Informa: Raising the volume on IoT World 2017


Internet of Things World was founded three years ago and for the 2017 show needed to remain representative of the fast-moving IoT industry – in size, variety and maturity. We started working with the team in January 2017 with a remit to ensure the show organizers are seen as thought leaders in the IoT space, that the size of the show continues to grow, and that the show adds as much value as possible to sponsors and participants.


Our strategy was to become a seamless extension of the IoT World marketing team, and use their relationship with the analyst firm Ovum to create compelling stories for use in the media and on social media platforms. The overall goal was to increase the number of media and analysts in attendance as well as the quality and quantity of media coverage to improve brand awareness, drive footfall and secure repeat exhibitor and sponsor participation for 2018.


Internet of Things World 2017 broke every record from previous years, including:

  • 25% increase in overall media coverage from the 2016 show
  • 142% increase in pre-show coverage. Highlights included ABC Bay Area News, TechTarget and the Peggy Smedley Show
  • 64% increase in registered journalists and analysts, with a total of 203

“Brands2Life US played a pivotal role in making this year’s event even bigger and better, working as an important extension of our marketing and content team. With their tech comms expertise and support, we delivered a record-breaking event.”  – Gavin Whitechurch, Founder of Internet of Things World

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