Overview | DFW Boat Expo
After a change in leadership and venue, the DFW Boat Expo needed to increase overall brand exposure. This task was challenging as DFW is the 5th largest and most expensive media market in the United States. In addition, Dallas also hosts thousands of events, concerts, festivals, sports, exhibitions and fairs annually. To succeed, the DFW Boat Expo must produce a mass number in attendance to deliver the best prospecting and sales opportunities for the vendors, dealers and exhibitors.
PR Research
TrizCom PR researched all viable media outlets within a 200-miles radius. This included all calendar listings and relevant mommy influencers. In addition, to differentiate the DFW Boat Expo from the other entertainment and lifestyle events that occur during the same time, we looked at other large Boat Expos in comparable metropolitan cities. We also researched the area marinas and made contact with newsletter editors.
PR Planning
To enhance the DFW Boat Expo's mass media advertising campaign, TrizCom PR ensured media outlets within a 200-mile radius were canvassed with appropriate information early and consistently. To achieve this, a PR plan that consisted of calendar listings, mommy influencers, press releases/media alerts, personal phone calls, human interest stories from the boat exhibitors and hyper-focused one-on-one pitches to relevant press outlets was created and executed over three months.
To stand out, TrizCom PR drafted pitches that provided new and unique angles (pitches not solely focused on the event) relevant to area boat dealers and potential attendees.
Headlines included:
DFW Winter Boat Expo Announces 2015 Dates Shake off the Winter Blues with Dreams of Summer Jan. 30-‐Feb. 8, 2015
New Year, New Boating Trends — 2015 DFW Winter Boat Expo Coming to Market Hall
“The Price is Right” at the DFW Winter Boat Expo — Showcase Showdown-‐Worthy Boats on Display Jan. 30-‐Feb 8
For Boat Buyers, DFW Winter Boat Expo is the Time and Place to Buy — Break in Sales Tax with Trade-‐In, Low-Interest Rates and Flexible Financing
DFW Boat Expo PR Execution
Posted event information on more than 100 online calendars.
Created and distributed press releases and media alerts to targeted media contacts including: local and regional reporters; national trade publications; online content marketing platforms and article directories.
Contracted with six mommy influencers for user-generated content.
These earned media wins were also leveraged with the social media team and paid digital ads to increase online exposure.
Coordinated all media requests including interview opportunities and press credentialing.
Accompanied journalist and photo journalists while on the tradeshow floor.
Acted as the official DFW Boat Expo press office.
Monitored and clipped earned media mentions.
Created a “Did you Know” campaign.
“TrizCom Public Relations has cut through the clutter to make it possible for our bi-annual Boat Expo to get constant coverage in an otherwise crowded event city. This directly led to increased ticket sales, which was imperative for the overall success of our exhibitors..”
Did You Know?
Texas has only one natural lake; all others are man-made.
Over 450 exhibitors participate in the DFW Boat Expo, the largest in the region.
Boat shows are a leading sales venue for the industry and a barometer for sales and buyer trends in the coming year.
Nationally, the boating industry is over $35 billion.
Results
VALUE OF MEDIA EXPOSURE:
Over $250,000 worth of television coverage was achieved. TrizCom PR engaged with eight local mommy influencers (each with over 100,000 subscribers). Additionally, TrizCom PR secured over 400 earned media mentions and over 100 verified online calendar event listings for the DFW Boat Expo.
EVALUATION OF SUCCESS
Year over year, the attendance numbers increased by approximately 20% and DFW Boat Expo social media subscribers and engagement increased by 500% in 12 months.
Earned Media Highlights
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