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Group-critical events
Group Critical Events (GCE) are an important part of the Group and market strategies. They help to amplify Solvay’s key messages and commitment to sustainability, as well as ongoing marketing campaigns. They also create a unique opportunity for in person touch points, which can strengthen brand loyalty and motivate Leads to make purchasing decisions.
Group Critical Events require collaboration between Group Communications, B2B Marcom and Media Relations to coordinate the various activities.
The primary promotion method for GCE are the always-on marketing campaigns already active. The B2B Marcom event strategy involves increasing investment in paid promotion before the event to help increase brand recognition at the event.
The secondary promotion method is through organic social media, which serves to help increase brand awareness and loyalty.
In addition, Group communications may decide to use paid social search and social advertising to promote high priority brand messages related to the event.
We do not use any paid promotion to announce that we are at an event and share our booth number. Communication of booth location is done only via organic social and customary advocacy channels.
Promotional activities to be leveraged
- Always-On Campaigns
- Paid promotion campaigns
- Increased investment in paid promotion
- Organic social media
- Event webpage
- Email footer
- Employee Advocacy
Rough timing of activities
Five to six months before the event
- Launch any content creation projects which will be used in campaigns that are strategic for the event (it generally takes longer to finalize content than expected, and if you are done early, you can often find additional ways to leverage the content)
- Finalize plans to prepare a webpage for the event
Two to three months before the event
- Launch any new always-on campaigns which are strategic for the event
- Launch any new paid promotion that is strategic to the event (use the time before the event well to optimize the paid campaign settings)
- Build the organic social media calendar and begin preparing social media content
- Launch the webpage for the event
Two months before the event
- Schedule social media posts to reserve dates in channels with limited availability
- Share the email banner with the Marketing Team to add to their email footer
- Share the social media calendar with the Marketing Team so that they can like and share posts within their professional social media profiles
One month before the event
- Increase investment in paid promotion
- Launch organic social media
- Share Employee Advocacy
Promotional activities to be leveraged
- Fast Track
- Visitor Scan
- Event webpage updates
- Always-On Campaigns (consider whether to increase or reduce paid investment during the show)
- Organic social media
- Live coverage (optional)
- Employee Advocacy (optional)
Promotional activities to be leveraged
- Email marketing opt in
- Event webpage update (optional)
- Always-On Campaigns
- Increased investment in paid promotion
- Organic social media
- Employee Advocacy (optional)
- Reporting