Deep Dive: 👨‍💻Hosting a Conference

Howdy, marketer! 

Last month, I dressed up in a shiny gold tracksuit and showed up to our trade booth to grab the attention of randos walking by – seriously.

Now, a conference is a strategic move that can shape the way people see your brand. 

You have complete control over the narrative, the audience, and the experience. 

In fact, 78% of organizers say in-person events are their most effective marketing channel. (Source)

And, if you take a unique approach, a conference can generate the kind of media coverage that money can’t buy.

Today's Treasure Trove

• Marketing Benefits

• Brands That Nailed It

• Should you host a conference?

Marketing Benefits

Brand Authority and Credibility

Hosting a conference isn’t just an event – it’s a power move.

When you’re the one curating the conversation, handpicking speakers, and setting the agenda, you’re not just participating in the industry, you’re leading it.

It’s not a sales pitch. It’s a platform for big ideas. A great conference attracts top minds, fresh insights, and real innovation – and guess what? Your brand is at the center of it all.

That’s how you stop chasing authority and start owning it.

Networking Opportunities

A conference is a collision course for connections – customers, potential clients, industry experts, and even competitors, all in one place.

And you’re the common thread. You’re the connector. You’re the nexus.

When you create the space for networking, collaboration, and idea-sharing, unexpected business opportunities follow. The best conferences spark conversations that last long after the event ends – and keep people coming back.

Tap into that sweet Halo Effect – just by being a connector that brings folks together, when they have positive experiences, they transfer those positive feelings up, to your event and your brand.

But here’s the catch: if it’s just a one-way snoozefest, don’t be surprised if your next event has more empty seats than RSVPs. Engagement is everything.

Targeted Audience Engagement

Ads and email marketing, though they generate good ROI, are competitive spaces.

You have to target and convince your audience at different levels of the funnel. 

Unlike those channels, a conference gathers an audience that wants to be there. 

They’re actively looking to learn, network, and explore new opportunities. 

That’s a level of engagement most brands struggle to achieve through other channels.

Because they’re actively present, they’ll be more receptive to your insights, your brand, and your solutions.

Video Content Creation

A conference is also  a content goldmine.

Every session, keynote, and panel discussion is fuel for ongoing engagement. Even if someone misses the live event, they can still experience the insights, extending your reach far beyond the venue.

The real magic is in repurposing. Turn event footage into bite-sized content for social:

🎤 Expert soundbites – Quick, powerful insights from keynotes.
📣 Attendee reactions – Real-time testimonials build hype.
🎥 Behind-the-scenes moments – The energy, the setup, the magic.
⚡ 1-minute expert interviews – Short, punchy, and shareable.
🎉 Beyond the event – Food, music, games, and vibe highlights.

These snippets don’t just keep the momentum going – they create FOMO for your next event, too. It’s the perfect timing. Your leadership is there in one place, so get them to pitch next year’s event while they’re at it.

Public Relations (PR)

If your event is well-organized and features compelling speakers or product announcements, journalists will want to cover it. But of course, don’t wait for them – make your statement. Make your event something they know they’ll want to cover.

The key to a stellar event is making sure there’s real value in what’s being presented.

Reporters don’t cover generic corporate events, but they do cover:

• Bold predictions

• Newsworthy insights

• Major industry shifts

• Creative public experiences

A conference doesn’t just put your brand in the industry conversation – it puts you at the center of it.

The buzz starts before the event, builds during, and keeps the conversation going long after. When done right, your conference becomes a must-attend, calendar-marked event that people anticipate every year.

Traditional marketing can’t touch this level of authority and visibility.

Product Announcements

A conference is the perfect place to introduce new features, products, or updates. 

Unlike a press release, where information is simply pushed out, a live event allows for real-time interaction, hands-on demos, and direct audience feedback.

But make sure your product is ready to be out there to avoid situations like this:

Brands That Nailed It

Apple’s WWDC: 

Apple’s Worldwide Developers Conference has become a global spectacle. 

The event serves as a perfect stage for Apple to introduce new software updates, product advancements, and future plans. 

But what makes it so effective?

Apple controls the entire narrative. 

The keynote is carefully scripted, the demos are polished, and the presentations are designed to get headlines. 

This makes WWDC an exclusive yet widely streamed event.

Make with Notion: 

This was Notion’s first in-person event, hosted in October 2024. 

Now, Notion and Apple don’t have the same level of global dominance.

But they do have a cult-like following. 

Notion leans heavily into community-driven content on social media.

For the conference as well, they included:

• Tools, creators, and ideas of tomorrow

• Keynote from Ivan Zhao (CEO and co-founder, Notion)

• Workshops to help attendees master Notion

• Freshly introduced product launches 

These aspects help to strengthen the Notion brand as a collaborative, user-centric platform.

The hybrid nature of the event extends the lifespan of the event and maximizes its marketing impact.

HubSpot’s Inbound: 

HubSpot’s Inbound conference is a different beast. 

They position themselves as the central hub (pun intended) for marketing and sales.

A diverse set of industry experts, authors, and thought leaders are featured as speakers. 

This association with high-profile names cements HubSpot’ authority.

Inbound is also a networking goldmine. 

It usually attracts marketers, sales professionals, and startup founders who are looking to learn and connect. 

The conference itself is an industry event first and a HubSpot showcase second. 

That’s why it works.

Should you host a conference?

Hosting a conference takes time, money, and a strong brand presence to pull off successfully. 

Ask yourself:

• Do we have an engaged audience that would benefit from a live event?

• Can we use this conference to launch a product, build relationships, or establish thought leadership?

• Do we have the resources (or partners) to execute it at a high level?

If the answer is yes, it’s worth exploring. 

If not, you can still have smaller-scale events like webinars, workshops, or meetups before diving into a full-blown conference.

Either way, the important thing is to look at key metrics:

• Engagement – Social media activity, session participation, Q&A interactions.

• Lead Generation – New signups, demo requests, customer inquiries.

• Content Reach – How well did your recorded sessions, blog posts, and clips perform post-event?

• Feedback – What did attendees love? What could be better?

Use insights from your first event to refine the next one, and so on.

Test new formats, experiment with different speakers, and continuously raise the bar.

Wrap Up

A great conference is much more than just an event – it’s a launchpad for lasting impact.

When executed well, it sparks conversations, builds connections, and keeps your brand top of mind long after the last session ends.

It’s more than a one-day affair. It’s a marketing, PR, and community-building powerhouse that can cement itself as a core pillar of your brand’s strategy.

✌️,

Tom from Marketer Gems