Attending any event can be intimidating and present a ton of pressure to stand out among a large crowd. Just last month, SWSX, an event took place in Austin, Texas, that offered its unique convergence of original music, independent films, and emerging technologies. Mark Dewings, head of brand and marketing communications at SoundCloud, offered PR Week some insight on how to make your presence known at this well-attended annual event. With SXSW V2V – an extension and re-imagining of the legendary SXSW experience – taking place this summer, I was inspired to share Dewings’ adaptable advice.

Conferences similar to SXSW tend to have high attendance rates. Last year SXSW V2V drew some 1,500 professionals. That poses the question: In a crowd of that magnitude, how do you separate yourself from the group? Dewings response emphasizes two points: building relationships and being creative.

Become a part of the community. There are multiple ways to do this. One is to serve on panels and become a part of showcases. Apply for any opportunity available to present you or your client to the group. This will allow you and the brand to become the focal point of a meeting or presentation rather than remaining unknown.

Social media also provides an opportunity to get involved. In the past SXSW and other events have displayed screens with live Twitter feeds, providing yet another opportunity for exposure of your company and its activities. Whether you tweet about your presentation or your favorite part of the conference so far, it is an easy way to display your brand’s name.

Lastly, at an event this large product launches often struggle to gain traction. Do your best to engage people with your product whenever possible, whether it is during an official presentation or a quick meeting during a networking opportunity.

Use creativity. This applies to any and every aspect of your experience at a conference. A lesson Dewings learned after his 2013 SXSW attendance was that his company didn’t have to limit its reach to the audience attending SXSW. Be proactive before, during and after the conference. This is an excellent opportunity to engage your followers, not only about your product but also about your conference experience, allowing others to “attend” the event with you. Also, come up with unique ways to present your product. A simple presentation will not make an impact. Find a unique space and an interesting story that will make you and your brand memorable.

At an event this large, standing out is no easy task. Dewings describes the ultimate goal as “cutting through the clutter,” meaning that your brand should not be one that goes unnoticed. Rather, your brand should be one that takes advantage of this opportunity and uses it as a platform to promote your product and your brand. Dewings’ versatile advice is applicable to any conference you or your client may be attending – leverage it and make the most of your time there.