Well, another year goes by, and once again IBC has proven to be a trade show of shifting dynamics.
Some months ago, MSA Focus published articles, explaining why we would not be taking floor space during the 2017 show – a decision that proved to be absolutely the correct one for us.
As discussed previously, the nature of the show has become more social than selling for us. So, this year we reached out to our partners and clients, both existing and potential, inviting them to informal meet and greet sessions over the course of the central IBC show weekend. Of course, we offered the opportunity to look at our latest product ForeTV Pulse, and drill down into any areas of particular interest or discuss the evolving functionality, but the focus was really on providing an opportunity for conversation; general talk about the industry, current and future projects etc. – an approach we feel was very well received.
And with a good mix of attendees along with a less formal atmosphere and a strong team of representatives from MSA Focus, covering all aspects of our product line, there was some great discussion – both business and not quite so business related! So, while, in our opinion, the overall IBC attendance was not great, we certainly feel that we achieved our goals.
The scheduled BBQ riverboat cruise we hosted on the Saturday evening was both productive and highly enjoyable, an opinion borne out by the many complimentary and appreciative emails we have received since. It provided a relaxing environment for people to network and while away a pleasant evening away from the hustle and bustle – and of course the food, entertainment and beverages were once again of the very high standards we have come to know from Amsterdam.
So, what does all this tell us?
We chose a different approach to our presence at IBC, an approach which, of course would not suit everyone………… BUT IT WORKS! In fact, we have probably had more direct response and interaction in the wake of IBC2017 than we have for several years!
The same objectives were achieved, but without expending large sums of money or enduring extended periods of down-time, tied to a few square metres of an exhibition hall for the duration of the show.
In short IBC was a success for MSA Focus, but as I said before “evolution is both necessary and inevitable and this was no more than an evolution of how we approach exhibitions”, an evolution that will continue over the coming years.