In today’s fast-paced world, trends and brands come and go. It’s important to stay relevant and maintain customers’ interest – weeks, months, and years after the launch of a product in Poland. One of the most effective ways to achieve this is by using events and media relations. This is how to do it on the Polish market.
PR in Poland: take part in trade shows
Trade shows are excellent opportunities for brands to display their products to a larger audience. These events attract thousands of visitors, including not only potential customers, but media, investors, and business partners as well. In Poland, there are many trade shows and exhibitions that companies can participate in.
To make the most of these events, prepare first. Create a communication strategy and a plan of what you want to achieve, such as generating leads, new business contacts, making sales, or building brand awareness. Arrange a well-designed booth that engagingly showcases your product. Don’t forget about a team of knowledgeable staff who will interact with visitors, tell them more about the brand, and answer their questions.
Organize product launches, media events, and press events
Customers often feel obligated to a company that distinguishes them by offering participation in events and are more likely to order products from that brand later. Journalists, on the other hand, are much more likely to write about a brand that always includes them on the guest lists.
Use events to build contacts with journalists in Poland. Offer samples or product demonstrations so that the attendees can experience them firsthand. Other good practices include: inviting industry experts, discussion panels, social media spaces for taking pictures and shooting Instagram reels, creating a unique social media hashtag for the event, gifts, samples, and product discounts.
Invest in event sponsorship
Sponsoring events can help create a buzz around a product and maintain interest in it. However, not every event will be suitable. Choosing the right event is the crucial first step to success. For example, if you run a beauty brand, sponsoring a fashion, cosmetic or women’s event would make more sense.
Once you’ve chosen the event, it’s time to create a memorable experience for your potential customers. For a food brand, you can host a cooking demonstration or tasting showdown. Use social media campaigns in Poland to share behind-the-scenes content and run contests or giveaways. When the event is over, publish a post-event photo report and offer exclusive discounts or promotions to attendees.
Use social media
To make the most of social media campaigns in Poland, prepare a strategy of what you want to achieve. Generating engagement? Building a following? Driving traffic to the product’s website or online store? Share news, events, and industry insights. Engage with your followers by responding to comments, running contests, and sharing user-generated content. Don’t forget to follow important journalists, influencers, and opinion leaders and interact with them from time to time.
Use social listening tools to track brand mentions, industry trends, and customer feedback. This helps you identify potential issues and respond to them proactively. And finally, take advantage of analytics tools to track your social media performance and measure the impact of your PR in Poland. Adjust your strategy as needed to optimize your results.
Cooperate with journalists
Building contacts with the media in Poland is an excellent way to get coverage and increase the brand’s visibility on different platforms. The key is to identify the right media outlets that apply to the target audience and the product.
To make the most of the media relations, always have a well-prepared press release that highlights the features and product benefits (but isn’t too pushy and salesy). Offer samples so that the journalists can see, touch, try, taste, or experience the product by themselves.
Good practices in events and media relations on the Polish market
Here are a few good practices that we have developed over years of working as an agency specializing in PR in Poland:
Refer to current events, trends and virals
A good product alone is not enough to create interest. In PR, stories, emotions, and finding a connection with the audience matter. Use viral trends (especially on TikTok!), memes, popular events, and pop culture symbols from TV shows, video games, or movies. These tactics work in all brands, regardless of the sector.
Focus on relationships, not on what you can gain
Don’t treat journalists as tools that are supposed to help you achieve specific business goals. Of course, PR activities’ effects must be measured – you must know the number of published articles or references to the brand in the media. But remember, the relationship with journalists must benefit both parties. Build contacts with journalists in Poland without expecting anything in return (unless you pay for publication). You’ll see how they will voluntarily mention the brand.
Promote products on many platforms
Be on many platforms, and don’t focus too much on a single form of communication. Many brands invest solely in online activities. Of course, digital PR, social media, and video marketing work great - but you never know how many customers you might lose because of the lack of presence in the press or television.
Creating excitement around the product, engaging customers, and ensuring frequent exposure in their everyday lives are excellent strategies for maintaining long-term interest. Events and media relations are highly effective tools for achieving these goals. If you require assistance in implementing these PR tactics in Poland, do not hesitate to contact us and use button below!