Content Supporting Connection at Trade Shows

 

Let’s meet at IBCShow 2022

Well-crafted content serves the purpose of forming the basis of connection. But it’s just one piece of the puzzle. Content is still going to be fundamentally hampered by two particular qualities: its digital nature, and its one-to-many format. Ultimately, whilst content is an important cornerstone of any marketing strategy, it can only ever support – not replace – one-to-one, in-person connection.

In essence, you have to connect to become connected.

That’s why trade shows remain one of the biggest points of focus for us at Xpresso – and why we’re so glad they have returned after a two year hiatus. Being on the trade show floor with our clients – meeting their customers, keeping abreast of their developments and advising them on strategy before, during and after is a crucial part of what we do – and a part we love. Connections are often forged and strengthened in informal settings, swapping holiday stories over coffee or a beer, just as much as they are over Zoom calls with a business-focused agenda.

Being immersed in these in-person moments allows for us to take also advantage of serendipity – and to help our clients do so too. It’s a task that’s often easier said than done; it requires a mindset of openness, the ability to recognise an opportunity when it arises, and the ability to react with agility and creativity to the situation as required. Too many marketing strategies try to control for all variables, when what they should be doing is also embracing (or maybe attracting..) naturally fortuitous occurrences. It’s something we like to think we’ve mastered at Xpresso.

So if you’ll be at IBC this year, there’s no doubt you’ll see us out pacing the halls – dropping in on friends old and new, and also embracing the fortuitous moments that unfold before us. If fortune holds it in store, then perhaps we’ll see you there?

Though of course, if you don’t want to leave things to fortune on this particular occasion and would like to meet to talk about how we can help you craft content and connection, why not schedule time for a coffee with us.

Representing technology firms across the globe in the field of Broadcast and electronic media technologies, Xpresso maintains an international employee basis that excels in providing a complete B2B Marketing Communications strategy that integrates several disciplines, includes constant research to maintain a deep understanding of underpinning technologies, but which also includes the study of audiences and content delivery platforms to achieve the best outreach – an integrated approach.