What type of thought leadership insights cut through to event organisers and the media?

[Jahangir655]

It’s also important to know what your competitors are doing. Do they have a regular insights programme and often produce research of their own? If so, think about what you can do differently. For example, research that allows you to produce an index – which ranks various items by pitting country versus country, city against city, or industry competitors against one another – is both useful and likely to produce attention-grabbing headlines.

Don’t lose sight of your objectives when you plan your research. For example, indexes and rankings don’t just appeal to the media – they also work really well in conversations with clients and prospects. Several of the companies we work with take advantage of this at events to better understand how their customers operate, what their challenges are, and where they see opportunities for improvement.

If client engagement is your main purpose, then think about how your client-facing teams can list of costa-rica cell phone numbers use your thought leadership to share intelligence and create discussion.

It also helps to present a provocative or counterintuitive angle or opinion. All too often, companies are scared to express a strong point of view in their thought leadership. But if they don’t take a firm stance on a topic, they will find their ideas don’t get any interest.


How important is the ‘global versus local’ debate here?
Joe: For most of the companies we work with, the events they attend attract a global audience – and more so now that a hybrid format is the norm. So ensuring that your research gathers insight from a global cohort should give it mass appeal. But we also recommend research studies that explore regional perspectives too, because this means you can extend the life of the campaign with local markets and activation strategies.

This is where centralising your thought leadership and research programmes is so important. Speaking with one voice creates a powerful cumulative impression. And when you do give some freedom to local markets, it will be a lot easier to be coherent and relevant if you get the right people involved from the very beginning and produce fewer outputs but make them work harder.