How to make the most of PR at Money20/20 Europe

Money20/20 Europe remains a cornerstone event for the fintech industry, with over 8,000 attendees and numerous companies converging in Amsterdam all to discuss and learn about the latest and greatest in financial technology. But when the dust settles marketing executives often ponder their impact post-event and whether their message stood out amongst the noise. 

To understand how to create an impact we delved into the media coverage from last year's event. Here’s what we found:

• It’s competitive: Our analysis revealed that around 116 companies competed for media attention at Money20/20, with close to 1,000 articles published. Despite the crowded field, 

• You need to hit above average: The average company managed to secure seven pieces of coverage. To effectively cut through the noise, a company needs between eight and ten pieces of coverage. 

• Importance of Timing: media coverage peaks during the event but ramps up a week prior. Companies that initiate their media activities before the event can drive greater visibility and set the agenda early, giving their sales teams a substantial advantage.

• News creates news: More than 60% of all coverage was tied to a specific piece of news, particularly mergers and acquisitions, new product announcements, or funding announcements. Using research to create news stories can also be effective, representing nearly 10% of the conversation.

• Post-Event Opportunities: Although most coverage concentrates around the event period, continuing to engage with the media post-event can capitalize on less competition for attention, allowing for potentially greater impact.

• Building Journalist Relationships: Journalists prioritise known contacts, making it crucial for companies to establish and nurture relationships with key media figures well before the event.

As we look towards this year's event, these findings suggest that the competition for attention will only intensify. By understanding and leveraging these insights, your company can enhance its presence and achieve significant visibility at Europe's leading fintech event.

Our research is available to download in the comments of this article!