When a law firm invests months into curating a flagship conference, success depends on more than a polished program — it hinges on reaching the right people with the right story at the right time. HOFFMANN EITLE’s campaign for its Euro Law Conference and Training Course 2025 is a crisp example of how to do this well: anchor the narrative in the event’s substance, turn panel expertise into pre-event content, and distribute it through trusted editorial channels to lift both attendance and individual expert visibility. The result is a repeatable model other firms can adopt.

Start with a strong event narrative.
The public event page set a clear promise — two days in Munich, June 4–5, focused on the hard questions in European IP: AI & digital technologies, UPC litigation, filing and enforcement strategies, and EPO developments — preceded by a two-day training course on June 2–3. That positioning did two things: it framed why the event matters for portfolio owners and litigators, and it gave us a content spine we could reference across channels. Precise dates, topics, and location details also reduced friction for prospective attendees.

Turn a panel into pre-event content.
Rather than promoting the conference in the abstract, we spotlighted one of its distinctive angles — design protection in a digitalized environment — through a live 🖥️ IP Business Talk on LinkedIn with panel speaker Kei Enomoto. The talk title mirrored the conference theme (“Design Protection in a Digitalized World”) and previewed the kind of practical issues the audience would encounter at the event. Importantly, the session functioned as both thought leadership and a soft on-ramp to the conference: we discussed Kei’s contribution while the conference identity stayed visible throughout. After the livestream, a recording was made available, extending reach beyond the live audience and turning a one-hour discussion into an evergreen asset.

Layer the campaign: social + editorial + on-site pathways.
We complemented social announcements with an editorial piece on the IP Business Academy blog that explored Kei’s insights in context. The article embedded a banner linked to the conference announcement, creating a clean user journey from idea → expert → event. This matters: our audience trusts the Academy’s editorial filter; by placing the topic in that environment, we reduced the “advert” feel and increased engagement from IP decision-makers who value practical guidance over slogans.

Keep the content tied to the program.
Because design protection was a defined element in the two-day program — notably within the comparative design session that featured Kei among the speakers — we could show continuity between the talk and the conference agenda. Attendees understood that the livestream wasn’t a one-off; it was a preview of the depth they’d get in Munich. This linkage is critical: content that foreshadows sessions builds anticipation and makes registration decisions easier.

Use firm channels to reinforce momentum.
HOFFMANN EITLE amplified the collaboration through its own LinkedIn updates, including registration pushes and timeline nudges (e.g., extended registration). Cross-posting ensured that the same audience saw consistent visuals and messages across both the firm’s pages and the Academy’s feeds, while still benefiting from the Academy’s distinct reach into universities, TTOs, in-house IP, and tech founders. That cross-signal — editorial context plus official firm voice — helps move interest into sign-ups without feeling repetitive.

Why this approach works for law firms

  • Precision reach without ad fatigue.
    The Academy’s channels are built for IP professionals. Editorially framed content about conference topics (rather than pure promotion) attracts practitioners who want substance. You’re not shouting into the general social feed; you’re joining an ongoing professional conversation with context already in place.
  • Trust through curation.
    When a topic appears on the IP Business Academy, it benefits from our editorial standard and our ecosystem of readers who follow us for practical, non-salesy analysis. That borrowed (and earned) trust compounds: the more your experts contribute real insight, the more your firm’s events feel indispensable.
  • Personal brand lift for named experts.
    Featuring a speaker in a live talk — then capturing it as a blog article — puts a face and voice to the panel title. For Kei Enomoto, whose practice includes design protection, the chain of assets (livestream, recap, conference appearance) consolidated her expert brand in a way that a single speaker bio never could. Over time, these touchpoints make it easier for clients to associate a topic with a person, not just a logo.
  • Measurable funnel, minimal waste.
    With consistent visuals and links, the pathway is straightforward: social post → Academy article with banner → conference page → registration. Tactics like deadline reminders (e.g., extensions) keep warm prospects from stalling. Because all pieces are digital assets, you can reuse them post-event to nurture future attendees.
  • Evergreen content that earns long after the event.
    The recording and the article continue to inform, cite, and attract. The next time your firm hosts a related session, you already have high-quality material to reference — evidence that your conference delivers practical value, not just panels.

A simple playbook any firm can copy

  1. Map topics to assets. Take three sessions from your agenda and plan one Academy collaboration per session: a livestream with a named speaker, a short editorial recap, and a visual pathway to the event page.
  2. Design visual continuity. Use the conference banner in the livestream and the blog article so readers instantly connect the content to the event they can attend.
  3. Coordinate posts across channels. Publish from firm channels and Academy channels within a tight window; let the Academy carry the deeper editorial angle while the firm carries official logistics.
  4. Close the loop. Ensure every touchpoint links to the event page and — after the event — to recordings and slides. The content then becomes the seed for next year’s campaign.

HOFFMANN EITLE’s Euro Law 2025 became a bug success for the firm and the campaign showed how a firm can turn its program into a multi-week narrative, distribute it where IP professionals already convene, and lift both event outcomes and individual expert brands along the way. That’s the essence of efficient, expert-led marketing in our field — substance first, delivered through channels the community trusts.