National buying group conference

Social media, design and press support for National Buying Group’s 2019 annual conference

As part of our work with National Buying Group (NBG), a buying group for independent builders and plumbers merchants, we attend an annual conference.

The brief

Once a year, the Group brings together its Partners and Suppliers for a two day event which includes keynote speakers, an exhibition and a Gala Dinner and awards ceremony. Liquid is responsible for creating event collateral, hosting a group of journalists at the event, managing a programme of interviews and populating social channels with live content.

What we did

In the run up to the conference we created two versions of a 12-page newsletter, one for Partners and one for Suppliers, featuring interviews with key spokespeople and important group news. The newsletters were fully designed, printed and distributed to hundreds of conference delegates.

Ahead of the event, Liquid worked with NBG to create a programme of interviews for three journalists. Each journalist had interviews with different key members of the NBG team, Partners and Suppliers and was provided with extensive briefing packs and schedules. Liquid created bespoke briefs for all interviewees and was on hand to manage all 20 interview sessions which included a mix of one-on-one conversations, roundtables and group discussions.

Before, during and after the event Liquid managed NBG's Twitter and LinkedIn channels, posting live, creating social assets and curating content that was coming through from conference delegates. We also created a game of 'NBG Bingo' to encourage engagement throughout the conference, tasking guests with completing challenges to win prizes.

The result

By providing journalists with exclusive content, Liquid facilitated two dedicated supplements free-of-charge in key trade magazines, totalling coverage of 18 interviews. On top of this, all three journalists wrote follow-up pieces on the conference, resulting in 9 pieces of coverage in total, including the two supplements. Journalists were also able to gather content to populate titles with NBG content throughout the year.

Through creating engaging social media content and an original concept, Twitter engagement increased by 509%, and LinkedIn engagement by 176%, compared to the previous year.