Savvy marketing teams understand the value of conferences and tradeshows by having the entire process down to a science. Activities like negotiating optimal booth placement, having eye-catching signage with demo stations, and promoting a giveaway to capture leads are fundamental, but massive shows like the Consumer Electronic Show (CES) and the National Association of Broadcasters (NAB) Show require something a bit different to get people’s attention.
Last month, I traveled with client EMC to the NAB Show in Las Vegas to provide media relations support surrounding the conference. While I’ve attended numerous conferences throughout my career, this was my first NAB and I was taken back by the scale of this event – the convention center floor was packed with companies from around the world showcasing technologies and innovations in broadcast, media and entertainment. The show floor had over a million square feet of exhibit space, and I was on sensory overload.
One entire pavilion was dedicated to video drones and aerial robotics, while another focused on advanced advertising technologies for broadcasters, and yet another on virtual and augmented reality. There was something for everyone but the noise-to-signal ratio was off the charts since everyone was battling for each other’s attention.
During my breaks, I wandered around the show floor to better assess how companies like EMC, Sony, Adobe, Microsoft and BlackMagic Design approached the conference. I noticed a major trend, that successful companies maximized exposure by leveraging their booth presence as a venue for content delivery – hosting live sessions, trainings and workshops across a variety of topics. Some provided customer case studies and partner panels while others hosted live demonstrations from leading directors and special effects professionals for feature films like Star Wars: The Force Awakens and Avatar.
Compelling content stole the show. Through the approach of leading with content, attendees were drawn into the conversation and, in many cases, people spilled over into the walkways, attracting others who wanted to see what all the hubbub was about. The conversation was no longer just about broadcast technology products and software but how movie studios and creatives used tech in compelling ways for audiences around the globe. Needless to say, my feet ached after day one.
Here are some tips and recommendations for creating compelling content at conferences and trade shows:
- Know Your Audience – The NAB show was filled with people who love broadcast, movies and entertainment. Beyond 4K, green screens and drones, people wanted to better understand the evolution of media formats, the future of on-premise and cloud-based workflows, as well as the gadgets that streamline shoots and post-production. People were on the search for new, groundbreaking techniques to create more compelling content and to collaborate across geographical boundaries. Cater your session topics around things that people care about and you will be rewarded.
- Be Creative and Different – EMC did a successful job generating buzz around its content sessions by having something eye-catching and different – professional magician Scott Tokar who helped draw crowds into the booth. This individual performed incredible magic tricks that engaged participants and afterward, ushered them into a seating area for the next partner or technology session. This worked wonders and made for an unexpected and memorable experience.
- Amplify Your Messages – Nothing is more impactful than having others share your message. EMC also worked to create a social media campaign with hashtag #emc4media. After each session concluded, the master of ceremonies asked if people were interested in winning a 4K GoPro and selfie-stick by taking a photo of themselves and adding the hashtag. This helped drive EMC’s presence around the conference and captured the attention of online audiences.
- Incorporate Varied Content – Think about the thought-leadership topics you would like to include throughout your session content. Does it reach different audiences like customers, partners and creatives? How can you balance content to match the cadence of news flowing out of the show floor to drive maximum impact?
- Consider Session Timing – Be sure to check out schedules for the on-stage presentations so that the larger-scale sessions don’t compete with your content. This is sometimes difficult to achieve but do your best based on the announced schedules for other companies.
- Leverage News in Meaningful Ways – If your company is making a significant announcement like a new customer or product feature, be sure to leverage parallel content sessions to capitalize on this news at the show. For example, if a new partnership is announced in the morning, host a mini presentation with that partner later in the day and invite media to attend. This will help solidify messaging and provide an opportunity for press to interview multiple participants.
NAB 2016 had over 103,000 registered attendees and featured 1,874 companies. With a show this massive, it is difficult to get a brand’s message heard and imperative that companies lead with content to drive brand awareness, booth foot traffic and sales.
This conference was a great success and here’s to seeing you at NAB 2017. Just remember to wear comfortable shoes. Your feet will thank you.