While you’re setting up your plans for the year, the relentless approach of industry events is almost upon us. Fortunately, this month is lighter than most when it comes to events that marketers should consider, but it’s never too early to begin your planning. We’ve already had the first major show of the year, the Consumer Electronics Show in Las Vegas, and if you want to avoid being caught by surprise by the next event, the [a]listdaily has got you covered. Let’s take a look at what’s coming up for the rest of January, and provide some general advice on planning event attendance for the year.
Keep an eye on the [a]listdaily‘s Events tab on the right-hand side of the front page, lower down. That will keep you updated on the upcoming events.
Event Planning for 2015
January is a slow month for events, but that makes it the perfect time for marketers to take a little time to consider what’s coming up this year and how to maximize your benefits and minimize the time and expenses. There are more events in more places than you can possibly attend, so it’s time to pick and choose. Planning in advance helps you line up the best rates for hotels, as well as the best prices for travel.
When you evaluate what events to attend, think about all the different things an event can provide for you — and not just what’s listed on the web site. One of the key reasons to attend many of these events is the opportunity for networking, deal-making, and creating or cementing relationships in the industry. Look at who’s attending and see if that’s a group you’d like to work with, sell to or learn from. Smaller events are best for this — something the size of CES or Gamescom makes meeting the right people difficult unless you arrange something ahead of time.
One thing to keep in mind as you look at the show calendar is planning your own vacations. Many of the industry events take place in locations well worthy of a vacation, and if you can tack on some vacation days after a show you’ll be saving some money. If you’re really attending an event, you won’t have any time during it to see the sights or try out some of the experiences offered by the city you’re in. Can you really say you’ve been to a city if all you’ve seen is the airport and a convention facility Maybe your significant other would like to join you when you visit someplace interesting . . . Keep that in mind as you look over the events for the year.
NATPE
The National Association of Television Program Executives, NATPE, is the place for the movers and shakers in the television business to get together and listen to speakers such as Jay Leno, Netflix Chief Content Officer Ted Sarandos and Breaking Bad creator Vince Gilligan. It also has a dedicated track called “Master of Marketing” featuring top CMOs from PepsiCo, Chipotle, Unilever, L’Oreal and Mastercard plus media buyers talking about the future of video advertising and branded entertainment.
The show is especially important this year as the whole nature of video is changing, and the schedule shows plenty of sessions where you can hear thought leaders debating how the future of video will unfold. YouTube and Vine are discussed right along with new platforms, distribution, and business models for traditional television programming. The show takes place from January 20 through January 22 in Miami, and it includes an exhibit space as well as a full program track. If you are involved with video creation, production, marketing and monetization in any way, this show should be extremely useful.
PAX South
The Penny Arcade Expo South is debuting this month in San Antonio, Texas, extending the PAX brand to a new region following the success of the original PAX in Seattle, PAX East in Boston, and PAX Australia in Melbourne. This show is aimed at game players of all types, from the traditional tabletop games (which are changing rapidly) to the latest in mobile games, with plenty of PC and console games along the way. This is the first time for PAX in San Antonio, and it looks like it will be an excellent place to connect with gamers. The show takes place January 23 through 25 at the Henry B. Gonzalez Convention Center in the middle of San Antonio.
Many game companies will be exhibiting at PAX South, and it’s a terrific spot to test out new game concepts and build some excitement for upcoming games. Savvy marketers will be seeing what attracts the most interest at the show, and taking notes on which booth displays work and which don’t. When you walk the exhibit area, note where the biggest crowds are — and find out what’s drawing them in. There may be some good ideas for you to use with your own products.
The PAX South show is the first consumer event of the year, and as such it will be an interesting guide to what the most core gamers are interested in for the year ahead. There will no doubt be some news announced at the show, and plenty of new game trailers will appear. There will also be a number of talks and presentations covering all aspects of gaming, and it’s often useful to note which are drawing the biggest crowds. Think of PAX South as a giant focus group, giving you insight into what gamers in this region are playing and what they like — and don’t like.
While you’re there, take some time to enjoy San Antonio and its delightful Riverwalk, and all of the fantastic restaurants you’ll find in the area. You’ll need a break from the crowds at the show!
