EVENTS

ATTENDEES​

Once you’ve registered for a conference, immediately start thinking about what you want to receive (besides knowledge) in exchange for your time. If you’re a young professional, your conference strategy might include connecting with a potential mentor, building your LinkedIn network or even keeping an eye open for your next employer. If you’re a more seasoned attendee, you might be looking for new recruits or even potential collaborators.

 

Once you’re clear with your reason for attending, decide what materials will support your mission. Business cards are a given, but don’t forget about educational materials and targeted marketing colleterial. You certainly don’t want to haul around stacks of brochures to hand out, but some high-level rack cards discreetly stored in your briefcase might be appropriate.

 

PRESENTERS

Conference presenters are most often scheduled prior to the promotion of the conference. Find out how they’re going to promote your involvement, but don’t rely on them to do it all. As a subject matter specialist and thought leader, you or your employer should promote your involvement as a speaker (in coordination with conference organizers). This can take on many forms, from social media posts to media alerts in publications like trade journals and alumni publications.

 

You may receive a branded PowerPoint or scientific poster template from event organizers to use for your presentation. If not, you’ll need materials branded for your organization. Also find out if you’re allowed to provide handouts and other materials to audience members. Are there any restrictions? Also, determine if you will receive an attendee list with contact information after the event so you or your organization can conduct a strategic follow-up.

 

EXHIBITORS

Having a table or booth at an event is a great way to get noticed, but not an assurance that your intended message will be heard. It’s important to think through the attendee’s experience and your engagement strategy—from eye-catching signage and targeted conversation starters to relevant take-away pieces and a post-event follow-up strategy.

 

Having a clear “booth strategy” for those staffing it and interacting with visitors is critical. This should include a staffing schedule, proper attire, key talking points and clear instructions about how to “close” the interaction. Your booth staff also should be aware of booth etiquette like not eating in the booth, not starring at personal devices, not sitting behind a table and not spending too much time talking to others staffing the booth. Your time in a booth is expensive, so you’ll want to do everything possible to leverage its value.

 

SPONSORS

Whether you’re sponsoring a single session or the entire conference, your work doesn’t end by writing the check. If the type of engagement and recognition you’re seeking isn’t included in the list of sponsorship benefits, don’t be afraid to ask for additional concessions before the ink dries.

 

While it’s common for sponsor logos to appear in event promotions and on programs, perhaps there are signage opportunities as well. You’ll also want to look for opportunities to be publicly acknowledged in front of large groups, like prior to the keynote presentation or after lunch. Also consider whether it would be useful to have your organization’s brochure and/or branded promotional items included in attendee packets. When sponsorship money is at stake, you’ll find that conference organizers can be very amenable.

 

PLANNERS

Planning an entire event is a monumental task that always requires far more personnel than organizations typically have. Whether you’re looking for help creating materials and signage, assistance promoting the event, management of public relations activities, extra on-the-ground support or a total conference solution, the Phillips & Marek team has you covered!