Erica Ellis
Industry events have experienced a post-pandemic resurgence. But are they real growth drivers, or a waste of time and resources?
Like with most things, you get out what you put in. Just showing up has never been enough, but with increasing competition and creativity, it’s become more important than ever to fortify your event strategy and approach your conference presence with intention. We’ve brought some of the industry’s most impactful events to life, and helped countless clients cut through the noise on the trade show floor to build meaningful connections with attendees.
Here’s everything we’ve learned about making the most of your conference season:
Create Experiences People Actually Remember: Ditch the standard logo pens. Seriously. Instead, think about what makes you stop at a booth. Maybe it’s a local barista crafting perfect lattes, or a chill lounge where people can escape the conference chaos and charge their phones. And don’t forget to think outside the conference walls – we’ve seen incredible success with clients who’ve hosted private dinners, sunset cruises, and even unexpected events like Formula 1 racing experiences. Whatever you choose, make it authentic to your brand and valuable to your audience.
Get Smart About Your Numbers: You wouldn’t tell clients to invest blindly, so don’t throw money at conferences without tracking what works. Set up proper tracking for everything – from QR code scans to landing page visits. But remember, some wins (like brand recognition) can’t be measured in spreadsheets. Balance the hard data with real feedback from conversations.
Don’t Wait Until Conference Day: The work starts well before you set up your booth. Remember that everyone’s inbox will be flooded with “Stop by booth #247!” emails, so get creative with attendee lists provided by the conference. Use LinkedIn strategically – have your team connect with prospects naturally and offer genuine reasons to meet up. Make it as frictionless as possible for people to book time with you (Calendly links are your friend).
Follow Up Like a Human: After the conference ends, resist the urge to blast generic “Great meeting you!” emails. Create two tracks: one for general attendees with valuable insights and another for promising prospects that references your actual conversation. Consider social posts that invite engagement from attendees about their favorite sessions or key takeaways.
Rethink Your Booth Game: In 2025, people expect more than just static graphics or brochures, but that doesn’t mean you need to blow your budget setting up a carnival. Focus on meaningful interactions – whether that’s hands-on demos of your tech, VR experiences that actually showcase your value, or quiet spaces for real conversations about industry challenges.
Looking for help maximizing the value and impact of your 2025 conferences? We’d love to work with you on an event strategy that optimizes your brand presence and helps you build real connections with your target audience. Get in touch here to set up some time to talk.
