Twice a year, the Darby Communications team makes a trip to the Big Apple to showcase our brands’ latest products. It’s a critical opportunity to meet media on their own turf and provide all the tools they need to easily turn a product sample into a story. We like to think of it as the home-field advantage.
Let’s go to the instant replay to find out what made our Fall 2017 trip a success.
Location, Location, Location
Okay, did we already mention that the media event takes place in NYC? The City That Never Sleeps happens to be home to many of the nation’s most influential publications and we know where they live! Er… work. So we set up shop right around the corner and made them an offer no writer can resist: free food and strong coffee. They could practically smell the scones from their cubicles.
As the media landscape continues to shift, we’re seeing tighter budgets, dwindling staff numbers, and greater competition for access to editors’ time. Additionally, a spike in the number of new experiential trade shows leaves brands struggling to determine where to capitalize on the strongest opportunities to connect with target media.
Our showroom at the Westhouse Hotel in Manhattan allowed us to highlight new products in an intimate setting, with record attendance from an all-star lineup of editors, journalists and freelancers in the outdoor, fitness and lifestyle industries.
When this blog went to press, emojis had yet to oust the good ol’ fashioned handshake. Similarly, it’s difficult to overstate the value of maintaining eye contact when discussing product specs. Toss in a couple of buttery, flaky breakfast pastries and a carefully curated goody bag and you’ve got the makings of a lifelong friendship. 👯♀️
Within weeks, the coverage was rolling in, and Darby Communications brands were popping up in stocking stuffer roundups and fall fashion reviews, just to name a few.
Of course, these efforts would be lost without amazing product from our stellar roster of clients. And we did not pack light, folks!
Sierra Designs displayed 2018 tents and sleeping bags, including the Sweet Suite and Nitro; Industrial Revolution highlighted the Rookie children’s craft knife and Kansbol outdoor knife from MoraKniv, as well as Stormproof Sweetfire firestarters and Precision Fit headlamps from UCO; Astral brought their new water-friendly footwear styles, including the eco-friendly Hemp Donner; Headsweats showcased the popular National Parks truckers and Pom Pom Beanies; Ecōths shared several new Fair Trade Certified designs; Aventura promoted Adira, their new athleisure collection; Tailwind Nutrition debuted their new Rebuild vegan recovery drink, coming in early 2018; and Hyland’s sent samples of Good Morning, which provides relief of drowsiness and fatigue without caffeine or other stimulants.
We even brought a boat! The new Malibu Pedal from Ocean Kayak, was on display to show folks how it comfortably seats one adult, one child and a family pet for a fun day on the water. 'Till next time, NYC!