Safety technology company, inFRONT, set out to announce new updates to its AllClear Emergency Assembly solution during the Environmental Health and Safety Expo in order to capitalize on the captive audience of industry influencers attending the show. The company needed to use this time to effectively and efficiently cement itself as a leader in safety solution management for the downstream sector of the oil and gas industry. In order to accomplish this, AR|PR created a marcomm plan that would increase brand awareness, create buzz and secure meetings with right fit prospects at the expo.
With sign off from inFRONT, AR|PR optimized and aggressively pitched a byline article to industry publications approximately a month before the show in order to begin creating a narrative that showcased competitive advantages and industry thought leadership. In addition, the agency executed an integrated communications plan consisting of email marketing, social media advertising and media relations to ensure inFRONT reached its target audience of potential customers as well as media and potential investors. Custom email introductions were sent a a week before the show to drive leads to the booth, while a press release announcing the technology’s updates was also distributed. AR|PR then contacted the reporters who were registered for the show directly to invite them in-booth for a demonstration of the technology as well as an interview with the founder and CEO of the company. Finally, a LinkedIn Ad campaign was executed, targeting industry decision makers and driving them to download an ALLClear white paper, which was firewalled on inFRONT’s site.
In total, inFRONT garnered more than 15 highly qualified leads at the trade show. The e-blasts, which were distributed to registered attendees, received a 31% open rate, well exceeding the 22% industry average. In addition, inFRONT’s website traffic peaked with the LinkedIn Ad campaign driving over 25 qualified leads to its website to download the white paper as well as 3,500 impressions. As a result of AR|PR’s media relations efforts, inFRONT received coverage in leading publications such as Rigzone, Safety, Safety.BLR.com and Facility Safety Management Magazine, which resulted in over 1 million media impressions for the client.