Case study for digital marketing event ad:tech London. How we assisted in marketing the event using media relations, PR and digital PR

1. ad:tech case study Comms, media relations and PR

2. About

3. About ad:tech and dmg ad:tech, the digital marketing event is organised by dmg events Ltd, a wholy owned subsidiary of DMGT. The annual conference and exhibition is renowned as one of the UK’s premier marketing shows

4. Brief

5. ad:tech marketing To manage comms, media relations and PR for ad:tech and its stakeholders Delivered approach and strategy for the organiser dmg events pre, during and post event to build awareness in line with marketing

6. Approach

7. Comms and PR Used comms and PR to raise the awareness of the ad:tech event Created media relations guidelines for stakeholders to boost event visibility Supported ad:tech’s direct and digital marketing activity

8. Building profiles Building profiles of ad:tech spokespeople and the brand supported the expertise by the event organiser and its exhibitors and guest speakers Appealed to stakeholders drawing interest to the event

9. The press centre Created a physical press centre at the ad:tech event and mirrored it online Greeted and assisted journalists setting up interviews with stakeholders Managed press and marketing material for distribution

10. Impact

11. Media partners Successful placements with media partners covered the pending event Featured the event, exhibitors, guest speakers, sponsorships and ‘ad:tech’ Reviews reached audiences most relevant to the event

12. Building a rapport Assisted and guided the ad:tech marketing team in selecting relevant media Successfully placed ad:tech spokespeople in key business marketing media Advised on positioning for the brands based on the title

13. Off and online reviews Used online PR and news engine SEO to ensure the event was reviewed in off and online titles like .net, B2B Marketing, brandrepublic, Campaign, Marketing, Marketing Week, NMA, Revolution and so on

14. Post event PR We sourced opportunities post event to maintain buzz focusing on what transpired assisting marketing and sales activity for the forthcoming year Third party feedback was conveyed by stakeholders

15. Post event reviews Post event reviews on topical subject matter allowed the event organiser to demonstrate its richness positioning ad:tech as a leading marketing event Coverage built kudos of the event used for future comms

16. Launching new brands Assisted ad:tech and dmg events release new initiatives for a UK audience The Digital Marketing manifesto and iMedia Connections UK launched Our PR assisted marketing release brands off and online

17. Brand legacy Our PR and media relations assisted in producing a successful event Created a better comms strategy for ad:tech to implement for future events IT outlined a progressive approach for competitive market

18. The value of comms Successfully raised visibility of ad:tech pre, during and post event Measurable journalist and media attendance beyond partners ad:tech set up Generated a ROI of 145% for the digital marketing event

19. Elemental profile

20. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

21. Interested?

22. Getting in touch