Courtesy of Eria Odhuba, a founder member of the team and our resident analyst relations guru – is it about what you know or who you know?
When engaging with industry analysts, tech vendors and end users ALWAYS want to know what value they add and whether they can actually provide guidance to help them make crucial strategic decisions.
For some people, the fundamental reason they engage with analysts is to get advice about how to position themselves better (vendors) or which vendor technologies to consider (end users) because they genuinely can’t do so themselves and feel that analysts know more about certain aspects of the industry than they do.
When everything matches – i.e. connection with the right analyst, finding the best time to engage with them during the product life cycle or decision-making process, execution as advised, and progress reviews – we’re all happy and feel the whole process was worth it.
All this depends on:
1. The analyst adding to the knowledge that didn’t exist within the organisation, or did exist but no-one had a good idea how best to utilise it strategically;
2. The analyst using their extensive knowledge of various technologies, implementations and case studies to provide impartial advice and pro-actively guide their clients.
Now, occasionally, we hear “I definitely know more about this industry than XYZ analyst, what value will they really provide? I will be the one educating them!”
Time is precious and it is understandable if someone doesn’t want to waste time talking to analyst they don’t feel are relevant to them. What people should always remember is that it works the other way round as well. Analysts don’t want to talk to people that are not relevant to their research areas or can’t provide valuable information they can use to help advise their own clients.
So if an analyst wants to speak to you, they may not necessarily know more about the industry than you do but they do want to know more about your company, technology, services, GTM strategy, etc.
Fundamentally, you need to see this as an education process. Though you may know what you are doing, you need to get the message out. So, educate the analysts and let them educate the market / tell people about the value you provide.
For a normal briefing, the question to ask is “what gaps in the analyst’s knowledge exist that I need to fill in?” instead of “does this analyst know more than me?”
For consulting / inquiry-type engagements, you can think differently. You want to make sure the analyst you talk to is providing you with the necessary advice related to messaging, market positioning, technology development, etc. What you are looking for is an independent opinion which, given the opportunities analysts have to talk to end users (about deployments) and vendors (about technology solutions), allows them to give actionable advice that you can use.
Sometimes, all they can do is validate what you already know or do. But it is important to have that validation so you don’t get caught up navel gazing. A reality check is always good.
So, do analysts always know more about an industry than you do? No they don’t! But by carefully identifying and approaching the right analysts, you can engage with those (paid or not) that are driving conversations or have an impact on end user technology selection because someone somewhere finds their output valuable enough to engage with them.
Their independence, means people will be more open to them than to you, is something to take advantage of. So don’t ignore the newer / younger analysts – they could be your biggest advocates in years to come.
PR Pro, Debbie Smith looks at how to ‘ride’ a current news story to raise your client’s profile…
When you choose to work in B2B technology PR, most of your career is spent pitching to trade press and freelance journalists who specialise in the same area. Unless you’re working for a megabrand such as Microsoft or IBM, you’re not going to have many opportunities to pitch to the national press.
OK, let’s rephrase that – nothing’s stopping you pitching to them, but you’re unlikely to get much response unless your client’s invented a computer processor that isn’t based on silicon or found a solution to climate change. However, there’s a useful tool to add to your PR kit bag: link your story to something that’s already making the headlines, and your client suddenly becomes relevant to mainstream media.Critical to success are speed and relevance. The link has to be genuine, and you need to act fast. If you’ve spotted the link, you can be sure that another PR will have done so too. But if you get it right, you open up a whole new conversation for your client. Here’s how we made it work for Comms Crowd client, Elliptic.
Elliptic specialises in security and analytics for the blockchain. The firm was the founding member of the UK Digital Currency Association (UKDCA), and in this role provided input to a Government consultation on digital currencies. Earlier this year we thought the results of that consultation might be announced as part of the Budget a couple of days’ hence. This was an ideal opportunity to link Elliptic to a topic which would be given extensive coverage in the print media and online as journalists analysed every last detail of the Chancellor’s speech – assuming of course that digital currencies were included.
So we wrote a short alert to let key media know about the potential announcement and outline why Elliptic could provide expert comment. The following day we listened carefully to the Chancellor’s Budget speech – but no mention of digital currency. However, an online search led to the supporting papers for the Budget and there it was – the Government’s recommendations on how it proposed to make the UK a world leader in digital currency. We quickly followed up with our key media, providing a link to the announcement and offering comment.
The results exceeded all our expectations – interviews with the FT and the Guardian and several requests for written comment, resulting in 15 items of coverage including City AM, the Independent and the Wall Street Journal. Our client was delighted and so were we.
Opportunities like this don’t come around very often. It’s important to be aware of what’s making the headlines, think creatively and look for new and unusual ways in which you can link your client to a story. It may be straightforward, such as when a former colleague was working on a campaign against workplace bullying for a leading trade union and bullying in the Celebrity Big Brother house hit the headlines. A few media calls later and the client was on Sky News explaining what an individual should do if he or she was being bullied. But even if it’s a more tangential link, remember that journalists have pages to fill every day and may be looking for a different angle to keep the story alive. Why shouldn’t you be the one to provide it?
Courtesy of Eria, our resident analyst relations guru, we look at engaging with the industry analysts via social media channels:
In the ‘good old days’ of analyst relations, things were easy. If you wanted to know what analysts thought about technology, markets or vendors, all you had to do was read their reports or, occasionally, get it direct when they spoke at events.With so many channels for information exchange now, AR teams have their work cut out tracking analyst opinions. This is even more difficult (though I should really say exciting) when you consider all the ‘disruptive’ analyst firms that have sprung up over the past five years.
Many analysts don’t just rely on reports, inquiries and speaking engagements to engage with their audiences. They use social media and, more importantly, use it so naturally that there are significant opportunities to interact with them in meaningful ways. Analysts that use social media successfully don’t see it as a separate project / strategy to what they do. It is simply part of a multi-faceted approach to engagement which fits in naturally with everything else they do, including paid engagements / products.So the big question for many vendors isn’t, “Should we spend valuable time and resources tracking relevant analysts on social media, and engage with them / their community?”
But, “How do we continue to engage with our important analysts using all the channels available so there is a seamless relationship experience?”
- First of all, we all need to understand that we have moved on to a time where social media is seen as part of normal day-to-day activity. It is, for many people, now simply a channel to engage with followers and/or communities where information sharing, recommendations and online reviews are fundamental parts of decision-making processes. If you still need to have a meeting to decide whether to have a social media strategy, you’ve missed the boat! So, in answering the key question, you have got to make sure you have the right reasons for doing so and realise that it can’t simply be a case of following analysts on twitter. A well-executed and comprehensive AR program will include many traditional elements (i.e. briefings, inquiries, speaking engagements, white papers etc.) but will also have adequate resources to track analyst conversations on social media. More importantly, there will be a willingness to engage with analysts via social channels by sharing useful information or providing comments that add value to conversations taking place (without the hard sell).
- Secondly, it means getting a better understanding of how end users or key decision makers use social media to help them engage with analysts and make purchase decisions. This is hard, really hard! Though the actual decision to select a particular IT vendor may never be known, engagement within relevant communities can sometimes give an indication of the views that end users have regarding particular technologies (though you have to look beyond the beliefs of die hard fans for specific ones such as the Apple fanzine), and analysts’ reactions to these views is important to understand what they think needs to be addressed.
- Thirdly, you have to accept that social media engagement with analysts will not necessarily result in their endorsement of your products / solutions. More often than not, you open yourself up for scrutiny and possible criticism which means being prepared to address community concerns in ‘real time’ just to maintain any credibility. Think crisis management on speed!
- Finally, the social media experience should give companies more information on the analyst they engage with, and form part of the wider intelligence they gather about analysts, including their views on the market and trends they see in the market.
We shouldn’t really be talking about social media for AR any more. We should think of it as seamless, multi-channel AR where we curate information from multiple sources to build better pictures of analysts and develop mutually-beneficial relationships with them.
Guest post: Eria Odhuba analyst relations lead asks, when it comes to conducting an analyst relations programme, does company size matter?
I’ve worked with every size of technology company – from mighty household names, to hungry start-ups. While many may differ, the goal is still the same for their AR programmes – they want to make sure they are on the radars of relevant analysts that cover their technologies and, hopefully, fall into conversations analysts have with their clients.
The key perception that vendors need to overcome is that they must have large budgets to be on the analyst radar. Well – that is just not true. Here is why:
For super large vendors – AR programmes are normally
multi-faceted (especially if there are different business groups that need to
build a story that shows they are fully integrated with each other, and where
the vendor needs to show growth in multiple markets). More often than not,
there are opportunities for numerous engagements with analysts as there is a
lot to update them on. Occasionally, analysts are writing reports looking at
key vendors and they need to keep in touch to make sure they represent the
vendor properly. Basically, there are more opportunities to build comprehensive
AR programmes that have an impact on the bottom line.
At the other end of the scale are the start-ups…. yikes,
where do you start? Actually, you start by first finding out what you’re
passionate about and what problems you are looking to solve. You may not have
the budgets larger vendors have, but you’re doing something interesting
(hopefully) and touching people they probably don’t want to or can’t, and
making your clients’ lives better. Crucially, you can be mavericks as you don’t
have to defend vested interests or fight internal political battles that
sometimes happen at larger vendors.
Whether you have large or small resources certain basic principles apply for an AR programme to succeed. These include:
- Doing some homework on your messaging to make sure you are
absolutely clear on what problems you are actually solving and what solutions
you have to help clients. You really need to make sure there actually is a
problem you are solving;
- Identifying who actually needs your solutions and ideally,
or if you’re lucky, finding out more about their decision-making process to see
how they use analyst research to select technology solutions;
- Finding out which analysts are covering the technology
solutions you provide, and tracking their research plans and speaking
- Using multiple communication channels, including social
media, to amplify your message and get people to follow what you say as you
drive or contribute to relevant discussions. If you’re a start-up – be
provocative. You have no time for timidity;
- Taking the plunge and speaking to the analysts you’ve
- Takeing on board their feedback and make sure they see you
addressing any concerns they have raised.
So, those are the basics. You really can’t do much more if you’re a smaller vendor simply looking to start engaging with analysts. That is a good start! You just need to be realistic about the frequency of interactions you have and depth of programmes possible. If you are a start up with 15-50 employees, you will not have the frequency and depth of engagements a mega vendor has, but you can still make waves. And analysts will speak to you if you’re willing to accept that they will not promise quarterly updates or publish a report four weeks after meeting you.
As you get bigger and perhaps have larger budgets, your challenges as an organisation will change. There are more opportunities for competitors to hit back at you and you have to show you can continue to grow and defend yourself from all the FUD competitors will throw at your clients or prospects.
Now you can start thinking about more commercial relationships with the analysts – white papers, subscriptions, speaking gigs or event support. And be sure any feedback is integrated into your internal market intelligence, and that sales / marketing teams benefit from the enhanced relationships.
If you’re careful, you will have made sure you’ve used the interactions with analysts to identify who actually impacts your target market and can actually help you (without compromising their independence). While respecting the analysts and how they work, you can make better decisions about which paid engagements to plan for and how these help your wider marketing and sales teams to do their jobs more effectively.
Eria analyst relations lead ollates industry analysts predictions for fintech for insurance, China and the cryptocurrency eco-system.
Before we get too far into March, I thought I’d follow up my previous predictions by continuing to look at what analysts think is in store for the rest of 2015. I’ve also given myself a bit more time to get information from calls, reports or announcements made during February.
One topic that is hot right now – insurance. If you’re like me, insurance rates seem to shoot up every year. But if technology is being used to make the insurance industry more cost effective (and, hopefully, pass the lower costs on to us), what are the key things to look out for in 2015.Focused on the US insurance market, Aite Group predicts a new trend which will inevitably be widespread elsewhere – personal risk management. Key things to look out for include:
- Smartphones enable next-generation risk management capabilities
- The Internet of Things and sensor fusion technology contextualize risk
- A personal data backlash creates monitoring opportunity
- Insurance learns to share
- Digital marketing platforms socialize
- Core applications cloud compute
- Risk-scoring models sell life insurance
- Health insurance transparency reaches ubiquity
- Health insurance payments go mobile
- Docs demand denial-management data
Here in the UK, the key trends are 1, 2, 4, 5 and 6 (my take!) – we’ve not reached the health insurance penetration rates you get in the US, but there is a lot that vendors and clients will learn from the US experience.
For those interested in China, Kapronasia has looked at the top 10 China banking and capital market trends, plus the top 10 Asia digital currency trends. Key ones that jumped out for me include:
1. Wealth management will continue to be a key product area – with a growing elite class, this is inevitable especially as a growing band of rich Chinese look to pass their global wealth to heirs while minimising tax.
2. Chinese financial institutions move away from foreign vendors. Now this is big news. Over the past few years, the strategy for vendors looking to get into China has been to partner with local firms / individuals who can help navigate the bureaucracy that existed. It looks like Chinese firms are starting to build up the expertise needed to deliver many of the services that local financial services need, so foreigners will struggle to make in-roads. Value-add will be a premium for winning new business.
3. Overall digital currency regulation in Asia will not be positive. Trust is a hard thing to win, and digital currencies in Asia will be something the regulators look on with suspicion until they know more about them – and their potential for fraud. Basically, more money for analysts, consultants and lawyers that can help vendors and firms navigate what could potentially turn out to be a big, fat mess!
For more capital markets predictions, Greenwich Associates doesn’t just have 10 trends to watch, it has 15! Where do I start with these predictions, you just have to read them. The one I think will result in big structural changes (though all of them will) is number 7 – the unbundling debate in European equities will rage on. ESMA and the FCA have proposed a complete unbundling of all research advisory services including corporate access. Blood will be shed getting this sorted – and the buy-side firms will seriously have to think about how they access and use research to deliver value to clients.
Finally, what about Bitcoin? There are two sources I’d like to draw on regarding this.
First of all, let us look at Aite Group’s report in December 2014. This, controversially for some, came up with an interesting hypothesis. Bitcoin, as we know it now, might not exist in the future but could evolve and provide the platform for new laws and forms for cryptofinance within the financial services industry. The ‘Napster-came-before-Apple-and-Amazon-and-Google’ comparison might be something we look back on in a few years time.
Secondly, Juniper Research has published a report on The Future of Cryptocurrency. Whether bitcoin or other current forms of cryptocurrencies exist in 5 to 10 years time, Juniper predicts that although crypto-transaction volume is likely to increase in 2015, value should decrease 58% throughout this year to approximately $30 billion. It believes that despite the drop in bitcoin values, it is a great tool that can be used to improve the payments ecosystem.
Taking the Aite Group and Juniper Research reports / predictions together, it all makes sense. Crypto-currency transactions are in their infancy. With sensible regulation, sound storage and custodian services of cryptocurrencies, enhanced fraud protection and education, 2015 might just be the start of something really exciting.
Both the predictions above and those covered in my last post will drive the need for advice from the industry analyst community. There is so much change happening in fintech and a huge need to incorporate new things with old, creaking legacy systems, CIOs will have to prioritise with care.
What’s on the horizon for retail banking, risk and FX? Our man Eria Odhuba, analyst relations lead puts together a digest of analyst insight on fintech trends in 2015.
Part one of two posts as there is much to cover, this one looks at retail banking, risk and FX. I’ve decided to start by pointing to a number of articles that I feel provide a really good overview of the predictions within specific sectors of financial services for 2015, to which industry analysts have wholly or partially contributed.Traditionally, this time of year means predictions – when wise industry analysts predict the key IT trends for the next 12 months or so. Kudos to analysts willing to stick their heads out! So, at the CommsCrowd we thought it might be helpful to summarise analyst predictions for 2015, specifically, the financial services technology industry – one of our sweet spots.
Caveat – some analyst firms still have predictions webinars coming up so maybe I jumped the gun a bit (e.g. Celent). However, if you know of other predictions that should be read, please feel free to share these. I definitely don’t claim to have scanned all the key predictions out there – so share away.
The digitisation and disruption of retail bankingThe first article, if you have not seen it already, is a whopper! Top 10 Retail Banking Trends and Predictions for 2015, The Financial Brand:
- Using Customer Analytics to Drive Contextual Experiences
- Expedited Deployment of Digital Delivery
- Mobile-First Design
- Increasing Digital and Social Selling
- Mass Market Acceptance of Mobile Payments
- Focus on Security and Authentication
- Industry Consolidation
- Enhanced Customer Incentivization
- Investment in Innovation, Incubation and Uncommon Alliances
- Increased Impact of Digital Disruptors
So what caught my eye? Apart from specific analyst comments, it is the massive interest in, and inter-linking of, digital, personalisation and mobile. I imagine we’ll see lots of waves being made as banks fight to win/keep customers and look to make their multi-channel experiences seamless, enjoyable and secure.
Oh, and Apple Pay. Trust them to put a spanner in the works!! Ovum is just one of many analyst firms that have a view on how this will change the payments landscape.
Align that spine
But, every now and then someone highlights the ‘old world’ stuff that needs to be sorted out. Check out Four big bank tech trends for 2015 by Chris Skinner. Good old core banking systems renewal is, reluctantly, hanging in there as a major target for investment against ‘newer world’ entries like cloud, analytics and incubators. Banks have to get their spines in order and renewing core systems is a nasty job (probably why CEOs don’t like doing it).
Invest in risk or risk failed investments If you like going deep, deep, deep undercover in the risk world, IDC Financial Insights’s Worldwide Risk Management 2015 Predictions is a good bet. What do they say?1. Risk data aggregation, analytics and reporting consumes 75% the CRO agenda in 2015.
2. Led in part by big data solutions, fraud and financial crimes analytics will set global financial institutions back US$2.8 billion for software and services by 2016.
3. 30% of top compliance functions introduce a technological means, business processes, and metrics to manage and minimize conduct failures.
4. Institutions increase investments in risk culture through enterprise education by more than 15% in 2015
5. Industry clouds disrupt legacy risk operations and contribute to 10% reduction in KYC and other compliance costs by 2016.
6. Virtually all CROs will be engaged in credit risk modernization initiatives through 2016
7. By 2016, threat intelligence security services market will growth at 20% CAGR, with consulting services leading the growth.
8. To meet the demand for convenience, by 2016, 10% of mobile-initiated commerce will be biometrically secured, and password usage begins to show signs of decay.
9. By 2017, with workable boundaries of regulation at state and federal levels, financial institutions find their role in crypto-currency clearing.
10.Through 2016, operational risk spending will grow at 8% CAGR, almost 2 times the average growth rate for all IT industry spending.
What got me, first, is the eye-watering $1/2 trillion (really) IT budget for risk across all financial services and, second, the fact that this is still increasing. Risk management, with all the accompanying regulatory, human, technological and political pressures will be a big issue in 2015. Industry analysts that focus on this area will be VERY busy as the need for advice to navigate this really complex area continues.
Cloud, big data and analytics are entrenched topics for discussion now – and in 2015, the vendors that catch analysts’ eyes will be the ones that actually deliver solutions to mitigate risk across these three areas and not simply have aspirational messages.
FX – up your game plan
What about some capital markets-specific predictions? I’ll stick to FX. We all know regulations and FX-fixing seemed to dominate headlines as 2014 closed.
FX-MM magazine has a brilliant overview of what Aite Group thinks will be happening in the global FX market in 2015. There is a lot to digest but I’ll highlight a couple of things. First, tier 2 – regional and national – banks will need to up their game in various areas to compete effectively with tier 1s. Second, as pointed out by Javier Paz, banks looking to broaden their capabilities will need to carefully manage crucial relationships with FX technology firms, brokers and venues. I predict a queue to analysts that can help vendors and/or banks deal with all these issues – and this is just FX!
These predictions will, to some extent, dictate what analysts are interested in. And if they are really interested in something, it is because there is a demand for their insight. While I have not covered all the fintech predictions possible in this post, it is clear that things like regulation, mobile, customer experience, cloud, big data and analytics will be top of mind in the industry.
The key thing many banks and vendors have to do is to find the right analysts to help delve deeper than the predictions outlined and actually get insights that give them a competitive advantage.
Throughout her career, Sam Howard has always maintained that providing PR for fintech companies isn’t rocket science, however it is a bit tricky.
Not only are you, the PR, the only person in the brain-chain without a PhD or three, which can leave you feeling perma-insecure; but also ‘tis hard to tell good stories if there are no good stories to tell.
Actually no news isn’t good news – but owing to the nature of the deals, it is not unusual for a small or a start-up fintech company to have just a few client signing announcements a year and those signings usually fall into three categories:
- The no comment: you may not mention the bank in anyway shape or form – great thank you sooo much for that one.
- The vanilla bean: you can prepare something but the details are to be so vanilla and that the quote so bland that it’s barely worth the effort.
- The never never: You get the go ahead on the Friday night, write it on a Saturday, it gets signed off by your team on the Sunday and it’s with the bank for approval first thing Monday morning. And there it will stay, stuck in the corporate food chain awaiting sign off forever more, never to be seen again.
Five tips for getting a bank to sign off a press release
Over the years, working for a fintech start-up, then a fintech multi-national and then a fintech PR agency, these are the tactics I have seen work. It’s a bit of a team effort:
- Incentivize your sales people to negotiate press as part of the contract. Cash bonuses for press releases and double again for a case study, seems to work well enough
- Incentivize your bank by giving them a discount in the contract if they agree to do press, get dates.
- During the sales process and the implementation, stay close to your champion in the bank and work directly with them on the story, using them as the spokesperson, and making sure your story shows your champion as the pioneer they truly are.
- Have the release written and ready to go so that it can be slipped under the nose of your happy, happy client the day everything goes live ahead of schedule and under budget.
- Make the release hardworking and insightful tell the story of the partnership between your company and the bank. Do not dwell on what was wrong in the first place, be realistic no bank is going to sign off a story that goes, ‘well it was just chaos here till you guys showed up’. And keep the quotes real and relevant not an unadulterated and shameless plug for your company. This will make it easier to get sign off, and more credible with the journalists, on whom you ultimate depend to publish it.
What if you hit an absolute wall and can’t get the bank to talk no way no how?
Rather than issuing a no name press release, which somewhat reeks of desperation, consider going down the analyst relations route where your client can freely talk about the project and its successes to the industry analysts under the comfort of NDA.
Over the last few years we’ve been working with vendors that have won significant projects through G-Cloud. From this vantage point it has got us thinking about the G-Cloud business opportunities available to small IT vendors and service providers, and some of the serious challenges they might face.
While 2015 might not necessarily be ‘make or break’ time for suppliers if they don’t get a bigger slice of the G-Cloud pie, we think one trend that will become more entrenched: there will be a small group of providers winning a disproportionately larger share of contracts, leaving the rest fighting over the scraps.
PR junior Hiwot Wolde-Senbet shares her learning experiences on managing social media channels in B2B.
Most of us in this game know how to use the main social media platforms; along with some measurement tools such as Sprout and Hootsuit. If your target audience is the average Joe and you are doing social media for B2C, you can share something a bit witty with a fairly attractive photo of your favorite product to generate likes and build up your followers.Growing up as a part of the social media generation, I have seen many of my PR and marketing counterparts adopt different practices. And of course, some are better than others and some are simply laughable. We all know those that send out mass messages to their families and friends on Facebook asking them to like and follow a certain company. Sure, it could work if your company sells milkshake that appeals to everyone. However, in B2B, your friend’s aunt that works at Asda isn’t really going to help you spread the word about the merits of enterprise wide trading systems. In B2B you must know your audience and really understand their issues.
However, I’ve learned that you have to work that bit harder with social media management in B2B. You have to demonstrate understanding of your market and its needs and most importantly – interact with your niche.
Your objectives in B2B must go beyond creating a buzz for your business and need to work towards creating a platform that is credible and attracts the power brokers and the influencers. It is also important to remember, social media is more than a communication platform; it is part of your marketing, PR, customer services, business development and sales. Therefore, managing it in a way that reaches the right people and shares appropriate insights is vital.
Since clients have to find you relevant and interesting to follow and engage, here’s some tips that I have picked up along the way to make sure your social media comms don’t sound like a broken record but resonates with those that will affect your business’s performance.
- Clear messaging: Identify and clarify what you want to say about your company and how you want to say it. This can help promote the services or the products you provide along with your company’s values and mission.
- A targeted audience: Know who your industry’s leaders are, who your current and potential clients are, anybody who is anybody in your industry that is relevant to you and ensure you connect with them.
- Relevant talking points: Identify issues, trends and regulations that impact your audience’s business and share relevant news.
- Platform consistency: Ensure your platforms are up to date and consistent.
- Listen as well as talk: They say the best way to lead is to listen more and talk less, so tune into what your followers are discussing and participate when relevant.
Subsequently, you need to put some performance measurements in place, regularly track your progress and re-evaluate. By following the steps above, you are on a road to growing your B2B social media platforms in an organic and sustainable way and ensuring ROI.
Eria Odhuba, resident analyst relations lead reviews the ‘dos and don’ts’ for getting the best out of the mighty trade show.
|Sibos – comes round quicker than Christmas|
So I’ve just been to a couple of big industry events, and it got me thinking about the preparation exhibitors need to do to make them worthwhile. I am going to use Sibos 2014, this year in Boston, as an example here as I have shed so many tears getting clients Sibos-ready over the years.
Obviously there are many exhibitors who have got Sibos running through their veins and if they had time, could write this post with their eyes shut, but here’s a guide for Sibos newbies, or a useful checklist for the seasoned salts.
What are some of the issues with events like Sibos 2014?
- ROI – if you’re going to exhibit, you want to make sure you recoup your costs and some! It’s a very expensive line item, the return needs to be quantifiable and equally impressive.
- Poor preparation before the event – If you don’t plan your communications and resources properly, you will look amateurish and it will show compared to those companies that have this event down pat.
- Being heard above the white noise – if you don’t know your key message, if it’s not relevant, fresh and exciting, then you won’t get heard.
- Thinking lead generation begins at the event – People come to Sibos to continue conversations, not to start them, Sibos needs to be the culmination of a campaign that results in a face to face meeting.
- Recruitment consultants – not much you can do about this. I remember a consultant at Sibos who told me, at a party, that he had received or processed CVs for about 25 people in the room. The recession is over; it’s a seller’s market.
What should you NOT do before Sibos 2014?
- Panic (!) i.e. wait until it is too late before preparing for the event.
- Keep your head in the sand and ignore industry trends leading up to the event – you need to know what pain delegates are feeling so you know what your products and services best address it.
- Miss the opportunity to try and connect with signed-up delegates before the event (more on this later).
- Prepare conference material that is bland or off topic.
How should you prepare for Sibos 2014?
- First of all, you need a three-month activity timeline with specific actions and deadlines, allocating responsibility for each action. So, with Sibos 2014 in October, you need to start planning now, July.
- If you’re reading this and you haven’t booked your hotels and flights yet, suggest you stop reading right now and get on it 🙂
- To stay ahead of the game, read the Sibos 2013 summary by Aite Group here and other post-event summaries.
- Read Sibos Issues and other news to understand what people will be talking about this year. Don’t repeat the last year’s messages or themes – find something new and relevant to attract attention in the lead up to the event. If you can’t figure out how to articulate your value proposition, get help.
- Think how this event falls into your sales funnel. Identify key prospects from the delegate list, and plan multi-step communications or lead generation activities to get them to want to talk to you at the event. Each step should add value to the relationship, so use content to increase interest. Get delegates to self-select themselves to contact you for a meeting based on the content you have provided BEFORE the event.
- Plan your press and industry analyst engagements now. Influencers don’t have time to speak to everyone so make sure you know how and what to pitch to them. If you don’t know how, get an expert in. Don’t be unprofessional about this and ignore the value of great influencer meetings.
- Focus on meeting influencers you rarely see, rather than those that are down the road from you who you can catch up with any time.
- Go for feature opportunities that get you in the news the week of Sibos, and make sure whatever news announcement you have is actually informative and not simply white noise.
- Contribute or link to pre-event social media communications to help build your profile before the event.
- Plan your post-Sibos steps now – what content or steps will you follow up with and who will be responsible for these steps? What you do after the event is even more important if you want to convert prospects into sales?
What to do at Sibos 2014?
- Make sure you set time and proper spaces aside to speak to delegates you have meetings planned with.
- Document your meetings and make someone responsible for managing follow up actions.
- Plan how each contact will be communicated with after the event and when.
- Get someone to walk the floor to see what other exhibitors are displaying. You need to understand what competitors are saying and how they might be getting their message across.
- Have content that is sharp and precise enough for someone to read in two minutes that would make them want to ask questions.
- Enjoy yourself; ergo no rest for the wicked!