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DeGrille @ PetExpo 2022
DeGrille participated in its first public PR event, PetExpo 2022; the first physical iteration of the event since COVID. This was the perfect chance for DeGrille to reach out to pet owners, a key consumer base among potential invisible grille customers.
TEAM | SEAN TAN, SUPPORTED BY CLEVERLY SG + MY AMAZING COLLEAGUES AT DEGRILLE
PROJECT DATE | NOVEMBER 2022
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Background
In November, DeGrille participated in PetExpo 2022; the first physical pet expo since the pandemic. As such, attendance for this expo was expected to be really high; and booth spaces were expensive to book. To make that pay off, I had to ensure that the company's outreach and promotional efforts for this event could break even, to make this viable.
Knowing about the importance of content scheduling, copy-writing, and having studied how to create real-time content from my Digital Marketing and Public Relations classes really paid off; since I had prior knowledge of how various local companies have publicised and created content for special events similar to these, I didn't go in completely blind.
I got the opportunity to design several marketing collateral and create promotional content in the lead-up to the expo. I designed brochures and banners, and liaised with several suppliers on the company's behalf to produce my designs. As the expo was a live event and not something I could pre-plan or choreograph, I had to be on alert to capture as many good shots as I could across the duration of the event; from our salespeople interacting with our clients, to the streams of adorable pets of all breeds and sizes that would stroll across the aisle in front of the booth.
It was incredibly heartening to see my designs being used for an event like this; visitors flipping through the brochure I designed, my banners catching their attention. And most importantly, the content I created resonating with our audience, attracting pet owners to visit our booth, to learn about how our company can help safeguard their pets.
Learning Experiences & Key Takeaways
It was daunting initially, but I ultimately embraced the responsibility of making sure that this expo was successful for us.
I've had to liaise with multiple different suppliers through a variety of mediums to obtain quotations and inquire about product details, such as print dimensions, materials, lead time, minimum order quantities, delivery and what not. I'm normally prompt in responding to messages and requests from my superiors, so being responsive to suppliers wasn't too difficult for me.
Occasionally, there would be small communication slip-ups where I wouldn't follow what the suppliers would mean by certain terminologies, such as printing methods or product names that were different -- these required me to seek clarifications every now and then, but they were more or less minor. Ultimately I was able to learn more about the products and services themselves, which would be helpful for me, the next time I create marketing collateral like this.
I feel elated to be able to work closely with my superiors during the planning for this expo. I remember sitting down with them for hours to discuss the booth's design, the marketing collateral that could be made, going through the exhibitors' manual together. It was also the company's first time participating in an expo like this, so it was ultimately a great learning experience for all of us; though it was much more so for me, being able to work with them.
A multi-disciplined Media & Communication student from SP who's ready to create content that connects for your company's media needs
© 2022 by Sean Tan. Supported by Singapore Polytechnic. All Rights Reserved
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