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The
Dow Chemical Company is one of the world's leading science and technology
corporations, with products manufactured and distributed for a vast
variety of applications in more than 170 countries. Amongst its
many areas of leadership is the development and supply of polyurethane
foam formulations and dispensing technology. Recently, in the USA,
one adhesive product in particular has been hitting the headlines,
INSTA - STIK. This high performance adhesive enables professional
users to attach roof insulation boards to roof decks and substrates
and it can be used on vertical surfaces as well. The decision was
taken to start marketing the product in the UK and The Creative
Department were asked to plan the launch. After considering the
options, it was agreed that whilst other activities would roll out
later, the most cost effective and impactful way to get this particular
story across initially was by means of a major press event, featuring
a product demonstration. Identifying the ideal venue INSTA-STIK performs well in extreme conditions. It comes in a portable, pre-pressurised polyurethane container, that requires no external power source, has a host of advantages, both technically and for the user and it is cold applied. This results in tremendous efficiencies on site and impacts on health and safety, even insurance issues too. The most common causes of fire in the roofing sector being the gas torch, or the gas burner under a bitumen boiler, both of which are effectively obsolete in most situations with the development of this new adhesive. This is a big story and would be of enormous interest to the pertinent press, but for added credibility a really suitable venue was important. We visited a number of candidate locations and The Building Research Establishment near Watford was the ideal choice, the BRE being the UK's leading centre of expertise on buildings, construction, energy, environment, fire and risk. Getting down to detail Once the venue was booked, the hard work began. The Creative Department identified all candidate representatives of the key journals and invitations were sent out, explaining the importance of this product new to the UK market. We also developed a special design style for the invitations and to form a backdrop for the event as a whole. Every invitation was followed up by telephone and there was no doubt a high turnout could be expected. The order of events for the day was established, a timetable drawn up and distributed to all the key individuals involved. Next, the demonstration area was carefully checked out for easy access and to make sure everyone would have a clear view; the photographer was briefed and catering was arranged, with a menu carefully selected to suit all tastes. While this was happening, other members of the team were turning their attention to the press pack material, for which a variety of information was originated. This included full details on everything from the development history and technical background of the product, through to insurance and safety issues. Detailed case studies, covering some of the American success stories, were also included. The presenters notes were then compiled, each of them briefed and then put through their paces, with each session being carefully timed. In terms of both our on - going relationship with the press and the amount of interest generated over INSTA -STIK, the day proved to be an enormous success. Measuring success Immediately after the event we began the business of following up our press contacts and soon started tracking and analysing results. There was coverage in twenty-five different journals, a number of them devoting double page spreads to the product. Dow were delighted with the volume of press clippings received and even more so with the level of enquiries generated. Perhaps it's time you considered demonstrating your company's capability to the press? To enquire further about this case study please go to our enquiry form. |
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