An industry event can be chaotic and expensive, especially in the b2b tech world. With costs stacking up for booths, banners and travel, you want to ensure your investment pays off.
The good news? With the right PR strategy, you can amplify your presence and make sure you don’t just blend into the crowd—you make waves.
Here’s how we at Red Lorry Yellow Lorry help clients stand out at an industry event and own the spotlight using earned media tactics.
1. Start the buzz early
Don’t wait until the event starts to make noise, you need to build excitement beforehand. Get the word out early by announcing your participation or pitch exclusive pre-event interviews to relevant journalists and media outlets.
Use social media to drop hints about what you’ll be showcasing—whether it’s a product demo, an exciting announcement, or even just a killer booth experience. This not only builds anticipation but gives the media and potential attendees a reason to put you on their “must-see” list.
Pro tip: Tag the event and use its official hashtag in all your pre-event teasers. It’ll help you tap into the buzz and engage with the right audience.
2. Work the room (and the media)
Once you’re at the industry event, your goal should be to maximise visibility. Got a speaking spot? Perfect. Now make it count with engaging, relevant insights that people (including the media) will want to share. Even if you’re not speaking, working the media is crucial. Your agency should be reaching out to attending journalists and influencers, offering exclusive interviews or ‘behind-the-scenes’ on what you’re doing. This is prime time to score earned media coverage that amplifies your presence far beyond the industry event walls.
And don’t forget live updates during the event can boost your visibility on social channels. Tweet key moments, share behind-the-scenes content and engage with journalists and influencers in real-time.
3. Leverage your thought leadership
If you or your team member is speaking at the event, use it as a platform for thought leadership. Journalists are always looking for fresh insights, so offering them unique perspectives or deep dives into industry trends can earn you valuable coverage.
Get your talking points in the hands of the media before the event so they know you’ve got something worth covering. Even if you’re not speaking, be ready with commentary and quotes that can be shared with reporters looking for expert insights.
Remember, your expertise can be the hook for future stories—whether it’s a post-event follow-up, or a larger publication piece where you can feature.
4. Follow up, follow through
The event may be over, but your PR work isn’t. The follow-up is where a lot of the magic happens. Your PR team can send tailored follow-ups to journalists your team connected with, offering any additional information, data, or quotes they might need for their stories. Publish a post-event press release summarising any key wins, announcements, or takeaways from the event. Share these through your social channels and with your media list to keep the momentum going.
This is also a great time to turn industry event insights into long-form content, like blog posts or whitepapers, extending the value of the event and giving your audience more ways to engage with you.
5. Let us help you shine
At Red Lorry Yellow Lorry, we know how to make brands stand out at industry events—whether it’s through media relations, creative PR campaigns, or strategic storytelling. We take a hands-on approach, from securing pre-event press to scoring post-event coverage that keeps your company in the spotlight long after the booths are packed away.
Let us help you amplify your presence and make sure you’re the talk of the show – because in b2b tech, standing out means everything.
