PR Triumphs at Industry Trade Show
Johnson Controls Seeks To Raise Awareness at AHR Expo
The Global Products division of Johnson Controls, a global leader for smart, healthy and sustainable buildings, looked to Godfrey to help bolster its leadership, subject matter experts (SMEs), products and booth presence while at AHR Expo 2024, an important trade show targeting the company’s key audience of building professionals. This included promoting industry-leading products and thought leadership themes while leveraging relationships with editors and other influencers to open doors for both immediate and future editorial opportunities.
The Global Products division of Johnson Controls has multiple business groups — all of which need to amplify the innovations they’ve accomplished today and their insights for the future. With this unique challenge, Godfrey established objectives and measurements for success. Key objectives included raising additional awareness of the company’s reputation as a global leader in technology and sustainability by highlighting its expertise, products and solutions among target audiences.
Industry Expertise and Editorial Relationships Inform Strategy
Having supported PR efforts for Johnson Controls for over a decade, the Godfrey team is well-versed in the building materials industry and has built strong relationships with editors and influencers. The team focused on a few crucial elements in order to make a PR impact:
- Outlining the key messages the Johnson Controls Global Products division leadership and business units wanted to highlight.
- Gathering the information that matters to the target audiences (including building owners, engineers, facility managers, contractors).
- Sharing that information with editors and influencers in the most impactful ways possible (through press releases, subject matter expert interviews, contributed content, videos, images, etc.).
PR tactics included:
- Pitching and coordinating editorial interviews with leadership and subject matter experts (SMEs), including pre-show insight, on-site support navigating booth tours and video and podcast interviews.
- Preparing executives and SMEs for the interviews through key messaging development, communication training and briefing documents that included high-level talking points.
- Developing and pitching content (press releases, contributed articles, videos, images, etc.) to key editors and influencers and following up to secure both immediate coverage and future opportunities based on interest.
- Tracking media coverage to measure and report on earned media success and gather competitor insights.
Trade Show Success: Relationships Built. Coverage Secured. Awareness Raised.
The Johnson Controls booth was bustling with a total of 29 interviews, podcasts and presentations during the three-day trade show, not to mention the several interviews leading up to the AHR Expo. More than 40 pieces of coverage, resulting in over 3 million impressions, were secured, with several more opportunities set to publish in the weeks and months following the show. One highlight was when Johnson Controls dominated the “Podcast Pavilion” at the trade show, appearing in two podcasts concurrently with HVAC influencers.
- Content Creation
- Public Relations
3,099,196
Potential PR impressions
24
Interviews & Podcasts
5
Presentations
44
Clips in influential outlets
TAKE THE NEXT STEP
We’re an agency that knows what it takes to overcome the challenges B2B industries face. If you’re ready for marketing that really works, we are too.