Money2020: Should You Attend?
Money2020 Europe returns this September (21st-23rd) for its first in-person event since 2019.
But is it worth your company attending?
Although the event returns to Amsterdam this year, there are still concerns around the Covid travel restrictions, and some people just don’t feel comfortable attending face-to-face events.
Paying out for Covid tests, making sure your employees are vaccinated, self-isolating; there’s a lot for your company to weigh up. As well as this, businesses cannot expect their employees to feel comfortable travelling abroad during the current climate.
Even if your team is willing to go, the event is costly like no other. With a standard pass retailing at nearly €3000, Money2020 has always been a premium event.
So maybe you just go for something virtual to keep the costs and inconvenience down?
For the most part, event organisers have been trying to persuade us that fintechs and their delegates can enjoy the same benefits attending an event virtually as the face-to-face version of the event.
Sorry event organiser but no, they don’t.
For event exhibitors, the online experience has been tough. Delegates have often been reluctant to engage while sellers have been bereft of all the non-verbal cues that provide invaluable additional insights.
Networking opportunities are generally more effective at face-to-face events than virtually as delegates can easily build rapport with others in person. Some event organisers have valiantly attempted to substitute real-word networking with a virtual format.
The Emerging Payments Association has been among the most successful in maintaining virtual networking using the EPA Online Community Platform. Interestingly, the EPA have also been the first of the major fintech trade associations to bring back face-to-face networking in July.
As you would expect, Money2020 is among the market leaders in tech-based networking with its Collisions app. The app allows you to access AI-powered recommendations of who to meet, search through the attendee list, book meetings, and direct message any attendee. It isn’t surprising that 90% of attendees use the app.
Another big challenge for virtual event organisers is keeping attendants engaged, as it is proven that attention spans of attendees interacting with a screen are much shorter.
Things have moved on from virtual-only events, but organisers are reluctantly adjusting to the idea that people don’t want a full-on return to the old normal.
Whether it’s a residual fear of germs or wanting to maintain a different work/life balance, fintech event organisers are trying to anticipate where the new equilibrium sits.
During this transitionary period, fintech marketing teams need to take every opportunity to work every possible lead generation strategy and tactic to maximise performance.
So, how do you get the most out of fintech events?
The first thing is to get the best possible deal from the event organisers. Negotiate on the cost of your stand and your contracts.
Once you have decided to exhibit at an event, fintech marketing teams should start by making sure their messaging is closely targeted. Clarify whether your campaign will tie into solving a problem the event is focused on, the needs of a specific demographic or geographic capabilities.
Making the most of fintech events can be time-consuming and need some degree of project management. Practical considerations such as liaising with stand designers and meeting deadlines must be factored in. Ensuring alignment with your internal stakeholders, especially the sales team is essential.
Find out how the networking is structured and make sure the sales team has a strategy to target relevant attendees. Plan when you will send out pre-event emails to clients and prospects. Decide if you need landing pages and messaging for your web site.
Money2020 is a big investment which can come as a shock to many fintechs. If you need to be seen on the biggest stage in fintech, Money2020 is hard to beat.
To make it deliver on your marketing ROI, you must make sure you view it as a major campaign in its own right. Some fintechs find it too big and their messaging gets lost in the noise.
If your marketing is addressing a specific niche and your budget is modest, there are many other events that could be far more effective.
But what can we do for you?
Blue Train can help you develop an event strategy by researching and identifying the key industry events that you should be attending. We can project manage the event for you, ensuring you don’t miss any crucial deadlines or opportunities to present your brand with maximum impact.
So, if you think we could help you prepare for an event, get in touch.
