Before Covid, in-person events were a core part of many marketing strategies. Businesses invested heavily in hosting their own events, exhibiting at industry conferences or attending as delegates to build relationships and generate new opportunities. During Covid, that landscape changed almost overnight, with events moving online and businesses having to adapt quickly to a very different way of connecting.
Today, we operate in a hybrid events world. In-person events are firmly back, driven by a renewed appreciation for face-to-face interaction and relationship building. At the same time, online events continue to play an important role, offering convenience, accessibility and reduced cost. The challenge now is not whether to attend events, but how to make sure you get real value from them, whatever the format and whether you are exhibiting or attending.
Exhibiting at events, standing out in person and online
When exhibiting at in-person events, competition for attention is high. A clear, eye-catching stand remains essential. Your message should be simple and immediately understandable, focusing on who you help and the problems you solve. Striking visuals, good lighting and an open layout all contribute to creating a stand that feels welcoming rather than intimidating.
Interaction is key. Activities such as live demonstrations, competitions or interactive tools give people a reason to stop and engage. Giveaways can also be effective, particularly when they are practical, relevant and branded, helping to keep your business front of mind after the event.
Data capture is critical. Make it easy for people to share their details and be clear about what will happen next. Digital scanners and forms work well, but context matters just as much as contact details. Capturing a short note about the conversation and agreed next steps will make follow-up far more meaningful. Where possible, link your data capture to your CRM system and create automated emails for follow-ups.
For online exhibitions or virtual conferences, visibility looks different. Your profile, session content and chat engagement become your stand. Make sure descriptions are clear, branding is consistent and your team is active in discussions. Prompt follow-up is even more important online, where conversations can otherwise feel fleeting.
Attending events as a delegate, with purpose
Whether attending in person or online, preparation makes the difference. Before the event, review the agenda, speakers and attendees where possible. Identify who you would like to connect with and why, and plan which sessions are most relevant to your goals.
At in-person events, focus on quality conversations rather than trying to meet everyone. Taking time to listen, ask thoughtful questions and understand challenges leads to stronger connections. Online, engagement may be through Q&A sessions, chat functions or follow-up messages, but the same principle applies, be present and purposeful.
LinkedIn plays a vital role across both formats. Connecting with people during or shortly after the event, with a personalised message referencing where you met or what was discussed, helps move relationships beyond a single interaction.
Following up and keeping the conversation going
Events rarely deliver value on the day alone. The real impact comes from what happens afterwards. Timely follow-up is essential, particularly while conversations are still fresh. Reference what you discussed, share something relevant and suggest a light next step, such as a call or further discussion.
Not every contact will convert immediately, but consistent, relevant follow-up helps build trust over time. This applies just as much to online events as in-person ones, where the lack of physical interaction makes follow-up even more important.
Measuring ROI and understanding the true cost of events
To make informed decisions about events, it is important to understand their true return on investment (ROI). Too often, ROI is assessed purely on leads generated, without considering the full cost.
For in-person events, this includes stand space or ticket costs, stand design and materials, marketing collateral, travel and accommodation, subsistence, and crucially, the time taken out of the business by those attending. Online events may appear cheaper, but still require investment in tickets, preparation time, content creation and follow-up.
Setting clear objectives before the event helps measure success properly. These might include number of meaningful conversations, meetings booked, pipeline generated or relationships strengthened. Reviewing performance against these objectives allows you to decide which events deliver value for your business.
Making events work harder for your business
Whether online or in person, events should form part of a wider marketing strategy, not sit in isolation. Clear objectives, confident engagement and consistent follow-up are what turn events into long-term opportunities rather than one-off activities.
At Stephen Alexander we work with businesses to help them win new work through marketing and bids. With experience across in-person and online events, our team supports businesses in maximising return, building relationships and turning conversations into business growth. Speak to a member of the team to find out more.