10 conference messaging tips

When trying to rise above the “noise” at conferences with bigger, bolder graphics, we’ve all seen ads missing key pieces of information.


Top 10 Tips

10 conference messaging tips

When trying to rise above the “noise” at conferences with bigger, bolder graphics, we’ve all seen ads missing key pieces of information. It’s a good idea to step back and remember why you’re marketing, who you’re marketing to, and what your message needs to convey.

Here are top ten tips to consider as you build your AAD Annual Meeting ad messaging:

·      Use a powerful headline. Be creative. Catch attendees’ attention quickly as they skim the news or peruse their Doctors Bag inserts.

·       Include a call to action. What do you want attendees to do after seeing your message? (This is essential if you want a solid click-through-rate on digital advertising.)

·       Make an offer. “Come to our booth and this will happen.” Can they receive something they truly want in your booth? Can they meet with a KOL? Clinicians and HCPs want data. Offer to provide it in your booth.

·       Define your target audience and align your message just to them. Maybe you don’t want to speak to every attendee at the meeting. It’s okay to market just to your subset.

·       Detail booth activities. If you’re holding live demonstrations in your booth, or have KOLs or patients present at specific times, be sure and include that in your messaging. (And look for advertising products that have an “add to calendar” function within them.)

·       Use exciting graphics. There’s a lot of noise at a conference and you need a way to stand out.

·       Create a sense of urgency. You only have three days to get attendees to your booth. Make sure you’re high on their list.

·       Consider native ads in digital products. With an exponentially higher read rate than banner ads, native ads, that look like content, allow you to expand and deepen your message, providing clinical data and science. Mail systems “read” native ads as content, so ad blockers don’t kick in.

·       QR codes are back. Use them to provide additional information.

·       Don’t forget to include your booth number!

 

Explore the 2025 AAD Annual Meeting Media Kit for more ideas!