Whether you’re setting up a vendor table, sponsoring a breakout session, or just attending as a guest, conferences are packed with opportunities to get your business in front of the right people. But showing up with a stack of business cards and a smile isn’t enough. If you want to make a lasting impression (and maybe snag a few new leads), you need a plan.
From the pre-conference prep to what you should do long after the final session wraps, this guide will help you promote your business before, during, and after the event like a pro.
Get Clear on Your Goals
Before you post a single thing on social or design your table setup, ask yourself:
What do I want out of this event?
Are you looking to grow your email list?
Build brand awareness?
Get people to your website?
Book discovery calls?
Sell a specific product or service?
Knowing your goals will guide every decision you make, from what freebies you offer to how you follow up with leads.
💡Pro Tip: Focus on one or two main goals so your message stays clear and actionable throughout the event.
Before the Event: Build the Buzz
The work starts way before you arrive. If you’re attending a conference, especially as a vendor or sponsor, your audience should know about it well in advance.
Create a Social Media Countdown
Start posting at least two weeks before the event. Share what you’re prepping, what you’re excited about, and what people can expect when they stop by your booth or session.
Use branded graphics and the event’s official hashtag
Tag the event organizers and any featured speakers
Share sneak peeks of any giveaways, products, or free resources you’ll have
💡Example: “We’re getting ready for the Virginia Creative Summit in Richmond! Stop by our table to grab your free brand audit checklist + enter our giveaway 🖤 #VCS2025”
Send Out an Email Blast
If you’ve got a list (even a small one!), send an invite to come see you in person.
Include booth number/location
Link to the conference info or tickets
Offer an incentive, like a freebie or giveaway entry, for anyone who stops by and mentions the email
Make Sure Your Materials Are On-Brand
Your table setup, signage, and print materials should match the look and feel of your business.
Branded tablecloth or banner
Postcards or one-sheets with service info and QR codes
Business cards (yes, they still matter!)
Branded swag or promo items people actually want
💡Pro Tip: Make it easy for people to connect with you online by including your Instagram handle or Linktree on all materials.
During the Event: Show Up, Shine Bright, & Get Social
This is your time to connect, not just sell. People remember how you made them feel, so aim to create real, engaging moments that leave a positive impression.
Make Your Booth an Experience
Draw people in with a welcoming vibe. You don’t need to be over-the-top—just thoughtful.
Offer a small freebie or sample
Have a fun or useful giveaway (and collect emails to enter)
Create an interactive moment: spin a prize wheel, take a branded selfie, vote on something fun
💡Example: At Create/Captivate’s vendor booths, we often include a digital opt-in form for our email list with a cute incentive (like a freebie or mini brand checklist). It’s low-pressure and super effective.
Get On Social—In Real Time
Use Stories and Reels to give your audience a behind-the-scenes look at your experience. Tag the event, use hashtags, and mention other attendees and vendors.
Show off your booth setup
Share your favorite speaker quote
Film a quick “Come find us!” video
Highlight your giveaway item or freebie
💡Pro Tip: Instagram Stories are the best tool for live, casual content. Save them to a highlight after the event to keep the buzz going.
Start Conversations, Not Just Sales Pitches
If someone stops by your table, engage them like a human first—ask what brought them to the event, what kind of business they run, and how you can support them. Let the relationship come before the pitch.
After the Event: Follow Up Like a Boss
Here’s where the real magic happens—and where most people drop the ball.
Send a Follow-Up Email (Fast!)
Strike while the event is fresh in people’s minds. Ideally within 48–72 hours, send a thank-you email to everyone you met.
Remind them who you are
Recap what you offered at your booth/session
Include a link to a free resource, special offer, or booking link
Keep it friendly, helpful, and non-salesy
💡Example: “It was so great meeting you at the 757 Biz Bash! Here’s that free social media audit checklist we mentioned. Let’s keep in touch!”
Post a Recap on Social Media
Don’t let all that good content go to waste—share photos, quotes, and highlights from the event to extend the shelf life of your presence.
Tag the event and other businesses you connected with
Share a behind-the-scenes moment or reflection
Ask your audience what kinds of events they’d like to see you at next
Stay Connected & Keep Nurturing
Add new contacts to your CRM or email list (with permission!) and keep showing up in their inboxes and feeds.
Invite them to follow you on Instagram
Send a helpful tip or blog post a week later
Follow up personally with any hot leads or good conversations you had
💡Pro Tip: Conferences are all about the long game. Don’t ghost your leads after day one—build relationships that convert over time.
Wrapping It Up
Promoting your business at conferences takes planning, energy, and follow-through—but it’s one of the most powerful ways to build visibility, make connections, and grow your audience. The key is to show up with intention, create genuine moments of connection, and keep the momentum going long after the event ends.
If you’ve got a conference or vendor event on your calendar this year, Kaycee at Create/Captivate can help you craft a promotion plan that turns those in-person moments into real growth.
📲 Ready to make your next event your most impactful yet? Let’s create your strategy.
