Taking place in Cannes between the 13-16 of March, MIPIM is the world’s leading real estate event with over 24,000 participants.
With several Passle clients attending, I have prepared an overview to assist with your planning from a business development perspective.
To start with, focus on your objectives and what you want to achieve from the 4 days. For those I have been chatting with, business development is the main goal. Not necessarily in 'I am going there to sell' , but rather, 'I want to strengthen the relationships I have with my existing clients and prospects and meet new people who might be interested in what we do or vice versa.' . Plus they want to learn.
TASK 1: Build a List
- Whether establishing new relationships or networking with your existing clients, begin by identifying your key targets. This is your black book of contacts - the people you want to get in front of and influence.
- Fortunately, as a registrant to MIPIM you can see the full list of attendees here
- If you are targeting speakers the list of all 187 speakers can be found here.
- When building the list, try to gather as much relevant information as possible. Find their contact details from their corporate site or your CRM; run a Google search and see if you can find them mentioned in the news or articles of interest; identify existing contacts whom could help facilitate an introduction; check them out on LinkedIn.
TASK 2: Connect with your Targets
- Find your target contacts across the online networks, connect on LinkedIn; follow on Twitter.
- When you connect add a personalised note and share your interest to meet in person at the event.
- Download the MIPIM 2018 event app for your phone and you can start connecting with other attendees and speakers.
TASK 3: Establish Reciprocity
- In the weeks leading up the event, you have the perfect opportunity to differentiate yourself by sharing insight - what exactly it is that you bring to the conversation. Create a piece of content about the topics you know will be of interest to other attendees/your targets. This justifies the 'why' when people are deciding whether to meet with you. Make sure to share this online and directly with your targets.
- If you are targeting any speakers, have a look at their topic and send them an article to help with their preparation. For example, if you were targeting Amanda Clack, Executive Director at CBRE, you can find her on a panel about ‘Writing New Urban Rules’. After a quick search on Property Week you might determine the following article about the expansion of urban developments relevant to share.
- It is important NOT TO SELL – but rather use this an opportunity to create interest, showcase your ability to add value, connect on a personal level and build relationships. Jumping straight into the pitch will undermine all other endeavours.
TASK 4: Own the Event
- During the 4 days, monitor your target contacts' activity online. This can provide a great opportunity to connect with an opinion they have shared, comment or send a direct message in response.
- Create a live piece of content from a keynote you are attending - especially if your target is speaking on stage - share this online with a picture of the speaker, tag your targets and influencers in your update when you share. This will maximise your delivery, coverage, and impact. People on stage are there to build their profile. They will appreciate the mention. Flatter the presenter in real time.
- Use the event hashtag (#MIPIM2018) to broadcast your views to other contacts of note.
- If possible team up with colleagues and make a plan to cover a number of targets. Leverage your colleagues content.
TASK 5: The Follow Up
- Do not miss this opportunity. The sooner you can do this the more impressive.
- Create a post which summarises your key learnings from the event. Pick up on the sentiment of the crowds whether one of general optimism, or potentially genuine cause for concern.
- Share your post directly (over email/online) with the people you met and had conversations with, as well as will be a good opportunity to follow up with those targets that you potentially missed. This is a natural way to open a conversation, as opposed to "I missed you but would still like to flog you what I sell!".
- If you worked with your colleagues at MIPIM put together an event-based newsletter. Send this to those you met (and didn't meet but would have liked to). Much better than the standard - Didn't we all have a great event look at what we sell email that is often the generic follow up email from these events. What you can do is create a touchpoint that focuses on adding value. By offering a useful summary of presentations, key learnings and showing expertise you are much more likely to receive a positive response. It will also give you a good excuse to call through the people who picked up and clicked through your content.
In summary, HAVE A PLAN. Book 60 minutes to go through these tasks with your colleagues attending and you will each be able to take ownership in targeting certain contacts.
To see some examples of effective event based content click the examples below:
Brian Conroy, Solicitor at Leman Solicitors - Legal Consulting - Reimagining Legal Practices in the Modern World
Jo Farmer, Partner at Lewis Silkin - #thankstobrand - what's the latest thinking in the US on disclosures for influencer marketing ?
Connor Kinnear, CMO at Passle - When "Hero" Content Goes Right - CMS: Innovate to Survive
What is MIPIM? MIPIM, the premier real estate event, gathers the most influential players from all sectors of the international property industry for four days of networking, learning and transaction through premium events, conferences and dedicated exhibition zones.