Lauren Willmott 30 March 2017

Crufts is the biggest event in the dog show calendar attracting attention from every corner of the globe from breeders, top dogs, media and our client’s biggest competitors. So, how do you help a brand stand out in such a cluttered environment?

As we headed off to the NEC for our third year working with Crufts’ headline sponsor, Eukanuba, we had a strategic plan of action to ensure the brand achieved a solid ROI on their sponsorship investment.

Here are our top five tips for driving widespread media cut-through at full scale industry events, where competitors are all fighting for share of voice:

  1. Create a savvy strategy

Utilise everything you have at your disposal to deliver a point of difference from competitors. Make sure you’re speaking to social, marketing, and sales teams to ensure your brand’s messaging is at the heart of all communications.

  1. Live and breathe the brand

Stay on your toes and make sure you’ve fully absorbed what the event is, what it means to your client, the opportunities available to them, and who the competitors are.

  1. Curiosity is key

What else is happening at the show that you can leverage to drive coverage for your client? At Crufts we hijacked GB Gold Medallist and hockey player Crista Cullen’s attendance to raise awareness of the Eukanuba Friends For Life competition. Not only was this FOC but resulted in four social media posts to an audience of over 16,000. When we heard some of the hottest dogs of Insta were also attending we made sure we engaged with each of them at the show to introduce them to the brand and gift them with product.

  1. Be brave

Big events draw a lot of media attention which means you’ll most likely encounter a crisis of some scale during the show. By facing this head on, no matter how big or small, you can reduce the impact for your client ensuring the rest of the event runs smoothly without losing out on positive media coverage.

  1. Look after your team

Make sure you rest! Energy is key for success so make sure the team are fighting fit. Four days of always on, crisis comms and media relations requires an energetic, agile team so take care of each other to ensure you’re performing at your best.

By doing all of this we were able to secure 50 pieces of coverage with a reach of over 376m spanning nationals, broadcast, consumer lifestyle and onlines, and there’s more on its way! It also doesn’t stop there. Social was a huge success seeing a huge 179% increase in page likes and 381% increase in engagement during the show.