The real ROI of IBC 2025: Why comms planning should start when your booth design does

 

IBC 2025 is fast approaching, running from 12–15 September 2025 at the RAI in Amsterdam, and it remains one of the most influential trade shows in the global broadcast, media, and entertainment technology calendar. For companies working at the intersection of creativity and technology, IBC 2025 is the place to discover trending workflows, connect with old and new clients, and showcase your latest innovations.

If you’re planning on exhibiting, booking your stand is just the beginning. To get true return on investment, you need to think about communications planning at the same time you’re designing your booth.

 

Why comms planning should start early

When you design your stand, you think about how to attract attention, spark conversations, and showcase your best work. The same principle should apply to your marketing and PR efforts.

Too often, companies leave their communications to the last minute, blasting out a LinkedIn post the week before the show and hoping for the best. However, the brands that achieve real ROI from IBC are those that approach it as a campaign, not just an appearance.

When your comms plan is aligned with your event objectives, and built in from day one, you give your team the best chance of driving meaningful leads, growing visibility, and building long-term relationships.

 

Map objectives before the booth goes up

A strong IBC comms plan starts with clarity. What are you trying to achieve? Are you launching a product? Building brand awareness? Reconnecting with clients? Define those goals early, and build your messaging, creative, and outreach around them.

Booking your stand gives you a fixed point in the calendar. It’s the perfect time to get internal stakeholders together, agree on outcomes, and plan backwards from the event. Consider your audience, their pain points, and how to effectively reach them in the lead-up. Our guide to creating a B2B marketing plan can help with that.

 

Don’t get swept away by the show floor

IBC is non-stop. Between walking the halls, pitching to press, and catching up with prospects, it’s easy to lose track of your original priorities. That’s why a comms plan is your anchor. It ensures you’re not just reacting to the buzz, but working to a strategy.

By outlining your key talking points, press targets, and social activity in advance, you’ll come away with more than just badge scans. You’ll build brand momentum — and be able to measure it.

 

Extend your reach 

A well-planned IBC comms strategy shouldn’t just focus on the people walking past your stand. It’s also your chance to engage the wider community, those watching from afar, following coverage online, or catching up post-show.

Digital content gives you the opportunity to extend your message across every stage of the event:

• Pre-show: Tease your announcements, share behind-the-scenes stand prep, and publish thought leadership that frames your expertise.
• During the show: Post real-time updates, host livestreams, and repurpose press interviews across your channels.
• Post-show: Wrap up with a highlights reel, offer downloadable assets, and keep the conversation going with email campaigns or follow-up content.

Not everyone can make it to Amsterdam. By planning digital activations that speak to both attendees and remote audiences, you maximise your investment and reach a much broader audience — all while reinforcing your brand narrative in the days and weeks around the show.

 

Good comms = better ROI

A smart event strategy should result in a full inbox, not just a full diary. Pre-event PR, targeted press interviews, and consistent content output all help raise awareness and drive lead quality. Even simple tactics, like pre-booking media interviews or aligning with sales on messaging, can significantly increase your return.

Take a look at how we supported Lux Aeterna’s appearance at MPTS: from thought leadership placements to on-site coordination, we helped them go beyond the booth.

A good communications strategy should leave you with a tangible impact: an uplift in brand visibility, stronger relationships, and measurable lead generation. And with the right pre-defined metrics, you’ll be able to prove it.

 

Attending IBC 2025?

Whether you’re a returning exhibitor or making your debut, now’s the time to start planning. At Grammatik, we help tech, production, and media brands stand out on the show floor and in the press. If you’re booking your booth, we’ll help you make the most of it.

Get in touch to talk about your IBC strategy.