By Paul Davies, Account Director
Live events create unrivalled opportunities to drive sales conversations, strike up partnerships and tap into the latest trends. For Platform, and our clients, it’s been brilliant to be back at Mobile World Congress (MWC), NAB Show, Integrated Systems Europe (ISE), London Tech Week, and Infosecurity Europe, to name just a few. With much of the media and entertainment industry set to descend on Amsterdam for IBC in a few weeks, here are our top tips for standing out from the crowd and maximising your investment:
- Get your content and announcements ready early for maximum impact
It’s best to ensure some of your news and other content is ready to go out at least two to four weeks before the show. This will generate the media coverage and digital engagement that sales teams need to set up sales meetings.
- Deliver consistent messaging across all channels
By ensuring your key messages are consistent across all channels you can really amplify your voice and drill home your differentiators. Aligning content themes across your sales collateral, website, social media and news will significantly increase your impact. Having a well-honed elevator pitch can also help to ensure that all your show team – whether they’re on the booth or having a conversation in a taxi queue – have a compelling way to talk about what you do.
- Create content that makes an impact at the show (and beyond!)
Remember: your audience AT the show is only a percentage of your potential customer base. You have a huge opportunity to maximise marketing ROI by taking your story beyond the show floor through paid, owned and earned channels.
- Promote your experts on social media
71% of B2B marketers are investing more in influencer marketing in 2022, and with good reason. The power of social influencing lies in the opportunity to promote the expertise of your team and create an authentic voice. It means that rather than acting as a corporate echo chamber, they offer strong opinions, thought leadership and insight to become a valued and trusted voice in the market. People buy from people, and a good social influencing programme can really add value to your sales efforts at IBC (and beyond). You can read more in our recent blog, here.
- Make the most of in-show opportunities
No matter how many sales meetings you book in advance, there’s always the chance that a good old-fashioned walk-on meeting will make your day. You can increase the chance of this happening by extending your show presence beyond your stand to all corners of the event. For example, IBC has more presentation stages this year than ever before, plus there are in-show awards and the IBC Daily publication to consider.
At Platform, we’ve been ensuring clients are a success at major events like IBC, NAB Show, MWC, ISE, and many more for decades. We can’t wait to be on the ground in Amsterdam again this year and we’d love to meet you there. Drop us a note here to arrange a time.
See you at IBC!