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Five things… to make the most of industry events

Updated: Apr 13, 2023

By Jana Cave-Ayland:


Industry events are a staple in the B2B comms textbook. Event organisers offer a variety of ways for businesses to showcase their opinions and expertise. Start by filling out the sponsor/exhibitor description on the event’s website, where you may be able to include links to your blog or media coverage. If you're attending a larger event, you might also have the chance to secure space on the event's microsite or app, be featured in daily round-ups or newsletters, or even participate in the event's podcast. Don't be afraid to ask around and see what other opportunities are available beyond the standard 'exhibitor pack.'


These events also give businesses a chance to showcase their products or services, and learn about what competitors are up to. Plus, attending or hosting events is a great way to network with others in the industry and to stay up-to-date on the latest trends and developments.


So how do you make sure you get the most out of an industry event after you've planned everything out, and invested a good chunk of time and money into it? Here are our top five tips to make it count.


Woman sitting at an event and taking notes

1. Don’t settle for simply having your logo on display.

Event organisers offer a variety of ways for businesses to showcase their opinions and expertise. Start by filling out the sponsor/exhibitor description on the event’s website, where you may be able to include links to your blog or media coverage. If you're attending a larger event, you might also have the chance to secure space on the event's microsite or app, be featured in daily round-ups or newsletters, or even participate in the event's podcast. Don't be afraid to ask around and see what other opportunities are available beyond the standard 'exhibitor pack.'


2. Think again about inviting journalists.

This may be a contentious point, but don’t assume that your presence at an event is enough of a lure for journalists to travel and interview your spokespeople. Without strong news to announce or an exclusive to share, this will be a tough sell in today’s media world. If you are hosting a panel session or a customer roundtable, the presence of media may even put some of your customers off sharing ‘sensitive’ details or opinions they don’t want to see in the press.


3. Consider bringing your PR/content team.

Aside from keeping a cool head and offering an extra pair of helping hands if things go wrong, bringing them along can inspire and boost your PR programme. See it as an opportunity for the team to research topics, get internal briefings with spokespeople who can be hard to reach, or to interview your customers for case studies and award entries… the possibilities are endless.


4. Take to social media.

We don’t need to state the obvious. You know very well that creating social media buzz around an event increases brand visibility and credibility. Most events will have a dedicated hashtag and the organisers will be encouraging you to engage with them on social media. But with so much to think about, from logistics to attendee experience, social media can often fall by the wayside. Don't worry though, your PR agency can help you with this - just ask! They will likely have some ideas on how to get your brand noticed on social media before, during and after the event.


5. Build up a bank of assets to use after the event.

Engaging with event attendees is a great way to get valuable feedback and create content that resonates with your audience. Don't just talk to people, take advantage of the opportunity and have them answer a quick survey or film a short testimonial while they're there. You can also use data capture to gather information and generate content ideas by asking a few simple questions as you collect people's contact details. The goal is to walk away from the event with a list of video, blog, byline, and social media post ideas that you can use to keep your brand top of mind.

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