How to Maximize Your Conference ROI: A Guide to Planning, Presence & Follow-Up

Attending conferences and expos can be a fun and energizing way to meet new people in your industry, learn about emerging trends, and form valuable business connections. However, these events can also be time-consuming and expensive, so it’s important to prepare thoroughly and approach them with a strategic mindset.

Here are a few simple but effective ways to make your next event a meaningful success.

#1 Plan Ahead and Leverage Social Media Early

Whenever someone from Alden plans to attend a conference, I gather the key details—what it is, when it’s happening, and where—and share that information on LinkedIn as early as possible. This early post creates awareness, builds anticipation, and helps others in your network plan to attend or connect.

As the event draws closer, I’ll post again to remind followers we’ll be there. I can’t count how many times people from our network have reached out to coordinate meetings simply because they saw our post.

This kind of visibility also opens the door for:

• Scheduling dinners, happy hours, or informal meetups in advance
• Encouraging others to attend a conference they might not have heard of
• Establishing yourself as a connected and engaged industry resource

#2 Come Prepared

Don’t wait until the last minute to prepare your materials. A few weeks out, make sure you have:

• Plenty of business cards (always bring more than you think you’ll need)
• A printed one-pager or flyer that highlights your background, your company, and how you help clients—easily printed at home, Staples, or a local print shop
• Branded giveaway items like pens, notebooks, or tote bags (order early to allow for production and shipping)

Over the years, our branded Alden cotton tote bags have stood out at conferences. Other vendors offer flimsier materials, but attendees use our bags to carry all their conference materials. Seeing a sea of Alden bags throughout the expo hall was a powerful visual for brand exposure.

#3 Booth Setup: Make It Count

If you’re exhibiting, don’t underestimate the impact of a polished and professional booth. You’ve paid for that space—maximize its value. Here’s a quick checklist:

• Branded tablecloth or banner (with table clips!)
• Backdrop and frame, pop-up or retractable signs
• Plenty of business cards and printed collateral
• A sign-up form or drop box for contact collection
• Small branded giveaways (pens, stress balls, etc.)
• Bonus: high-quality, reusable items for choice attendees who spend a lot of time with you and are strong business leads

A well-equipped booth draws people in and creates a more memorable and lasting impression.  In my last blog post, I provided a list of good local and online resources for custom-branded materials for any occasion.

#4 Take Photos—Then Post Them!

At Alden, my team knows I’ll always remind them to take pictures if they’re attending any event!

Capture:

• Your booth (before it gets busy)
• Speakers, panels, and the expo hall
• Candid shots of meetings, dinners, and social events

In our experience, posts with photos consistently get as much as 10x more engagement than text-only updates. People love to see familiar faces and moments in action, so make your content personal and visually appealing.

Don’t forget to tag everyone in the photo—this increases reach and strengthens those new connections.

#5 Follow Up While It’s Still Fresh

You’ve met dozens of people and collected a stack of business cards—now what?

• Send LinkedIn connection requests while your name and face are still top of mind
• Email promising leads to recap conversations and schedule a follow-up call
• Use airport or travel time to handle your follow-up while the event is still fresh

Timely follow-up is where real value happens. Don’t wait until you’re buried in emails the following week—get ahead of it during your return trip and start building those new relationships immediately.

Final Thoughts

With a little extra planning and intention, conferences can become more than just a busy few days away from the office. They can be springboards for new business opportunities, industry visibility, and lasting professional relationships.

Show up prepared, stay present, and follow through—and your next event might be your most impactful yet.