JB&A - Taking Pre-NAB to a New Audience

Expanding an established industry event beyond the dealer network

JB&A is a leading specialist distributor serving the Broadcast, Post-Production and Pro AV markets. For more than 15 years, its annual Pre-NAB event has provided a valuable opportunity for its dealer network to connect with technology vendors ahead of NAB Show.

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For 2026, JB&A wanted to take the event further – expanding its reach beyond its established dealer audience to engage directly with industry media and end-users.

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The Challenge

JB&A had an established and successful event, but reaching new audiences presented a different challenge.

The objective was to generate greater awareness around Pre-NAB, secure meaningful industry coverage and create direct opportunities for JB&A and its technology partners to engage with journalists and potential end-users.

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The Approach

Re-Sauce provided targeted PR and media relations support ahead of the event, using its specialist knowledge of the Broadcast, Post-Production and Pro AV markets to identify relevant media opportunities and audiences.

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The activity focused on:

• Developing and distributing targeted press releases

• Building awareness of the Pre-NAB event across relevant industry media

• Introducing JB&A to journalists and outlets outside its existing network

• Securing media interviews and direct conversations

• Extending the event's reach beyond the traditional dealer audience

The combination of sector expertise, established media relationships and proactive outreach enabled JB&A to engage with new audiences quickly and effectively.

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The Results

The campaign generated widespread coverage across key industry publications, while also creating direct access to journalists and media outlets with whom JB&A had not previously had relationships.

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The activity helped broaden the visibility of Pre-NAB at a critical point in the industry's calendar, bringing new audiences into the conversation and giving JB&A greater exposure beyond its traditional dealer network.

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NickSmith, VP of Technology Marketing at JB&A, was kind enough to provide the following testimonial:

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“Taking an established, dealer-focused event and opening it up to an entirely new audience is no small feat. That’s where Beky Cann came in and completely transformed the playbook for us.

Her deep understanding of the Pro AV and Broadcast landscape meant there was zero learning curve – she immediately got our technology, our messaging and our goals.

Beky didn’t just run a campaign – she acted as a seamless extension of the JB&A team. Her hustle, industry connections and hands-on dedication made all the difference in making our Pre-NAB push an absolute success.”

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