Industry events continue to be valuable, even more so now than prior to the pandemic, requiring business owners and brands to re-evaluate their strategies and maximize the benefits of in-person gatherings. Attending trade shows and conferences presents a wealth of opportunities for growth, learning, and networking to leaders of organizations across market sectors. These events are more than just a chance to showcase a company’s work; they are pivotal moments to engage with industry peers, prospective clients, and vendors.
To help business owners make the most of these opportunities, industry leaders in architecture and design—David Shove-Brown, Co-Founder and Partner of //3877, Bobby Bonett, Executive Vice President at SANDOW DESIGN GROUP and SURROUND Podcast Network, and Mary Holt, Chief Creative Officer at Carnegie—share their expert advice on how to optimize presence and engagement through various avenues at these events.
Maximize Your Team’s Conference Experience
From David Shove-Brown, Co-Founder and Partner of //3877
Encouraging conference attendance from various members of a team (from more junior employees to leadership) allows full organizations to not only catch up with friends in the industry, but to keep up with the latest trends and innovations defining the markets they work within. These events are a platform to share knowledge, exchange ideas, and compare notes with other professionals in the field—a chance to collaborate with competitors and form genuine industry relationships. Rather than constantly viewing others as competition, see them as valuable resources for learning and partnership. By conducting research ahead of time, attendees can strategically engage with target audiences—whether they are potential clients, new talent, or suppliers—to make the most of every interaction.
One of the most effective ways to elevate your presence at a conference is by securing a speaking slot; many conferences offer opportunities for industry leaders to present, providing the opportunity to be positioned as an expert in the field in front of a diverse audience. This not only boosts credibility, but also provides a direct channel to connect with other presenters and attendees who are keen to engage with thought leaders. Preparing a compelling presentation can leave a lasting impression and open doors to future collaborations. Checking the event website or reaching out to the organizers to see how to get involved opens the door for opportunities both for the conference at hand as well as any future events that may be a fit.
It’s also valuable to get informed and engaged before the event takes place. In today’s digital age, in-person interactions can be significantly enhanced by a strong social media presence. Use event hashtags and social media ads to connect with attendees before, during, and after the event. Engaging with the event online and in advance enhances the opportunity to stand out amongst the crowd, stay connected, and continue conversations long after the event has ended. Social media also offers a way to showcase insights, share experiences, and highlight a company’s participation in the industry, bolstering impact and reach.
Engage Your Podcast Audience Beyond the Feed
From Bobby Bonett, Executive Vice President at SANDOW DESIGN GROUP and SURROUND Podcast Network
According to The Infinite Dial, the average weekly podcast listener tunes into nine shows. This means a podcast might be competing with nine or more others for attention. Without creating a meaningful listener experience beyond the episodes themselves, companies will be relying solely on titles and descriptions to make it to the top of their audience’s queue. Creating a truly meaningful listener experience – and allowing hosts and audiences to authentically connect – is crucial. Live events foster that connection, plus allow listeners a peek behind the curtain.
For brands with a podcast, live recordings offer a prime opportunity to engage with existing fans, attract new ones, and introduce fresh energy into the podcast feed. The atmosphere in a live recording is electric, creating a multi-sensory experience between hosts and attendees, which can lead to a more loyal and invested listener base.
While download numbers will always be the barometer of overall podcast success, a room of 50 super-engaged fans can’t be beat. Not only are those individuals forming a long-term relationship with the content and the host, they’re also becoming the show’s ultimate advocates – and word-of-mouth is a major driver in podcast discovery. Dedicated fans lend their own credibility when recommending a podcast to new listeners.
As more companies venture into podcasting, in-person events provide a unique chance to forge deeper and more impactful connections with their audience.
Bring Your Products to Life!
From Mary Holt, Chief Creative Officer, Carnegie
Carnegie Showroom at NeoCon 2023 | courtesy of Carnegie
Creating a captivating showroom that conveys a brand’s identity is both an art and a science, requiring thoughtful design and strategic execution. At major industry events like HD Expo and NeoCon, where competition for attention is fierce, companies must craft showrooms that not only showcase their products but also embody their core values and vision. This process involves exploring a central theme that ties together a company’s offerings and ethos, making the showroom a powerful statement of brand identity. For Carnegie, this approach is about more than just displaying products—it’s about telling a story of sustainability and responsible design. An in-house design team plays a crucial role in bringing this concept to life, ensuring the showroom is a true reflection of the company’s mission. Through hands-on presentations, illustrative life-cycle installations, and on-site education, showrooms successfully create immersive experiences that resonate with visitors.
Expanding the product outside of the designated showroom through activations further captures a larger audience. Carnegie Changemaker Experience is an example of how large-scale product installations serve as a storytelling vehicle for a larger message or call to action. The Changemaker experiences are designed to explore a specific topic related to sustainability, responsible material manufacturing and specification, and future-facing design solutions.
By strategically planning your approach to trade shows and conferences, you can maximize the benefits for your company. These events provide unparalleled opportunities to learn, network, and establish your brand as a leader in your industry. With thoughtful preparation, you can foster new relationships, gain visibility, and position your company for future success.
Industry events stock image by G-Stock Studio/Shutterstock
