Organic Expo
With Organic Expo needing to drive ticket sales and secure exhibitors, Polkadot Communications created the media storm they needed to achieve their goals.
Executive Summary
The Organic Expo is the premier trade show for the natural, organic and healthy products community in Australia. As the largest event of it’s type in the region, The Organic Expo gives consumers and businesses a pure and undiluted access to all the new and exciting opportunities represented in the fast growing health and wellness retail market.
The Challenge
The Organic Expo & Green Show is a well-respected international show, attracting exhibitors and consumers from all over the globe.
Exhibitors include fashion, beauty, health, food, wine, lifestyle, gardening and parenting industries, which are encouraged to showcase their green and organic products to over 8000 enthusiastic consumer and qualified trade visitors.
The Organic Expo & Green Show has attracted celebrity attention, including affiliations with popular chef Kylie Kwong and gardening gurus Costa Georgiadis and Jerry Coleby-Williams, to name a few.
To promote individual exhibitors.
To promote the awards for individual exhibitors in industry and local press.
To secure pre-event coverage to drive ticket sales.
Our Solution
Step #1
Polkadot Communications coordinated a live weather cross on Channel Seven’s Sunrise program. With a live weather cross held every half an hour, Polkadot Communications ensured there was plenty of interview talent available for the Sunrise presenter, and created a lively and fun atmosphere at the Expo.
Step #2
Polkadot Communications drafted a ‘what’s on’ alert, and distributed this to all long-lead and short-lead calendar pages for the August issues of glossy magazines. The What’s On listing offered a snapshot of what the Expo had to offer visitors, while also providing all information about dates and opening times. Coverage was secured in a variety of titles, from online pages such as Sydney Showcase and Street Corner to FHM and the Sydney Morning Herald ‘Spectrum’.
Step #3
Seeded product to key influencers and their networks including Djs, fashion designers and street artists and sponsored a number of events including the Social Diary Christmas party and Fashion Palette.
Results
Polkadot Communications successfully secured pre event and during event coverage across all media platforms including live TV broadcast from the Organic Expo.
Through promotion of their individual exhibitors and the event in general we were able to exceed the client’s expectations which allowed us the privilege of working with the client for three years.
Campaign Stats
- Month #1 – Clippings 30%
- Month #2 – Clippings 45%
- Month #3 – Clippings 55%
- Month #4 – Clippings 75%
- Month #5 – Clippings 85%
- Month #6 – Clippings 100%
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Statistic #1
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Statistic #3
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Statistic #2
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Statistic #4
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