Keeping L.B. Foster on track

Another year, another rail exhibition with L.B. Foster. This time it’s a lot closer to home, at the Birmingham NEC, after last year’s adventure to Innotrans in Berlin.

Railtex 19 is the UK’s premier exhibition of railway equipment, systems and services. It’s an international audience visiting from over 50 countries around the globe, with hundreds of organisations exhibiting from across the full industry supply chain. We’ve been working on pre-show publicity, including media relations and social media, as well as a branded press pack for journalists attending the show press office.

During the show we sold in a full programme of editor briefings with titles including International Railway Journal, Global Railway Review, Rail Engineer and Railway Gazette International. Trade shows such as Railtex are a great opportunity to meet the press face to face, especially now that many publications are run with a skeleton staff and out of office meetings a rarity. It’s a chance to put across a strong business narrative, particularly when you have a clearly defined strategic direction. That’s exactly what L.B. Foster have, with its commercial realignment in the integrated technology space and the launch of its Total Track Management and Monitoring Solutions. No wonder we had the press lining up to talk to us.

Bringing together the company’s pan European sales team was also too good to pass over. We filmed specialists running through the various solutions, creating great social media collateral to boost presence and interest during the show. And L.B. Foster’s customer-facing social media channels were buzzing with content and interactions, extending reach and influence.

Adding to our film portfolio, we also recorded Dr Mark Aston’s thought leadership presentation to the industry. Mark spoke enthusiastically and knowledgably about how L.B. Foster has embraced the digital railway to a large audience in the Railtex seminar theatre. We will now be using the film in our social media and digital marketing, as well as part of a new sales support package. Not a bad return for two days out of the office.

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