Making the most of Bett

Business Sector, Events

By Victoria Cameron, Account Manager with Mango at PLMR

As innovators in education technology, you have first-hand experience with the rapid rate at which the market is growing. With this in mind, it is increasingly important that emerging edtech companies enter the market with a strong brand image and clear and concise messaging to help differentiate themselves from their competitors. This is particularly important at showcase events, and Bett, as the world’s largest education technology tradeshow, is no exception.

Each year, Bett provides a great opportunity for new and established brands to showcase their products to a captive target audience of teachers, school leaders, business managers, and education press, but with over 900 exhibitors it is easy to get lost in the crowd.

To help you make the most of Bett, we compiled our top three tips to get your brand’s presence noticed:

Compiling a media kit

Exhibitors at Bett are invited to upload resources to the event’s website, allowing visitors and press to gain insight into your brand and product/s ahead of time. Creating a media kit is a great way of compiling this information and introducing your brand as a valuable and impactful edtech resource.

To strengthen your brand’s image as much as possible, we recommend including:

  • A Bett-specific press release, including your stand number and any exciting activities you’ll be holding at your stand
  • A short end-user case study, providing insight into the user experience and adding third-party validation
  • A thought-leadership article, positioning your company as one that is addressing a key challenge in the education sector, and
  • A small collection of short but powerful testimonials from customers who can advocate for your brand.

Gauge media interest ahead of time

While most national journalists will likely focus their energy on covering the keynote presentations, there are usually some good opportunities for exhibitors to engage with education trade journalists who are looking to learn about the latest edtech innovations or edtech resources that are having a transformative impact on education. However, due to the scale of Bett, it can be difficult to make the most of these opportunities.

Forward planning is your friend when preparing for Bett, so we recommend compiling a list of education trade journalists that you would like to meet. Approximately six weeks to one month out, we then recommend sending an email introducing yourself and your brand and inviting them to your stand at Bett.

As with all press opportunities, journalists are unlikely to respond positively to a strong sales pitch so instead, make sure you are highlighting the impact of your resource and how it is helping address a key education challenge.

Get competitive

Attracting people to your stand at such a busy exhibition can be challenging; you will be competing for voice against more than 900 other exhibitors. With this in mind, we recommend enticing visitors by holding competitions like lucky dips, where the winner receives the product for free or at a discounted price. This is not only a great way of attracting more traffic to your stand, but it is also a useful way of collecting visitor contact information and expanding your distribution or mailing list.

Don’t forget to also promote any competitions in advance of the show. This can be achieved through marketing emails to your existing database and capitalising on the power of social media to reach new audiences. Additionally, these stakeholder touch points can also be used to encourage meetings with any existing customers – after all, with so many teachers and educators under one roof, Bett provides a valuable opportunity to further develop these relationships instead of travelling across the country to facilitate meetings.

Of course, once you have the visitors at your stand, the challenge then becomes keeping them engaged, so be sure to have your issues and impact-driven elevator pitch ready.

When leveraged successfully, the size and reach of Bett can be a powerful experience for edtech brands however, strategic planning is key. With this in mind, allow yourself plenty of time to prepare and set clear goals for what you want to achieve and hopefully, with the help of our top tips, you’ll be on your way to making the most out of one of the world’s most renowned edtech events.

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