I BC SHOWCASE | FEATURE
GET RECONNECTED For many brands, securing new leads and networking are key aims at trade shows. But with handshakes off the cards for the foreseeable, and many shows including this year’s IBC going virtual, brands are looking for new ways to maximise their presence. Here’s our tips to get you connecting better online…
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Plan early and engage with trade show organisers who are turning events digital. It shows your appetite for engagement and you will be able to use their knowledge about how business can navigate this new world. Boost your social media presence by connecting and interacting with new and existing followers. Asian markets use other social media platforms, so it’s important to dedicate your time to localising your communications. Create multi-touch email campaigns for your targeted lists (it takes three emails to get noticed!). This could be about an online meeting, event or the promotion of a product. Choose video marketing to educate your audiences and to demonstrate or showcase your products or services. Invest in formats that can be shared across websites and social media. Build on your digital marketing strategy. PPC, SEO and lead generation can be used to target key demographics who you know you would have crossed paths with at the show. Engage with journalists and press to distribute your messaging. You can also send news under embargo prior to the event. Reach out to the industry (even your competitors) and host virtual round tables to reignite the discussions around trends that usually take place at trade shows. And don’t go quiet after the event! Continued communication is crucial to the success of these offerings.
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IBC Showcase’s programmes are split into three main areas, all of which offer something to different parts of the industry. First up there are Exhibitor Programmes where you can gain insight into cutting- edge technology and workflow solutions from the industry’s leading providers, presented by the leading cinematographers, editors and sound specialists in their respective fields. Next up, IBC Showcase’s Accelerator Programme lets you follow fast-track collaborative innovation projects as they address complex challenges to the business and technology in the media industry. Finally, Owner Programmes let you learn from the people who created IBC. Owned by six leading international bodies, representing exhibitors and visitors, this is the place to get an industry overview and look at the trends that are taking media forward. HOW TO SIGN UP TO IBC SHOWCASE Maybe the best thing of all is that this great content comes to you easily and free of charge. Just sign up at ibc.org, and you’re good to start exploring all the content on the IBC Showcase website, before, during and after the event.
extensive and informative product demos on the most popular gear, so via video you can really explore the latest technology. Just use the search function to find what you want, sit back and get all the information you need. All new product launches and press events are covered online via live video, so you can discover the latest gear as it’s announced, and there’s a comprehensive listing of all exhibitor events, enabling you to pick out those most relevant to your business. Diving deeper into product, you’ll also find virtual workflow tours designed and led by experts from across the media, entertainment and technology industry where you can meet and network with product experts and industry colleagues. What’s more, you can use the My Show Planner feature of the website to make sure that you don’t miss a thing! GET WITH THE PROGRAMMES Just like a regular IBC Show, IBC Showcase is also hosting a series of programmes designed to help industry professionals excel in what they do. And unlike a physical show, all you have to do to guarantee a front row seat is sign up to these virtual events.
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SEPTEMBER 2020 | DEF I N I T ION 47
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