Conferences and expos are excellent opportunities to establish thought leadership and network with potential and current partners, customers and the press. Events like these can help companies connect with media and pursue speaking, exhibition or sponsorship opportunities.
If you’re sending team members to an event, you want to maximize its opportunities. Sometimes the sheer number of an event’s offerings can be overwhelming. It’s often the job of the PR professional to help their client get the most bang for their conference buck. So how can you help your clients maximize an industry event?
Below are some best practices to help increase brand awareness and position clients as thought leaders at conferences and expos.
Speaking engagements. Securing a speaking engagement helps leaders reach target audiences. It also positions them as a thought leader who can illuminate industry trends and offer insightful predictions.
When submitting a proposal, be sure to align your submission with both the themes of the conference and the spokesperson’s areas of expertise. It’s also helpful to highlight how the speaker’s role within their organization enables them to offer unique insights.
Media outreach. Industry press often attend conferences. This gives brands the opportunity to build rapport with key reporters and share their perspectives on the industry. Ahead of the event, PR professionals should create a media strategy to engage the press in attendance.
Many events maintain a list of attending media members available to participants. PR professionals can use this list to schedule onsite meetings with reporters during the conference. These in-person meetings are particularly valuable for fostering media relationships that can move the needle for their clients.
Events are also great opportunities to announce company news, such as product launches. This news often motivates attending media to meet with spokespeople to learn more about the product or company and can result in editorial media coverage.
Sponsorships. Once you’ve established your thought leadership and media relations strategy, evaluate paid opportunities that could enhance your client’s presence and help it to reach target audiences.
As PR professionals, we’re tasked with assessing paid opportunities for an industry event, such as sponsorships or exhibition booths, and providing counsel on what will drive results. To do this, you must know which paid opportunities will be most impactful.
To increase brand recognition and awareness, consider investing in promotional sponsorships that increase the brand’s conference visibility. After securing a sponsorship, make sure to share your messaging and branding materials with the event organizers ahead of any deadlines.
Exhibit booths. Investing in an exhibit booth is an excellent way for organizations to draw in attendees and generate leads. A location dedicated to promoting the product while educating attendees on the company increases its visibility.
Booths allow organizations to present product demos or models to attendees. They’re great ways to highlight the company’s offerings and connect with team members on a more personal level.
Conferences offer direct connections to target audiences and industry leaders. There are many ways to maximize their impact. PR professionals should help their clients optimize their participation by understanding the value that these industry events can offer.