For several years now, Corp Agency has commissioned Profile to provide media coverage for its flagship Big Data Paris trade fair. Big Data Paris is a benchmark event for all those whose business depends on data.
Initially scheduled for 9 and 10 March, the 2020 edition has focused on the ethical issues that drive and challenge a mature profession. In the wake of the health crisis, the Big Data Paris conference was postponed and coupled with the AI Paris trade show on 14 and 15 September.
By linking these two events to current events, Profile has maintained media interest in these key events.
BRIEF
While the main challenge was to ensure the event’s visibility with sector-specific media and a professional audience, the request also aimed to broaden the targets according to the themes of the edition (in 2020, ethical and business issues). More broadly, the Profile agency’s contribution was to promote the Big Data sector among the various stakeholders and maintain the position of the two conferences as benchmarks.
PROBLEMATICS
How to maintain the position of a BtoB trade show, perceived as the key meeting point for an entire ecosystem, in the context of a health crisis?
ANSWERS
Conceived around two main axes: the committed embodiment of a sector and a key event, the action plan has evolved to adapt to current events as well as to the various organisational changes (new dates, new venue, hybridisation of the event, limited capacity, health measures, etc.).
Proactive communication initially brought the event to life upstream, while at the same time actions linked to current events sought to use the show to embody the industry’s key messages.
At the height of the health crisis, the organisers’ interventions (forums, interviews) and the various communications succeeded in maintaining the enthusiasm for these events.
As well as exploring the business and social issues that have become inextricably linked, Profile was able to exploit the impact of big data and artificial intelligence technologies in a number of areas that are at the heart of current affairs: health, employment, the economy and the environment. Profile’s strategy relied on renowned speakers to generate accreditations and interviews. What’s more, the hybrid nature of the event reached a wider media sphere, and provided a basis for reflection on the future of trade shows.
RESULTS
Media coverage was excellent, both in person and on the digital platform, thanks to in-depth subjects that reflected current events. Agence Profile’s work was spread over several months to maintain media interest in a dual event that is more than ever at the heart of the news. The impact of big data and AI on our societies, and more recently the management of the health crisis, were at the heart of an agile media relations strategy. It’s the kind of perspective that helped attract visitors and press to one of the few major trade shows of the autumn of 2020.
