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Image by Victoriano Izquierdo
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Client: National Automatic Merchandising Association (NAMA)
Title: Making Vending Trending

Type: Awareness

Duration: 3 years

Role: Media Relations Director

Agency: Susan Peters Public Relations

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Challenge

  • Drum up positive media for the vending industry during its annual convention.

Insight

  • Use innovation as the key driver to get coverage for this industry, whose reputation was staid.

Solution

  • Media-trained CEO as spokesperson

  • Use trendspotting to help identify the top 5 "hot" products that would be media-worthy

  • Pitched local and national media

  • ​Prepped the spokespersons for each of the "hot" products to be able to handle broadcast interviews

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Results

  • Media coverage for NAMA's OneShow resulted in an unprecedented 3+ hours of broadcast coverage, with multiple stories appearing on local TV station broadcasts and then syndicated.

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