Lessons learnt from Osaka – what can you do in Dubai?
October saw the mass migration of the global transaction banking community out to Osaka. Bankers, vendors, regulators, lobbyists, journalists and other third parties all joined the throngs hurrying to the INTEX Osaka to join the dialogue.
Cognito was there too, supporting some of our clients eager to maximise their exposure at the event. And maximise it they did. As veterans of countless trade shows – EuroFinance, TradeTech, Sifma and the Everest of them all, Sibos (some of us even know what it stands for now), Cognito consultants are old hats at what works and what doesn’t work, and each year we also learn some new tricks. Here are some tips and pointers for future Sibos events:
- Be eager to meet the media – there are always plenty of press that come to Sibos, even if the location can be tricky to justify. You should be looking to build an active campaign around Sibos and take the time to meet the press and plan releases at this event. It will be worth your while. Make sure you ask the event organisers to invite specific reporters you want to meet
- Content matters – the Sibos agenda is released weeks in advance. It’s important to read over this and understand the agenda, building this into your media outreach
- Be prepared –Assuming you are keen to run media relations around Sibos, you should have your press materials ready well in advance. Agree timeframes with managers, so any news is signed off for distribution well in advance, and meetings can get booked with the reporters that write the various Sibos daily publications, who rarely agree to do this without an embargoed press release in their hand
- Plan your schedule ambitiously – Everyone knows that Sibos is a packed event. Keep your stand busy and get a steady flow of reporters coming to it and meeting your executives
- Look for multimedia opportunities – a camera crew at the stand looks exciting and creates a buzz. Try and find a publication that is doing video work and invite them to do several interviews. This content can usually be embedded in websites and leveraged socially
- Use and manage a local partner – some destinations can attract a lot of local reporters, and Osaka was just one of these. The language barrier can prove problematic when it comes to setting up meetings and finding out what the local reporter’s agenda is. Dubai 2013 will also have a similar barrier, and is likely to also attract a great deal of UAE business press. Working with a global agency that is used to working with partner agencies and is skilled in managing these relationships and processes can be effective
- Imbibe in local customs – you’d be surprised what a session of Korean barbeque or Karaoke can do. All delegates, be they exhibitors or journalists, are keen to get out and try out the local customs. Sibos is social, as well as a business trip, so make sure that the conversations aren’t restricted to the exhibition floor
- Don’t just work with the media – Sibos attracts various industry analysts – Celent, Aite, Tower, Tabb all tend to go. It’s a good time to kick-start an analyst relations campaign, or catch-up with old contacts
- Be social – Sibos is slowly becoming renowned as the most ‘social’ trade show. They have a lot of traffic using #Sibos, allowing participants with a small presence to gain a larger share of the voice. It’s a great way to become more visible at the event and distribute news releases to a wider crowd