EVENT DEMAND GENERATION
Pre-Event Campaigns & Audience Engagement
Content and Messaging Strategy
Develop compelling, event-specific messaging that resonates with your audience and reinforces the value of visiting your booth.
Why it's Important
Captures attention in a noisy pre-event environment
Reinforces your unique value proposition
Builds anticipation and curiosity about your booth
Increases trust and relevance
Enhances campaign conversion performance
How to Implement
Identify your top 2–3 messaging themes
Align messaging with event theme and audience pain points
Craft value-driven CTAs (e.g., “Get a sneak peek,” “Book a free assessment”)
Create a messaging framework for each segment
Write event teasers, speaker announcements, giveaway promos
Align booth creative with digital messaging
Include social proof and urgency where possible
Test messages across channels to see what resonates
Available Workshops
Messaging Positioning Jam
Pain Point to Message Mapping
Creative Angle Brainstorm
Headline Testing Workshop
CTA Testing Sprint
Booth & Campaign Message Sync
Deliverables
Pre-Event Messaging Matrix
Segment-Specific Email Copy
Event-Specific Social Ads
Creative Brief for Designers
Value Prop Cheat Sheet for Sales
How to Measure
CTR and engagement on message-driven content
Time on page for landing pages with key messages
Meeting bookings tied to specific CTAs
A/B test results across subject lines and headlines
Post-event recall of messaging in surveys
Influence on branded search volume
Onsite recognition and sentiment analysis
Real-World Examples
Zendesk
Used “Experience the future of CX” as a unifying campaign message across all pre-event content.
Intercom
Highlighted exclusive swag and fast-lane demos as part of a teaser series.
Airtable
Framed their product through a campaign on “unlocking team creativity” pre-Dreamforce.
Get It Right
Keep it simple, bold, and focused on value
Tie messaging directly to booth experience or offer
Use consistent tone and style across all channels
Test messages before launch for clarity and impact
Use scarcity and FOMO to drive urgency
Don't Make These Mistakes
Leading with product features instead of outcomes
Using overly technical language
Forgetting to adapt messages to each channel
Repeating generic corporate slogans
Not testing what messages actually perform
Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies