Leveraging an International Network to Secure Foreign Press Briefings
USB-IF Case Study
Client and Challenge
The USB Implementers Forum is an international organization that attends technology events all over the world as part of its integrated marketing program. In particular, attendance at one of the largest technology events in the world - CeBIT 2009 in Hannover, Germany - presented an excellent opportunity to build relationships with European press and analysts, and secure earned coverage in top tier German and European trade and consumer technology publications. Nereus supervised pre-show PR preparations and established a goal of ten scheduled meetings with European and German based press and analysts. Nereus' challenge was to ensure that USB targeted the most appropriate outlets, editors and bloggers, and then overcome any language barriers in a timely and effective manner to set up meetings at the event.
Solution
Nereus determined that the best way to reach our goal target audience would be to leverage the Eurocom Worldwide PR network to partner with a PR firm located in Germany. Eurocom Worldwide is a global alliance of independent, privately owned Public Relations agencies to which Nereus belongs. Through careful planning and constant communication with our international partner, Nereus effectively reached out to a selection of foreign press and analysts who would be attending the event.
Results
By the first day of the event Nereus and its partner had secured 16 scheduled meetings with European and German-based press on behalf of the client, far exceeding the goal of ten meetings. These meetings included several of our targeted outlets and many of the leading trade and consumer technology publications in Germany and Europe. The resulting coverage included 25 unique placements and 48 total article placements in Germany and throughout Europe.