Leveraging trade show investments for maximum exposure

Trade shows in the packaging industry are becoming increasingly more important for exhibitors and for consumer packaged goods (CPG) owners. With tight budgets and fierce competition, manufacturers are scrutinizing their investments and seeking established, stable suppliers that can provide cost-effective solutions.

Bosch Packaging Technology is one of the leading suppliers of complete systems for packaging and process technology. Boasting an established presence in 17 countries, the company develops, produces and distributes machines and systems for the pharmaceutical, food and confectionery industries.

Bosch approached ABI marketing public relations to provide tradeshow support for Interpackin an effort to attract press attention and stand out among the more than 2,700 companies exhibiting at the show.

Taking the challenge head-on, ABI implemented a three-part communication program focusing on pre-show, on-site and post-show support categories.


Leading up to the show ABI’s team of media relations experts identified and booked interviews with more than 40 editors from key publications attending the show, as well as more than 70 editors for Bosch’s press conference. To ensure that Bosch executives being interviewed were prepared and comfortable speaking to the media, ABI created a briefing book outlining talking points and interview guidelines and profiling each publication. Additionally, ABI secured strong pre-show coverage for Bosch in an effort to drive traffic to the company’s booth at the show and generate interested in to-be-launched technologies.


ABI was on the show floor to coordinate and facilitate all media interviews and act as liaison between Bosch executives and the media. ABI also assisted in organizing the press conference logistics and ensuring strong media attendance at the one-hour presentation.

Post show support

Following the show, ABI’s team of dedicated media relations experts conducted follow up outreach with all journalists who performed interviews at the Bosch booth and attended the press conference. Outreach efforts also included reporters who were interested in the latest developments from Bosch, but were unable to stop at the booth during the trade show. Much of ABI’s post-show support involved following up on specific questions and requests that may have been posed on the show floor and providing value-added information to editors to bolster coverage of Bosch.

The trade show served as an important opportunity for the Bosch business units to meet with key editors on a one-on-one basis as well to present breaking news on the company. Bosch came away from the trade show having made important connections with the press, and having secured a significant number of opportunities for coverage in key media outlets. ABI’s three-part communications approach ensured preparedness and comfort for Bosch executives even as Interpack’s floor was busier than ever with record attendance.