Conference Promos During Fall: What You Need To Know

Expos & Conferences = Networking Opportunities & Brand Promotions!

With Fall around the corner, things are about to get messy with businesses setting up trade shows and conferences as a groundwork of sorts to boost their  sales throughout the rest of the year. You might be planning one as well. Everyone does. 

Are you clear how you are going to engage your audience though? Because that’s something often overlooked in conferences.

So it’s high time to think about how to spice up your conference with effective promotions.

Trust me, because promos are where you begin to engage your audience.

But first let’s dive into all that stuff that can break your audience’s conference experience.

Not Knowing Who’s Coming

You obviously will have an idea on who will be coming to your conference. But do you know specifically if they’re millennials who love tech, working women who seek apparel and accessories or industry veterans who are just harder to impress? Knowing who’s coming is the first step to choosing the right promo items (which is important for any conference promos). The Advertising Specialty Institute found that 85% of recipients of promo items remember the company that gave them the products. You don’t want them to remember your brand for giving something they don’t want to use.

Being Generic Or Using Irrelevant Swag

It’s a conference. So pens and notepads are the first order of business, right? WRONG! Those things are so outdated that they will easily be used to write negative feedback about your brand. The items you choose for promotions should align with the overall theme of the conference or at least the industry your brand is in. For instance, the promotion of a tech conference should be using promo gadgets like branded power banks, pen drives or headphones. The promo of a fitness-themed conference can use custom branded water bottles, custom performance wear or even custom sweatshirts.

Not Giving Priority To Quality

This applies both to your promo items and the quality you set up your conference in. Also, nothing says “we don’t care” like cheap, flimsy promo items. This conference is meant to give your brand some good exposure for the coming months. Not paying much attention to quality might give an exposure with an opposite outcome. This doesn’t mean you have to squeeze your wallet dry, but it does mean choosing items that won’t fall apart after one use. For instance, if you intend to use promo apparel, considering this is a conference that welcomes Fall, why not invest in blank sweatshirts wholesale. Wholesale purchases net more savings, minimizing your investments and sweatshirts are hot items in the colder months. And then you can get them subtly branded for the event. There’s quality in that.

Overwhelming The Audience With Information

Your promo items aren’t meant to advertise your brand. They are meant to build your brand reputation by offering value to whoever cares enough. So customizing promo items with a lot of information that you might feel your audience would want to know, is not a good strategy. A logo, website or social media handle is often enough. Anything that creates a positive association with your brand will do fine.

Not Considering The Usefulness Of Promo Items

I am sticking to promo items a lot because they statistically and consistently deliver high returns in promotions, provided they are used strategically. Think about the conference experience. What might attendees need? For Fall conferences, it would be wise to invest in custom pullovers. They’re practical for fall and come with ample branding space. 

Neglecting Distribution Strategy

Having great promo items is only half the battle. You need to get them into attendees’ hands. Will you include them in welcome bags? Have a booth where people can pick them up? Maybe a quirky interactive session to hand out cool swag? Your distribution strategy can turn promo item handouts into engaging experiences.

Not Ensuring Trackability

Without tracking the effectiveness of your promo items, you simply cannot measure the success of your conference promotions. Set up systems to measure engagement, such as unique codes, check-in stations for attendees or dedicated landing pages. This data will help you refine your strategy for future events.

Ignoring The Benefits of Technology

Alright. Let me tell you something paradoxical. Old school promotions aren’t that effective in this age. But promo items are old school, yet they seem to work. So why not combine the old ways and the new to promote the event? Blending physical promo items with QR codes is a great place to start. QR codes on products can help your brand earn leads as you introduce offers in the coming seasons. Similarly, NFC-enabled items can instantly connect attendees to your social media. This integration can extend the life and impact of your promo items beyond the conference.

Ignoring Post-Conference Engagement

Your promo strategy shouldn’t end when the conference does. Use your items for follow-up. For example, if you’ve given out branded sweatshirts, encourage attendees to share photos wearing them on social media with a specific hashtag. This extends your reach and keeps the conversation going. You can also share feedback forms for attendees to fill in, earning potential leads and valuable information on their interests.

Not Gathering Testimonials

You don’t have to be pushy. But you have to give a nudge to get testimonials from the attendees after the event. Video testimonials that show what the attendees gained from attending your conference can help enhance your future marketing and sales campaigns.

Not Giving Keynote Speakers or Special Guests The Attention They Deserve

You think you have, but you haven’t. Not unless you have prepared special highlight reels of your keynote speaker or special guest to play for the attendees, and more highlight reels of their notable moments throughout the event. The latter is a subtle way to turn speakers or influencers into endorsers of your brand if they aren’t already. 

TLDR

• Understand Your Audience
• Use Relevant Branded Swag
• Prioritize Swag Quality
• Brand Promo Items Subtly
• Invest in Useful Promo Items
• Plan a Solid Distribution Strategy
• Ensure Trackability
• Use Technology Creatively to Enhance Experience
• Engage the Audience After the Conference
• Gather Testimonials 
• Highlight Reels for Speakers or Special Guests

Promotional products can significantly boost your brand visibility while promoting your events. There are studies that show that 80% of consumers own at least one promo product. So it isn’t anything new. What matters is the perceived value of the product and how the information on it is presented. Balance creativity with practicality, quality with budget, and branding with usefulness. 

With the right approach, your promotional products can turn your Fall 2024 conference into the ultimate branding spectacle.