7 FEBRUARY 2019 LONDON

1. 7 FEBRUARY 2019 LONDON

2. MARKETING IN CONSTRUCTION SUMMIT 11:00 – 11:45 Face-to-Face in the construction sector Rob Nathan Group Marketing Director Media 10 Ltd 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

3. OVERVIEW • A bit about me • The power of live events and face-to-face marketing • The do’s and don’ts of live event marketing • Combining live events with traditional and digital media • My belief is that every company should have a live event strategy. This presentation should allow you to relate your own brand/product to the medium of live. …but first. Some context. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

4. Brand Advertising Spend by Medium TEMPLATE SLIDE 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

5. Share of Global Ad Spend by Format TEMPLATE SLIDE Please use our footer across all slides 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

6. Why is this? Why isn’t ‘live’ taking a bigger share? Too much like hard work 2. Agencies not understanding 3. Cost 4. Companies not equipped to do live events 5. Events are simply not taken seriously (See The Times, 16 January 2019 re: sale of Mack Brooks to Reed…with the former being described as “arrangers of corporate jamborees”) Yet face to face techniques are proven to be effective. Take political canvassing or door-to-door selling. Ok, it’s hard work and you can reach many more people using leaflet drops or digital campaigns but the results of face-to-face are so much more compelling. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

7. Get your timing right The reason that people use door-to-door techniques is that they realise that face-to-face is more powerful than other mediums. A survey by Forbes found that 84% of its 760 business executive respondents preferred face-to-face communication, with the majority agreeing that it built stronger, more meaningful business relationships. So, going back to our doorstep example, why is it shunned? Why do people not like being door-stepped? It’s because they haven’t chosen to be interrupted, people want to make a decision on when they interact rather than the element of surprise. It is why phone calls are reducing in numbers and precisely why cold-calling is proving more and more difficult. Live events bypass these factors because the audience is qualified, in every sense – they have been selected by the organiser and they have chosen to attend. It’s the perfect storm. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

8. One size fits all? Choosing the right event This sounds great – I can do a live event and get to thousands of people and therefore divert all my marketing budget into exhibitions. You can thank me later. It’s not quite as simple as that. What events do I choose? The construction sector is vast…one size definitely does not fit all. So, points to consider: Do your research (is it a new show, how many visitors, is it credible?) Look at niche vertical markets What is the cost, duration, location, audience? Who else is exhibiting? Where is the event being advertised? What am I looking to achieve…. This last point is a hugely important consideration 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

9. Objectives and Measuring ROI • OBJECTIVES: • To sell • To raise awareness • To collect data • To network • To launch a product • To make appointments • You may be a start-up, a tool supplier, a huge multi-national, a recruiter, a software company, etc. but the principles remain the same… • You’ll get out what you put in. Use live events as part of your marketing strategy but treat your choice of events with the attention and detail that they deserve. • So how do I ascertain what success looks like? 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

10. Objectives and Measuring ROI You may have your own metrics but there are tools in the industry that can facilitate your objectives: Data capture pens/apps Competitions Poken And you just thought you had to get people to put business cards in a goldfish bowl. However, it’s not really the principle or the method that counts it’s the follow up. Obviously this is where you hand over to the sales teams but it ultimately comes down to ROI on your investment so we’re all in this together. And of course there are apps, heat maps, RFID, i-Beacons… 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

11. Do we rely too much on technology? No Use technology to assist, to complement - there are a host of ways to engage with an audience and I’ve seen them all, been sold to daily by every new bit of kit. ….but what about basic human nature; innate sensory experiences. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

12. Is it so bad to explore? What about the unexpected finds? Make your presence noticeable. Stand out from the crowd. You can only fully immerse all senses, in marketing terms, with face-to-face. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

13. Do's of live events So, once you’ve made your choice and decided on your event…the work starts. Prepare (with enough time) Take advantage of any free masterclasses Set up meetings in advance Maximise your presence (make your stand/space engaging) Ensure you have the tools necessary to collect data Choose your staff accordingly (one of the main reasons visitors attend events is because of the knowledge of the staff they will meet) Get involved – make the most of your investment. Talk to the organisers, find out about meeting options, hosted buyer programmes, parties, etc Offer something unique or special to visitors (not just sweets) Tell your clients you will be attending Promote your presence on social media 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON

14. Don’ts of live events Just stand there… Then just sit there… Then stare at your phone Behave – you are the face of your organisation One of the most common complaints that event organisers hear is that the show wasn’t for them. It relates back to the previous points – did you research the event, did you find out about previous editions. The list of things not to do is enormous but ostensibly comes down to the fact that if you are doing all the right things then the “don’ts” become irrelevant Events – as we have seen – take up a remarkably small amount of time for their actual open days, so don’t waste the opportunity. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

15. Living proof… Oh, and don’t do this… 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

16. Don’ts of live events Think of your reputation, think about your audience and think about the collateral damage. And the damage it may have on the event as a whole…because social media is pretty powerful. Which leads me on… 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

17. Integrating live events with social media Back in the good old day (pre-social media) organisers used to say how good their event was, and people used to believe it. Why wouldn’t they? Visibility was minimal but now transparency has changed the game. Social media can be as positive as it is damaging – treat it like you would any form of outward facing promotion. Who is in charge of your strategy? Think pre-event, at-event and post-event Don’t just post “we are here” type comments “visit us on Stand B34” Use social to amplify your live presence – use hashtags, follow delegates, comment on activity within the event and about the sector as a whole For event owners make sure your brand equity is strong enough to facilitate your exhibitors participation to be promoted. For exhibiting companies, be proactive – shout about your participation A good example (UKCW, aside)… 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

18. Integrating live events with social media…the good 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

19. Integrating live events with social media…the not so good The Big 5 in Dubai is one of the world's largest construction events. When the show finished on the 29/11/2018 they tweeted: Since then they have tweeted once in 10 weeks. They have 5,000 followers on Twitter. Events should be seen as a pilgrimage to your audience and community, and the “see you next year” or “show is now closed” messaging is symptomatic of the reasons why events are excluded from the media landscape. No brand is ever closed. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

20. Recommended viewing How could any talk on events and social media not include a reference to Fyre Festival Even though it is not directly related to construction it is a perfect example of how social media can create a alive experience and how the logistical If you haven’t watched it yet, please do so. 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

21. Staffing Whether it’s media planning, social media, live events preparation, etc. you need the right people in the right position. Sounds obvious? You wouldn’t put someone who couldn’t work a calculator in charge of your finance department. Think about experience, relevance (and for social media are they clued up? Do they actively engage?) You put the wrong people in place then you end up with a Fyre Festival. Or worse… 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

22. Summary We started by looking at how the media landscape has largely ignored the live event sector. Ironically it is now the ‘traditional’ media giants who are desperate to get into live. The construction sector is no different from any vertical market – it is broader but niche verticals exists in almost every sector. If they don’t, and you think there’s an opportunity…go for it! Preparation is key, as is the maximisation of your presence. Leave no stone unturned. Combine digital activity with any event/exhibition/conference activity to grow your market. Get the right people working on your social media. Measure your ROI – use all tools available. Questions? 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @bobbynathanUK_CW #MICSUMMIT

23. FOR FURTHER INFORMATION EMAIL: rob.nathan@m10group.co.uk TELEPHONE: 0203 225 5200 WEBSITE: www.media-ten.com TWITTER: @bobbynathan Rob Nathan Group Marketing Director Media 10 Ltd 30 JANUARY 2019 | MARKETING IN CONSTRUCTION SUMMIT @UK_CW #MICSUMMIT

24. 7 FEBRUARY 2019 LONDON