There was a true depth of innovation on display at this year’s BETT exhibition, which took place last week, demonstrating that the international edtech industry is very much alive as ever. As we spent a few days exploring the aisles of the ExCel among the industry’s elite, it was hard to ignore the pull of all the gadgets and gizmos promising the next wave of education.

It’s safe to say Virtual Reality for classrooms was the technology of the moment, with the crowds fighting it out to test run Microsoft’s game-changing Hololens. And thanks to Raspberry Pi’s legacy, coding in schools continues to be the initiative on everyone’s mind. But the one thing the edtech community agrees on is that gaming is the missing link in mainstream education – and while Minecraft and Microsoft had the biggest presence at BETT in this department, it was great to see some of the exciting new players such as Lightneer and our client Tinybop making their claim in the market.

So what does it take to stand out from the crowd at key events such as BETT? PR and marketing are essential tools to help shout about your innovation when it counts, support your business objectives and let key influencers know what you are taking to market.

Here’s a few of our top tips to stand out from the crowd:

Marketing Prep      

You know the drill. Once you register to exhibit at one of these events, you’re bombarded with marketing emails that promise to help you make the most of your stand. And as tempting as it is to leave them in the inbox – make sure you don’t miss those important deadlines for submitting your copy and company profile to the official show guide. Make it as easy as possible for attendees to find you on the day. That means getting your name in the programme before it’s too late.

Media 

Looking to make a splash with news during the show? Let the media know beforehand. The beauty of modern journalism is that you can announce new developments and generate immediate impact. Markets are a great place to pick up trade magazines and print media still works very much in advance. It’s not dead just yet. Most key publications plan special preview features in their editions leading up to market. So, consider this – if a prospective customer sees your news in the media in those important days beforehand, or even while they’re reading their morning coffee on the way to market, you’ve already got a head start.

Face Time

A major strength of trade shows is the ability to meet face-to-face with the right people in a short amount of time. Well, guess what — you can also build much stronger relationships by meeting your industry journalists face-to-face. Use this opportunity while you’re all under the same roof to forge new relationships and strengthen existing ones with your target media. Believe us, it’ll pay off in the long run!

We’re already looking ahead to the Kidscreen Summit in a couple of weeks, the Broadcast Indie Summit in March and MIPTV in April. Who’s coming with us?

By Abi Williams, Account Manager at Franklin Rae