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The Business Show marketing director Angie Wyatt on the forthcoming conference

Tim Gibbon (Social Media Portal (SMP)) - 01 June 2021

Angie Wyatt, marketing director for The Business Show on promoting a conference through a pandemic

The Business Show logo 150x150Social Media Portal (SMP): What is your name and what do you do there for The Business Show?

Angie Wyatt (AW):
My name is Angie Wyatt, and I am the marketing director for The Business Show.

SMP: Briefly, tell us about the Business Media.

At Business Show Media we run the largest business event in Europe - The Business Show (24-25 November 2021). It takes place over two days at the ExCeL, London and has 500 exhibitors, 200 seminars and 200 masterclasses. The show is free to attend and attracts 25,000 startups and SMEs, looking for products and services to improve their business.

Photograph of Angie Wyatts, marketing director for The Business ShowSMP: Who are your target audience and why?

AW: Our audience is business startups, SMEs and people looking to start a business. Thatís the audience we work with because it makes up such a large part of the UK business landscape and they benefit the most for the advice and support we offer at The Business Show.

SMP: What were you doing before you joined Business Media Ltd and how did you snag your current job?

Before working at Business Show Media, I was working in the marketing department for a data analytics company. I have previous experience working on trade exhibitions in the leisure and hospitality sector, so this job was the perfect fit!

SMP: Briefly, what does your job entail and what does a typical day look like?

I oversee the marketing department for the show where our main role is to ensure we get the right audience through the doors. We do this in a variety of ways including marketing emails, social media promotion, producing blogs and articles and partnering with associations, trade bodies and publications.

Weíre also responsible for putting together the keynote agenda for the show, which this year includes Touker Suleyman and speakers from Snapchat, Microsoft and Myprotein. In the response to the pandemic, weíve also launched digital offerings which include a monthly webinar programme and a bi-monthly e-magazine.

The Business Show logo and banner 600x300

SMP: What makes it a great job?

The job is great because itís really varied. Iím doing something different every day and itís never boring! The aim of the show is to support SMEs and startups which makes it rewarding, especially after the tough year weíve all had.

SMP: How did you initially attract users to site, social channels et al and how do you do it now?

AW: A large amount of our traffic comes organically or via our partner network. We work with leading associations, trade bodies, publications and businesses within the sector which means our show is reaching the right audience.

SMP: What are the challenges that youíve encountered and how are you overcoming them in what you have been doing so far at Business Media Ltd?

We acquired the show in September 2020 and since then have had to postpone it twice because of the pandemic. Weíve overcome this by offering additional products and services, to engage our audience in the period we have been without shows.

SMP: What are the main social channels are you using, why and which are the most effective for The Business Show?

AW: We have Facebook, LinkedIn, Twitter @TheBusinessShow, Instagram, @TheBusinessShowUK and YouTube and use them all for different purposes. Twitter is our largest channel and itís great for sharing show updates and interacting with our exhibitors. We find LinkedIn useful in identifying new sectors we should be working in and generating new business.

SMP: What do you see as your biggest challenges and opportunities for your sector and the competition that you have?

Obviously working in the events industry, weíve had a challenging year. However, having a year without shows has given us the opportunity to perfect our offering and allowed us to look into new things such as launching digital products.

The Business Show Europe's largests business event banner 600x300

SMP: What are your top predictions for social media for the next 12 to 18-months and why?

AW replies with:
  • Shopping directly through social media platforms with increased functionality, allowing users to complete transactions directly through the platform.TikTok will continue to grow, and more businesses will start using the platform to advertise.
  • A rise in the use of augmented reality with brands using it across socials to promote new products or encourage fan interaction in a bid to keep their audience engaged and entertained and attract new audiences.
  • Ephemeral content, which is available only for a short duration and disappears afterward, will continue to grow in popularity as people want fast, easy to consume content.
  • Video content will continue to dominate, especially with the use of TikTok and Instagram Reels.

SMP: What are your top overall five social media tips for businesses and why?

AW replies with:
  • Make sure you are posting regularly and keeping your audience engaged. Content gets lost very easily, especially on platforms like Twitter so by posting regularly you can make sure your message gets seen.
  • Use a variety of content across the platforms and use a combination of videos, polls, infographics and news articles.
  • Donít just post content, make sure you engage with other content out there. You donít just want to broadcast; you also want to interact and build connections.
  • Create organic content Ė with so much being shared on social media, itís important to get your message across in a unique and memorable way. Remember why your business is unique and make sure youíre broadcasting that.
  • Build a strategy for your platforms. Itís easy to forget to post regularly, or not get a mixture of content, so make sure you have a plan before you post.

SMP: Best way to contact you and Business Media Ltd?

If you want to get in contact with Business Show Media, send us an email on or call 0117 990 2094.

Now some questions for fun

SMP: What did you have for breakfast / lunch?

I had a sausage sandwich, which was definitely necessary today!

SMP: If you werenít working at Business Media Ltd, what would you be doing?

Iíve always worked in marketing, so would definitely be another marketing role. I would be interested in working within a marketing agency to see how that differed from the roles Iíve previously had.

SMP: When / where did you go on your last holiday and why?

The last proper holiday I went on was to Phi Phi Island in Thailand. It was perfect for relaxing in the sun, good food, great scenery and a vibrant nightlife!

SMP: Whatís the first thing you do when you get into the office of a morning?

I get my list for the day prepared, so I know exactly what I am doing and can start my day right.

SMP: If you had a superpower what would it be and why?

AW: The power to pause time would be good. I would never be late again and would always get everything on my to do list done!

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