Geofencing marketing enables you to send targeted advertisements and communications to smartphones within a chosen geographic area. You can even set up geofencing at conferences you’re not attending. This is a game-changer for event marketing. With this technology, you can craft creative and engaging messaging and send it directly to attendees’ phones via text messages, in-app notifications, and social media ads. View geofencing as an interactive way to share what makes your brand valuable and entice potential clients to visit your exhibit booth to learn more about your products and services.

Want to be the go-to resource for live conference updates? Consider sending daily e-newsletters throughout the event. Create a website landing page where attendees can opt-in to receive communications from you during the conference. Leading up to the big day, promote the link through your digital marketing channels. Give people a reason to subscribe by sharing a sneak peek of what they can expect to read about, for example, key takeaways you learned, the most memorable workshops, your must-see list for day 2 if it’s a multi-day conference or next year if it’s an annual meeting, and the best places to network once the day concludes. As an added benefit, you can stay in touch with your subscribers after the meeting and periodically send relevant alerts about your company.

Podcasting continues to grow in popularity, and it is no wonder why. Listeners can leisurely consume large amounts of information on their favorite topics as they go about their daily tasks and routines. So how can you incorporate podcasting into your strategy? One way is to partner with a podcast host and place advertisements within their episodes. Another way is to tap into your brand’s existing podcast and dedicate a series of episodes to discussing the various aspects of the conference. You can do this in a pre-, during, and post-format. The first episode can feature your sales team casually chatting about what they’re looking forward to most. At the event, interview healthcare professionals (HCPs) and ask them to break down the medical topics discussed and how recent developments in those areas directly impact their patients. Use the wrap-up episode as a debriefing session, sharing what your team sees on the horizon and how your company’s research and new products solve issues for HCPs.