Making Noise in a Quiet Period

Multiscreen Buzz October 2017
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It was great to catch up with clients, colleagues, and other industry friends at IBC recently. I hope you all had a successful show.

Now that IBC, along with SCTE-Cable Tec and NAB New York, are over this year, it’s time for many companies to start looking at key objectives for 2018. While this is undoubtedly the most pressing task facing most people over the next few months, don’t let your news pipeline go stagnant. Keep the news flowing so that all the hard work you put into your messaging and media communications throughout the year continues to pay dividends.

October, November, and December are relatively quiet months for our industry, but trade publications are still looking for engaging content. This is the perfect time to produce a case study, user story, or white paper, which many of the leading industry publications are happy to host. If the content is particularly engaging, the editor might even decide to produce an additional article.

Remember: Your customers — and potential customers — are looking for ways to solve their problems and achieve their objectives. Case studies, user stories, and white papers are excellent ways to demonstrate that you have the solutions and expertise to help them.

This is also an opportune time to update current customers about what your company has been up to through an e-newsletter. The newsletter can include a review of your latest product news or recent activities at trade shows like IBC and SCTE. You never know when a small piece of news or information might convert a sales prospect into a new customer.

Here are a few additional ways you can keep the news flowing:

neil howmanNeil Howman, Managing Director
202 Communications

It’s Off to IBC We Go

Welcome to Multiscreen Buzz – 202 Communications’ monthly roundup of news and views from the world of connected digital media. To start off, we’ve got an exciting announcement to make about our website. It’s been updated to help you find content faster and better understand what we do, with real-world examples of our work that show how we’re helping clients improve their global visibility. Head over to and check out the new look. We’ll be gradually updating the content over the next few months. Hope you like it!

Multiscreen Buzz September 2017
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Like many of you, the 202 crew is getting ready to head off to Amsterdam for IBC. We’re looking forward to six days of catching up with friends and colleagues, both old and new, and most importantly, assisting our clients in achieving their objectives for the show. Those of you who are regular Multiscreen Buzz readers may have already read a few tips on how to maximise your visibility and ROI at this year’s show. We hope you’ve found our advice useful and have put at least a few of the ideas into practice.

To summarise the tips in a couple of sentences: Everything you do at IBC, communications-wise, should be geared toward building visibility and recognition of your company and products. While much of this work is done in advance, how you engage with the media and your sales targets at the show and afterwards is equally as important.

If you want more ideas on how to get the most out of IBC2017, or any trade show for that matter, please check out our tutorial videos on our YouTube channel.

I’ll sign off by wishing you good luck at IBC2017. If you’d like to arrange a brief meeting at the show to discuss how we can help boost your company’s visibility and maximise ROI, please drop me a line at I look forward to meeting you!

See you in Amsterdam!

neil howmanNeil Howman, Managing Director
202 Communications

The Final Stretch to IBC 2017

With IBC2017 just a month away, here are some additional tips to help your company achieve maximum visibility and ROI at the show. Remember, this checklist is not solely for IBC. You can apply it to any trade show or industry event.

First, a brief recap of the tips we went over last month:

multiscreen buzz august 2017
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Every pre-show activity is geared to building visibility and interest in advance so editors and prospects alike can learn about your company and its products. The idea is to build up a buzz so that the press and potential customers will want to come meet you face to face.

Highlight key product demos you’ll be featuring at the show by producing a show preview and distributing it to all relevant trade media.

Email blast all your customers and sales prospects.

Follow up with a more detailed press release highlighting one important product or announcement in more detail.

Consider entering industry awards or applying for a speaking opportunity.

Click here if you are interested in finding out more about preparing for a trade show and watch the video (below) if you are looking to prepare for a speaking opportunity at a trade show or industry event.

Here are a couple more things to consider in the weeks before the show:

Contact the publications that received your preview and press releases to arrange a face-to-face meeting with the editor at the show. This is the perfect way to build a relationship with the publication. During the meeting, offer the editor a demo and find out whether they have any editorial opportunities coming up in future editions.

What about a press conference? Should you arrange one? When should you arrange it for? What are the options? If you are thinking about organising a press conference, watch the video (below) to learn about all the dos and don’ts.

With Facebook, Twitter, LinkedIn, and a host of other platforms just a click away, it’s easy to build up a buzz prior to the show. Take advantage of any and all social media channels to get people talking, enquiring, and commenting!

If you have any questions about planning for a major trade show or event, please drop me a line at

Good luck!

neil howmanNeil Howman, Managing Director
202 Communications