BIBA21 - How to stand out whilst sitting down

Ant shares his views on communicating for a different type of BIBA conference…

There is no getting away from it – virtual events are just not the same as physical events. The incentive to tune-in, and stay tuned-in, albeit in your slippers, does not compare with the sense of occasion that comes with heading off to Manchester from all corners of the UK to what is, without doubt, the one major event of the year. And 7000 or so others clearly feel the same as they keep on coming year after year.

But we are where we are, for now – though looking forward at least we can cling to the hope that it will be different by the summer if the Government’s roadmap does not take a wrong turn over the next few months. For now, though, staying safe takes priority and so it should. And I know that despite believing that I was doing okay, I cried when the news of the vaccine was first announced last autumn. That emotion caught me by surprise. Denial is a wonderful thing.

And talking of denial, there is no getting away from my disappointment that this year I won’t be traipsing the halls of the BIBA conference, won’t have aching feet, won’t see people that I rarely get to see otherwise, won’t get too little sleep, if any, and drink too much coffee and other things to boot.

The time is now

So how can we all make the most of BIBA this year? Well, first off, we all need to Be Prepared to turn up – even if that just means switching on our laptop and clicking enter. For BIBA members it is more or less as simple as that. Registration for delegates opens in mid-March, which is next week for those of you still struggling to tell one day from another in this strange Groundhog Day world that is lockdown.

For exhibitors, used to benefiting from passing trade and their own forays into the crowded aisles, and to other stands for that matter, it is a very different challenge this year. It is not just a matter of turning up on the day, switching on your computer and waiting for people to drop in. They most probably won’t. You still have to work the room – but this year, you’re going to have to do the majority of that work in advance.  Without the benefit of an eye-catching stand and a table full of drinks to lure people in, you will have to work hard to give them compelling reasons to choose your virtual room.

Brokers will shortly be registering for sessions and looking to book time slots with those they know they want to see, so how can you encourage them to consider dropping in and booking an appointment with you?

Be prepared. Be noticed. Be ready.

Well, to hijack BIBA’s own conference marketing, you need to Be Prepared, if you want to Be Noticed, and Be Ready, now, to promote some compelling reasons for them to come and talk to you, rather than make themselves another cup of tea, do the washing up or catch up on emails between sessions.

In other words, you need to start planning now, and start the process of building and maintaining audience engagement in the run-up to the conference over what is a longer period than you might be used to, and in ways that keep your target audience informed and engaged over that period.

There are many tools at your disposal to generate interest ahead of the conference, from social media through to video and podcasts, insurance trade press articles and discussions – and of course, in addition to your compelling narrative there is back-up of the corporate giveaway, competition, or prize. But be it your messaging or your giveaways – pre-event communication is key.

So why am I writing this; well, we, as an insurance-focused and experienced communications agency believe that we can help you get your message right, help you reach out, communicate, and engage with your target audience and ensure your investment in this year’s virtual BIBA works as well as it can for you and your business.

We’re offering exhibitors a free BIBA communications surgery appointment with our experts, giving you the chance to consider different ways of engaging your audience with a range of eye-catching and engaging methods of communication.

So as Blondie would say, Call Me.

To book a free appointment at our BIBA communications surgery click here or email BIBA21@fullcirclecomms.co.uk