Cases
What’s your story?
Participating brands
Alpro, Aigua de València, Bredemeijer, Creative Lab Amsterdam, Curver, City of Hamburg, Leopold Vienna, Solis, Villeroy & Boch, Wesco and Zilverstad.
Result
PR is often a matter of "sowing first, then harvesting". It takes a while for results to be visible. This also depends on whether the novelties fall within a certain theme or mood board. It is therefore possible that a good result can be found in November in the form of, for example, a product on a shopping page of a magazine such as Libelle, vtwonen, Plusmagazine or foodies. That is why it is always important to keep a close eye on the media after the press event. This can be done through various PR activities.
Organizing a press event for the media remains a challenge. It is busy, there are deadlines and plenty of other events. How do you make sure they come? Take a good look at the target group! Is a press event the right way for them? If so; what is important to your guests? For example, do they want to be informed or perhaps also inspired and what are their interests? In addition, timing, location, duration and creativity are inextricably linked to the success of a press event. We explain this on the basis of our annual press event.
Concept
Three years in a row, 2016, 2017 and 2018, we opened a PR pop-up store in Amsterdam. Here we presented the novelties and the media could walk in freely between 9:00 and 17:00. This edition we chose a different concept; an exclusive press lunch in Restaurant Breda in Amsterdam between 12:00 and 14:00 with the theme “What’s your story”. The location was central to the target group and emphasized our Brabant roots. In terms of timing, we opted for lunch. Everyone has to have lunch, so why not together ?! While enjoying a nice snack and drink you can take in the latest lifestyle news and so there are no “wasted hours”.
Target audience
Our target group, media relations who write / blog / vlog about lifestyle-related topics, mainly has Amsterdam and surroundings as their location. Due to their field, they travel to all important (inter) national living, giving and dining (trade) fairs. Most of these take place in the first quarter of the year. That is why we organized the lunch after these fairs.
Targets
The purpose of our press event is to inform about the novelties of our lifestyle customers, ie which products will be launched this year in order to generate exposure. By organizing a press event, the media can admire and experience the products in real time. And in addition, we can tell our story per medium, adapted to the information relevant to them.
Another important objective is to maintain good contact with our media relations. During the year we have various contact moments via e-mail and telephone, but a personal meeting is nice to strengthen the contact.
Organization
Organizing a press lunch requires a lot of preparation. Think of the selection of a location (including site visits), finding a suitable date (after all fairs), invitation process (development, sending, etc.), collecting all novelties from the different brands, developing a press kit (content write about the products, request high-resolution images, burn USB stick).
What’s your story?
TALK ABOUT is eager to tell stories! Our customer’s story. And we are also always curious about the story of the media. How is the person himself and what are the developments in the medium. Which themes or specials are in the pipeline. “What’s your story” is a theme that fits in perfectly with this. At our press event we showed or tasted every novelty and told the story. For example, we received our guests with the latest drink Aigua de València, the design of the menu was designed by Creative Lab Amsterdam, we ate the starter on the Manufacture Rock plate from Villeroy & Boch and the table was decorated with the candlesticks from Silver City. In between courses we talked about the other novelties. And above all we listened to the story of the media.
Conversely, it was also a good way to hear the media’s stories. The setting of the lunch made it personal and relevant to the media. After the delicious lunch, everyone was given a well-stocked goodie bag and a press kit with all the press releases and images. By giving something tangible, it will remain in the spotlight for longer.
Onze klanten
