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Announcing News at an Industry Trade Show? Case Study & Tips to Consider

This week, one of our clients, ZAPI GROUP, announced its new charging platform at the bauma Construction Trade Fair. With locations across the U.S. and Europe, it is a global leader in equipment and vehicle electrification with a highly integrated product portfolio of motion controllers, electric motors and high-frequency battery chargers.

The company’s new charging platform harnesses the collaboration and technical expertise of Delta-Q Technologies (Delta-Q) and Zivan, two battery charger manufacturers and companies that are part of the ZAPI GROUP. With bauma as one of the largest global construction trade shows, the event presented the opportunity for ZAPI GROUP to announce the expansion of its charging capabilities and the collaboration it drives in the construction sector among a prominent audience of reporters, partners and stakeholders across the industry.

Determining when a press release should cross the wire can be highly debated. Our blog post, “Interested in Meeting Next Week?” shares tips on best practices and strategies for media outreach at industry trade shows.

The blog outlines a few important elements to keep in mind, such as:

  • Objectives. Have a clear understanding of your objectives for sharing the news.
  • Content and approvals. The focus of the announcement and when a final draft of the press release will be ready will inform the strategy and timeline for outreach.
  • Conference guidelines. Some trade shows have rules about when companies can make announcements. This detail will impact the announcement timing.
  • Onsite availability. Will the team be available for interviews at the event? The answer to this question will inform if briefings should take place via Zoom before the show or in person at the event.
  • Outreach timing. The elements above will help guide timing; however, when a company wants articles to publish, the size of a trade show and the number of reporters planning to attend will impact outreach, embargo and wire distribution timing.

As with every announcement, our team worked closely with ZAPI GROUP to understand the objectives and the news value to customers, partners and the industry. As we planned for the announcement and trade show, we pursued in-person briefings at the event to help drive coverage of the charging platform and increase awareness of the companies involved. 

We decided to offer this news under embargo to key construction journalists and reporters attending the bauma event. We began embargo outreach the day the attending press list became available (a week and a half before the show). The embargo outreach led to two scheduled interviews, a handful of booth stop-bys and five reporters confirming coverage plans after the embargo lift.

While coverage from the bauma show will continue through the end of October and into early November, below is a snapshot of some of the coverage from the week of the announcement. Delta-Q also issued a press release highlighting its range of charging profiles. 

ZAPI GROUP Bauma Coverage Recap

Are you interested in learning more about embargo or trade show pitching? Reach out to us or check out other blog posts from our team: