Learning to LEAP

Last week, my colleagues and I had the pleasure of representing BOND Brand Consultancy at LEAP 2024 in Riyadh, the world's most attended tech event. With a staggering attendance of what I'm told was over 215,000, the event was a testament to the ever growing interest, ambition and investment within the tech industry, both locally in the Middle East, and globally.

As I look back on my own key takeaways from the event, one immediate thought screams to mind. It doesn't take a marketing guru to note that branding is not just about being seen. It is about being remembered, and most of all, understood.

Brand Messaging - Be Original. Sell Simple

The marketing and creative industry, particularly on the agency and consultancy side, have championed the focus on brand messaging which demonstrates purpose and values. And rightly so. Doing this consistently over time should help to establish a greater connection between your brand and its audience, differentiate you versus competitors, and in some cases, build trust and loyalty between you and your customers.

But like every form of messaging when it comes to marketing and communications, there is a time and place, which is crucial when getting the desired response out of your audience or customers.

At LEAP 2024, the production quality of some of the exhibitors was truly staggering. In fact, when you first arrive, there is so much going on that you don't know where to start. I found myself standing back admiring so many impressive participants, whether they had incredible AI work being showcased, stunning visuals, or warm and welcoming staff. But when approached by most of these friendly faces, I couldn't help but ask them - "What is it that your company actually does?"

Now for those of us who have worked in the creative or marketing industry, that is a question we as individuals have had to face from older relatives or friends far too often. And being honest, few of us have mastered how to answer that clearly in a single sentence or two! But for companies focussed on tech and innovation, particularly when it comes to functionality, creating better efficiencies or new services altogether, surely that is a question they are able to answer more concisely?

The old term "sea of sameness" came to mind, in terms of messaging across many of the stands which I walked around. Powerful words such as "purpose", "innovation", "revolutionary" and statements such as "creating a better tomorrow" featured throughout the halls. I'm sure there is merit and truth behind many of these points, but in an industry which is so fast paced, so competitive, and at an event where there are so many competitors saying the same thing, to so many investors and customers, what value do these words truly offer your brand at this time and place?

In such crowded spaces, why not be clear in what solutions you or your technology actually provides? Why not lead with that to resonate with an audience? Each day, almost all of us are exposed to new technology, which is changing on a daily basis. There's so much new information to consume and consider, that we barely have the time to understand the tech before the new update or competitor is announced the following week.

Ultimately, a brand invests in such events like LEAP so as to present and sell itself. To sell to customers. To sell to partners. To sell to investors. And if you are trying to sell to an audience in a crowded, loud and let's be honest confusing space (I mean the industry more so), why not be original, and sell simple? Your impressive visuals, informed staff and other experiences will help you to be seen and remembered, but simple messaging in this instance, is crucial to being understood.

An Oasis of Opportunities

Last week, I wrote a post talking about how Web Summit Qatar was a testament to the ongoing growth and momentum of companies looking to invest and work within the Middle East. LEAP 2024 was another proof point showcasing this exact same point.

There are just so many opportunities for any attendee to network with likeminded peers across similar or very different industries. And not just for companies based in the region. I personally bumped into network partners, past clients, and mutual connections from all over the globe. Including those from the US, UK, Ireland (including Robert Courtney of Datadog ), Eastern Europe and southern Asia. Not to mention new contacts made from all over, who were happy to connect, share and discuss potential opportunities over a coffee.

With so much going on in the region, almost everyone is eager to be a part of it. LEAP provides ample opportunities to meet the right people, with similar values and ambitions to do great things in collaboration.

Great Work Coming To Fruition

As we walked in the main door on our first day, it was a proud moment for us to see one of the brands which we developed, swarmed with interested audiences. Awaed is the first trading platform brand in the kingdom of Saudi Arabia, and one which we had the pleasure to play a role in bringing to life. Seeing so many interested audiences captivated by the marketing and business development teams, was a great moment for us in BOND.

And not only that, we had the pleasure to meet with existing partners who we are currently engaged with and hoping to announce in the near future, so that they too can play a greater role in LEAP 2025 and beyond. One of the key reasons so many of us work in this industry, is our passion and fulfillment in seeing the brands we help shape, come to life in front of us.

Conclusion

It's hard to argue with the positive economic impacts which LEAP will bring to Saudi Arabia and the wider region in time. With so many people and companies attending, it's a place for networking, showcasing, sharing and learning for all who are interested. With some further infrastructural improvements to handle the volume of attendees and ongoing investment which is showing no signs of slowing down, it certainly feels like this will be an event which continues to drive the tech and innovation agenda. With so many brands and audiences continuing to attend however, the question will remain, how best does yours stand out amongst an ever-growing and ever-changing group of competitors?

If this article has been of interest to you, and you're focussed on using your brand to best maximize your business opportunity, then let's have a call and a virtual coffee to discuss further.