It’s 2025 and a brand new veterinary conference season is upon us. But if your promotional materials haven’t changed since last year’s conferences, a fresh message and some new resources can help you avoid being passed by on the exhibit floor.

Build brand awareness and court future business with these tips on how to make your veterinary conference marketing stand out.

Is anyone listening?

From booth signage to giveaways, conference attendees are inundated with promotional materials urging them to act—making you question whether your small campaign can make a big impact.                               

But the proof is in the pens, paper, and other paraphernalia. According to multiple surveys, branded conference materials—including swag and print marketing—boost audience responses, generate more meetings, and increase positive brand interactions. The tangible nature of many of these items—along with the sensory experience of eye-catching booth displays—are an effective way to make an impression on every attendee.

Message, then merch

While budget plays a key role in choosing your veterinary conference marketing materials, your message is equally important. A flashy booth display may grab attention, but it’s the combination of compelling messaging and thoughtful design that spurs action, drives traffic, and makes a lasting impression. Investing time and effort into your message, before selecting your materials, can ensure the conversation between you and your prospective clients continues long after the event.

Identify conference goals

Clarifying your veterinary conference goals can help you know who to market to and which resources to spend your money on. If you want to generate 100 new leads for your new tech innovation, your action steps may include:

  • Creating a pre-conference ad campaign on social media or email to increase awareness and build hype
  • Including a promotional card in every exhibitor swag bag calling attendees to your booth to demo the product and receive a special prize 
  • Distributing takeaway fact sheets or cards with a scannable QR code to easily schedule follow-up consultations
  • Measuring success by capturing visitor information (e.g., badge scanners), tracking booth traffic, or tallying product demos

Identify your audience

Giving every attendee a branded pen might seem like a wide-reaching strategy, but if only 25% of the recipients are practice decision-makers, it could mean wasted time, money, and effort.

Focus your event marketing materials on your target audience to ensure your campaign resonates with the right attendees. By understanding the specific needs, interests, and challenges of your audience, you can tailor messaging and marketing to create a stronger, more personal connection.

Build your message

Once you know the objective and audience for your veterinary conference marketing, it’s time to create your message and determine its distribution. 

Conference marketing 101: Bring the value prop front and center

Craft your campaign messaging by identifying your value proposition. Focus on highlighting specific benefits rather than features, making your service or product the obvious choice.

Less is [almost always] more

Orange background with the words "Keep it simple"

We love clever wordplay, but when it comes to creating conference materials, simplicity is key!

Effective messaging is clear, concise, and professional while also reflecting your brand style and tone. While unexpected, shocking, or fun campaigns are a great way to stick in your audience’s minds, these should still be aligned with your brand style and voice to prevent confusion or uncertainty. 

Build trust with cohesion and consistency

Your messaging should be consistent across all materials to build trust and brand recognition. Even if you’re doing a one-off campaign, ensure the messaging and tone are the same from swag bag to signage to booth display.

Combine copy with visuals for effective storytelling

Amplify the impact of your concise copy with strong visuals whenever appropriate. Well-chosen images draw the audience into your message, helping them connect emotionally and intellectually with your value proposition. Visuals can also help fill in the gaps created by succinct copy, making your story more vivid and relatable. By encouraging viewers to actively interpret and engage with your ad, visuals foster a deeper connection and a lasting impression.

Build excitement and expectation with pre-conference communications

Pre-conference email blasts and social media campaigns are essential for building interest and excitement about your attendance. These communications should highlight your must-see products or services, incentives, and demo opportunities and include a clear call to action (e.g., “Schedule a demo” or “Visit us at Booth #123”). Share these announcements two to four weeks before the event, and use corresponding visuals and conference-specific hashtags to boost visibility and engagement.

Quality control: Give the swag you’d want to receive

Finally, be thoughtful about your swag selection. Choose items that are high-quality and practical, ensuring attendees use them often. This not only attracts booth traffic by making your item desirable to other attendees but also builds positive brand associations as recipients rely on the item featuring your logo or name. 

When appropriate, select swag that compliments your messaging. For example, if your company focuses on preventive care, consider branded travel-sized pet first aid kits.

 

Veterinary conference marketing is a powerful way to reach large audiences in a short time. Ensure your materials are sending the right message by clarifying your goals, targeting your audience, and creating clear, concise copy that speaks for itself.

Need help with your marketing materials? The Rumpus Writing and Editing team can transform your ideas into effective, engaging online or print content. Request a consultation and let Rumpus bring your story to life.