The First-Timers Guide to IBC
IBC can be overwhelming – but a little bit of preparation can make it a truly enjoyable and valuable experience. Here are nine main themes that everyone attending IBC should find useful. (Even veterans may find some useful tips here!)
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The RAI Convention Center
Let's start by getting into some basics about the venue by the numbers.
IBC takes place at the RAI Convention Center, a huge venue that hosts major trade fairs all throughout the year.
At IBC 2018, there were 57,000 visitors, 1700 exhibitors over 15 halls spread out over 108,000 square meters of space. That´s the size of 20 American football fields! They even used to build one extra hall, Hall 14, that sat out in front of the venue(as shown here), but post-pandemic, Hall 14 disappeared.
The 2022 show was considerably smaller. It attracted 37,000 visitors from 170 countries, but it is still a formidable show, and numbers seem to be up for 2023.
For this reason it is really useful to get familiar with the floor plan, before you travel, as well as with the location of the companies you want to meet, so you can plan your gigantic walking tour accordingly.
It’s also a good idea to get the big overview, by reviewing all the different content program options on offer. That way you can decide what’s important for your visit. There really are too many things to see and do, so planning ahead is key.
IBC also offers help to plan your trip, everything from travel, to booking hotels, navigating the show itself, and discovering Amsterdam, it’s a good idea to review all the options. IBC does try to help you save money (mainly on hotels and transport) so it is worthwhile reading through and then validating what will work best for you.
Although currently IBC’s 2023 website is not specific about wi-fi access points, wifi has gotten better throughout the show venue over the years, and you should be able to find good wifi access everywhere in and around the RAI. If in doubt, you certainly should be able to find free access to wifi in the following public areas:
Forum Lounge
Ruby Lounge
Cafe Amsterdam
Europa Foyer 2
Catering Area in Europa
Foyer 1
Diamond Lounge
The Grand Cafe
Europa - 1st Floor
Holland - 1st Floor
The passwords are usually clearly signposted.
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Getting Around in Amsterdam
Landing on your Feet
Your arrival at Schipol Airport is just the beginning of your IBC adventure.
Don’t take a cab unless you really have to - but that's up to you. Uber works too. It is really expensive to get to the city from the airport (around 50 or 60 Euros at least). The stop for the RAI is just a few stops away by metro, and you can also easily get to the Centraal Station - the main train station in the city center, from the airport.
Get yourself a ticket at the main ticket desk, and forget the automated machines (they are hopeless). You want to ask a real human being which platform to go to, and which train to take. Sometimes there are signs posted by IBC at Schipol to aid your travel (the trains leave 4 times per hour to the RAI). But it is not so easy to navigate which train to get on once you get to the platform. There are usually agents there to help. But basically you want to make sure that the train you are getting on will actually name ""Amsterdam RAI" as a stop, else you may have real troubles to correct your mistake!
If the schedule works for you, be aware that IBC also offers a complimentary shuttle bus from Schipol Airport to the IBC RAI venue. See the link below for all the offers!
IBC 2022 saw departure chaos at the airport, with 1km lines to get into the terminal. Let’s hope there will not be a repeat performance and that they have gotten things under control this year!
Pick up your Free Travel Pass
IBC makes it very easy to get around the city. A free travel pass for the metro and all GVB trains is available to every single visitor to IBC. You can pick up your free pass when you arrive at any IBC information point, but the passes will be allocated on a first come first served basis. They are valid for travel during IBC show dates.
Also, the Amsterdam Noord/Zuid metro line finally became operational during IBC2018, following one gazillion years of construction work in Amsterdam.
Your free GVB travel pass will be valid on this line. This line connects the North part of the city via Central Station with the RAI stop Europaplein, taking only 8 minutes to travel to the RAI Amsterdam from Central Station.
Paying for Public Transport
Paying for public transport can now also be done with your contactless debit card, credit card or mobile phone. Simply hold your contactless debit or credit card, or mobile up to the card reader or gate and – beep! – you’ve checked in. When you arrive at your destination, check out the same way. It’s that easy.
It works with Dutch and foreign issued contactless debit or credit cards from Maestro, V pay, Mastercard, or Visa and with smartphones that are set up with contactless payment with Apple Pay and Google Wallet. You won't even need an OV-chipkaart or subscription (the old system). No registration is necessary. See here for how it works. (Thanks to Rudolf van der Berg for this tip!)
Around and About in Amsterdam
Amsterdam is famous for its culture, nightlife and restaurants. For more information about Amsterdam, the restaurants, bars and what else the city has to offer, check the IAmsterdam website for the best source of city information. A word to the wise: don’t to take photographs in the Red Light District! Also, you might want to read up on the official policy relating to coffeeshops in the City of Amsterdam. And note, that a new law went into effect in May 2023, relating to smoking cannibis on the street and the behavior of tourists in general. Be aware.
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Be Comfortable
Check the Weather
It may seem obvious, but check the weather report for Amsterdam ahead of time. The weather during IBC can be a mixed bag. It can be swelteringly hot or quite cool (I mean freezing). Check your favorite weather app for the long range forecast several days before you travel.
Bring Provisions
Bring nuts or energy bars, small packaged snacks, to keep you going throughout the day. IBC food is not the greatest (think slimy herring and onion sandwiches: a Dutch delicacy!). The food kiosks all have long lines and it can be expensive. I've met people over the years who were dead on their feet, claiming with some pride, that they hadn’t eaten that whole day. No excuse for that. To do your best business you have to be nourished to be alert. If you are exhibiting, don’t forget to stock plenty of water for your stand staff and guests. If you are an exhibitor, stop and grab a bottle of water before you enter the show.
Take Care of your Feet
After summer months of wearing sandals or flip flops, it can be a shock to the system to suddenly be wearing shoes and socks again. Plan accordingly. Start wearing socks and shoes about a week before the show and start breaking in any new shoes that you plan to wear to the show. Be sure they are comfortable. My go-to emergency fix for blisters is a product called Compeed, which acts as a second skin. I never travel without it. They stock it at the pharmacy in the shopping center mentioned below.
Shopping & Restaurants Nearby RAI
In case you get caught out, you will find a pharmacy in the small shopping center across from the RAI, for provisions and emergency supplies). To get there, leave the RAI and veer right!
There is also an Albert Heijn (the main Dutch supermarket chain). Enter via the main atrium entrance of Flow Amsterdam. Incidentally there is a decent restaurant just next door called Kreeftenbar which offers "Sushi and Lobster" a reasonably priced spot near the RAI where you can eat well and have a moment of quiet amidst the manic IBC rush. Thank goodness it made it through the pandemic!
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Arrange your Meetings
Book your appointments in advance
According to data published by the IBC organisers, the average visitor has 50 meetings at the show, of which only three are unplanned. So set up your meetings before the show. (I usually start in July.) Be absolutely sure to re-confirm, as well as exchange phone numbers in order to communicate last minute changes while you are there. After all the work that goes into planning for the show, it is inevitable that people run late, so be prepared and don´t lose the opportunity to meet just because you forgot to get a phone number!
One tool to use is the Media Connect 365 platform to find out who is attending IBC (and other major shows) in advance. It sure beats the back and forth of emails to find out who you can meet there. You can sort by attendee type, industry and all kinds of criteria, so you may find new connections there. It also comes with a handy app.
Stake out your meeting spots
Beyond planning your epic walking tour well, there is an alternative strategy to doing IBC, especially if you are a visitor. Stake out the quiet places, and get people to come to you! The quiet spots are especially important if you have to arrange a sensitive meeting on the fly. The best suggestion I have is the Forum Lounge, next to the main conference hall.
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Do Your Homework
If you are not totally overwhelmed by now keeping up with all the industry news, you should be. It goes without saying that you should read up and be well informed about all the companies and people you plan to visit with at the show. Be sure to visit the main IBC Show website and IBC365. Note, too, that you can pick up free trade publications at the show to get a sense of the best ones that suit your industry. You can usually find them in the long corridor between Halls 7 and 8.
Also be aware of restrictions on filming and photography at the show. IBC states that “No photography or filming is allowed in the Conference or Auditorium at any time.” Only exhibitors are allowed to film on their own stand, and camera crews/press are allowed so long as they have a filming permit. However, photography is allowed throughout the exhibition, however it is forbidden to publish or post photos taken at IBC without the subject’s consent.
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Make use of the Apps
IBC Apps
IBC also has a mobile app each year. They always try to make it better. The phone app gives you the basics, including exhibitor directory and agendas for all the conferences. There is limited messaging ability - again the IBC introduces something new each year to make the visitor journey more relevant.
Other Apps
If you are responding to any of the party invites that send you to an Eventbrite page to sign-up, having Eventbrite on your phone will be indispensible. You might also consider Cabify, Uber and My Taxi useful for getting around the city (but you have a free travel pass from IBC, remember?). You can also communicate with others via the Media Meet & Greet Connect 365 app
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IBC Highlights
The IBC Conference
The IBC Conference is a real reference point for the industry. It features some of the foremost thought-leaders, innovators and policy makers in their fields and covers a wide range of topics. So much is going on! So to keep up IBC developed IBC 365, a free subscription service which allows you to follow industry trends all throughout the year.
While you do have to pay extra to participate in the IBC Conference (and there are a number of different subscription tiers), remember that the IBC Keynote Conference sessions are recorded - so you can watch them later on IBC 365.
Free Events
The IBC Awards Ceremony usually takes place on Sunday evening in the RAI Auditorium is a prestigious event that is free for all attendees to attend. To find out about free parties and events do remember to check out Broadcast Projects’ annually published IBC Party & Event list. Sign up to get notified!
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Get Social
Join the conversation on social media by using the official IBC hashtags #IBCShow or #IBCSshow<year>. You can also mention @IBCShow in your posts to increase your changes of getting retweeted by the show organisers.
Twitter is a great way to get people's attention at the show, be sure though to look up the person's Twitter name, check if they are actively using Twitter, and then use the @name in your tweet.
Remember, Twitter is a search engine as such it is a useful research tool. Pop in your industry keywords into Twitter and see what you find (tip: click on People). You can also search via the official IBC hashtags to learn what people are saying about IBC on the fly. Just click on any hashtag to access that content.
While Linked In is mainly for people you already know, Twitter is a useful search engine to make serendipitous connections with people you did not know existed!
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Enjoy Yourself!
If it is your first time at the show, it is easy to get overwhelmed. Get prepared and know how to introduce yourself properly. Don’t be a bore or start off on a sales pitch to people on stands. They are there to sell. Be aware of your audience.
If you need help getting prepared, subscribe to The Friday Fandango, a free weekly newsletter, which offers a fun and engaging way for technologists to enhance their commercial acumen and hone their often-overlooked soft skills. This newsletter covers topics like smart networking, how to make more of your LinkedIn profile, and introducing yourself.
For total newbies to the industry, the best advice is to be informed as you can be. Be careful what you say, especially if venturing an opinion, and be as formal as the situation demands. Be respective of senior level people, don’t be a pest and do your best to learn to read the signals if they seem too busy or not interested. People are very busy at the show, so if you don't already have a lot of appointments set up in advance, be respectful of others time (especially if you are not a buyer).
Just soak it all in. There's a first time for everyone, so above all don’t get discouraged.
Yes, IBC is a skill and a test. But do not stress. Better done than perfect!
I´m sure you are going to have a great time and learn a lot. How could you not?
Have a great IBC!
I hope you found this guide useful and wish you much success at the show. If you liked it, please share it.
If you have something to add or any comments or feedback, I’d love to hear from you.
Updated: July 2023
Originally published: August 29, 2019 by Janet Greco