From beach to beach: how to get value from IBC 2017

By in Media & entertainment tech
On August 15, 2017

IBC 2017

IBC 2017 is exactly 30 days away. But it’s August, the sun is shining (well, somewhere) and let’s be honest – the beach beckons.

We’re currently dreaming of sun, and sangria. But unfortunately for some of us, the only sand we’ll be wiggling our toes in this summer is the slightly greying stuff on the “beach”  outside the RAI in Amsterdam.

To help you get through the frenzied, sleep-deprived days and nights of IBC 2017, we’re counting down the 30 days to the show, with a tip a day from our media and entertainment PR team at the lorries. So you can sit back, relax on your sunbed without losing sleep that you’ve forgotten anything!

Day 30: Press go. Time to move from planning to doing. Flights, hotel, events. Now’s the time to get them all locked in if you haven’t already. Our tip? Go direct, not through an agent – that way you’ll have more control and will get the best deal. Oh and if you’re planning on drinking alcohol at the show, don’t stay on a house boat – trust us….

Day 29: If you haven’t already, register for your free IBC 2017 early bird pass. You’ve only got a couple of days left. It’s bloody expensive if you miss this window.

Day 28: It’s close to the wire but enter your products and projects for the IABM Design & Innovation Awards – deadline 18 August 2017.

Day 27: And if you’re not a member, consider joining the IABM. They have a great IBC lounge – it’s hidden from the masses, actually has good wifi and offers quiet meeting rooms – a blessing during the madness of the show!!

Day 26: With content protection and security a burning issue, it might be wise investing a little time and money registering to attend the Cyber-Security Forum on 15 September.

Day 25: Make sure you’re up on the latest trends. You will get asked about your thoughts on all the acronyms – IP, UHD, HDR, 4K, SDN and HDR.

Day 24: Register for the IABM State of the Industry conference session before the show opens on the first day. Early start but a good opener.

Day 23: You’ve missed most of the IBC awards opportunities. But there’s still time to enter the NewBay Awards (TV Technology, TVBEurope, PSN Europe, etc), a great opportunity to get recognition for your product. Deadline 1 September.

Day 22: Unless you enjoy eating dinner at midnight, use your preferred dining app to make dinner reservations for the week. Our top tip? Mata-Hari – a hidden gem in the middle of the city!

Day 21: Register for the many networking events at the show – including the IBC Innovation Awards and the SVG Sports Production Awards.

Day 20: Download the IBC app. Very handy for finding your way around, organising your conference schedule and arranging meetings.

Day 19: Agree internally what you want to get out of out of the show. Brand awareness? New customers? New partners? Set marketing goals and measure their success post-show so you improve next time – because just having booth “assistants” scan hundreds and hundreds of badges doesn’t prove ROI.

Day 18: Decide on what you want your stand to do. To be a nice networking environment for existing customers? Or attract new prospects who don’t know what you do? Have a clear purpose and make sure your key people agree – there’s nothing worse than mixed messages.

Day 17: Finalize graphics and copy for your booth. You’ve got a few minutes to grab people’s attention, so use it well. Clue – less is often more…

Day 16: Good content matters. Make sure your show materials are up to scratch and communicate how good you are in clear, benefits-led language. Please – no typos or marketing speak. And think about subtitling any video content you’re going to use. IBC is LOUD.

Day 15: Sort out your giveaways, your swag. Try to make it useful and memorable. It’s amazing how long good stuff keeps your brand out there – we all still have USB sticks shaped like OB trucks from 3 years ago… but maybe we’re alone there?!

Day 14: Press conferences aren’t always the best idea. Carefully consider whether it makes sense. There are other methods, including one-to-one interviews with key journalists or post-show media events. But you’ll need to get those booked in within the next two weeks and make sure you have a decent spokesperson to tell your story.

Day 13: Decided you’ve got interesting news for a press conference? Check out who’s doing what and when to make sure you don’t clash and no journalists turn up. Oh if you are going to do a press conference then a free croissant goes a long way – that and a compelling news angle of course.

Day 12: There are loads of opportunities to tell your story – the IBC Daily, IBC TV News and IBC365. The IBC Daily editorial team has handily allocated a reporter to each hall. Prep your news and contact your reporter pre-show. They’re pretty trustworthy, and will happily honour embargoes!

Day 11: Confirm if your key customers will be at the show and are happy to speak to press about a new deal – a handshake photo always works wonders for the IBC Daily. But definitely, make sure you get their approval before you talk to press – “off the record” means nothing.

Day 10: Prep your spokespeople carefully. In press interviews, make sure they don’t drone on about product features. Journalists will run to the hills. Remember the bigger picture and speak about industry trends. We have a handy top tips card for media interviews that we can share if you email us

Day 9: Make sure your whole show team is briefed on your key announcements and story. Give them a cheat-sheet to make sure they stay on track and are all saying the same thing. And that they also know what news they aren’t allowed to talk about too.

Day 8: Socialise, socialise, socialise. As well as physical networking, have a social media plan. Use IBC’s handy guide and social handles to gain more bang for your marketing buck.

Day 7: Whether you’re an IBC veteran or an IBC newbie, plan your meetings carefully so you’re not trekking from Hall 7 to Hall 5 and then back. And where is Hall 15?!

Day 6: If you can still hack more networking and like the smell of stale beer, plan in a visit to the Old Bell on Rembrandtplein on the Friday night, the daddy of IBC networking nights.

Day 5: Does someone you need to keep track of have a tendency to wander off? Maybe quietly add them to the ‘Find your Friends’ app on your phone. It’s surprisingly accurate within the maze that is the RAI.

Day 4: Find some time to learn the local language. Did you know the Dutch for whipped cream is slagroom? And you go through Sloterdijk from the airport to the RAI. Sorry, just my puerile sense of humour…

Day 3: Last minute prepping with spokespeople should be done today – they won’t remember the key info you prep any further in advance than this. Consider giving them a messaging and journalist info cheat sheet – if your PR agency hasn’t already done this for you!

Day 2: Make sure your briefing books, media packs, and all other essentials for successful show PR are prepared by now. Proof read them again, and again. And double check it’s all there. And if you’re bringing it out to the show yourself consider splitting the load between you and a few colleagues – that way, if someone’s bag disappears you won’t lose it all!

Day 1: Pack those last-minute essentials – the right chargers and cords, laptop, USBs, comfy shoes, water, pen and notebook, phone, business cards, badge, passport and tickets.

You’ve made it. Raring to go? Or still need some time to steel yourself at the beach before you kick off? You decide. See you at the show. And have a good one.

Send us your top tips using #IBCCountdown

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