A Digital Future for RWM?
A New Vision for Leading Waste & Recycling Exhibition
The message from the RWM digital marketing masterclass was clear. The new owners, PRYSM Media, are going to do everything they can to breathe life into the event and turn it into a ‘must-attend’ show for anyone involved in waste management and recycling.
The event was held at the impressive Google London HQ in St Giles High Street. The new RWM management team, led by Nick Woore and Hassan Allan, spoke passionately about their successes at other business shows and outlined their plans to turn around the fortunes of the UK’s number one waste and recycling exhibition.
The presentation highlighted the need for exhibitors to get involved and take some responsibility for promoting the event before, during and after the date. The new team have made a wide range of digital marketing tools available. The message was clear – by working together, we can make RWM work.
Digital marketing gurus from Google and then Adtrak took to the stage. They talked about the trends of website traffic and methods that are proven to increase engagement and stimulate website activity and, ultimately, increase business.
One surprising statistic was the growth in website views on mobile phones, although our own data does not appear to support these figures. Google talked about ways to maximise a company’s presence on their platform and also highlighted the need to be visual with photographs and video. It was surprising to hear that YouTube was actually the World’s second largest search engine.
Adtrak got the whole audience involved with multi-choice questions and delivered some startling statistics:
- The optimum page loading speed for a website is 2.4 seconds;
- 41% of searches resulted in a click on an advertised entry (i.e. those commonly at the top or bottom of a page);
- 75% of people do not search past page 1;
There is no doubt that this was a positive step forward for RWM. The organisers appear more enthusiastic and have a plan. However, the message was clear – we as exhibitors also need to take action, promoting the event and engaging in digital marketing. This might sound like common sense as it should already be a key part of any company’s marketing strategy. For many it is not. Digital marketing remains a mystery for many of the exhibitors and visitors of RWM, especially in the waste and recycling sector. The new RWM team reported that the 409 exhibitors posted just over 500 #RWM17 tweets per day at the last RWM. The 2017 organisers tweeted prolifically and many companies tweeted more than once and so the use of this platform was actually very limited.
Importantly, the new RWM team will provide help and support.
The recycling and waste industry and CIWM needs a UK based event and hopefully the PRYSM Media team can deliver. Irrespective of whether RWM is held every year or for two days instead of three, the industry sector needs to support the new organisers. Together maybe we can make this work.
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