Much has changed in the world of business over the past 18 months and perhaps no particular sector of American business has been impacted as much as conferences and special events. What once were mainstays upon which budgets were set and the annual corporate calendar revolved, the financial services industry – like most others – saw an almost exclusive shift to virtual hosting of conferences, user group meetings, association events, etc. And while conference committees have been pushed to be creative in finding ways to still host events in a virtual environment (Zoom break-out sessions, anyone?), the reality is that most attendees and sponsors found something lacking.
As we finish out 2021, we are seeing a return (albeit measured) to normalcy with some key industry events returning to in-person or hybrid format, including: FinovateFall, the Mortgage Bankers Association Convention & Expo, Money 20/20, the American Bankers Association Annual Convention, among others. For many, the return to in-person events is welcome, while for others it may still cause some trepidation. Regardless, companies are investing in participating and with the return to in-person conferences, they need to make the most of the investment.
From a public relations standpoint, industry events remain one of the best venues to promote your brand and announce your company’s news. In all of the events listed above, there will be a physical media presence at the show and with that, additional earned media content produced by industry media. Since it has been some time since many of us have “worked a trade show,” here are some proven strategies to help ensure your organization is making the most of the opportunity:
Based on attendance and feedback from a few recent in-person conferences that have already happened, it certainly seems that people are ready to get back to participating in events. As we head into 2022, it’s our expectation that we will see the number of in-person events only increasing. So it may finally be time to pull that business suit out of storage.