Steal the show: How thought leadership creates buzz at industry events
Posted: Sat Dec 28, 2024 6:53 am
In-person corporate events are back, and using them to launch fresh insights that get people talking about your company is a great way to put your brand back in the spotlight.
Here, FT Longitude’s marketing director Emily Taylor Gregory and group editor Joe Dalton tell us how brands can use thought leadership to attract attention on the global stage.
Why does thought leadership get you noticed at industry events?
Emily: It can feel counterintuitive to launch your latest campaign at one of the largest gatherings in list of panama cell phone numbers your sector, because there’s so much noise around major events that it’s a struggle just to be heard. But there’s a big benefit – and it’s hard to get elsewhere: you have a captive audience. Your potential buyers are there and ready to talk, the media turn out en masse to hear what the experts have to say, and conference delegates are there to learn and make connections.
Most events pride themselves on a curated programme of content that tells audiences about the latest thinking on important topics. You might plan to pitch for a speaking slot on the main stage or buy into a pay-to-play seminar that runs in parallel, but either way if your thought leadership comes out of timely research into a topic that aligns with the big themes of the day, you will be in high demand.
But make sure you pitch your ideas in the right way. Be clear about why your insight is relevant, what audiences will get out of it and who your thought leaders are – especially if you can bring in an external perspective, and even better if it’s a name that carries weight.
Here, FT Longitude’s marketing director Emily Taylor Gregory and group editor Joe Dalton tell us how brands can use thought leadership to attract attention on the global stage.
Why does thought leadership get you noticed at industry events?
Emily: It can feel counterintuitive to launch your latest campaign at one of the largest gatherings in list of panama cell phone numbers your sector, because there’s so much noise around major events that it’s a struggle just to be heard. But there’s a big benefit – and it’s hard to get elsewhere: you have a captive audience. Your potential buyers are there and ready to talk, the media turn out en masse to hear what the experts have to say, and conference delegates are there to learn and make connections.
Most events pride themselves on a curated programme of content that tells audiences about the latest thinking on important topics. You might plan to pitch for a speaking slot on the main stage or buy into a pay-to-play seminar that runs in parallel, but either way if your thought leadership comes out of timely research into a topic that aligns with the big themes of the day, you will be in high demand.
But make sure you pitch your ideas in the right way. Be clear about why your insight is relevant, what audiences will get out of it and who your thought leaders are – especially if you can bring in an external perspective, and even better if it’s a name that carries weight.