THE LORRIES AT IBC2024
As we approach IBC in Amsterdam in September, we understand that there can be a seemingly never-ending list of things to do for marketers.
We have extensive expertise in the media technology industry, backed up by the resources of our global agency partner group, Convoy.
All this means that we’re the right partner to help clients with IBC PR activities, including setting up media briefings at the show, sharing announcements with journalists, pitching breaking news and more. On top of that, we’re also perfectly placed to roll out social media campaigns, event management, PPC, digital and content marketing. In other words, we’re a one-stop-shop for all your IBC PR and marketing needs
Below you can find some mediatech PR and marketing resources, advice and information to help those attending the show this year.
SHOW OPPORTUNITIES
Because you’ve already got plenty to think about over the summer, or realistically, we know that you’re going to leave it last minute, we’ve spoken to our press contacts and created a list of the editorial and awards deadlines for the key IBC opportunities, so you don’t have to.
So take a note of the dates below and make sure you hit all these deadlines and maximise your changes of getting coverage.
CHECK OUT OUR OTHER RESOURCES
THE INDUSTRY AND US
Despite sounding broad, mediatech is most closely associated with live content production and broadcast. But in reality, it’s a much broader church that also extends into AV, immersive entertainment and beyond.
We need to embrace the diversity of the media and entertainment space – and the technology that supports it. Particularly as there are now fewer distinctions between the technology used for live broadcasts, film and TV production, VFX and post-production, corporate and immersive AV, and even theme parks and location-based entertainment.
We’re now supporting a broader range of mediatech clients than ever. We’ve got plenty of experience ‘glass to glass’ – from lenses and cameras, right through the production chain to television distribution. But we also work with virtual production lighting solutions, VFX software providers, VR experience operators and even theme park animation studios. It’s a lot of fun.
ENTERTAINMENT TECHNOLOGY
Media used to be the TV broadcasts that we watched in the living room and the films we watched at the cinema. Nowadays, the term media encompasses programming of all lengths, watched on any device that has a screen. And the title ‘content producer’ now applies equally to Hollywood Studios, streaming platforms and YouTubers sitting in their childhood bedrooms.
Revenue streams have changed – shrunk in some areas and expanded in others. Media and entertainment technology providers that once worked solely with broadcasters and filmmaking creatives are now partnering with a huge number of organisations in a wider range of industry verticals. All of which have different challenges and levels of knowledge.
Media and entertainment technology providers need to adapt how they communicate to resonate with players across the entire ‘glass to glass’ value chain. And there’s more pressure on technology vendors to tell a story that connects with both the CTO and the CMO.
Addressing a new audience of end users isn’t always a straightforward task. Unlike many other industries, mediatech providers have a finite pool of prospects. Because of this, it used to be a market that was very much led by salespeople. But with the rapid evolution of the industry – combined with the fact that many sales and marketing activities have shifted online – now is marketers’ and PR pros’ time to shine.
Communicating the features of your product isn’t going to cut it anymore. Instead, marketers need to prepare individual messaging and storylines for each end user they’re trying to reach. And don’t just think about the content of what you’re saying. Choosing the right tone of voice is equally important.
No matter how compelling your story, if your target audience isn’t ‘at the other end of the line’ listening, you won’t get very far. Reaching end users typically requires a multi-pronged approach – media relations, paid media placements, social media, PPC, organic SEO and more.
It’s better to ‘commit’ to just a few marketing and comms channels than half-heartedly pursue them all. The more specific you are with what you do and how you communicate, the more success you’ll have in connecting with the right people.
Want to learn more? Luckily, we’ve written an eBook on this exact subject. Read ‘Wish you were here’.
The world’s top film, TV and music pros use Avid creative solutions to create Academy Award-winning films, Emmy Award-winning TV, and Grammy-scoring songs.
But Avid’s goal is to move beyond being seen as a provider of content creation tools. Instead, it wants to be perceived for what it truly is – an unstoppable force moving the industry to a new, integrated media creation, management and distribution model.
So, Avid engaged the lorries to help tell artist stories, grow its share of voice and reshape brand perceptions.
Haivision is a leading provider of low-latency video streaming and encoding solutions for broadcasters, enterprises and governments. After engaging the lorries, it wanted to move quickly with a campaign to deliver trade media coverage. A crucial part of this was showcasing its spokespeople as subject-matter experts. But Haivision also wanted to highlight the SRT protocol as an innovation poised to move the entire industry forward.
The lorries took a three-pronged approach. Firstly, we spread the word about Haivision’s tech with new product and feature announcements, including embargoed briefings with technology experts. We complemented this with joint partner and customer activity to highlight the wide adoption of the SRT protocol. Finally, we put the spotlight firmly on Haivision’s spokespeople with varied editorial contributions in broadcast and media, house of worship and AV publications.
With clients including Hollywood studios and major music labels, DMS is a full-service creative digital agency that provides content creation, localisation and distribution solutions, as well as media monitoring.
To refresh its employer brand, DMS wanted to create a new ‘culture book’ and update key HR templates with a similar look and feel. The assets had to be practical and engaging to bring the agency’s core values to life – with just a sprinkling of movie magic.
The lorries worked to move EVS beyond its recognition as an instant TV replay pioneer and establish the company as a digital technology innovator in new markets.
The lorries created high-profile sports and entertainment case studies to highlight successes and demonstrate credibility. We secured and crafted bylined articles across topic areas such as fan engagement, IP and the impact of 4K TV to build company experts as thought leaders. We used product rollouts to build a stable of award wins. And organised press conferences and an ongoing media briefing program to profile key executives and spotlight new technologies.
OUR TEAM
Our team will be on the ground at IBC. We asked them what they’re looking forward to most at the show…
Rob is one of the longest serving IBC-ers at the agency. He’s our COO and UK managing director, working with all our teams to make sure we deliver the high standards our clients know they can expect from the lorries.
‘Heineken. The Beach. A lot of walking. Ham and cheese rolls. Heineken. And the chance to catch up with old colleagues, clients, media and friends and see how the broadcast and media industry continues to innovate, adapt and evolve since my first IBC outing way back in the last century (1993).’
Martin is the practice lead for the lorries’ media tech clients. He provides strategic support based on over ten years of industry knowledge.
‘My first IBC was organising an exhibition stand, everything from the stand design to leaflets. It was quite the introduction to a show that would see me return every year since. This is my eleventh time attending or working on IBC in some way, and it’s always a thrill to walk the show floor and see what’s new from our clients, all the exhibitors and the show organisers. ’
Sophie is a senior account manager in the lorries’ media tech practice, working across several clients, from archiving services to VR facilities and animation.
IBC2024 is her second trip to Amsterdam for the show, and she has a keen interest in all things entertainment tech, VFX and post-production.
AV TECHNOLOGY
Live events and location-based entertainment are flourishing. This unprecedented boom is the result of the millennial and Gen Z obsession with seeking out new and unique experiences, combined with pent-up demand for human-to-human connection following the isolation of the pandemic.
Along with time-honoured entertainment formats like live sport, theme parks and conventions, we’re seeing the emergence of brand-new categories like ‘retailtainment’ and virtual reality experiences.
All this creates a wealth of opportunities for AV tech vendors. But with the space more crowded than ever, how can PR and marketing teams cut through the noise?
Your customers are always looking for more creative ways to immerse their guests. So, move beyond the features of your technology and demonstrate that you’re up to the challenge of finding imaginative solutions to their challenges.
Remember, you’re the tech expert. Particularly in brand-new categories like virtual or mixed reality, you’ll need to explain your tech in a way that’s simple to understand. But still gets your prospects excited.
Many in-house marketing teams at AV tech brands don’t have the resources to create their own content. Luckily, there’s usually an abundance of creative skills within their wider employee base. Take advantage of these, particularly when it comes to design and video.
Don’t shy away from being opinionated – it’s the best way to get heard in this crowded space. Having a gutsy and direct approach to your comms will help you cut through the noise. You’ll be heard much more than if you try to sound pleasing and unassuming.
In the next year, we’re going to see continued investment in technology that helps M&E companies improve efficiency, drive creativity and reduce costs. AI and machine learning solutions will become increasingly commonplace and video game technologies will continue to improve and merge with VFX techniques to aid virtual production. We’re also going to see more backing for greener products, technological solutions and actions that reduce or offset carbon emissions. It’s an exciting time to grow within or become a part of an industry where the focus is on innovation, sustainability and art.
Sophie Pennington-Hole, senior account manager
Red Raion is a CGI studio that specialises in media-based attractions. It approached the lorries wanting to boost brand awareness and promote its work with theme parks, visitor attractions and location-based entertainment providers. The team also wanted to enhance the reputation of their expert spokespeople.
The lorries worked closely with Red Raion to create clear messaging strands for external communications. We then introduced the brand (and its clients) to trade media by sharing news, securing trade show briefings and pitching stories and thought leadership content.
At the same time, we scoured awards and speaking slots in the location-based entertainment, visitor attraction and virtual reality spaces. We sourced and secured the most relevant and impactful opportunities.
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