CHALLENGE: Raising Brand Awareness in Korea
With SK Hynix and Samsung based in Korea, the development of advanced node semiconductor technology has accelerated in that country. It was increasingly important for Entegris to showcase how its technology could be used to boost manufacturing efficiencies, enable increased performance and promote environmental stewardship in Korea, and globally.
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STRATEGY: Well-Prepared Media Events
Media relations in Korea work differently than they do in the U.S. and Europe, particularly when it comes to raising awareness about foreign companies, such as Entegris. Our Asia PR team has established close relationships with the Korean media, helping to expand their knowledge and understanding of this complex industry. We leveraged these relationships to help local editors understand Entegris’ presence and capabilities.
Over several years, we hosted a number of press events at SEMICON Korea on behalf of Entegris. To make the most of this opportunity, we tapped into our PR competitive, monitoring and positioning capabilities. We also created thorough press materials to help the local media, who may not understand Entegris’ technology advantages, nor the nuances of semiconductor manufacturing.
RESULTS: Maximum Organic Reach
Our approach of leveraging local relationships in Korea paid off handsomely for Entegris. At the most recent press conference conducted, 20 editors, representing the bulk of Korea’s trade media, attended the press events. Coverage output from these 20 editors created a buzz that far surpassed what paid advertisements would have accomplished. Through these earned media opportunities, Entegris reached approximately 8.6M viewers online, with an ad value equivalency of approximately $550K.