Our sales team at DANA Dairy marketing headquarters in France took a long-week break away from the office this Sunday through Thursday 21-25 October in order to be at hand during the SIAL, Paris 2018 trade show. Our stand in the middle of the dairy section at hall 7 was in-between the crossroads of all types of enthusiastic spectators and inquiries.
As a major bi-annual international exhibition in which we’ve been participating since 2012, this year we made it our task particularly to focus our “show of might” on the new DANA production facility in Sweden, the DANA Sweden AB factory, introducing the organic and goat-milk-based baby nutrition items we produce there.
At the show, we aimed at responding positively “to all types of requests and even white label requirements of our partners and global market leaders,” regarding organic as well as goat-milk infant nutrition products, as Alex Abbott put it and was quoted in our press release that hit the wires just as the show was starting.
This year our marketing team made an extensive effort taking the news of our presence at the show to the social media and online. Our press release kicked-off the campaign on Sunday exactly at 9 AM Paris time at the start of the exhibit. The release immediately made it to the first page of Google News for the keyword “SIAL”. At the same time, our social media team went to work campaigning on Facebook, Twitter and LinkedIn posting three updates per day on average and engaging with visitors.
At the end of the week, our press release received over 350,000 impressions with almost 3800 reads. Our twitter posts, on the other hand, got around 20,000 impressions bringing in 297 profile views to our twitter page. The campaign on Facebook, however, resulted in about 15,000 impressions of our posts and brought us about 1600 post engagements on that public media.
The SIAL exhibition this year brought 7200 exhibitors from 119 countries together in Paris. That number included about 135 official delegations who arrived from countries around the world. In all, more than 300,000 stakeholders from the industry participated at the exhibition which was held in an area about the size of 100 supermarkets displaying and introducing over 400,000 products.