When it’s time to set your big event or expo apart from the rest, having something mediagenic can launch you into the spotlight.
Our publicist team just concluded a successful media push for the Spring 50+ PrimeTime Living Expo, held April 3-4 at Mystic Lake Casino Hotel. The event literally danced its way into the spotlight. Zumba instructor Steve Fillmore conducted free Zumba Gold classes during this year’s expo, making the Expo a PR hit with a lively visual and a fun, trendy subject.
What makes a compelling presentation or demonstration?
Journalists love to cover trends: what their audience is reading about and watching today, or to be the first to report on a new aspect of a hot trend.
The Zumba craze is a perfect example of the latest trend in fitness. Just two years ago, less than one million people had tried the Zumba workout. Today: there are seven times that number of Zumba enthusiasts, in 60,000 locations in 105 countries. The latest twist is Zumba Gold, a version developed for people within the baby boomer generation, which was demonstrated at the expo.
Make it fun and visual
Every event needs fun visuals to appeal to the media. Zumba was ideal, with its blend of zesty Latin music, easy-to-follow dance moves from the Salsa, Merengue, Cumbia and Reggaeton; and an invigorating, party-like atmosphere. Reporters were hooked.
Invite the media to participate
In this placement, Zumba instructor Steve Fillmore appeared on KARE 11 TV to demonstrate Zumba for Baby Boomers. He got anchor Pat Evans to try the Zumba dance moves for viewers, for a very fun segment.
Provide details
Of course, it’s always important to make it easy for the media to cover the event. Provide reporters with background on your event and your presenters. Are they local? What have they done in your community? How else can you make them relevant to the media’s audience? We refer to this as co-producing a segment. We provide the media with the guests and information for a lively, information-packed segment. The result: a lot of viewers arrived at the expo dressed ready to try Zumba Gold for themselves.
