A PR Case-Study on the execution of the Exhibitions of Chinese products from 7 different sectors (Manufacturing, Interiors, Home Appliances, Kitchen & Bath, Textile, Auto Parts and Plastic)

1. A PR Case Study
Presented by

2. China HomeLife Expo 2013 Case-Study
Myth
• Exhibitions are not covered by media
• Pure Advertising works to promote Expos and PR is simply impossible
About China HomeLife Expo
• Exhibitions of Chinese products from 7 different sectors (Manufacturing, Interiors, Home Appliances,
Kitchen & Bath, Textile, Auto Parts and Plastic)
Objectives
• Attract importers from above sectors to visit the expo from across India
• Ensure high footfalls
• Facilitating partnerships between importers from India and manufacturers from China
Challenges
• Mainline media’s aversion to cover exhibition related stories
• 4-6 Chinese products exhibition happen each year at the same venue, next one was scheduled just two
days after China HomeLife
• Venue: very far from the media center, deep in the suburbs
• Inauguration Time: 9am in the morning

3. Strategy & Tactics
Strategy
Two pronged strategy was adopted
A)
To brand China as India’s most preferred trading partner
through hi-profile by-lined articles authored by Chinese
Consulate
B)
To reach out to importers across India and across 7 sectors
through customized messaging specially crafted for each
individual sector
Tactics
•
Placement of authored articles in Top Financial and Mainline
Newspapers
•
Created 7 press releases exclusively drafted for each individual sector,
supported by strong facts and figures
•
Disseminated pre-event press releases in all major importer
dominated regions in regional languages
•
Listings release was shared just a week before the expo
•
Invited relevant media and photographers to attend the expo and
experience the trade partnerships happening live
•
Post event round up press release disseminated across regions in
English & regional languages

4. Results
Media
• Total of over 100 media clippings (69
Print, 3 Electronic & 31 Online)
• Top publications like Indian Express,
Maharashtra Times, Sakal, Lokmat,
Loksatta, Divya Bhaskar, Janmabhoomi
covered the pre as well as post event
news
• Coverage from Mumbai, Ahmedabad,
Bhubaneswar, Lucknow (Hub of
importers)
• Attended by over 60 journalists from all
sections of media including television
Business Results
• Over 10,000 visitors visited the expo
from various parts of the country
• Over 100 partnership deals formalized
at the event

5. Client Testimonials
Media clippings displayed at the Expo Venue
Client Video Testimonial
Click the link if the movie does not play
http://www.youtube.com/watch?v=iiOqwR7A7Ag&feature=youtu.be

6. Would not have been possible without
• Ashim and Anupam sir for their help and guidance
• Kishore and Sushil for their extra-ordinary media relations
• Santosh Salve and Pradeep Shejwal for the logistical support
• Narayan sir, Praful, Agam sir, Rakesh and Manas for the support from their respective centres
• Varsha Arola for the lead and Nijay Nair for directing the lead to the team
Thank You
First successful event of Adfactors B2B