It’s almost that time of year again. Banners are printed, brochures are ordered, fresh swag is en route, and the soothing crinkle of pallet wrap fills the air. It’s tradeshow season! With key industry events like VMX and WVC right around the corner, veterinary B2B marketers are preparing to make a lasting impression on prospects.
Here’s how to make the most of these conferences to generate leads, boost brand awareness, and start Q1 strong.
Are Tradeshows “Back”? Here’s What We’re Seeing
The short answer? Yes. After a couple of unpredictable years due to COVID-19, in-person attendance is rebounding. VMX, in particular, has seen record-breaking attendance, proving that live events are a cornerstone for veterinary professionals to network, earn CE credits, and engage with new products and services.
Key Veterinary Conferences for Q1 2025
With the two biggest veterinary industry events of the year right around the corner, B2B veterinary marketers are setting their sights on conference success.
This year, VMX and WVC are both a little later in the year than usual, so make sure you mark your calendars and understand the ramifications that these dates might have on your revenue projections.
VMX
Dates: January 25-29
This year’s date may impact revenue timing, with some sales recognized in February rather than January depending on your cycle.
Midwestern Veterinary Conference
Dates: February 20-22
Don’t overlook this growing conference hosted by the Ohio Veterinary Medical Association. Despite being more regionally focused, it’s gaining traction as a popular industry gathering.
WVC
Dates: March 2-5
Good news! WVC isn’t sharing a weekend with Valentine’s Day this year. Make sure you have your forecasting in order to project WVC revenue in March.
Planning for Tradeshow Success: 6 Essential Steps
To maximize ROI and capture leads, here are the top strategies to help you prepare for veterinary conferences.
Step 1: Set Clear, Measurable Objectives
Start by defining what success looks like for each event (and make sure the whole team is on the same page). Without measurable goals, it’s hard to prioritize activities during the event and gauge what “good” looks like post-show. Here are some goal-setting ideas:
- Collect a specific number of booth scans or contest entries
- Drive attendance to an educational session, sponsored lunch, or in-booth lecture
- Increase on-site product sales
- Build awareness for a new product launch
- Foster meaningful connections with key customers
For harder-to-measure goals like brand awareness, consider running a pre- and post-show perception survey to track any shifts in brand sentiment. We can help with that!
Step 2: Build Anticipation with Pre-Show Marketing
VMX is a prime launchpad for new products and big news. While it may be tempting to hold your news until the hall opens, a pre-show buzz strategy is essential. Start promoting a few weeks in advance. Share teasers, launch announcements, or booth promotions early to drive interest and generate buzz that gives attendees a reason to stop by your booth.
For even greater reach, VetMedux can help you engage prospects through targeted social media and email campaigns. Consider allowing pre-registrations to build a list of leads before the show starts. Collecting SMS opt-ins is also a smart way to reach attendees directly at the conference.
Pro Tip: If you’re planning a product launch at VMX or WVC, check out our product launch checklist. Unique conference opportunities include:
- Leverage new product spotlights offered through the conference.
- Add conference promotion CTAs in your product launch campaigns. (Contact the VetMedux team today to discuss how we can help you execute a cross-channel product launch campaign that includes conference exposure.)
- Host a promotion at your booth.
- Use your booth graphics to highlight your new product or service.
Take a deep dive into conference lead generation best practices.
Step 3: Optimize Booth Design for Maximum Impact
Booth design can significantly influence engagement. Pay attention to booth flow, especially if you have an island booth, and align it with major aisles and entry points for optimal visibility.
Ensure your booth’s messaging is clear and visible from a distance. Important information should never be obstructed by monitors or tables. Eye-catching graphics or interactive elements (eg, a game or a thematic experience) can invite attendees to engage with your brand on the show floor.
Don’t Forget the Monitors: Video content can be a major draw, but it requires planning. Start early to ensure your visuals are polished and compelling.
Step 4: Drive Traffic with Educational Content
Veterinarians attend conferences for CE opportunities, and if you’re sponsoring CE or hosting any educational sessions, leverage this to attract qualified traffic.
Partner with VetMedux to create a promotional strategy that drives attendees to your sessions. Educational events are high-value opportunities to make meaningful connections with veterinary professionals.
Step 5: Plan Your Lead Follow-Up Strategy
Developing a lead follow-up plan before the conference is critical to converting booth visitors into customers. Your follow-up strategy should guide how you collect information at the booth, whether through scanners, opt-in forms, or even business cards.
Have your post-show email sequence and other outreach materials ready so you can quickly re-engage leads. A timely follow-up is essential to keeping your brand top-of-mind.
Read More: For a deeper dive into post-show strategies, check out our blog No Lead Left Behind: 8 Tips for Following Up With Veterinary Conference Leads.
Step 6: Kick Off the Year Strong
With Q1 conferences like VMX and WVC, veterinary companies have a unique opportunity to make an impact right from the start of the year. By following these steps, you’ll set the stage for a successful tradeshow season and build momentum for the months ahead.
Contact the VetMedux team to develop a comprehensive marketing plan that maximizes your conference presence. Let’s turn this tradeshow season into a lead-generation powerhouse!