Marketing without media tech trade shows

By in Blog
On June 29, 2020


Raising brand awareness and generating leads across the globe is never easy. But the media tech industry has always had international trade shows like NAB, IBC, NAMM and ISE to help bring vendors together with media and prospects from all over the world. Until now, that is.

COVID-19 has brought in-person media tech trade shows to a screeching halt. And while organizers and vendors have scrambled to host virtual events instead, they simply don’t deliver the same level of engagement or relationship-building opportunities that in-person events can. Not to mention the fact that today’s audiences are suffering from webinar fatigue.

So, in the absence of international trade shows, how can media tech marketers raise brand awareness and generate sales leads?

Content marketing campaigns can certainly help. But when you’re targeting people in different countries with different languages, cultures and customs, a one-size-fits-all approach won’t cut it.

For instance, if you’re thinking you can use the same campaign you’ve just rolled out in the U.S. or Western Europe in Russia, think again:

“At a basic level, the brand messages and marketing materials that are typically relied on in America and Western Europe are not as effective in Russia and CIS,” says Natalia Khludova, communications and PR director at Moscow-based PR and marketing agency ContActive. “There is a different mentality that dictates the failure or success of local business communications. This means all PR and marketing materials must be adapted to the region.”

Or, if you’re wondering which platform’s best to promote your content in China, consider this advice from Claire Walker, owner of Hong Kong-based tech PR agency Techworks Asia:

“Facebook and Twitter aren’t permitted in China, so local variants dominate. Mobile messaging platform WeChat is particularly popular, along with the Twitter-like Weibo. Both are powerful tools for b2b communications.”

Clearly, there’s a lot to think about. So, to help you navigate your way through the nuances of local markets, media environments and cultures, we’ve put together a myth-busting eBook packed full of regional insights from our Convoy network of international agency partners.

Click here to download your free copy.

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