Lessons from Mobile World Congress 2014

This year marked my 8^th MWC in Barcelona (I missed one) and three dating back to the glory days of Cannes. Every year, I wonder if Informa – and now GSM-A -- price increases for show space, meeting rooms and related services  is worth it. Every year, there is a new wrinkle. Once there was a great system in place at Fira Montjuic, they switched to Grand Via. Ugroup Marketing had clients that suffered through that transition (losing good locations in Montjuic to less ideal options in Grand Via). Despite trying to upgrade, our clients have stayed in the same spots since the transition to the bigger hall. My hope is with all the M&A activity in our ecosystem we’ll finally get some spaces opening up. It may just be wishful thinking.

With the Fira Grand Via  – and this year’s reintroduction of the old hall Montjuic – Mobile World Congress is bigger than ever. Bigger doesn’t necessarily equate to better; but in this case, it really was the best MWC yet. That doesn’t mean it will be an effective show without preparation. Here’s a short check list to ensure the show is a success:

• Start the planning early – I book airline tickets, accommodations and begin vendor selection for stand construction in September
• Promote your attendance – Communicate to your prospects, customers and partners about your attendance; this year we added a telemarketing agency to drive further meeting
• Ensure meetings are scheduled – it is human nature to leave things open ended; try to firm up all appointments. Expecting a good show based on walk-up traffic alone is dangerous. Aim to get 50%+ of meetings secured prior to leaving for Barcelona
• Get your news out prior to the event. Unless you’re Ericsson or a Tier 1 multinational, you’re going to have a tough time pushing above the noise of the event. Disseminate your news one month in advance and use it as a way to drive more traffic to your stand

With these guidelines in mind, Mobile World Congress continues to be a must-attend event for anyone serious about the wireless market. Hope to see you there in 2015.

That time of year again - Mobile World Congress starts next week!

The bags are packed (almost). The deadline work is completed (brochures look good) and the meetings scheduled. Mobile World Congress starts on Monday. I read earlier today a journalist describing this as Mobile World Congress season. It's an apt description. What I find surprising is that the season seems to start earlier each year.

Depending on your exhibition budget, planning can start in earnest in October. The start of the year is by far the busiest time of our year. While I have worked on the booth at many MWCs in the past, I am happy to sit that activity out now and have a more liberal schedule. 

Now that the deadlines have passed, the press releases issued, I can get my own plans together for Mobile World Congress. There is no shortage of clients, prospects and colleagues to meet. I'll see what I can learn on the floor as well -- and get glimpses of the new devices.