CASE HISTORY AND SAMPLE CLIPS
Using Speaking Opps to Promote a Service
As a global market leader in broadband-based solutions for monetization of PC and video games, Exent Technologies had a lot to say about the business of online game services. However, the games-on-demand concept had been introduced several years earlier and the ever fickle press had moved onto hotter new trends.
TBC needed figure out how to make sure Exent still reached the right decision makers and executives at broadband service providers and game publishers with their message.
Strategy:
• Shift resources from media relations to concentrate more on speaking opportunities
• Evaluate every media opportunity and only pursue ones had a high potential ROI.
Tactics:
• Place company executives to speak at smaller/new shows to create more extensive speaking “resume” to aid in the selection process at larger shows
• Extensively research/analyze past sessions and speakers at major shows to determine what factors made selection more likely. Contacted tradeshow employees directly to confirm findings
• Created library of session topics/outlines Exent could speak on that would be modified for each show
• Setup face-to-face meetings and maintained ongoing relationships with analysts, reporters and industry influencers that often moderated and selected panelists for major shows
Results:
• Secured speaking opportunities at virtually every major important video game and telecom tradeshow including: CES, E3, Digital Hollywood’s Building Blocks, Globalcomm, Connections Digital Home, ISPCON, The National Show (NCTA), the Cross Platform Summit and Broadband World Forum
• Exent speaking spots secured in U.S., Europe and Asia
• Appearances directly lead to more sales/partnership leads than any other marketing/PR activity
