CHALLENGE: Create Media Awareness
The LoRaWAN® World Expo (LWE) was launched in 2022 by the LoRa Alliance, a leading, global internet of things (IoT) alliance backed by hundreds of member companies. Billed as the official global LoRaWAN event of 2022, this global conference and trade show focuses on LoRaWAN long range, wide area networking technology that is critical to the IoT infrastructure. Ensuring a successful turnout required raising awareness of the media and analysts in the IoT space who did not have the event on their radar yet.
Client
SERVICES
Content Creation
Design and Production
Estimated Online reach
Ad value Equivalency
Return of Investment
STRATEGY: Multi-faceted Media Engagement
We believe the best way to secure event coverage, especially on a grand scale, is to bring the media and analysts onsite for the full experience. This was the best way to drive global visibility of the LoRaWAN World Expo, and LoRaWAN technology. But first, we had to help analysts and editors in the IoT space understand the value of attending LWE, as it was the first time it took place. Our media specialist rose to the occasion, creating a multi-faceted approach that assured them it was not-to-be missed opportunity.
The strategy involved traditional pitching, sweetened by the promise of exclusive CEO interviews for those attending onsite. We invited editors and analysts to serve as speakers and moderators. Media trades provided visibility for industry publications in event promotions and onsite in exchange for articles before, during and post-event. Sponsors and exhibitors received media lists to pitch their news and interview requests. We also hosted an exclusive press event with the LoRa Alliance leadership.
RESULTS: Maximum Organic Reach
Our efforts complemented the Alliance’s in-house digital marketing team, with our collective up-front promotional efforts drawing 80 speakers, 75 exhibitors, and 2000 attendees. Our earned media outreach, media sponsorship trade agreements and paid media approach secured 26 attending editors and analysts, resulting in 17 media and analyst briefings for the Alliance, and produced 626 pieces of coverage, 347 of those were online articles and blog posts. Overall, we this resulted in an audience reach of 472M with 2.69K engagements. Additionally, our media audience created 25 social posts, converting 303 viewers into followers.