Adding value to the investment of exhibiting at a trade event
The Background
For many years, Suzanne Howe Communications (SHC) has provided PR services to Kimberly-Clark Professional (KCP).
KCP had decided to exhibit at Interclean Amsterdam from 10th-13th May 2022, at the Amsterdam RAI, and asked SHC to add value, via PR both before and at the event.
The Objectives
In the year that Kimberly-Clark celebrated its 150th anniversary, the key objective was to promote the theme of Kimberly-Clark Professional’s stand at Interclean 2022: “Building a Brighter Tomorrow. Together”.
At the event, KCP wanted to showcase how the company can be a sustainability partner and help to make a difference for people, businesses and the planet with its products and services.
The stand featured an advance preview – for invited guests and selected media – of the new Kimberly-Clark Professional ICON™ Dispenser Collection – a stylish new range of dispensers which offer washroom users control without compromise by delivering game-changing hygiene combined with a new standard of performance and experience. With patented dual sensor technology, the ICON™ automated rolled hand towel dispenser is designed to be more efficient, offering a 99% jam-free, virtually noiseless, and touchless paper towel dispensing experience.
Under the banner: “Better Care for a Better World”, KCP engaged visitors in an interactive experience showcasing how its industry-trusted brands and solutions – including Kleenex®, Scott®, and WypAll® – deliver on quality and performance, while enhancing productivity and well-being.
Interclean 2022 also provided the opportunity to introduce the RightCycle™ Programme. The recycling of old dispensers and used hand towels helps businesses achieve their zero waste to landfill goals, with no upfront costs or additional labour – making it as easy as throwing them away.
With a closed-loop recycling service for used hand towels, The RightCycle™ programme enables businesses to reduce their waste footprint by up to 25% and increase a building’s recycling rate by up to 5% – helping to achieve sustainability goals and to develop the circular economy today and for the future.
The Strategy
The request to promote KCP’s appearance at Interclean came with only a few weeks to go until the event, so the first priority was to secure coverage in event previews in the key sector media.
Selected journalists from key UK and German cleaning media were then invited to visit the stand for an exclusive preview of the new Kimberly-Clark Professional ICON™ Dispenser Collection.
SHC also helped to organize a panel discussion on 11th May, called: Bringing the Industry Together, hosted by Kimberly-Clark Professional™.
Now the industry is back face to face, global manufacturer Kimberly-Clark Professional™ brings together a key distributor, a leading contract cleaner and the Worldwide Cleaning Industry Association for a panel discussion including:
• How has the industry changed since we all last met face to face?
• Has the focus to sustainability shifted more towards a circular economy?
• What are the big industry needs right now that innovation can meet?
• What are the opportunities for a brighter future together?
Hosted by Louisa Moore, Communications & Sustainability Leader, Kimberly-Clark Professional, EMEA, the panel included: Toni D’Andrea, CEO – Director ISSA, EMEA (World Wide Cleaning Industry Association); Bunzl Purchasing Director Continental Europe Mario van den Hoeven; Jonathan Purdy, KCP EMEA Customer Experience Director; and Derek Thrall, KCP Global Commercial Development Associate Director.
The Results
SHC organised media visits for the first day of the show, to provide a one-to-one preview of the new ICON™ Dispenser Collection, as well as explain the latest in innovation in sustainable washroom solutions and hygiene products, including its industry-leading closed-loop recycling service – The RightCycle™ programme.
Journalists were selected and invited from the UK and German cleaning media, including: Tomorrow’s Cleaning; Cleaning Matters; Rationell Reinigen; European Cleaning Journal; and Reinigungsmarkt – with resulting coverage in all of them.
These visits built and enhanced relationships with these leading media outlets which will bring many benefits in the future. These meetings also resulted in coverage being generated in the UK and German media, which was promoted further on social media channels. Circulation in the media alone resulted in a combined reach of over 135,000, and 40 brand mentions.
“A sincere Thank You to the Suzanne Howe team for your partnership at Interclean, the biggest cleaning exhibition in Europe. With the media visits to our exhibition stand and the panel discussion, we were able to maximise our attendance and help to build KCP’s reputation as a leader in the industry.”
Louisa Moore, Communications & Sustainability Leader, Kimberly-Clark Professional, EMEA.
