The starting signal for the 7th BMK Kitchen Retailers’ Innovation Prizes 2012 was given in spring. On 16 September, area30 in Löhne/Germany provided just the right setting for the grand finale. The Bundesverband Mittelständischer Küchenfachhandel (German Association of Small and Medium-Sized Kitchen Retailers – BMK) presented awards to the winners and runners-up in the “metropolis of kitchens”.
Even back at the time of the competition’s announcement, MSWW supported the BMK Innovation Prize with a press release directed towards the trade media. To mark the event, press releases were prepared for the digital press kit: coverage included the award winners’ ceremony as well as the prize-winning products that were presented in written and pictorial form. To boost awareness of the innovation prize not only in the media but also among manufacturers and kitchen retailers, MSWW engaged the services of video production specialists social & art TV to capture the prize winners’ ceremony. Footage also included impressions of area30 during the East Westphalian kitchen exhibitions. Statements from a number of BMK member associations further complemented the film material. Result: a 4-minute video published on our YouTube channel and MSWW’s Facebook page. The online media of the editorial teams were quick to respond and linked the video to their sites; we sent the video link to the companies winning the BMK Innovation Prize for them to use the film as part of their marketing activities.
Upshot: Investing relatively little effort, we have managed to bring the BMK Innovation Prize into the segment’s focus more than ever before.