Pre-Event Marketing: Build Excitement That Drives Results
- Barbara Hutniak
- Jun 3
- 2 min read
You’ve selected the perfect conference. Your ideal customers are attending, the location aligns with your top markets, and your sponsorship package is locked in. Now it’s time to start pre-event marketing, build excitement that drives results, and turn that investment into real pipeline and engagement.
1. Invite Leads and Clients in Advance
Reaching out to existing leads and customers ahead of the event is a powerful way to spark early engagement. Let them know you’ll be attending and invite them to visit your booth, schedule a 1:1 meeting, or attend a session you’re leading. Make it personal and relevant. Tell them why it’s worth their time.
2. Host a Side Event
Private dinners, happy hours, or curated meetups create space for deeper conversations outside the expo floor. Start promoting early to drive attendance. These work especially well with local leads, customers, and partners who are already planning to attend. Keep it thoughtful and experience-driven.
3. Maximize Social Media Visibility
Start posting on LinkedIn and other platforms early. Announce your presence, tag the event, and share what you’re excited about. Encourage team members to amplify the message through their own networks. Use clear calls to action like “Book a meeting with us” or “Join our session.”
4. Highlight What You’re Bringing to the Event
Whether it’s a product launch, customer story, or something interactive at your booth, make sure people know what’s new and worth checking out. Position yourself as a brand worth visiting before attendees ever set foot on the floor.
5. Run Targeted Email Campaigns
Send pre-event emails to segmented lists based on location, buyer stage, or ICP. Share key details like your booth number, session time, or meeting link. Make it easy for recipients to schedule time with you.
6. Align Your Internal Team
Make sure your team is aligned on who you’re targeting, what content to share, and how you’ll demo your product or service. Having this clarity ensures consistent messaging and better on-site execution. Internal alignment is key to driving real outcomes.
7. Incentivize Engagement
Boost conversions by offering a pre-event incentive. Whether it’s a giveaway for booked meetings or an invite to an exclusive experience, a little motivation can go a long way.
Events are no longer about just showing up and hoping for the best. They require strategy and thoughtful preparation. Having clear goals and expectations helps align your team and prepares them to show up with purpose. Attendees are tired of the hard sell. Start early, make it unique, and build momentum well before the event begins.
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