How to make the most of BETT 2017

As the EdTech industry looks forward to BETT in January, Jargon PR MD Simon Corbett explains how companies can make the most of the four day show.

Every year BETT plays host to the biggest learning and technology companies from all over the world. The event attracts more than 35,000 visitors and 700 Exhibitors from every sector of education, making it the world’s largest education technology event.

BETT is the event where those in education-facing IT come to share ideas, practices and technologies that will shape the future of education. It is therefore a great platform to build your company’s profile, drive brand recognition and engage with key influencers, from educators to learners and press. So here are my tips to making the most of PR opportunities at BETT this year.  

Create a buzz

BETT is an event where anyone who has something to say about the edtech industry presents their thoughts and ideas. It’s the first industry show of the year, and the floor will be full of exciting and colourful exhibits, designed to appeal to both buyers and visiting children. As a result, if you have an important announcement about something exciting or new you can offer to the edtech sphere, save it, and make it here. Most education press will start working on their BETT preview guides in December, so if you have any company news or case studies, make sure they’re ready by then. It will help to create a buzz around your company, and increase the number of visitors you receive to your stand and the press coverage you can generate.

Position yourself as an influencer

Education and learning resources tend to become evermore innovative year on year. So every company in attendance will be trying to showcase how their offerings can create a better future and transform education. A great way to drive brand recognition and positive perception is to position your company as thought leading.

This can be achieved in a number of ways, from carrying out a piece of research to engaging in debates. If there is still availability, apply to take part in one of the many panel discussions. Think about things like new potential areas of education that technology can transform, and communicate this to press or to audiences at discussions and debates. You should also consider having a customer join you on your stand to talk about the benefits of using your product or service.

Engage with the Press

Education Technology is an area of both national and industry interest so plenty of journalists will be at the show, looking to explore the latest offerings. The role of the press is to provide insight into new technology offerings, and the internal industry debates and discussions that occur at the show.  

To stand out to the media, I would suggest not only just bringing your sales team but also bringing  people from other parts of the business such as those who have had a hand in developing technology. This will allow you to provide a mix of expertise to the event and engage in more debates with the press and visitors who visit you. Before you go, do also take note of the wider themes journalists are writing about, as these can act as useful conversation starters and help you to position your brand in a context they will understand.

In short, when you get to BETT, it is critical you get your voice heard. Look beyond just generating leads, and build your reputation through PR.

Simon Corbett is MD of Jargon PR. We attend BETT every year, and have managed numerous successful campaigns in the space. For more information on how we can help you to make the most of the show, please get in touch at