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

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