Case Study for Fog World Congress
4M
Total impressions generated
20+
Feature news articles secured
400+
Industry professionals from around the world in attendance
87+
Speakers covering evolving trends
Background
As major technological innovations such as blockchain, AI and the Internet of Things (IoT) have blossomed, the need to extend past the restrictive limits of cloud computing has become imperative. Fog computing enables rapid, secure processing of critical data-dense applications, addressing inherent challenges that neither cloud nor edge can resolve alone. Fog distributes computing, storage, control and networking services, enabling real-time data analytics, supporting time-critical local control, connecting and protecting vast and diverse resource-constrained devices, and overcoming network bandwidth and availability constraints.
While fog will benefit many industries, energy and utilities currently present the largest market opportunity, followed by transportation, healthcare and industrial—all of which will reach the billions within the next five years. ‘Fog as a Service’ business models will also grow between 2018 and 2022, more than doubling from 14% in 2018 to 37% in 2022.
The OpenFog Consortium is a leading consortium of high-tech industry companies and academic institutions aimed at the standardization and promotion of fog computing. The group hired Karbo Communications to manage its PR efforts for the inaugural Fog World Congress conference. In partnership with the IEEE Communications Society, the organizers were looking for assistance in boosting visibility and awareness around this first event and to specifically promote fog computing among a number of IoT-focused conferences. The OpenFog Consortium hired Karbo Communications because of the agency’s long-term and extensive experience in the IoT market, strategic approach to securing results, pre-existing relationships with key players across the IoT space and success as the agency of record for IoT World.
Objectives
- Establish brand awareness by positioning Fog World Congress as the world’s first conference on fog computing and networking
- Attract attendees, exhibitors, sponsors and media partners
- Differentiate from competitive conferences for time/money
- Create a sense of exclusivity buzz
- Increase press opportunities for exhibitors and sponsors at the conference
- Establish key team members as IoT/5G/AI thought leaders
- Create a unique relationship with influencers covering the IoT market
- Secure press coverage in top tier business, tech and ad trade publications
Execution
Karbo Communications immediately began developing the conference PR plan, organizing an on-site press room and strengthening messaging. The team recommended positioning Fog World Congress as the first and most comprehensive fog-related event. It was the place where reporters could not only see and hear about what was currently happening and being talked about, but what would be newsworthy in the years to come.
The PR program launched with a kick-off announcement featuring some of the major conference topics, tracks and special events. The agency subsequently worked with other top speakers and sponsors, securing contributed articles and the support of marketing activities ahead of the conference. The team developed and distributed subsequent announcements, announcing speakers such as Cisco, Dell, 451 Research, Stanford and Princeton.
On a parallel track, Karbo Communications identified more than 350 key press, analysts and influencers to invite to the conference. The agency managed RSVPs and press communication, sharing data with exhibitors, speakers and sponsors so they could work with the team to magnify press efforts. To continue momentum in the press, Karbo Communications continued to develop announcements on event sessions, and placed contributed articles in major publications, based on conference content.
During the conference Karbo Communications staffed the press room, coordinating interviews with OpenFog executives as well as top speakers, sponsors and exhibitors. The media specialists also distributed press materials from announcements made on-site and assisted the media with miscellaneous event logistics. Additionally, the team managed all social media for the show, promoting sessions and special events across platforms prior to and during the conference.
Results
The inaugural Fog World Congress became the world’s largest convening on fog. The conference brought together more than 400 industry professionals from around the world, discussing the latest advances in fog computing and its ability to enable the Internet of Things, 5G, Blockchain and Embedded AI. There were more than 22 research papers presented and more than 87 speakers covering evolving trends, including fog as a solution to Internet of Things (IoT) latency, bandwidth and networking requirements, increasing deployments of fog as an early-stage technology and how fog and edge can work together as complimentary technologies. The Karbo Communications team executed a highly successful PR program with press coverage hitting before, during and after the event. Press feedback was overwhelmingly positive, with many sharing how impressed they were with the inaugural conference and how they were looking forward to attending again next year. Multiple reporters also shared that the smaller venue and more targeted content made the conference more meaningful, productive and informative compared to massive IoT trade shows.
As a result, Fog World Congress was featured in more than 20 news articles, with more than 4 million total impressions generated. Features were secured in top technology and IoT trade publications including, but not limited to Enterprise IoT Insights, eWEEK, FierceWireless, IoT Evolution, IoT Transport Now, Manufacturing Business Technology and RCR Wireless. The Karbo Communications team also secured a contributed article for one of the conference speakers in EE Times. Additionally, several top analyst firms wrote feature articles about the conference, including 451 Research and ARC Advisory Group. Karbo Communications worked with the OpenFog team to develop comprehensive coverage reports, including recommendations for Fog World Congress 2018.
A sampling of media that have featured Fog World Congress 2017:
