
A
Decked Out Booth
To capture the attention of attending editors,
we decked out (pun intended) a visually compelling Trex display, creating a
product playground where editors could interact with samples and view stunning
photography of Trex products in actual outdoor living settings. Trex even
provided us with branded Bluetooth speakers to give to each editor – what
better way to enhance your outdoor living experience than by cranking up your
favorite tunes?
Building
Products and Building Relationships
In an increasingly digital world where people
spend the majority of their days looking at screens and interacting with others
primarily by email, PR continues to be a business of relationships that
require nurturing both on and offline. These personal connections are key and
often open doors to opportunities that might otherwise get lost in an
overflowing inbox.
Live
and In-Person
The face-to-face interaction afforded by this
event not only gave us the perfect environment for showcasing the new Trex products,
but also enabled us to connect with many editor friends with whom we have
worked for decades, and put faces to some of the newer names on the Meredith team.
This opportunity to truly engage with editors led to highly productive and
valuable discussions about their likes, dislikes, favorite projects and plans
for 2019.
Solving
Individual Problems
As tends to happen in these settings, things
also got personal. For example, one editor shared her disappointment with how
her wooden deck at home scratched so easily. This provided an ideal opportunity
for us to highlight how a Trex composite deck would be able to solve that
problem thanks to its high-performance, scratch resistant shell. We even got
the editors of Wood
Magazine thinking about the
benefits of composite!
These personal conversations effectively
brought Trex top-of-mind and fostered interest in their new product offerings.
Just as important, they allowed us to reinforce, and in some cases create,
lasting relationships with media that we will continue to cultivate throughout
the coming years.
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