One of the biggest challenges at events like Capacity Europe is standing out from the crowd. There are more than 650 B2B tech and telecoms companies attending the event and it’s important that your company gets heard above the noise.
We have attended Capacity Europe for more than a decade. Over the years we have accumulated tips and tricks that can help maximise your Return-On-Investment (ROI) at one of Capacity’s biggest events.
We want to help your business prepare and succeed when it comes to attending Capacity Europe. Our experts have put together 5 important tips that will ensure your presence at Capacity Europe doesn’t go unnoticed.
Deliver News Now – The best way to get recognised at Capacity’s event is to generate a buzz in September. Putting out positive news will help establish your brand in the market and prime your prospects before the event. Building positive associations around your brand will mean that you have a more receptive audience who already know something about you when you get to the event.
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Action: Schedule a Press Release (PR) for September or early October. PRs can be a great way to get your brand recognised quickly and efficiently, getting your story published to as many places as possible. |
Sync Your Visual Brand – When preparing brochures, booth design and any other marketing materials for the event, make sure it’s consistent with your website and brand guidelines. After successful meetings at Capacity Europe, prospects often visit your website to confirm details and check out your company’s performance. This is why it’s important that each touchpoint for sales is consistent. This consistency builds trust and will accelerate the customer’s sales journey. Otherwise, prospects may become confused and start raising questions about your company, which could result in loss of leads.
| Action: Ensure all materials being shared are visually aligned with the website and any other touch points like LinkedIn pages and Twitter. |
Prep Attendees with Messaging – Alongside your visual brand, key messages should be consistent. Every attendee from your company should have a clear understanding of the company’s brand narrative when dealing with potential leads. Although you don’t want them to be a marketing robot, you do want your company and its purpose to be clear online as well as offline. You want attendees to understand the overall objective of the event and deliver a consistent story that is shareable via word of mouth.
| Action: Create and share key messages and phrases for attendees and explain the objectives for the company at the event. |
Share Something More Than a Brochure – Every interaction with a prospect is a chance to shape perception and provide a clear next step for engaging with your company. Brochures often share the solutions set and details about the company, which is helpful, but many prospects want to know what the actual engagement will look like. They want to know what challenges you can solve, how the product works and what the outcomes will be. From a simple workflow infographic showing how a solution works, to a case study demonstrating this, these insights can give a prospect a greater understanding of what your product means to them. The more visually compelling and simple this content is, the better.
| Action: Develop a workflow infographic or a case study that clearly explains the outcomes of using the solution for prospects. |
Make it More Than Just 3 Days – Capacity Europe is a 3 day event, but it doesn’t have to stop there. Follow-up campaigns between events is just as important. You should have news and content ready to go whilst your brand is fresh in prospects’ minds. Follow-ups are an important part of your event marketing strategy, as it will ensure those prospects who haven’t reached out are reminded to do so. This will generate momentum for your brand and shows your potential leads that you care.
| Action: Create a piece of shareable content like an eGuide, whitepaper or a bit of helpful advice in a blog to be emailed out to prospects after the event. |
Ilex is a global marketing & communications agency that specifically serves the B2B tech & telecom industry. We work with global tier 1 carriers through to challenger brands and all kinds of organisations across the carrier ecosystem. We make it simple to tell local & global stories to drive awareness & capture new growth. Our success is built on expert knowledge surrounding the industry, rather than offering generic marketing & PR services.
If you need help preparing for Capacity Europe, book a meeting with us and we can help you prep for Europe's biggest carrier event. Book a Meeting
