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Fieldworks announced as finalist in the CIPR Awards 2019

Sarah Cole
Sarah Cole

Great news for the Fieldworks PR team who this week were announced as finalists in the CIPR PRide Awards, shortlisted in the Best Use of B2B PR category for our campaign with RetailEXPO, Europe’s leading retail trade show, to launch its new format show.

The PRide Awards, which are run by the public relations industry body CIPR, recognise PR best practice and communications excellence.

The campaign

Relaunched as a unified show in 2019, bringing together its three leading retail trade shows, RetailEXPO challenged Fieldworks to deliver a dual stream campaign to raise its profile among retailers to drive attendance, whilst engaging tech vendor exhibitors to secure bookings.

To position RetailEXPO as a single source of industry insight, Fieldworks used the findings from independent research conducted by the Foundation and interviews with the show’s Advisory Board members. This research informed a consumer research-led market report, ‘One vision: How to re-energise retail in 2019 and beyond’, which mapped to RetailEXPO’s 2019 show themes.

The One Vision report was hosted as a central piece of gated content behind an email capture form on RetailEXPO’s website. The consumer research was then split in to six PR news generation sell-ins mapping to key personas of the show and themes to drive brand awareness as well as web traffic, email capture and report downloads.

We also leveraged our retail sector specialism to capitalise on the business news agenda. Stories of struggling retailers, CVAs, business rates, declining footfall on the high street and changing shopping behaviours in the light of ecommerce underpinned key messages for the show around the role of technology and retail experiences in driving business performance. This was a key angle and topical way in which Fieldworks could engage press interest and drive media attendance at the show.

The results

Fieldworks generated 147 pieces of press coverage, delivering >18.2m opportunities to see globally in traditional media, as well as driving digital engagement with 2,328 social media button shares from press coverage.

Press registrations for the event rose 22% YOY, with key media attendees including: Financial Times, Associated Press, Retail Week, Drapers, Computer Weekly, Retail Gazette, TechHQ, Internet Retailing, Design Curial and Darc

Leveraging PR to build RetailEXPO’s database via email capture and contributing to lead generation, media coverage played a key role in driving report downloads. PR coverage generated 716 page views of the One Vision report and 242 downloads of the One Vision report, with key retailer downloads from the likes of Sainsbury’s, Tesco, John Lewis, Boden, LEGO, H&M, Debenhams, JD Sports and Pandora.

Fieldworks award shortlist for the RetailEXPO campaign follows a string of recent award wins for the PR team, including CIPR PRide Gold (Best B2B PR Campaign) and PRCA Gold (Best Trade and Business PR Campaign) for ShopperTrak, and Small PR Agency of the Year.

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