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Executing events in an increasingly digital world

Like many other industries, the pandemic has resulted in the PR sector somewhat pivoting on some activity too, with events in their traditional form no longer feasible.

Over the last 12-months, the team here at Refresh has been busy helping our clients successfully navigate the trying times, while cutting through the noise to effectively communicate their news and increasing their share of voice on various topics amongst media. One of the tactics we’ve adopted more so recently, to successfully generate that noise, has been digital events.

While traditionally we have coordinated and executed countless events including launches, awards ceremonies, press days, roundtables and panels, for obvious reasons it just hasn’t been possible to do these in person recently. As such, we’ve completely transitioned our events offering to a digital space, which we have had a great deal of success with in recent months.

Launching FEIN’s ‘future of the metalworking sector’ via a digital press day

For instance, to launch our ‘future of the metalworking sector’ campaign for power tools and accessories manufacturer, FEIN, we coordinated a digital press day. During the online event, which took place solely on Microsoft Teams, we provided our key media across the metals and manufacturing industry an exclusive preview of our campaign. The campaign was grounded in a piece of research to uncover the issues the metalworking industry is facing, while gaining insight into the pain points of the sector’s skilled workers, with key takeaways around how the sector can futureproof itself compiled into a report. These very insights were shared in advance with key media during the digital press day, while our campaign spokesperson also delved into FEIN’s broader strategy, the company’s rich history of innovation (as the inventor of the first electric hand-held power tool), as well as its catalogue of products. The event resulted in a successful launch for the campaign and multiple pieces of coverage amongst the likes of Manufacturing and Engineering Magazine, Materials World and Aluminium International Today.

A virtual roundtable for Wienerberger

To gain a better understanding on several key social housing issues for our client, leading provider of wall, roof and landscaping innovations, Wienerberger, we surveyed decision makers involved in the specification process of social housing developments. The research explored several key challenges facing the sector including the housing shortage, sustainability and building quality. To discuss these findings further, we hosted a virtual roundtable via Zoom. Attended by a panel of leading experts from across the sector including architects, consultants and social housing developers, the virtual roundtable provided an added layer to the research, via qualitative insights that really helped to further the conversation around social housing. Watch this space for the media coverage rolling out, which can already be found on LocalGov, Showhouse and Refurb.

The future of the events

While events in their traditional format are still not possible, making a splash via a digital event can be a great way to engage an audience remotely. Be it introducing a new product to consumers, giving media advance access to an exciting launch or generating conversation around a timely hot topic, digital spaces are amazing avenues to reach audiences far and wide, and the possibilities really are endless.

If you would like some advice on hosting a digital event, get in touch.

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