Visitor numbers soar for Maintec
When Western Business Exhibitions (WBE) acquired Maintec – the UK's premier maintenance engineering and asset management show – the new owner wanted to reposition the event and to raise its profile. To achieve this, WBE turned to Technical Publicity to put in place an integrated PR and marketing campaign and to develop content for a three-day conference. These activities helped promote the Maintec brand amongst existing stakeholders while ensuring that the show attracted new visitors.
Technical Publicity put in place a strategic PR and marcomm programme targeted at a larger audience from the maintenance engineering community that included the following:
- Content Creation – Technical Publicity proposed that a comprehensive whitepaper around the ‘The future of maintenance and the Internet of things’ should be created which could be used as the central point of the initial PR campaign.
- Core PR campaign – Technical Publicity engaged B2B media by pitching and producing bespoke content in the forms of press releases, event previews and interviews. In addition, the campaign also saw Technical Publicity put together an editorial calendar of social media posts.
- Conference Content –Using the theme of the whitepaper, Technical Publicity used its network of industry contacts to curate a three-day conference with 30 speakers coming from around the world. The agency was responsible for briefing the presenters and ensuring the quality and relevance of their presentations, with the aim of increasing the value of the show to maintenance professionals.
- Content Director Role – During the three-day event, Technical Publicity’s Content Director chaired the conference stream, managing speakers and facilitating questions from the audience.
The exhibition was a resounding success and saw a huge 64% increase on visitors compared to the previous event in 2016.
The agency’s relevant and on-trend content creation helped frame the whole event for internal team members, visitors and exhibitors. The mix of topics for the conference programme featured presenters from global companies such as ERIKS and Vodafone and was a huge hit with visitors.
WBE was extremely impressed with the results and have already approached Technical Publicity to run the PR and marketing campaigns for its 2018 event.