Challenge:
Nielsen Norman Group (NN/g) is a user-experience research firm and the company’s annual User Experience conference, was held in Barcelona, Spain, in November 2007. AxiCom was tasked with raising awareness for the event to drive attendance from Europeans to the annual conference.
Actions:
AxiCom developed a six week plan to drive awareness. To kick-off, AxiCom alerted target press to the high profile speakers attending the event and issued a pre-conference media alert outlining the key seminars as well as the availability of NN/g spokespeople for comment prior to the event.
AxiCom’s office in Spain was engaged to localise and distribute the alert to Spanish press and in addition to submit the event details to online diary listings in industry publications. This ensured people interested in usability, web design and keen followers of Jakob Nielsen were aware of the conference well in advance. In the lead up to the event, AxiCom Spain distributed a final invite to Spanish national and business press inviting them to attend User Experience 2007 and meet with Jakob Nielsen and other NN/g executives.
Using this rolling thunder approach to communications over the six weeks kept the momentum high right up until event week.
Results:
The User Experience 2007 project was adjudged a success. AxiCom secured pre-event interviews with national and trade press from both UK and Spain – results appeared in marketer-targeted UK online eConsultancy, and Spanish business onlines EFE and ElPais.com.
AxiCom’s Spanish team secured two additional face-to-face meetings for Jakob Nielsen in Barcelona as well as a slew of email interviews. The coverage that resulted during and post User Experience 2007 surpassed the originally agreed goals with positive articles in Spanish national, trade and business press, including: La Vanguardia, Data TI, ComputerWorld Spain, and El Economista.
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