Light & Building Show: is your communications as smart as your product?

In a few weeks our ‘Automation & Control’ team will be descending on Frankfurt. We work many shows throughout the year, but when it comes around, one highlight is always Light & Building - for the sheer amount of innovation, fresh thinking and design that comes to market.

Biennial and triennial shows often mean high investment, high expectations and an intense pressure to generate leads. With so many companies clambering to launch new products and solutions at these larger shows, the communications and content strategy nowadays needs to be smarter; twice as fast, digital, more agile, but still also grounded with some tried and tested tactics.

Light & Building is a great case in point. This year 2,600 exhibitors are all pitching new products, and we’re already overwhelmed by what is on offer.  So, spare a thought for the visitors and media on the ground. 

Our approach to smart, event-centric communications;

  • Map to a mega trend.  These days you have less than seven seconds to convey your story, but all too often we see companies start their narrative and content with the component, the widget or the tech and fail to explain the bigger picture or map to a mega trend or industry challenge. 
  • Be agile. Take a few measured risks and play around with content formats. Shows are a great place to kick a few tires, especially when it comes to content formats and messaging.  If it doesn’t work, change it on the fly, or don’t do it again.
  • Influencer Marketing. The smart home sector is booming and while the trade media still remains an important channel, the wider community online is rapidly becoming a strong pole of influence.  While you’re researching your own bespoke list of influencers, here are few starting points;
  • Social Selling.  Talk to us about LinkedIn Sales Navigator or Automated Marketing Platforms like SharpSpring and develop an effective InMail-lead generation strategy.  We’re seeing great results for clients with minimal investment, and not just at trade shows.
  • Booth launches and unveilings – yes, they’re back!  If you’re investing in floor space, just ensure you use every single square centimeter.  We hear from journalists that they prefer on stand launches over standalone events offsite.


We hope to see you in Frankfurt - get in touch if you’d like to grab a coffee.


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