Pre-Conference Marketing: Stand Out Before You Show Up

You’re investing thousands of dollars to attend that industry conference. Between registration fees, travel, accommodation, and time away from your business, it’s a significant commitment. Yet most attendees show up with the same generic “I’m attending” graphics the conference provides and a handful of business cards. What if I told you there’s a better way to maximize your conference ROI before you even step foot in the convention center?

After working with countless clients who attend conferences, I’ve noticed a disturbing trend: they’re leaving money on the table by not properly preparing their marketing before the event. Let me share the strategies that will help you stand out from the crowd and turn conference connections into lasting business relationships.

Create Your Own Conference Announcements

Yes, conferences often provide pre-made graphics saying “I’m attending” or “I’m speaking at XYZ Conference.” And yes, they’re convenient. But they’re also exactly what everyone else is using. If you want to stand out before you arrive, create your own branded announcements.

Here’s what your custom graphics should include:

  • Your branded colors and logo – Not just slapped on top, but thoughtfully integrated
  • The conference logo – Always get permission first, but most conferences love the extra publicity
  • Professional photos of yourself – Keep a folder of high-quality images ready to use
  • Intriguing copy – Instead of “I’m attending,” try “Can’t wait to learn about [topic] at [conference]”

Create templates in multiple sizes (square for Instagram, vertical for Stories, horizontal for LinkedIn) and save them where your entire team can access them. Tools like Canva or Adobe make this easy, and you can even create Google Slides templates that anyone can customize.

Build a Comprehensive Branding Package

Before you can create consistent marketing materials, you need a branding package. This doesn’t have to be a 50-page corporate style guide—a simple PowerPoint presentation stored on Google Drive works perfectly. Here’s what to include:

Logo Variations

Document every version of your logo: horizontal, vertical, with tagline, without tagline, icon only, full color, single color, on white background, on dark background, transparent versions. Make it foolproof for anyone creating materials for your business.

Typography Guidelines

Specify exactly which fonts you use and where. What font is in your logo? What do you use for headlines on your website? Body text? Business cards? Include the font source so others can download them if needed.

Color Specifications

This is critical. Don’t just say “use the green from our logo.” Everyone’s monitor displays colors differently. Document:

  • Hex codes (e.g., #2B5F3A)
  • CMYK values for print materials
  • Pantone colors, if you’re particular about print matching
  • Your names for each color (your “plum” is different from someone else’s “plum”)

Pro tip: Run your color combinations through a contrast checker to ensure ADA compliance. Nothing undermines professionalism like text that’s impossible to read.

Update Your Digital Presence Before You Go

People you meet at conferences will look you up. Make sure they find current, professional information that reinforces the great impression you made in person.

Your Website’s About Page

When was the last time you updated it? Is the photo current enough that people will recognize you – or will they think it’s your younger brother? Have you added recent certifications, trainings, or achievements? Does it still accurately reflect what you do and who you serve? Consider adding a welcome video to make it more personal.

LinkedIn Profile

Update your headline, about section, and experience. Add any new certifications or board positions. These trigger LinkedIn’s algorithm to notify your network. Pro tip: If you join a board or start a podcast, add it as a part-time position—this gets more visibility than just mentioning it in your about section.

Google Business Profile

Yes, even if you’re not a retail business, claim and optimize your Google Business Profile. If you work from home, they have ways to work around that, as well. Here is mine. Post regularly about what you’re learning, tips you can share, team celebrations, and milestones. Always include a link back to your website. Request reviews from satisfied clients (but space out the requests to avoid triggering Google’s spam filters).

Create Conference-Specific Landing Pages

Don’t just send new connections to your homepage. Create a dedicated landing page that can be udpated so the link will be evergreen. You only need one conference page. Include:

  • A personalized welcome message: “Great to meet you at [Conference Name]!”
  • A video greeting reinforcing your connection
  • Easy ways to continue the conversation (calendar link, contact form)
  • Resources related to conference topics you discussed or links to any blog posts you did related to what you learned.

Add a QR code linking to this page on your business cards. You can update the page for each conference while keeping the same QR code.

Engage Strategically Before You Arrive

Look up the speaker lineup and start engaging with them on social media before the conference. Comment on their posts with “Can’t wait to hear your presentation on [topic] at [conference]!” This accomplishes two things: it puts you on their radar before the event, and it shows other attendees that you’re actively engaged in the conference community. It also has you paying attention to what the topics will be. Perhaps you can come up with some valuable questions others may be too shy to ask.

Share your pre-conference graphics and tag speakers, sponsors, and the conference itself. Use the conference hashtag to connect with other attendees who are planning ahead.

Essential Tools for Conference Marketing Success

Here are my go-to tools for conference preparation and follow-up:

  • WebAIM Color Contrast Checker: Ensure your materials are ADA compliant
  • WAVE Accessibility Checker: Test your website’s accessibility
  • Calendly: Eliminate back-and-forth scheduling with new connections
  • LinkTree: Perfect for Instagram’s single link limitation
  • Google Analytics: Track traffic from your conference landing pages
  • Google Search Console: Submit sitemaps and monitor site health

The Business Card Revolution

Yes, business cards still matter at conferences. But please, make them readable! Skip the tiny fonts and cluttered designs. Include:

  • Your name and title in readable font
  • Phone and email that people can actually see without reading glasses
  • A QR code to your conference landing page
  • Bullet points of your specialties (not paragraphs!)
  • White space for notes

Your Conference ROI Starts Now

Conferences are investments in your business growth, but only if you maximize every opportunity. By preparing your marketing materials, updating your digital presence, and engaging strategically before you arrive, you’ll stand out from the crowd of attendees who show up with nothing but hope and a handful of generic business cards.

Remember, the goal isn’t just to attend conferences—it’s to turn those connections into lasting business relationships. When you show up prepared, professional, and purposeful, you demonstrate that you’re worth doing business with.

Start implementing these strategies for your next conference, and watch how differently people respond to you. You’ll find that the conversations are richer, the connections stronger, and the follow-up more successful.

Ready to Level Up Your Conference Marketing?

If you need help creating your branding package, designing conference materials, or setting up the systems to maximize your conference ROI, let’s talk. I work with businesses to create marketing that actually works—before, during, and after the conference.

Contact me at susan@susanfinch.com or connect with me on LinkedIn. And don’t forget to listen to more marketing insights on the Rooted in Revenue podcast, available wherever you get your podcasts.

I help businesses create marketing strategies that actually work. As the host of Rooted in Revenue and a marketing consultant, I specialize in helping companies maximize their conference investments and build authentic connections that lead to lasting business relationships.