The 2018 ISSA Show – the
professional cleaning industry’s premier trade show – was a priority event for
client Sanitaire Commercial to connect with decision-makers and media to
highlight brand news and demonstrate its continued industry expertise. To help Sanitaire,
an innovator in commercial vacuums, stand out in this crowded trade show
environment,
In preparation for ISSA, a blend
of planned and opportunistic tactics ensured Sanitaire was able to capitalize
on the timeframe. Focusing media outreach and LinkedIn content efficiently and
effectively engaged Sanitaire’s target audiences – decision makers in the
healthcare, education, office and hospitality commercial facility industries,
and editors at the top trade outlets.
To increase media traction and
exceed coverage goals, LCWA leveraged new product news and thought-leadership
partnerships with a press release distribution
and media outreach. For social, posts on Sanitaire’s LinkedIn page –
including graphics, links, on-site
videos and opportunistic content – engaged target audiences and partners.
This concentrated media and social media strategy, combined
with months of relationship building with key trade editors and building
Sanitaire’s LinkedIn presence, paid off. LCWA was able to help cut through the
clutter and exceed benchmarks, with numerous media booth meetings, media coverage,
and more than 30,100 impressions, nearly 7,800 video views and hundreds of
clicks on LinkedIn.
Before, during and after the show,
LCWA helped Sanitaire reach its target audiences and capitalize on the
increased attention on the commercial cleaning industry to amplify its messages
and new products. We look forward to working with Sanitaire on strategic
programs to make a big splashes on social and in the trades with big
announcements in 2019!
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