The post-ADIPEC effect: from noise to narrative

By Astrid French, Head of Middle East, Aspectus Group 

ADIPEC may end after four days, but its impact shouldn’t. This blog explores how to extend event ROI by repurposing content, building sustained media coverage and aligning narratives with long-term strategies – turning ADIPEC from a momentary buzz into an evergreen communications launchpad. 

Imagine it’s November 7.  

The lanyard is hung up. The business cards are organized. The blister plasters are still on your heels. And if you close your eyes hard enough, you can probably still just hear the buzz from the show halls.  

You’ve done it. ADIPEC is complete for another year.  

But when it comes to communications … it’s not time to hang up our hats just yet. 

The Super Bowl moment 

For four days each year, ADIPEC becomes the centre of the energy world. Stands are buzzing, announcements drop by the hour, and media overflows with stories.  

But when the doors close, was it all worth it?  

The answer is – YES, but only if the attention you created continues. Otherwise, it can be a very expensive flash in the pan.  

The challenge is, many firms front-load their energy (pardon the pun) into exhibition week. Big stand activations, panels, after parties – you name it. But too few build a structured plan for what comes after. As a result, hard-won attention slips away, and months of planning risk becoming a four-day Super Bowl moment, which people quickly forget as the new season begins.  

Events can be evergreen 

The companies that get it right treat ADIPEC as a launchpad rather than a finish line. That means: 

• Repurposing content: turning panels into bylines, interviews into case studies, stand videos into digital campaigns and more. 
• Extending media coverage: following up with journalists to discuss show floor trends and offering additional data or insights. 
• Sustaining the drumbeat: aligning ADIPEC storylines with wider corporate narratives that play out across the year. 

With the right post-ADIPEC communications strategy, a product launch in Abu Dhabi can spark months of thought leadership, build credibility in global markets, and keep your name front of mind with your prospects well into the following year. 

Rethinking event ROI  

Maximizing ROI from ADIPEC isn’t only impacted by the size and scale of your stand, or how many business cards you walked away with. It’s also in the staying power of your story. In energy, buying cycles are typically very long, so staying present with prospects over long periods of time is a business imperative. What will your prospects remember and where will they see you again when the exhibition hall doors close?  

Want to discuss how you could get more out of your attendance at this year’s ADIPEC? Let’s chat.  

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Key takeaways 

Why do many companies lose impact after ADIPEC? 

Attention can fade quickly if companies focus resources on the event week and do not have a structured plan for post-show engagement. 

How can ADIPEC stories live longer? 

By repurposing panels, interviews, and videos into ongoing campaigns, and aligning content with wider corporate narratives. 

What defines true event ROI? 

Not just stand size or business cards, but the staying power of your story. This is how prospects continue to see and remember you after the doors close. 

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About the author 

Astrid French, based in our Dubai office, leads Aspectus Middle East, and is responsible for overseeing its direction, fostering its growth, and cultivating strong client relationships. Her experience spearheading global, integrated communications programmes is layered with a deep understanding of strategic nuances in the region. Astrid has worked with a range of clients, from energy supermajors and early-stage tech investors, to prestigious private banks.