Let’s face it – industry events can sometimes feel like a whirlwind of handshakes and interchangeable conversations. But an event strategy can be so much more than that. As someone’s who’s navigated more tech conferences than I care to admit (I’ve got umpteen promotional stress balls, tote bags and notepads to prove it), I wanted to share my secret: the real magic happens when you think beyond the booth.
I’m not saying that you shouldn’t bother attending events – far from it. But if you’re investing time and money, you want to maximise return on investment. Here’s how I’d recommend turning your next visit to the conference floor from a mere appearance into a full-blow brand extravaganza.
#1: Start early (really early)
As students, we were all told not to cram for exams. The same principle should apply for events. If you’re eyeing up big events like MWC or Connected Britain, journalists’ schedules fill up faster than data packets through a fibre optic cable. Start your outreach at least a month or so in advance. Your future self will thank you.
#2: Align your news pipeline
Got some exciting news in the works? Consider timing it with your event. If it’s groundbreaking stuff, you’ve got a captive audience of industry titans and journalists to share it with. And if it’s not going to reinvent the wheel, release it a week early and use the event as a follow up. It’s almost the equivalent of leaving a trail of breadcrumbs for journalists to follow straight to your booth.
#3: Work around journalist schedules (they won’t work around yours)
Tech journalists are like rockstars at major events. They’re in high demand and always on the move. Make it as easy as you can for them. Host a cocktail hour at your booth, or perhaps treat them to breakfast before the event. It might feel like bribery but think of it like strategic hospitality instead.
#4: Leverage social media
It’s 2024, and it still needs to be said: use event hashtags, engage in conversations, share real-time updates. It’s like being in multiple places at once. And if you’re in need of extra support with your social media presence, we have an expert on hand to help.
#5: Secure that speaker slot
Nothing says thought leader more than sharing your thoughts from a stage. Sounds simple, but it’s not just about the exposure; it’s about positioning your brand as an industry authority. My tip: make sure your topic aligns with your business objectives. It’s obvious but overlooked more times than I can count.
#6: Think beyond physical presence
You can’t attend every conference that you want to. But you can still use the event as a springboard for thought leadership, perhaps. If not, take the time to comment on industry trends, challenge keynote statements, or piggyback on research releases. In many ways, it’ll be just like being there.
#7: Plan, plan and plan some more
The key to event success is planning down to the smallest detail. It gives you the flexibility to think outside the box (or booth) when opportunities arise. Trust me, when you're not scrambling to find your booth number, you'll have more brain power for those brilliant on-the-spot ideas.
#8: Get creative with lead generation
Forget the basic badge scan. We've seen it all; from claw machines to giant slides used to capture attention and ultimately leads. The goal? Create an experience people want to participate in, not one they feel obligated to endure.
#9: Collaborate for greater impact
Partner up with complementary brands for joint activities or promotions. Assemble your superheroes of event marketing. Each brand will bring a unique superpower to create something greater than the sum of its parts.
#10: Have fun
It’s all too easy to forget that almost everyone at tech conferences is human. Break through the monotony with something unexpected. Tayla and Jessie from our team recently attended the World Travel Markets Conference and captured great content in a 360-degree video booth, which has lived long in the memory. Think about what you can do to elevate the event experience and potentially make your brand unforgettable.
Ultimately, the impact of an event isn’t measured by the miles walked or the number of free pens distributed. It’s about creating meaningful connections, driving conversations, and positioning your brand as a leader in your field. With the right strategy, you can turn that event into a powerful platform for your brand.