Conferences are about connecting with and educating people about your message and brand. They are a great way to position yourself as a thought leader and increase brand awareness. This can inspire your customers and grab the attention of new prospects.
Having a presence at a conference can be the ideal way to get you closer to your audience or expand your target market.
Here are our top five tips to focus your marketing attention to ensure the conference is a huge success.
1. Prepare and plan
Plan for the conference well in advance to get everything ready, especially your marketing strategy.
Consider all the options that will fulfil your strategy. Contact the conference organiser directly to ask about any possible opportunities. Request to understand more about the ideas and themes presented and offer to give a presentation with innovative content. Steer clear of giving a sales pitch. Presentations are about sharing industry knowledge, not brand expertise. Or you could facilitate a roundtable session or join an organising committee. Taking on a larger, more visible role sets you apart from the crowd.
2. Promote your brand
Having a stand at a conference is a great way to gain visibility to enhance your brand image and identity. It ties you professionally to the industry. To best take advantage of the opportunity, develop signage, posters or collateral that will build brand recognition. This will encourage conference delegates to come to you.
Start thinking about all the marketing material you will need ahead of the conference including press kits, signage, media walls, pop-up displays, business cards, posters, banners, handouts, name tags, branded t-shirts and any merchandise you want to hand out.
3. Maximise social media
Be active across your social channels to promote your attendance at the conference. Social media management tools like Hootsuite can help to schedule posts consistently and save you time. Be sure to promote your company hashtag alongside the conference hashtag so attendees connect you with the conference online. This helps position your brand in the industry.
4. A picture is worth a thousand words
Encouraging conference delegates to take photos with your branding in view is an excellent way to get your brand out there.
One way to do this is to have a media wall which incorporates your branding for attendees to take photos in front of. The photos can be shared via your social media networks to maximise their impact.
You can also share the photos with attendees post-event. This is a great way to get leads and enhance your database. Have your leads connect with your social media pages and request email addresses if you are sending personalised photos.
5. Use video to position your brand
Hire a videographer to create compelling videos such as a short video summary of your speaking session, footage of your stand and footage of the event as a whole. You may also opt to interview attendees or speakers.
Sharing videos after the event is a great way to promote your involvement in the following year’s event. Become a thought leader and send out videos of the sessions you thought were particularly valuable, or share on social media.
By leveraging these tips to make the most out of the conference, your business can bolster its brand awareness with your target audience and put itself ahead of the competition.
Karin Ingram, Marketing Manager, Kwik Kopy