analyst briefing into a true two-way forum, and its Security Summit Series, the company demonstrated its ability to listen and offer a wide range of customer solutions. The summits have generated about $1 million in revenue. In addition, Xerox’s consulting services grew 25% in Q1 and 15% in Q2. As the company’s number-three ranking on Fortune’s 2006 “America’s Most Admired Companies” list would attest, customers and the media are hearing the message.

Finalists 2007



  • ClearBlue Communications and Reed Exhibitions, The National Hardware Show: The 2006 National Hardware Show Media Preview Party

  • Kwittken & Company and Towers Perrin: Towers Perrin: Pulled From the “Sea of Sameness”

  • Publicis Dialog and The United Soybean Board: Taking the Trans Out: US Soybean Growers Deliver Healthy Options to the Food Industry

  • Text 100 Public Relations and Xerox: Xerox Hones Listening Skills to Engender Trust

  • Weber Shandwick and Lawson Software: Making HR a Visible Issue


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.