DVB Selects 202 Communications to Manage Media Relations and Content Marketing

DVB, an industry consortium that develops open interoperable technical specifications for the delivery of digital media and broadcast services, today announced it has selected 202 Communications as its exclusive media relations and content marketing agency.

“DVB recently celebrated its 25th anniversary at IBC2018, and is now focusing on the challenges facing the digital media and broadcast industries in the future, including creating its DVB-I specification to support OTT content delivery, and how it can contribute to the upcoming 5G rollout,” said Eva Markvoort, head of the DVB Project Office. “Having 202 Communications in charge of media relations and marketing activities will help us gain momentum and maximize visibility as we push to simplify the delivery of high-quality content to every screen. One of the agency’s initial roles will be coordinating media partnerships for DVB World 2019 in Dublin, an annual event that always draws hundreds of key industry stakeholders.”

“DVB leads the digital broadcasting environment with thousands of broadcast services around the world using DVB specifications and more than a billion DVB receivers shipped globally,” said Neil Howman, managing director at 202 Communications. “We look forward to strengthening DVB’s relationships with the media and boosting overall global visibility of its activities.”

DVB specifications cover all aspects of digital television, from transmission through interfacing; conditional access; and interactivity for digital video, audio, and data. The group’s annual conference, DVB World 2019, will take place March 11-13 in Dublin’s iconic Croke Park, with presentations on hot topics such as 5G, OTT, DVB-I, and HbbTV.

More information on DVB World 2019 can be found at www.dvbworld.org.

More information on DVB can be found at www.dvb.org.

How to use white papers to drive sales

More than ever, your customers are hungry for knowledge and solutions to their problems. They will find the answers somewhere, so you have an opportunity to help them find the answers from you. Join us for a live webinar: “How to use white papers to drive sales.” (Register below.)

 

‘Tis the Season . . . to Plan for Next Year’s Marketing Strategy

The New Year is upon us, and the absolute best thing you can do for your company right now is to start working on next year’s marketing strategy, if you haven’t been already. Recently, I was speaking with a prospective client, and our conversation naturally turned to 2019 planning. We explored a range of topics, which I’ve summed up in this post. Here are four key areas that every company’s marketing department should be focusing on for annual planning:

  • Have a clear set of objectives: Whether you plan to launch a new product or service, embark on a major growth or acquisition strategy, or diversify into a new market, it’s important to have a clear focus on what you’re aiming to achieve.
  • Know your customers and your competitors: Listen carefully to what your customers are asking you for. Are you fully meeting their requirements? What are your competitors doing better than you? Think about the last time you lost out to a competitor and also the last time you won a contract — why did you fail or succeed? Examining both experiences can help you improve your offering.
  • Create a content roadmap: Once your objectives are in place, think about what content you can produce to achieve those goals. You might want to create a pipeline of news announcements covering product launches, produce a series of thought leadership editorials for key trade publications, and maybe even write a series of case studies and white papers. And remember, once you’ve created a piece of content, you can repurpose it in numerous ways, including social media or blog posts, email campaigns, advertising, and speaking presentations…the possibilities are endless!
  • Start scheduling your events calendar: It’s time to consider what trade shows and industry events will provide the best platform for your company to demonstrate its products and expertise, plus engage with prospective customers. Once you’ve decided, start putting together specific trade show campaigns to ensure maximum exposure before, during, and after the show.

202 Communications can help you execute all of your 2019 content marketing planning. To give you an example, one of our prospective clients is planning to exhibit at the 2019 NAB Show in April for the first time and developed a clearly defined set of goals for the show. I recently submitted a proposal to her, outlining how we can help her meet all NAB preview deadlines, build visibility and interest in her company’s products ahead of the show, and finally, help maximize her opportunities to brief the trade press and present to prospects at the show itself.

If you are planning to exhibit at the 2019 NAB Show, 202 Communications is offering a limited number of discounted NAB projects on a first-come, first-served basis. (This offer ends Friday, Jan. 11)

If you would like to discuss your content creation, marketing communications or media relations requirements for 2019, please drop me a line at neil@202comms.com.

Don’t wait too long! 2019 is almost here and the pre-NAB work starts in early January!

We look forward to hearing from you. In the meantime, Happy Holidays from everyone at 202, and here’s wishing you a safe and successful 2019.

Neil Howman, Managing Director
202 Communications

neil howman

How to Keep the Buzz Going – Post-Trade Show

One conversation we frequently have, especially with new clients, is about how they can keep the news pipeline full and flowing in the weeks following a major industry event.

With IBC2018 just ending, this seems a good time to recap how you can remain in the news spotlight long after the show is over.

When it comes to news announcements, you naturally want to make noise around a major show such as IBC. However, during the stretch leading up to the show, major publications are literally swamped with press releases, invitations, and other show-related requests and information.

If you have several pieces of news or content to share, think about which ones might have an equal impact if they were released after the show or event. It is often in the post-show period that many publications are hungry for news. The chances of your news being lost in the noise are greatly reduced.

The post-show period is an excellent time to both produce and promote more detailed pieces of thought leadership content, such as white papers and case studies.

Of course, it is vital that you follow up on promising sales leads after  a trade show. But if you’re able to dedicate some time to producing a white paper or case study, the benefits can be significant. Once the content is created, you can promote it in numerous ways, including via your website and social media platforms, through a newsletter, or by your sales team at future trade shows and other industry events. You can also look to repurpose key aspects of the content for editorial placement in the trade press or to form the basis of a presentation.

If you would like to discuss how you can better manage your news pipeline, or if you don’t have time to create your own white papers or case studies, get in touch.

202 Communications is experienced in helping companies create compelling content. Our in-house account management and writing teams understand what our clients are looking to achieve and are skilled in advising them on the best approach to take.

Drop me a line at neil@202comms.com.

I look forward to hearing from you.

Neil Howman, Managing Director
202 Communications

neil howman

IBC Is 6 Weeks Away… Once It’s Over, Then What?

With IBC2018 now only about six weeks away — crazy but true — I want to share our list of top tips to help maximise visibility for your company and products at the show (you can find the list at the bottom of this post). Remember, this checklist is not just for IBC; you can apply it to any trade show or industry event.

Making a big impact at a major industry show like IBC is a vital component of your marketing strategy. With current and future customers and partners, not to mention the global trade press, all convening at the same location, the opportunities are significant. In the month or two leading up to a major industry event, we spend countless hours with our clients finessing their messaging, putting out press releases, and securing editorial opportunities. But what happens next? At 202 Communication, we know how critical it is that your post-show message doesn’t get lost during in the noise of a major industry event. All of that work put in to achieve visibility before and during a show is only the start of the story.

Once the show is over, building on the initial coverage is equally, if not more, important. To add to the momentum you achieved in the short term, start thinking about a strategy for your post-IBC content.

Here are a few things to think about:

  • What product announcements can you make after IBC to keep the news pipeline flowing?
  • Can any of the announcements that are made in the build-up to or at the show be repurposed into an article, case study, or white paper?
  • Can you promote any video interviews you did at the show via your website and social media platforms?

As you look forward to another IBC, make sure you keep looking beyond it too!

If you have any questions about planning for IBC, or any major event, please contact me at neil@202comms.com. We can help you maintain your marketing momentum before, during, and after every trade show.

Check out our trade show check list here.

Neil Howman, Managing Director
202 Communications

neil howman

No Rest for the Prepared

Now that BroadcastAsia and CommunicAsia are over for another year, you could argue that the next month will be a relatively quiet period, as far as major industry events are concerned.

But you’d be wrong! Initial preparations for IBC in September are already well underway. I want to share some ideas about how you can maximise your visibility. One thing you should be thinking about now is producing an IBC preview. This preview of the products and demos you’ll show at IBC will be sent out to all of the trade press covering the exhibition. Many publications are already putting together their IBC preview editions and will need your preview ASAP. It’s also important to get in touch with your customers and sales prospects. Let them know your plans for IBC, while of course making sure any email communications you send out are GDPR-compliant. (See last month’s Multiscreen Buzz for more info about this or drop me an email if you have any GDPR questions).

I’ll be providing additional IBC-related content in next month’s newsletter. In the meantime, July and early August are a perfect opportunity to focus on projects you haven’t had the time to get to earlier in the year. Put together a compelling case study or white paper, work on updating your website, or produce an engaging blog or newsletter to keep your customers and prospects updated on news and product announcements.

Producing such a piece of content certainly takes time and effort, but once created, it will aid greatly in promoting your products and company. A case study, for example, can be promoted via your website, social media and newsletters, as well as handed out to booth visitors at future trade shows and events. What’s more, it can be used by your sales team for prospecting. Later down the road, we highly recommend repurposing your case study into a trade press article or  a presentation. There are numerous ways you can re-spin an engaging and informative piece of content — so it’s worth the initial effort.

202 Communications is experienced in helping companies create compelling content. Our in-house account and writing teams understand what clients are looking to achieve and skilled at advising them on the best route to take. Working with you, we can produce an exciting case study, white paper or other content that will help you to reach the right crowd.

To learn more, please drop me a line at neil@202comms.com.

And if you are interested in finding out more about preparing for a trade show, organising a press conference, or participating in a speaking opportunity, click on the related links.

Neil Howman, Managing Director
202 Communications

neil howman

GDPR: Challenges and Opportunities

On May 25, the European Union’s General Data Protection Regulation (GDPR) came into force. Over the last 20 years, this is the most important change in data privacy laws in Europe. It is designed to both protect and strengthen EU citizens’ data privacy rights and also reshape the way organizations approach their data privacy policies.

Of course, these new regulations don’t just affect companies and individuals in the EU. Any organization, irrespective of its location, that offers goods or services, or holds data on EU citizens, must comply with GDPR.

I recently had the privilege of chairing a GDPR panel session, and during the event was shown some very interesting survey results suggesting that there is a degree of confusion amongst both companies and individuals surrounding issues of data privacy, its management, and who is ultimately responsible for any regulation breaches or abuses. We don’t have to look much further than the recent Facebook and Cambridge Analytica affair to see an illustration of the current problems within the data landscape and why reform and regulation is needed.

While achieving compliance, and remaining compliant, is undoubtedly a major headache for many businesses and organizations, especially in these early stages, we must not lose sight of the opportunities these new regulations will bring. GDPR is forcing companies to completely revise their data management processes. As a result, the industry is hopeful companies will become more efficient and effective data managers, beyond enhancing their reputations for business competence.

GDPR is expected to transform the entire digital commerce landscape for the better, and it is no surprise other countries and regions are considering introducing their own GDPR-style regulations.

If you have any questions about GDPR, implementation or compliancy, please feel free to contact me at neil@202comms.com.

Since we’re on the subject of GDPR: You should have received an email from 202 Communications asking whether you’d like to continue receiving Multiscreen Buzz and other relevant mailings from us.

If you haven’t yet opted in, please do so here:

http://ow.ly/hNxn30kawrK.

We look forward to hearing from you.

Neil Howman, Managing Director
202 Communications

neil howman

Three Ways to Keep Your NAB Content Fresh

It was great to see so many of you at NAB recently. I hope the show was productive for you and your sales team.

Throughout my conversations at NAB, I was really pleased to hear that the speaking appearance checklist videos made by 202 Communications (please find the links below) and our recent webinar on video interviews were helpful for pre-show preparations. Thank you so much for watching! We’ll soon be starting work on more video content. Stay tuned!

Though the actual NAB Show is over for another year (Save the date: 2019 NAB Show is April 8-11), you can still reap the benefits from the amazing work you did both before and during the show, especially if you produced a white paper, case study, e-book, or video.

As you follow up on the leads you generated at the show, here are three ideas on how you can maximize your NAB content.

1. Promote the content via email, social media, and your website
The first step is to circulate your NAB content to your own database and prospects from the show*. Next, you can partner with a relevant industry publication and send an e-blast to its distribution list inviting people to download your piece of content. Use an automated system to capture their contact details into your CRM. Don’t forget to also post your content via our social media outlets, it’s a great (free!) way to ensure your message is being seen in the weeks ahead.

*Please be aware of the new GDPR regulations, governing data privacy and data protection being introduced by the European Union on 25 May 2018. Failure to comply with these regulations could result in a substantial financial penalty, so it is very important to be aware of what is required. We’ll be talking more about this in next month’s Multiscreen Buzz. but in the meantime, here’s a link to learn more: www.eugdpr.org.

2. Follow up email campaign
If your prospects have recently downloaded your white paper, case study, and/or e-book, you may now be asking, “What’s next?” Now is the perfect time to follow up with an email featuring a call to action. Offer your prospects something more, perhaps an additional piece of content that will be of interest to them, or a personal invite for a product demo. You’ll soon begin to identify which NAB Show prospects are seriously interested in finding out more about your company and its solutions.

3. Arrange a personal call or meeting
Once your prospects have agreed to see a demo or downloaded additional content you’ve offered them, it’s time to focus on arranging a date for a personal demo, a meeting, or a phone call. Good luck!

If you’d like to further discuss how to ensure the content you created for a major trade show can keep working for you long after the show is over, please get in touch: neil@202comms.com.

Watch our NAB checklist videos here:

Speaking appearance checklist 1

Speaking appearance checklist 2

Speaking appearance checklist 3

Speaking appearance checklist 4

Speaking appearance checklist 5

Speaking appearance checklist 6

Neil Howman, Managing Director
202 Communications

neil howman

Getting the Most Out of Your Video Interview

I recently had the pleasure of joining Cindy Zuelsdorf from Kokoro Marketing on a webinar to discuss how to get the most out of video interviews.

We covered a lot of ground during our conversation, which I’d like to summarize for you. Let’s take the forthcoming 2018 NAB Show as an example of an opportunity where you’ve managed to arrange a couple of video interviews on your booth. There are a few important questions you need to ask yourself:

  • What should I talk about? It’s best to concentrate on what’s new (i.e., a new product or solution). Because the final video will typically last no more than 2-3 minutes in length, you need to have a plan for what to say.
  • What is the main objective? What do I want the viewer to do after watching the interview? Should they contact me for more information, or request a demo?
  • What are the three key points about my product that I most want to communicate? For example, how will your product help solve challenges for customers? It’s tempting to list all of your product’s benefits and features, but you risk overloading your audience, and the message is weakened as a result.
  • Finally, avoid making your presentation an overt sales pitch. People will switch off very quickly. Be concise, clear, and engaging.

Once you’ve decided what to say, it’s time to move on to the very important preparation and practice phase. Here are a few tips:

  • See if you can find out in advance whether there will be an interviewer asking the questions or if you will be directly addressing the camera. It’s a good idea to practice both scenarios.
  • Get used to introducing yourself, including name, job title, and company name. Also, rehearse delivering a 10-second company overview. Most interviews will also end with a sign off where you’ll be invited to give your web address or other contact details.
  • Practice (that word again!) your three key messages so you can deliver them, confidently and clearly.

There’s a few ways you can practice. Use your phone camera or a small camera to record yourself. This is particularly useful for the straight to camera situation where you don’t have an interviewer to engage with. Bonus: If you produce a good practice video, you can post it on your website and social media feeds. Another idea is to ask colleagues to help you. Have them to play the part of the interviewer and/or audience and provide you with constructive feedback on how you’re coming across. The more comfortable you can get talking on camera, the more clearly your message will be conveyed.

Advanced preparation can help you take more control of the interview. Talk with the film crew and interviewer in advance. They will appreciate your interest in getting everything set up and done as quickly as possible, as they often have several interviews to do in a short span of time. Have an idea of how you want the shot to look? If you can stand in front of the product you’re talking about with the relevant signage or a company logo in the background, then great! On that note: Always check what’s behind you before the interview starts. Avoid inadvertently allowing a competitor’s logo or a partially displayed product name into the shot.

It’s also a great idea to have some suggested cut away shots in mind. These can be edited in to the final piece to provide points of interest for viewers. And speaking of editing — if you can remember to allow a few seconds at the end of the interview (a slow count of three in your head should be fine) this will make it much easier for the editor to add your web address and company logo.

With a little preparation and some practice, you’ll be ready to hit the ground running when you hear the word “Action!”

For additional tips on how to prep for video interviews and all things related to trade shows, please drop me a line at neil@202comms.com.

Neil Howman, Managing Director
202 Communications

neil howman

A Different Approach to Lead Generation

Are you sitting over there dreaming up new ways to generate sales leads? I’d like to share with you a recent success story we had. One of our clients wanted a new approach to attracting prospects and achieving greater visibility in their target markets. In the past, the company had relied solely on trade shows for lead generation, but it was now ready to explore other ways of engaging with potential customers.

We began by asking the client about some of its recent sales. We wanted to know: What product did you sell? Why did the prospect buy it? Gathering this info helped us build a more detailed picture of the client’s products, customers, and sales prospect profile.

Finally, we asked the most important question: What did your prospect need to understand before buying from you? The answer: The prospect needed to understand the new technology and its various applications. Our client expertly addressed these issues, and the sale went ahead.

Since our client’s prospects needed to understand our client’s new technology, we suggested that the client create a white paper. A white paper would be an excellent way of promoting our client’s knowledge and expertise to more prospects in the future. Our team got to work producing the white paper and, within a couple of weeks, we had an engaging, informative piece of content to use in educating prospects.

202 Communications white paper generation

We began marketing the white paper by sending out an e-blast to the client’s existing database. It got a great response. The client was especially pleased that the white paper had been downloaded by a number of contacts who hadn’t been in touch for a while.

We then produced a series of follow-up of emails, with a call to action to receive a further piece of informative content (i.e., a new product data sheet). Everyone who responded to this offer was then presented with the choice of a demo, consultation, or quote.

With the first phase of the campaign successfully up and running, we moved onto phase two. Using a third-party service, we promoted the white paper to potential prospects outside of the client’s own database. In this case, we used an industry magazine with approximately 25,000 audited subscribers.

This was highly successful, as hundreds of brand-new opt-ins were soon added to the client’s database! These new contacts immediately went into the follow-up email sequence mentioned previously. The result: A significant increase in requests for demos and quotes.

This is just one example of how we can help create and then market a piece of content for our clients.

If you have a great white paper, case study, or user story, but you’re not sure how best to promote it — or you simply don’t have the time — then please get in touch with me at neil@202comms.com or info@202comms.com.

 

 

Neil Howman, Managing Director
202 Communications

neil howman