Getting the most out of exhibiting at a major trade show
The Background
For many years, Suzanne Howe Communications (SHC) has provided PR services to Kimberly-Clark Professional (KCP).
When KCP decided to exhibit at The Cleaning Show 2023 from 14th to 16th March at London’s ExCel, and to launch the new Kimberly-Clark Professional™ ICON™ dispenser collection to the UK at the show, it asked SHC to add value, using PR tactics both before and during the event.
The Objectives
The objective was to invite visitors to share in the company’s vision of “Better Care for a Better World” as it unveiled the Kimberly-Clark Professional™ ICON™ dispenser collection, a high-performance and touchless set of dispensing systems providing game-changing design and hygiene.
In the wake of Covid-19, research commissioned by Kimberly-Clark Professional™, and carried out by GfK in Europe, had underlined that now more than ever, washroom users need reassurance that their hygiene, safety and health are a top priority when they step into a washroom.
Visitors would also view a showcase of the award winning RightCycle™ Programme by Kimberly-Clark Professional – a closed loop recycling service for hand towels and the world’s first dispenser installation and recycling service – and benefit from insights on workplace health, hygiene and wellbeing, and experience the company’s unmatched portfolio of washroom and wiping brands including Kleenex®, Scott® and WypAll®.
The Strategy
Ahead of the event, a press release was sent to target media, along with invitations for one-to-one meetings with Craig Bowman, KCP General Manager, UK & Ireland. In addition, SHC helped to prepare and promote a panel discussion, entitled: “Hygiene innovation for the future” on Wednesday 15th, at the conference theatre.
KCP hosted the panel discussion to debate the trends – good and bad – that have emerged along with the biggest challenges and major shifts now faced by the industry.
The panel discussed how manufacturers can, despite recent and current VUCA environments, step-up and deliver innovation that enhances hygiene and drives improvements in the cleaning industry.
The panel included:
- Craig Bowman, General Manager, UK & Ireland, Kimberly-Clark Professional™
- Jo Mullins, Innovation Commercialisation Leader, Kimberly-Clark Professional™
- Denise Hanson, Head of Technical Services at BICSs
- Darren Crossman, Facilities and Safety Manager at Welsh Rugby Union Group, Principality Stadium
The Results
The pre-event press release was sent to all relevant sector media and resulted in 33 pieces of coverage with a total audience reach of over 147,000 and 105 brand mentions.
As well as the successful and well-attended panel discussion, SHC also organised media visits across two days of the show, to provide a one-to-one preview of the new ICON™ Dispenser Collection, as well as explain the latest in innovation in sustainable washroom solutions and hygiene products, including KCP’s industry-leading closed-loop recycling service – The RightCycle™ programme.
These media visits included: Chris Shaw, editor of Cleaning Matters; Denis Flower, editor of FM Business Daily; Sara Bean, editor of Facilities Management Journal; Amanda Vliestra, editor of Premises and Facilities Management; Michelle Marshall, editor of European Cleaning Journal; Martin Wharmby, editor of Tomorrow’s Cleaning; Gavin Nichols, editor of Network6; and Laurence Allen, editor of This Week in FM.
We were excited to be returning to The Cleaning Show to launch our latest innovation, the Kimberly-Clark Professional™ ICON™ collection. We wanted to ensure the event was a success and worked with Suzanne Howe Communications (SHC) to develop a media plan, which included a press release, media Interviews and support with our panel discussion.
We were delighted with the response we had from the media and the coverage we received. Suzanne together with the SHC team are a pleasure to work with; they are thorough and consultative which adds a lot of value to what they do.
Amy Carter, Brand & Customer Marketing Manager, Kimberly-Clark Professional UK & Ireland
