Kicking off today in Barcelona, Mobile World Congress (MWC) is the world’s pre-eminent mobile event.
In 2013 it attracted more than 72,000 visitors from 205 countries and some of the world’s largest and most influential mobile operators, software companies, equipment providers, Internet companies and media and entertainment organisations, as well as government delegations.
Some of the industry’s biggest news breaks at the show each year, making MWC a must-attend for the media and giving them unparalleled access to everyone from the established well-known brands to exciting new start-ups. More than 3,000 international print, web and broadcast media attended the event in 2013 and still more are expected to attend this year.
However, even with this number of media in attendance, journalists are still run off their feet (in a good way). Their schedules are often booked weeks in advance with back to back briefings, while they still need to reserve time to cover breaking news. It can be tough then for companies to get their message out there, especially when they’re competing with some of the biggest names in the industry.
Liberty has been attending the event since its early days in Cannes and is well versed in making sure its clients get ‘heard’ at the event. Here are our top tips for approaching the next four days (and the post-show come down) from a media relations perspective:
- Grow relationships – With the fanfare that comes with a large show like MWC, the underlying messages behind news and real promise of new technologies can get lost in the frenzy of press releases, demos and briefings. Use the opportunity to provide media with information that will help them weed through the noise and tell a fair and positive story on your role in the growth of the mobile industry.
- Lead with innovation – MWC is still the pre-eminent event to showcase what new mobile technology is on the horizon. It is the opportunity for vendors to package innovative new technology with tangible, longer-term value that will instigate consumer and enterprise IT purchases and model reasonable growth. Demonstrate the practical application of your technology and address new and pressing challenges for the mobile industry.
- Position spokespeople as leaders and innovators – A spokesperson can set the tone that media and analysts will grab hold of. Use briefings to not only announce news, but to show innovation, thought leadership and impact with key messages. Highlight experience, partnerships and technology evolution, as well as showing that you have your finger on the pulse of industry themes and can offer relevant comment.
- Build on the momentum – Track trends that emerge during the show and use the time following MWC to follow up with key media and analysts with your viewpoint.
And finally, make sure you’ve booked yourself some time off for after the show – you’ll need it!