PR and marketing for Bett 2025 – your complete guide

15.01.25

By Stacey Cockram, Technology

This guide features actionable PR and marketing advice to help edtech brands succeed at Bett 2025 and future events. Covering preparation, on-the-ground tactics, and post-event follow-ups, a multi-channel approach ensures maximum visibility, meaningful connections, and sustained impact.

Why Bett 2025 is crucial for edtech brands

Bett 2025, the global edtech event, is fast approaching. The below edtech PR and marketing principles are your guide to the show (and any education or tech-focused event for that matter), helping you make meaningful connections and position your brand effectively in a competitive market.

Bett is one of my favourite tech shows to attend and I’m always blown away by the innovation being showcased to transform learning, teaching and training – from primary school to higher education and personal development. That said, it’s a huge and incredibly noisy event. Whether you’re an established edtech player, or a newcomer to the industry, a strong PR and marketing strategy is critical to maximize your impact and stand out. Here are my Bett 2025 event preparation tips.

Before Bett: laying the foundations for success

Preparation is key amidst the buzz of an event as prominent as Bett. Start by aligning your business goals and ensuring every team member attending is fully briefed on your messaging. For your brand to come across strongly, everyone should share the same concise elevator pitch, firmly grounded in your organization’s vision, mission, and the motivations of your target audience. A unified approach will allow you to convey your brand’s story with clarity and consistency.

From a digital marketing perspective, you need to use social media strategically. Paid campaigns are an excellent way to reach potential attendees; you can build a highly targeted campaign audience, narrowing it down by seniority, job title, company name and more to reach the specific people who matter and try to set up meetings. Eye-catching designs, dynamic GIFs, and short, impactful videos can boost your visibility and spark interest. Complement these efforts with organic social posts that showcase your brand’s personality.

Email marketing is another powerful tool. If you know who your key prospects are, a tailored email campaign can directly reach decision-makers and influencers. Highlight the specific ways your product or service addresses their challenges and invite them to connect at your booth or during one of your sessions.

If you’re considering launching a press release before or during any edtech event, it’s vital to have something genuinely newsworthy to share. Product updates alone aren’t enough. A disruptive thought leadership angle could help your story cut through the noise, for example. Plan these external comms actions early to be able to pre-pitch and increase chances of coverage. This is also a stepping stone to securing interviews with any journalists attending the event. Finally, don’t forget your speakers – prepare them thoroughly with a detailed briefing book and a dry run to ensure they shine on stage.

During Bett: keeping things going on the ground

Bett is a whirlwind of activity, so staying focused and proactive is essential. Your social media channels should remain active throughout the event, sharing real-time updates. Post pictures of your booth, share key takeaways from talks, and highlight your interactions with attendees.

If you’ve secured media interviews, punctuality and preparedness are crucial. Journalists at Bett are on tight schedules, so respect their time and drive home your key messages concisely and compellingly.

Speakers play a vital role in representing your brand. Encourage them to revisit their briefing materials and arrive early to their sessions to familiarize themselves with the venue and technology. Marketing teams should provide constructive feedback afterward, ensuring continuous improvement for future engagements.

After Bett: sustaining momentum

The event may be over, but your PR and marketing doesn’t stop there. Post-event PR strategies for technology events are a must. With Bett always a source of information and insights, use them to keep the conversation going. Start by publishing a blog recapping the event, sharing highlights, success stories, and reflections on the key themes discussed. This not only positions your brand as a thought leader but also strengthens your SEO and digital presence.

Retargeting is another post-event marketing strategy. Use paid social campaigns, such as LinkedIn InMail, to reconnect with key prospects. Complement this with follow-up email marketing to nurture leads and move them further down the sales funnel.

Finally, adopt an always-on approach to media relations. Stay relevant by newsjacking emerging trends in education, technology, schools, universities, and workforce training. Combine these with thought leadership articles and press releases to maintain a steady stream of visibility in the months following Bett.

Chat with me at Bett

Edtech events are a brilliant way to build your brand, but they require a multi-channel PR and marketing approach before, during and after for the most impact. Use this guide as your checklist for Bett 2025 and beyond.

I’ll be attending Bett this year, if you’d like to discuss how Aspectus can support your edtech PR and marketing, email stacey.cockram@aspectusgroup.com to set up a meeting.

About the author:

Stacey is passionate about education. Before joining Aspectus, she obtained a degree in Education Studies from Durham University and worked as a tutor for an edtech platform. As a Senior Account Director, Stacey has vast technology experience including edtech and tech-for-good. She prioritises a multi-channel approach for clients encompassing branding, PR and digital marketing to ensure a cohesive strategy across all channels. In addition, Stacey runs The Aspectus Academy, Aspectus’ PR and marketing apprenticeship that aims to lower the barriers to a career in communications, and regularly gives talks at secondary schools.

You can find her on LinkedIn here.

Key takeaways:

Q1: What is Bett 2025, and why is it significant for edtech brands?
A1: Bett 2025 is a leading global edtech event showcasing innovations in education. It’s an essential opportunity for brands to connect with stakeholders and boost their visibility.

Q2: How can I prepare my brand for Bett 2025?
A2: Align your goals, craft unified messaging, and use digital marketing like paid campaigns and email to engage your audience effectively before the event.

Q3: What should I focus on after the event to maintain momentum?
A3: Publish a recap blog, retarget key leads, and sustain media outreach through thought leadership and newsjacking to remain visible and relevant.