HYPERtext linking technology and communications

CeBIT Hannover has been the leading international ICT sector event for nearly two decades, with more than 400,000 professional visitors each year. Since its inception in 1986, CeBIT has grown from its origins as part of HANNOVER MESSE to become the world's leading event for information technology, telecommunications, software and services.

The show continues to offer an unrivaled opportunity to engage with many of the world's leading journalists and market analysts. The press center on the trade show floor is one of the most sophisticated of its type and attracts more than 10,000 journalists each year. Also, approximately 70,000 experts located at the exhibition stands, several hundred speakers at the themed seminars and conferences and more than 6,200 exhibitors, make CeBIT the biggest gathering in the ICT sector and the largest consolidated access to contacts worldwide.

However, some important consumer brands don't plan to exhibit this year, and this may be because they don't view CeBIT as a critical, must-attend show. In response, CeBIT has increased its focus on the consumer sector in the form of a new concept: the digital living area.

This presentation of the technology of today and tomorrow will embrace everything from business software solutions and networks at home to the downloading of music and Internet telephony. In short, the world's leading trade show for information and telecommunications technology has also become a unique showcase for the entire range of new solutions at a time when home applications are increasingly being integrated with work and business.

A truly international event

The business sectors represented at CeBIT are in a confident mood, and numerous companies have booked their stands well in advance of the deadline and much earlier than last year. Furthermore, CeBIT says that market leaders such as AMD, debitel, EMC, Intel, LG, Medion and Samsung have booked more display space than last year. Germany, the U.K. and the U.S. will represent the largest exhibitor contingent, but Asia (Taiwan, China, South Korea and Hong Kong) will again account for a substantial number of exhibitors. And the keynote speaker will be Vodafone boss Arun Sarin—all signs that prospects for companies attending CeBIT are good.

The perfect stage for global networking

But CeBIT is much more than a pure showcase for products. It provides an overview of the landscape for each individual sector, a showcase for visionary ideas and fulfills an informative, educational role. It also facilitates contacts between suppliers, potential clients, politicians and media representatives from throughout the world.

Despite the opportunities CeBIT offers, its large scope also presents challenges for attending companies: how to convey messages, engage journalists and reach potential customers and partners. Some of our recommendations to make the most of your CeBIT attendance:

• Pre-brief journalists in the month before the show to ensure coverage hits newsstands during the show period. More than 70 percent of CeBIT copy is written prior to the event.
• Ensure your spokespeople are well prepared: The best experience for a journalist is a one-to-one interview with a senior executive who may not have anything new to announce but is prepared to talk openly about industry trends in a knowledgeable way and provide insight and some new ideas.
• Make your announcements before the show. There's a lot of noise at the show, and chances are your news will get lost in the mass of other announcements being made at the same time.
• Engage with writers who will cover the show without attending in person.
• Develop story angles and messages beyond pure product angles. Journalists tend not to be interested in new product version news but are interested in developments that can impact revenue and profit.

Text 100 Public Relations has counseled and supported clients at CeBIT from the beginning. A dedicated team of specialists focused on delivering results-driven PR support at CeBIT is available to advise both Germany-based and international companies, offering communications solutions at all levels including:

• Strategic message development
• Storyline development
• Media training
• Editorial media services
• Event organization
• Guided tours