5 top tips for making an impact at in-person events

Industry events and conferences are an invaluable tool in the marketing toolbox, having seen a welcome resurgence in the past few years following the COVID pandemic.

While presenting a big opportunity for networking, lead generation and brand awareness building; with costs for tickets, travel and exhibition booth production to consider, we know how important it is to make a solid ROI.

With 80% of event attendees agreeing that in-person events are the most trustworthy source of information (Freeman, 2024), it’s safe to say that it’s in the interest of brands to get out there and meet their audiences face-to-face.

However, before you rush into signing your company up for the next industry conference, it’s vital to pump the brakes and first put in place a solid event strategy.

At Rationale, we have spearheaded the event strategy for several of our clients and make regular appearances at conferences for marketing, healthcare and technology, and financial services.

That’s why we’ve compiled this list of our top 5 event strategy tips, aimed at focusing your decision-making and driving effective marketing and comms activities in the lead up to, during, and after, your attendance at the next in-person event.

Let this be your guide to ensuring your event strategy lands with maximum impact.

Tip #1: Know your purpose

What’s the single biggest objective you hope to achieve by attending an in-person event?

You might wish to grow your brand awareness or gather new leads at a tentpole industry event. Or are you looking to capitalise on exhibition footfall to drive meaningful in-person introductions with potential clients?

Approaching an event with a strong purpose is vital groundwork for your event strategy.

Tip #2: Know your audience

It’s also important to know why people attend events in the first place and what they’re trying to achieve. Freeman’s Trends Report Q1 2024 revealed the following benefits of in-person events as agreed by attendees:

• Events are the best sources of training and professional content (70% agree)
• Demonstrations and hands-on activities are ideal for educating and giving technical information (75%)
• Attendees are most interested in networking with experts (81%)
• Discovering new products or services is the most valuable part of an in-person experience (87%)
• If you’re able to deliver any or all of these experiences for your audience, be sure to incorporate them into your event strategy.

The next step is to solidify your key messages. Remember, in-person events are busy, bustling affairs. Knowing the core audience you hope to reach and focusing your messaging around snappy, relevant and meaningful information will ensure your event collateral and pitch holds their attention.

Tip #3: Plan your interactions

The biggest driver of an effective in-person event strategy is your onsite team.

Consider who will be representing you at the event and what conversations they’re going to have.

Plan the actions you want your audience to take, whether it’s leaving an email address for follow up, or booking a meeting directly with a member of your team.

Then, ensure those representing your brand are fully briefed prior to the event so they can keep these priorities front of mind during interactions with your audience.

If you want your audience to take any action, make sure your team comes equipped with a tablet or other means of data collection so no valuable leads get lost.

Tip #4: Establish your touchpoints

Exhibiting at an in-person event often takes a suite of touchpoints that work in tandem to, not only deliver an engaging and memorable experience for attendees, but also allow you to most effectively encourage them to take action.

Physical touchpoints include your booth itself and collateral such as printed resources, as well as thoughtful and relevant giveaways.

Digital components, including anything from a dedicated event landing page to downloadable insight content, will help to drive increased awareness prior to and following the event. We worked with Blackford Analysis to develop their physical brand identity to reflect their brand story, expertise and differentiation from other exhibitors for RSNA’s annual meeting in 2022 and 2023. See how we did it here.

Having a digital presence also provides another option for your audience to engage during the event if, for instance, they are too pushed for time for face-to-face contact.

And if you really want to push the boat out, interactive experiences like virtual reality can be instantly memorable and help your brand stand out.

Pay attention to brand consistency as this is key to ensuring your touchpoints are instantly recognisable and cohesive across both digital and in-person.

Tip #5: Before, during and after

Finally, here is our rapid fire checklist for activities, assets and approaches to help you drive engagement with your audience around the event or conference.

Before the event…

• Develop your cross-channel marketing plan and assets to be published in the months leading up to the event. Increase the cadence and variety of content as you approach the event. Include email campaigns and paid ads/sponsorship targeted at customers or prospects that might be attending the event.
• Make sure your existing, relevant thought leadership and insight content is visible online and promoted in advance.
• Create and promote a sign-up calendar for attendees to schedule meetings with your onsite team.
• Share and promote marketing content from the event host or organisers on your own channels.
• Let your audience know if you’re participating in panels, hosting speaking slots or giving demonstrations, making sure you’re on their must-see list long before they hit the exhibition floor.

During the event…

• Come prepared to capture content through video, audio or photography, as well as with a plan to share relevant content across social media.
• Using the event as an opportunity to make a big announcement, such as a new product or partnership, can help generate buzz and attract attention to your brand.
• You can use an in-person event as an opportunity to test new messaging or product offers.

After the event…

• Share reflective content across your channels, with insights on the event overall, key highlights from those that attended, or notable talking points and topics from other exhibitors and speakers
• Most importantly, develop a plan to follow up with new and existing contacts in order to share your content or insights, continue the networking you began at the event and ultimately pursue new leads.

Event strategy with impact

For brands looking to stand out at crowded in-person events and industry conferences, a strong event strategy will help to streamline your messaging, and set you up for meaningful interactions with your audience.

We put together a free editable planning template to kickstart your next event strategy. Click here to download and get started with your team.

Rationale supports brands to create impact with their communications. We work with you to develop an in-person event strategy and suite of collateral to captivate your audience and help your next event attendance create impact.

If you’re looking to boost your brand strategy or communications ahead of your next in-person event, we’d love to hear from you. Send an email to rowan@wearerationale.com with your name, company and desired event for an initial consultation session to set your strategy in motion.