Challenge
Secure substantial coverage of annual Garden Show to attract new and returning consumers
Solution
Build buzz through traditional media coverage, social media and a local blogger “sneak peek” event
Results
Achieved 29 million+ impressions with more than 90 articles, briefs, event listings and broadcast segments
Challenge
GFM has partnered with the Colorado Garden Foundation since 2007 to promote its annual Colorado Garden & Home Show. The primary goal is always to secure substantial media coverage. Another key component is promoting the message that 100 percent of the show’s proceeds fund grants and scholarships across the state.
Solution
For the 56th show, GFM planned meetings with key reporters in advance of the event opening to preview new highlights and ensure pre-event coverage.
From paid sponsorships and exclusive media angles to a content development strategy and social media activation, GFM maximized media and community exposure of the show. Exclusive pitches and daily media advisories highlighting show events created message consistency and a steady stream of news to attract both returning and new consumers.
Although GFM’s traditional media efforts for the show are considered “well-oiled,” the team knows potential visitors consume news in different ways. For this show, GFM conducted a local blogger “sneak peek” the day before it opened. Mom, home and garden, food and design bloggers were invited for tours of the exhibit floor and gardens, provided background on the show’s history and previews of hot products. The event resulted in several blog posts and ticket giveaways, and sparked significant buzz for the show on bloggers’ social media properties.
Results
The GFM team secured feature story coverage with all of the major news outlets in the Denver market including a front-page story in the Home section of The Denver Post about a family who received a grant from the foundation and created a community garden. Earned media coverage reached an estimated audience of more than 29 million, with more than 90 articles, briefs, event listings (print and online) and broadcast segments secured. The quality of media coverage garnered for the 56th show provided maximum exposure throughout the Denver market.
