It's well over 20 years since I attended my first Mipim, so here are some innovative and sustainable PR and networking strategies for a successful conference.

The first thing to remember is that this is a huge event, and you can expect to do a lot of walking. You certainly don't want to be lugging lots of things around with you!

1. Go digital with your marketing collateral

Physical brochures and flyers are often cumbersome for both the giver and receiver at a bustling event like Mipim. Instead, consider these alternatives:

• Digital brochures and portfolios: Use QR codes on your badge, phone, or a small card, that link to a sleek digital brochure, microsite, or portfolio. Platforms like Issuu or Adobe Spark allow you to create interactive presentations that are easy to share and memorable.
• Customised landing pages: Create a dedicated landing page on your website for Mipim attendees, highlighting your services, key projects, and contact details. Personalise the URL to make it easy to remember and share or create a QR Code.

2. Leverage smart business cards and NFC technology

Traditional paper business cards are not only outdated but also often discarded. Instead, invest in modern, sustainable solutions:

• Smart cards or tags: Use NFC-enabled business cards or small tags like Popl or Dot. These allow attendees to tap their phones on your card or tag to instantly receive your contact details, website link, or LinkedIn profile.
• Digital-only approach: Preload your LinkedIn profile QR code onto your phone’s lock screen. This allows for instant networking with a simple scan.

3. Prepare a personal PR strategy

Even without a stand or sponsorship, you can boost your visibility with thoughtful pre-event and on-the-ground PR strategies:

• Announce your presence: Use LinkedIn and other social media platforms to share that you’ll be attending, what you’re looking to achieve, and how people can connect with you.
• Thought leadership: Write a blog or opinion piece relevant to Mipim’s key themes, publish it to your website and share it widely on LinkedIn and other social media platforms or as a guest post on industry sites.

4. Master the art of ‘lightweight networking’

Networking effectively at Mipim often requires agility and minimal baggage. This year will be my 25th trip to Cannes - learn from my mistakes and keep these tips in mind:

• Travel light: Carry a compact bag with essentials like a power bank, a reusable water bottle, and a notebook/tablet for quick notes.
• Digital follow-ups: After meeting someone, send an immediate LinkedIn request or email with a personalised message summarising your conversation.

5. Host or join intimate networking events

Mipim is full of large-scale panels and events, but smaller, focused gatherings often create the most meaningful connections. Consider:

• Hosting a breakfast, lunch, dinner or cocktail meetup: Invite key contacts to a café, restaurant or bar for informal networking. You don’t need a large venue; an exclusive setting makes a strong impression.
• Joining curated networking groups: Look for Mipim WhatsApp groups or LinkedIn forums where attendees discuss meetups and share opportunities.

6. Stay visible with creative branding

Even as a delegate, you can enhance your presence through subtle but impactful branding:

• Wear branded accessories: Think subtle and professional – a branded pin, tie, or scarf.
• Share real-time insights: Use your website and social media accounts to post daily updates from Mipim, including takeaways from panels or key trends you’ve observed. 

7. Post-event follow-up: The key to lasting impact

Your work doesn’t end when you leave Cannes.

To capitalise on your Mipim investment:

• Send thank-you notes: Follow up with everyone you connected with, referencing your conversation and suggesting a next step.
• Share a post-Mipim report: Write a blog article summarising the key trends or takeaways from the event and include mentions of companies or people you met. Distribute it via email and share a link via social media.

By embracing digital tools, sustainable practices, and creative networking approaches, Mipim 2025 delegates can overcome the challenges of traditional collateral and maximise their impact at the event.

Preparation, adaptability, and follow-up are key to turning casual conversations into valuable business opportunities.

See you in Cannes!