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

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

3. Our Core Products

4. Examples of our Cross-Platform Products

5. 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

6. 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

7. 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

8. 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

9. 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 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?

10. 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

11. 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

12. Thank you! Lance Gibbons – Publishing Director
Katie Reynolds – Editor
Thank you!