The Marketing Mindset at Conferences: Making the Most of In-Person Opportunities

Q: What’s the biggest mindset shift business owners need when attending conferences?

Bethany: It’s about more than just being present—it’s about showing up with intention. Yes, you’re there to learn and connect, but if you're a business owner, you're also marketing. You are your brand's best spokesperson.

Audrey: Exactly. It’s all about connection. Marketing isn’t shouting about your service—it’s understanding people and building relationships. And a room full of professionals? That’s the perfect place to practice.

Q: What are a few simple things you recommend bringing or doing to stand out?

Bethany: First, wear your company badge or logo. It sounds simple, but it sparks conversations. Also, have a connect card—this could be a business card, a QR code, or even a digital link ready to go. But most importantly, lead with authenticity.

Audrey: And don’t underestimate the power of remembering names or stories. When someone feels seen, they remember you. That’s the start of brand loyalty.

Q: What if someone feels awkward or shy about networking?

Bethany: Ask for an introduction! Channel your inner 1900s debutante and say, “Would you introduce me to someone?” It works. And if you forget your pitch or your cards, just be curious. Ask people about their story. That opens the door naturally.

Q: How can you market without being “salesy”?

Audrey: By being a person first. If someone asks what you do, tell your story. People won’t remember your job title, but they will remember how you made them feel. Marketing is emotional. Share why you do what you do—it builds trust.

Bethany: Right! Represent yourself and your company, whether it’s your own business or one you serve. You don’t need to pitch everyone. Just connect. Find two genuine connections and follow up with them afterward.

Q: Should you always sponsor or set up a booth at events?

Audrey: Not necessarily. At Mountain Valley, we sometimes participate as vendors, especially when it aligns—like putting our boutique thrift store front and center at a women’s event. But not every opportunity is right. Choose what fits your goals and audience.

Bethany: That’s a great point. Just because it’s available doesn’t mean it’s strategic. Know your audience and make sure they’ll be in the room. That’s why marketing research matters.

Q: How do you listen for opportunities while attending a conference?

Bethany: Tune into your audience. For me, that meant listening to entrepreneurs at the event—understanding their pain points, like transitioning careers or managing 80 things at once. It gave me insight into what solutions they’re actually looking for.

Audrey: Conferences are goldmines for intel. If you know your ideal client, you’ll hear what they need in their stories and questions. That’s marketing research in real-time.

Q: Any final advice for making the most of conferences?

Audrey: Show up consistently. The more events you attend, the easier it gets to build relationships. When people recognize your face and remember your story, you're already marketing effectively.

Bethany: And don’t let those new connections fade. Follow up—send a message, schedule a call, add them to your email list. Just take that next step. That’s where momentum lives.

Whether you're a corporation representative, family owned business or a new entrepreneur, showing up at conferences with clarity and confidence can open doors. It’s not about being perfect—it’s about being present, prepared, and personal.

Meet Audrey

Audrey Cassell is the Director of Marketing and Communications at Mountain Valley Hospice & Palliative Care, where she helps humanize healthcare through compassionate storytelling and community connection. With a heart for people and a strategic eye for messaging, Audrey believes marketing is about showing up as a real person—building trust through presence and authenticity. Whether she’s representing Mountain Valley at a local event or helping promote their boutique thrift store, The Humble Hare, Audrey leads with empathy, intention, and a genuine desire to serve.