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Attending industry events like IMCAS, AMWC, and other aesthetic and anti-aging medicine conferences is a great opportunity to showcase your brand, present your scientific discoveries, and meet key decision-makers. However, it’s easy to get lost in the crowd of competitors. In this article, we’ll walk you through a complex and strategic approach - before, during, and post-event - to get maximum ROI from the event.
Here’s a step-by-step guide to optimizing your event marketing strategy and ensuring as many points of touch as possible with your target audience.
Pre-Event
A successful event marketing strategy starts well before the conference doors open. We recommend launching your pre-event campaign at least 3 months before the event to build awareness and capture the attention of both early planners and last-minute decision-makers. This timeframe allows you to establish your brand presence, generate buzz, and ensure potential attendees are eager to visit your booth.
One of the most effective ways to achieve this is through high-quality content that not only grabs attention but also delivers real value to your audience.
Content
Pre-event content should combine both educational and promotional materials to attract the right audience to your booth:
- eye-catching teaser content like short loops, explainer videos, and before-and-after videos on social media to interest your audience in attending the conference
- educational content to establish expertise, like whitepapers, e-Books regarding breakthroughs in the industry, new challenges, and how your brand is addressing them
- teasers with expert interviews, clinical insights, or sneak peeks of new products on the website, social media, or in your newsletter
However, even the best content won’t reach its full potential without a strong digital promotion strategy to amplify its visibility.
Digital promotion & SEO
Nowadays, companies need to approach event preparation through an omnichannel marketing strategy, making sure that the brand is visible before the event:
- SEO-optimized landing pages with event-related keywords, ensuring discoverability in the search engine
- paid ads in Google, LinkedIn, and Meta, depending on where your TA is most active
- CRM email outreach with personalized invitations and gated content (lead magnets)
- social media campaigns featuring future key presentations and booth activities to spark the interest of your TA beforehand
- podcasts and speaker opportunities to ensure more people know about the event and your presence
A well-prepared pre-event campaign gets your brand on attendees' radar before the conference even starts. This way, you’re already driving booth traffic, securing meeting requests, and positioning your company as a must-visit exhibitor.
During the event
Finally, the day has come - the event is in full swing, and it's time to bring your brand to life. With countless exhibitors competing for attention, your focus should be on creating an engaging, memorable, and seamless experience for attendees. Your priority is grabbing attention, fostering meaningful interactions, and ensuring every visitor leaves with a clear understanding of your product’s value. From a well-designed booth to scientific presentations and live demonstrations, each touchpoint should work toward engaging potential clients and capturing them as a lead.
The first and most crucial step in attracting attendees is ensuring your booth stands out and provides an interactive experience.
Booth
Your booth is the first touchpoint with attendees at the event, so it should be visually appealing and interactive. You can achieve it through:
- engaging booth decorations and brochures that are easy to scan
- gifts and merch (testers, sweets with QR codes linking to digital content)
- interactive screens displaying engaging animations and product benefits
- ensuring a sufficient number of employees at the booth, so there’s always someone to talk to the attendees, instead of a decorated booth without a soul (we often faced it ourselves)
Attracting visitors to your booth is just the beginning - now, it’s essential to capture their contact information to ensure an effective follow-up, keeping the lead warm.
Lead capture
Leverage technology to ensure no potential lead is lost:
- QR codes on brochures for instant digital access
- CRM-integrated lead capture tools for real-time follow-ups
- social media updates and behind-the-scenes content to engage a broader audience
Scientific presentation
Beyond generating leads, it’s equally important to showcase your expertise and communicate the science behind your product clearly and compellingly. In our experience, there’s no better way than an impressive visual to engage the audience in your science.
Industry professionals and potential clients want to see the technology and clinical proof behind your product. Your goal is to present complex data in a way that’s both compelling and easy to understand. The following assets would be helpful:
- mode of action or mode of device explainer videos
- slides that visualize complex scientific data in graphs and numbers to better impact the audience
- short, captivating videos reinforcing key product benefits
In case you take on this initiative and prepare the slide deck for a presentation, you can also leverage it for speaker opportunities. For example, at AMWC’s live presentation and poster submission opportunities.
While scientific presentations provide essential knowledge, live demonstrations take it further by offering real-time proof of your product’s effectiveness.
Live demonstrations
Beyond presentations and booth decorations, attendees crave real, hands-on experiences that bring your technology to life. So, if possible, try doing live product demonstrations next time. They offer an unmatched opportunity to turn interest into credibility by showing your solution in action. In turn, this may also spark more substantial conversations with decision-makers.
- live product demos of patient treatments to prove efficacy and showcase benefits, as well as credibility, by interacting with a real patient
- expert commentary and Q&A sessions to address questions and get close to the audience, discover their challenges, which might be useful for sales and product design departments later
The ultimate goal during the event is to gain attention, but more importantly, to create meaningful interactions, capture valuable leads, and position your brand as a trusted authority in the aesthetic industry. By maximizing engagement, offering insightful content, and focusing on seamless experiences, your brand will definitely stand out among the competitors.
And once the event concludes, the next crucial step is to leverage the traction you've built, ensuring that your brand remains top-of-mind and that gathered leads are converted into clients.
Gamification
But after all, you want others to remember your booth and company after the event. And the best strategy to make a lasting impression is to create an experience, not just a decoration. So, instead of relying solely on visual displays, try creating a sensory-driven environment that tells more about the product and the brand and invites active participation.
Interactive games or quizzes, immersive AR/VR experiences with an interactive product demonstration, for example, can significantly increase overall engagement and facilitate your lead generation process. Besides, gamified experiences can provide insights into your target audience’s behavior and preferences, which can be leveraged for future sales and marketing strategies.
Finally, gamification naturally encourages attendees to share it online. When visitors engage with fun, interactive, yet insightful elements, they want to share it on social media, which helps increase your brand’s visibility far beyond the event.
Post-event activities
After the event, your efforts don’t cease. The post-event phase is just as critical for maintaining momentum and converting interest into tangible results. Re-engaging attendees and extending your brand’s reach beyond the event itself is key to ensuring ROI after the event. This is where recap content and lead management come into play to drive long-term success.
Summaries & recap
With the event behind you, the next step is to keep the buzz going. This is your opportunity to convert your leads in the pipeline and remind them of the valuable insights they gained at your booth or presentation. The goal is to extend the event experience, ensuring that attendees and those who couldn’t make it feel connected to your brand. Here are a few ways to maintain your brand’s visibility. Try extending engagement for longer with:
- reels featuring key moments from the event
- expert interviews and event discussions transformed into blog posts or videos
- social media posts summarizing the most valuable insights from the conference to reach even those who didn't visit your booth
To further strengthen your post-event efforts, it's crucial to focus on lead management to ensure you're nurturing potential clients effectively.
Lead management
Having a developed CRM system will significantly simplify this process. After the conference, segmenting your leads is essential since launching the same email outreach for everyone may be ineffective. So, prioritize your leads to contact the most important ones with personalized messages as soon as possible. We usually use the following tools and approaches:
- use CRM tools to segment and rank leads based on engagement levels and specific qualifications like BANT, if you have one (B - budget, A - authority, N - need, T - timeline)
- schedule personalized follow-up emails tailored to attendees’ interests that you discovered
- offer exclusive post-event content (e.g., whitepapers, case studies) to keep them engaged
- recap emails with invitations to a meeting
Properly managing your leads after the event will significantly increase your chances of converting them into loyal clients. But to understand your event’s impact even better, you’ll also need to measure its success through performance analysis.
Performance analysis
Your tech stack (CRM and content management platform) defines how fast you can get information about your content and engagement. Still, you can always measure your success at the event by:
- analyzing event ROI - lead conversion rates and engagement metrics, you’ll obviously have to wait a couple of months to count the accurate numbers (however, a multifunctional CRM system, like HubSpot, allows you to track the leads that converted after the event, as well as the deal source itself which you may set up as “event”)
- identifying which content formats performed best
- gathering feedback from attendees
Aesthetics conferences offer unparalleled opportunities for brands, but now, they require more than simply presence. Instead, you should get your team to design a strategic pre-event marketing plan, engaging booth experience, and post-event lead nurturing to ensure your efforts translate into measurable results. After all, you are continuously enhancing your strategy with each event, so the ultimate goal is to be more impactful and drive higher conversion rates than before.
If you want us to share our cases and projects, which we prepared for the events our clients attended, feel free to book a quick intro meeting. We’re happy to assist your team in event preparation.
Why trust us?
Our experts have PhD degrees and 10+ years in life-science marketing. We’ve already helped many medtech companies stand out with their scientific communication and would love to do the same for you.
Plus, with our multiple-domain expertise in marketing, communication, and scientific visualization, we’re doing all the work while giving you the opportunity to focus on research and growth.
Book a 30 min free call with our expert to know more about how we can help you streamline event success.
