Tech Show London has grown significantly over the years. Once known as Data Centre World, and then Cloud Expo Europe, it has since expanded into a huge B2B technology industry gathering.
The show encompasses five events: Cloud & AI Infrastructure, DevOps Live, Cloud & Cyber Security Expo, Big Data & AI World, and Data Centre World. The organisers have added and tweaked the events to reflect the ever-changing tech landscape.
With five co-located events, over 200 exhibitors, and 20,000 attendees, the challenge is clear: how do you stand out in such a busy environment? How do you make a lasting impact, capture leads, and generate meaningful business conversations?
The key lies in a well-executed communications strategy. It’s not just about sharing your booth number on social channels or handing out brochures, it’s about crafting a compelling presence before, during, and after the event to maximise engagement and return on investment.
Here are Resonance's tips on how you can cut through the noise and make the most of Tech Show London.
Before the show: Boost awareness and credibility
A strong presence at a Tech Show London event starts long before you step onto the exhibition floor. The weeks leading up to the event are crucial for generating awareness and positioning your brand as a thought leader.
- Leverage Social Media: Start teasing your presence early. Share updates about what you’ll be showcasing, introduce key speakers from your team, and use event hashtags to engage with potential attendees.
- Write a Pre-Event Blog Post: Highlight why you’re attending, what attendees can expect from your booth, and any special announcements or demos you’ll be featuring.
- Email Your Network: Send a personalised email to your CRM database, inviting them to visit your stand. Include links to your pre-event blog and any registration details.
- Engage with Media and Influencers: Secure media coverage or engage with industry analysts and influencers ahead of the event. A feature in a relevant publication or a mention from a key influencer can enhance your credibility and draw more attention to your presence.
At the show: Be part of the conversation
Once the event is underway, it’s time to shift into engagement mode. You need to be proactive in making connections, sharing content, and ensuring your brand stays visible.
- Create a Press Pack: Make it easy for journalists, analysts, and influencers to cover your company.
Provide a digital or printed press kit with key messaging, product announcements, and contact details.
- Engage with Event Hashtags: Participate in online discussions by sharing live updates, insights from panel sessions, and behind-the-scenes glimpses of your team in action. Encourage your team to amplify the content you create.
- Capture and Share Content: Post photos and videos of your booth, demos, and team interactions. Short, engaging videos featuring customer testimonials or quick product explainers can boost visibility.
- Host a Mini Event or Live Demo: If your space allows, host a live Q&A, product demonstration, or panel discussion to draw in attendees and create buzz.
- Network Actively: Don’t just wait for people to come to your booth. Engage attendees in conversations, attend relevant sessions, and connect with potential leads in a meaningful way.
After the show: Extend the momentum
The event may be over, but your work isn’t. Following up effectively can determine whether the conversations you had turn into actual business opportunities.
- Post-Event Blog and Social Media Recap: Summarise your key takeaways, insights from panels, and highlights from your booth experience. Share these across social channels and with your email database.
- Email Follow-Ups: Send personalised emails to new contacts, referencing your conversation and linking to relevant content from the event.
- Repurpose Event Content: Turn your most engaging event moments into evergreen content. This could include video snippets, customer testimonials, or thought leadership pieces based on panel discussions.
- Measure Your Impact: Review your event analytics, including social media engagement, lead generation, and booth traffic. Use these insights to refine your strategy for future events.
Final Thoughts
The Tech Show London events present a unique opportunity for B2B marketers to make an impact in a crowded industry. By strategically planning your pre-event outreach, maximising engagement during the show, and following up effectively, you can ensure that your investment delivers measurable results.
Approach the event with a clear communication plan, and you’ll not only stand out - you’ll turn conversations into conversions.