Comprehensive Trade Show Marketing Support Service Launches in Time for 2024 IBC Season

Author: PRComs

Published: 18 June 2024

Comprehensive Trade Show Marketing Support Service Launches in Time for 2024 IBC Season

A new service has launched in time for the busy IBC trade show planning season.  The service will help exhibitors prepare for one of the largest international trade shows for the Media and Entertainment industry in Amsterdam each September. The Trade Show Collective, a collaboration between seasoned industry marketing experts Lisa Collins, Ben Davenport and Clare Plaisted, brings together their collective experience, expertise and resources in trade shows to provide a unique service to companies attending IBC to help them navigate, plan and market to the 43,000 attendees at the show.

Designed to supplement existing marketing departments and PR support, The Trade Show Collective provides a selection of services to help smooth the trade show experience and help companies realize a return on investment on their presence at the trade show. Services span activities before, at, and after the show to ensure companies are effectively communicating and marketing to their target audience. A selection of services includes:

Pre-show activity

         Media Relations

●      Messaging

●      Strategy

●      Press release writing and placement

●      Awards


Client/Prospect Communications

●      Email blasts

●      Social media

●      Lead gen and meeting facilitation

●      Demo coaching


Exhibitor Logistics

●      Event project management plan

●      Vendor sourcing and management

●      Stand build management

●      Supplier management

●      Travel and accommodation booking

●      Restaurant bookings

●      Panel sessions on stand - preparation


Side Event Management (Customer/Dealer/Staff Events)

●      Venue sourcing

●      Audio Visual sourcing and management

●      Marketing to attract delegates

●      Landing page creation

●      Event registration and guest list management

●      Support with moderation

●      On event support including registration and room set up


Brand Amplification

●      Speaking opportunities

●      Fringe event attendance/support/sponsorship

●      Other opportunities such as video interviews 

●      Media buying in the trade press (advertising, e-blasts, banner ads etc)


Non-Exhibitor Support

●      Meeting space

●      Boat hire



●      Thought leadership reports

●      Market positioning analysis 

●      Brand research studies

●      Insight-driven events

●      Event content consulting services 


Support at the show

Media Relations

●      Face-to-face briefings on stand or lounge

●      Customer parties/networking events at the show

●      Social media campaign at the show


Event Logistics

●      Trade show stand training

●      Trade show staff

●      Lead capture

●      Catering management

●      Customer panel sessions on stand

●      Filming & Photography


Post-show activity

Media Relations

●      Post-show follow-up and reporting

●      Summaries of meeting and follow-up opportunities

●      Social media campaign post-show


Lead Management

●      Creation of follow-up email blast

●      CRM sales lead management

“Trade shows offer a unique opportunity to connect with industry leaders, potential clients, and key influencers all in one place," says Lisa Collins, Managing Director of Dovetail Creative Ltd. "Our goal with The Trade Show Collective is to help exhibitors maximize these opportunities through our collective insights, extensive experience, and wide network of connections. By understanding the intricacies of the show and surrounding fringe events, we will provide exhibitors with opportunities they may not have been aware of, ensuring effective marketing and seamless execution. Our overall aim is to help exhibitors achieve significant returns on their trade show investments.”

“Love them or loathe them, trade shows are an important part of the marketing mix and likely represent a significant proportion of your annual marketing spend,” added Ben Davenport, Director, Beyond the Grapevine. “Mastering the strategy and execution of a show to maximize your ROI takes experience and resource, and together that’s what the Trade Show Collective can offer.”

“Standing out at a trade show and attracting visitors to your booth or booking a meeting at the show is about using every communication channel at your disposal to reach your target audience,” said Clare Plaisted, Founder and Principal Consultant, PRComs. “Working with press and analysts who follow the industry and cover the show entails a strategic communications plan with a coordinated approach that starts months before the show. We can help you plan and message to the press and get your message heard above the industry noise.”

About The Trade Show Collective

With a wealth of knowledge and experience marketing companies at various industry trade shows, Ben Davenport, Lisa Collins and Clare Plaisted have united to help exhibitors tap into their knowledge and networks.

Clare Plaisted - With decades of experience in marketing, PR, and communications for renowned global media brands such as the BBC, Comcast, and Red Bee Media, Clare has been instrumental in helping innovative technology start-ups disrupt the crowded media and entertainment landscape. Her expertise lies in marketing strategy, international media relations, and content creation.

Clare is the Founder and Principal Consultant of PRComs, a PR and marketing agency that has offered outsourced services to the technology sector within the film and TV industry since 2013.

Clare's knowledge of the media industry is extensive, and her vast network spans London to Hollywood.

Lisa Collins – Lisa Collins is the Managing Director of Dovetail Creative Ltd, founded in 2021, with over 25 years of experience in marketing, community engagement, and event planning. Her work in the broadcast, media, and entertainment sectors has driven audience growth and increased engagement through successful marketing campaigns.

Recognized as a thought leader, Lisa frequently speaks at industry events and serves on the board of RISE. She is committed to sustainability and corporate responsibility, co-founding the Media Tech Sustainability Series and the Corporate Star Awards, and serving as a Trustee for Rise Academy.

Lisa's strategic approach and proven track record make her an invaluable asset to any organization looking to enhance its marketing and communications efforts

Ben Davenport - Ben Davenport is a seasoned marketing strategist with over 20 years of experience in the media and entertainment industry. As the founder of Beyond the Grapevine, Ben specializes in creating bespoke marketing strategies that captivate audiences and deliver measurable success. His innovative approaches consistently turn industry challenges into opportunities, earning him a reputation for excellence.

Guided by a commitment to integrity, transparency, and the belief that work should be fun, Ben’s philosophy is reflected in every project he undertakes. Notable projects under his leadership have set new benchmarks in the industry, showcasing his ability to blend creativity with strategic insight.

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