Major Trade-Show Launch of ASSA ABLOY-Cisco Partnership
ASSA ABLOY enlisted Kraves PR to announce its partnership with Cisco, and their new technology standard, the Hi-O system, at one of the company’s most important trade shows:
Drive anticipation for the product and position the partnership announcement as a milestone in how IT and traditional security are working together, bringing the best of both worlds to access control systems/solutions.
The Strategy and Plan
Generate buzz with day-one stories.
Since the official announcement wasn’t happening until the first day of the show, this required careful selection and management of embargoed media briefings. Kraves PR hand-picked the most important and trusted IT and access control/security press, and arranged interviews for senior executives to reveal the details about the Hi-O system. Kraves PR also prepped the execs and managed the media to generate coverage that hit on day one.
White paper highlights the media materials.
The firm also developed the press materials to support the announcement, as well as ASSA ABLOY’s trade-show presence. Kraves PR developed a white paper describing this first-of- its-kind technology. The white paper served in lieu of a press release.
Manage on-site demos.
To get customers, partners, and industry professionals to attend ASSA ABLOY’s demo suite during ASIS International, Kraves PR created invitations â€œto be one of the first to see a demonstration of The Intelligent Door: Hi-O.â€ The firm managed the executives’ schedules and guided visitors to ensure everyone had a positive experience and time was used appropriately.
The media mavens at Kraves PR set up 18 under-embargo press briefings prior to announcing Hi-O on the first day of ASIS International. They also set up one-on- one demos with more than 100 customers, partners and industry leaders during ASIS International to show them exactly how the HI-O Intelligent Door worked. With approximately 20 articles in trade and business media, Kraves PR drove anticipation for ASSA ABLOY and Cisco’s new technology standard, the Hi-O system.
Business media highlights include:
Top trade media highlights include:
- Access Control Security Systems
- Security Systems News
- Security Director News