Industry events like the AZRE Forum and the Excellence in Law Awards are for more than just networking—they’re a chance to show what your company does, how you’re different, and be memorable. The key isn’t just showing up and rubbing elbows; it’s making your presence stick with the right key players before, during, and after the event. Here are some tips on how to best maximize your time and investment to support your marketing and PR efforts by leveraging industry events.
1. Tell a Clear Story
Before the event, decide what you want people to remember. What does your company do best and why? Then, to get more granular while networking, is there a newsworthy project or recent deal to highlight? When your team is aligned on one clear message, it’s easier for attendees and prospects to remember you. Perfecting your elevator pitch to weave in your role will come in handy.
2. Strategize Social Media & PR
Whether a member of your leadership team is speaking on the panel, your company has a sponsorship contributing to the event, or your team is simply attending for education and networking opportunities, remember that events are a natural time to promote subject matter experts in your own company. A well-timed social media post mentioning your company’s attendance or involvement in an upcoming event and/or a post-event photo, or even a press release announcing your project win (when applicable), are easy yet effective ways to garner extra visibility.
3. Stand Out with Visual Media
It is scientifically supported that people are significantly more likely to remember stories (narratives/anecdotes) than raw statistics or facts, and videos are powerful marketing tools to do so. Before the event, depending on your level of investment, submit a brief video about a project update to be played on screen or a congratulatory slide with your logo and messaging. After the event, share short soundbytes of the panelists or of your executive as the Moderator Sponsor. Having a professional photographer at your event is an excellent way to capture these moments, providing visuals for social media and other platforms. These examples can be used in social posts, email updates, or even a blog post recap after the event. Provide value by sharing quick takeaways from panels, project highlights, or behind-the-scenes snapshots of your team.
4. Follow Up After the Event
Don’t let your efforts end when the event does. Share an event recap with key takeaways, photos, or project updates. Publish it as a LinkedIn article and link to it in a social media post, or even send it as an eblast to clients, partners, and prospects. You can also extend your reach with simple online interactions, like reposting or commenting on a post from another panelist. Adding your perspective, a project highlight, or additional insight reinforces your presence and keeps your company top-of-mind with attendees and broader industry followers.
Events aren’t just about handing out business cards. They’re opportunities to show expertise, highlight projects, and make meaningful connections. When you combine in-person interactions with PR, social media, and visual media, your company becomes memorable—not just visible. Being at an event is just the start. The real impact comes from planning ahead, sharing your story across multiple channels, and keeping your work in front of the right people long after the last panel ends.
Author: Sarah Schild is content and project manager at Small Giants.
