Building Long-Term Media Relationships
Situation: RV, Marine and Automotive & Van conversion manufacturer, Starcraft, was interested in building long-term relationships with members of the media who covered their particular market niches.
Response: We accomplished this by orchestrating on-site “Photo Opportunities” during the field-testing “Breakout Days” of Writers Association conferences. Typically, there is a great deal of equipment from sponsoring manufacturers being showcased at these events. Starcraft enhanced their presence by setting up a booth that allowed writers to direct their own photo shoots, using a professional photographer and models, and leave the conference with high-resolution images to match their current story ideas.
Rationale: Starcraft made the attending members of the press an offer they could not refuse. Gathering the information and accompanying photography needed to write a feature about a Starcraft product was too easy to pass up. It set Starcraft apart from the other sponsors at the show by providing a useful and appreciated service to attendees.
Results: Starcraft was able to build goodwill and long-term relationships with key members of the media. Unique opportunities for product testing and consignment in the field also resulted from cooperation with various writer’s organizations and conference sponsorships.
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