- Lance gibbons - and - Katie Reynolds - Working with the press - Lance gibbons - and - Katie Reynolds -

By Lance Gibbons and Katie Reynolds – The Event Magazine Working with the Press By Lance Gibbons and Katie Reynolds – The Event Magazine

Our Core Products

Examples of our Cross-Platform Products

Brand goals vs business goals An example of a brand goal would be increasing your brand’s presence until it is the most-recognised name in your field The outcome is increased revenue (a business goal) Everyone wants to raise awareness and inspire action Dream big, but also establish some very defined goals to strive for For long-term goals, consider how you can get there incrementally and map out a realistic marketing strategy Using the media is the shortest route from brand goal to business goal

The media puts your business in front of your clients Through the following channels: Print magazines Digital magazines Buyer’s guides Show dailies Business breakfasts Networking functions Digital dailies Video capsules Event planner’s guides Social media Thought-leadership articles The media puts your business in front of your clients By connecting and engaging with ALL stakeholders in the business-events industry

How do we do it? Distribution channels that have been refined over 15 years. When you appear in our magazines, you reach your target audience Media partnerships with the biggest shows in the world. This means extensive distribution at IMEX America and Frankfurt, IBTM World, IT&CM Bangkok, New Delhi and Shanghai, Meetings Africa, ACE of MICE, World Travel Market, all South African association gatherings, plus bi-annual distribution to 600 African association secretariats. Close relationships with industry leaders, who impart their knowledge to the industry through our publications A team of passionate, intelligent people who care about growing and promoting business events in Africa

But.. People are afraid to tackle industry issues head on When the truth is that thought- leaders are seen as trend-setters and pioneers. Conflict can be uncomfortable, but when done constructively, will lead to change and positive growth. We as the media are not interested in petty squabbles or mud-slinging. Only resolving conflict and moving forward. But.. People are afraid to tackle industry issues head on Because they fear it will implicate their brand

So how should you effectively use the media? Give editorial comment in feature articles Take advantage of our distribution channels Engage with us on social media Use our expertise in creating show guides and daily news Share our content across your platforms A generic press release is not the way to communicate in 2015. Original content is king Attend our networking functions and business breakfasts Tell us when something is exciting or bothering you! So how should you effectively use the media?

How do you apply this knowledge to exhibitions? Printed or digital publications, large or small, create an impression in the mind of your client A show guide introduces your client to your brand and your product offering, and informs your client that your product is worthy of the time and effort it takes to produce such an important piece of marketing collateral A digital daily informs your client of up-to-the- minute developments happening at your show, which means you have journalists on the ground at all times An advertisement or editorial feature in a widely read magazine holds prestige. Print publications have fought back against the digital tide and have claimed their space in the publishing realm once again. Exhibitions are, at heart, the truest form of face-to face business eventing. Deals are struck based on the quality of the initial engagement with your client The media grooms your client for that engagement

How do you apply this knowledge to exhibitions? Do not underestimate the power of social media. A well constructed tweet or Facebook post has the potential to make or break your event. If you have a new product, unpack its value to the market. How will your product assist you client in reaching his/her own business goals? The media has the contacts and the influence to gather your clients in one room, so that the key industry players can discuss issues, concerns, developments, and breakthroughs. Use this to your advantage. Attend these roundtable discussions. Exhibitions are, at heart, the truest form of face-to face business eventing. Deals are struck based on the quality of the initial engagement with your client The media grooms your client for that engagement

Thank you! Lance Gibbons – Publishing Director lance@filmeventmedia.co.za Katie Reynolds – Editor katie@filmeventmedia.co.za Thank you!