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Event marketing is a strategic approach to creating and promoting experiences that connect brands with their audiences in meaningful ways. Whether through trade shows, conferences, virtual events, or brand activations, it's about crafting moments that resonate beyond traditional marketing channels.
The technical definition only scratches the surface. Event marketing is where brand storytelling meets real human connection. According to Bizzabo, 80.4% of organizers identify in-person events as their most impactful marketing channel - and there's a good reason for that.
At its core, event marketing creates environments where your brand can shine without competing against the digital noise that dominates today's landscape. It's about crafting experiences that transform attendees into advocates, whether they're trying on Vessi's waterproof sneakers at a pop-up shop or joining BrewDog's annual "Punk AGM" festival.
Think of it this way: while digital marketing might help you reach thousands, event marketing helps you touch hearts and minds in ways that last.
As Mark Kilens puts it:
"An event is all about joining people together. How can a company be successful? You have to create relationships. By organizing people to come together, meet, interact, build relationships and trust."
This human-centric approach pays off - Freeman reports that 87% of attendees say discovering new products and solutions is a key part of a valuable in-person experience, while 77% report increased brand trust after in-person interactions.
Whether you're hosting a virtual conference, a hybrid event, or a full-scale brand activation, success comes from understanding that you're not just organizing an event - you're creating memories that will shape how people perceive and interact with your brand long after the event ends.
Where to begin? Event marketing (when done right) can deliver benefits way beyond immediate financial gain. These range from tangible outcomes (like lead generation) to less obvious gains, (like rising brand loyalty).
With 64% of event marketers citing brand awareness as their main reason for hosting events, it’s clear that live interactions remain essential. Events present fewer brands competing for attention and create an environment where attendees are already inclined to engage.
Interactive displays, live demos, and immersive brand experiences at events create long-lasting brand recognition and reach new audiences in a uniquely impactful way.
Vessi, a waterproof sneaker company, sets up pop-up shops that allow customers to experience the shoes’ functionality directly. This approach has boosted Vessi’s visibility, creating buzz and driving both online and offline interest.
Our world is becoming increasingly digital, with many customer connections to online interactions. Event marketing offers a refreshing shift. In-person events allow your brand to connect in real time, fostering authentic connections and better understanding customer needs. This is arguably more impactful today because of the digital landscape and post-Covid resurgance.
The bottom line: Face-to-face interactions are irreplaceable for establishing trust and removing any digital barriers to communication.
What is going to resonate to virtual attendees would be strong storytelling and a clear concise message.” – Jitter Garcia
Memorable experiences are a powerful outcome of event marketing. Kenny Nguyen, CEO of creative agency ThreeSixtyEight, highlights that defining the memory you want attendees to have is crucial in planning successful events. With 64% of consumers retaining positive brand impressions from live interactions, designing events with unique elements sets a brand apart. Memorable events don’t just influence attendee perceptions but often inspire attendees to recommend the brand to others.
BrewDog’s annual “Punk AGM” festival combines live music, beer sampling, and brand storytelling, creating an experience that resonates with their fans. The festival turns attendees into brand advocates, generating buzz long after the event ends.
“Don’t find customers for your products, find products for your customers.” – Seth Godin
The exposure, interaction, and rapport established at events can significantly support lead generation and sales. While immediate sales aren’t the primary focus, leads generated at events tend to be warmer. Customers are more likely to explore further and buy when they’ve had a chance to see the product or service in action, ask questions, and meet representatives face-to-face.
ASOS, a leading fashion retailer, uses pop-up events to allow customers to try on clothing and consult with stylists. This format generates instant sales while building stronger connections, as customers often share their experiences on social media, further enhancing ASOS’s visibility.
In a world crammed with digital noise, face-to-face marketing is proving more essential than ever. Around 31% of marketers call event marketing their most effective channel—and for good reason. When brands face challenges like market saturation and the ongoing search for qualified leads, events offer a direct, powerful solution.
Events cut through the noise, giving brands a rare chance to build genuine connections. Hands-on workshops, compelling keynotes, and live product demos turn brands into thought leaders, not just sellers. These curated experiences leave a lasting impression, reinforcing your brand’s credibility and value in the minds of attendees.
Check out our guide to the latest event statistics.
Technically, all types of events double as event marketing (there is a lot of overlap between the two).
Post-COVID, online events have become essential to the event marketing landscape. These events allow you to reach a wider audience, offering flexibility and accessibility for attendees regardless of location. While initially a necessity a few years ago, virtual events have proven to be a lasting and effective channel for brands seeking engagement beyond physical boundaries.
Webinars are an excellent way to share in-depth knowledge, establish a brand as a thought leader, and engage directly with audiences. Ideal for hosting presentations, Q&A sessions, and panel discussions, webinars offer interactive opportunities for potential attendees to connect with industry experts. Webinars also support lead generation through registration forms, making them a valuable tool for building a targeted audience list.
ZoomInfo's 2023 masterclass webinar serves as a great example of leveraging these tools effectively. The event attracted over 1,100 registrants, with nearly 50% converting to attendees. By offering interactive elements like CTAs for demo bookings, ZoomInfo turned engaged viewers into prospects. This strategy led to 190 demos being scheduled, showcasing how a well-executed webinar can not only educate but also drive meaningful conversions
Virtual conferences bring all the benefits of in-person events—engagement, networking, and real-time interaction—without the need for attendees to travel. These events create an immersive online experience, combining live discussions, presentations, and networking opportunities that bring people together regardless of geographic location.
For example, Nielsen BookData’s virtual conference was designed with a fully branded, custom experience to reflect the specific needs of their audience in the publishing industry. Instead of the typical static online panels, the event was an interactive, dynamic space where attendees could easily dive into industry insights, ask questions through live Q&As, and connect with others in real-time.
Eventcube played a key role in bringing this vision to life, providing a seamless platform that enabled smooth navigation, intuitive user experience, and interactive features like live sessions and resource sharing. The result? A high-value experience where attendees weren’t just passive viewers, but active participants in a fully immersive event.
Check out the full case study here.
Live-streaming is one of the most powerful tools in modern event marketing. It allows your brand to connect with their audience in real time, offering an immediate, authentic experience. Whether it’s a product launch, an exclusive behind-the-scenes look, or a live Q&A with a key figure, live-streaming creates a sense of urgency and excitement that traditional marketing channels just can’t match.
Studies show that 70% of viewers are more likely to attend a future event after watching a live stream. In fact, live streaming has been proven to create up to 15 times more engagement on platforms like Facebook compared to regular posts.
Today, platforms like YouTube, Instagram, and LinkedIn make it easy to engage specific audiences and build momentum, enabling viewers to interact directly with content through comments, reactions, and shares.
Our work with TBI to deliver a live-streamed event centred around TikTok is a great example of how to leverage live streaming. Aimed at engaging a broad online audience, the event was designed to capitalize on TikTok’s interactive, real-time engagement potential, using live streaming to connect with participants in an authentic, dynamic way.
Through features like live Q&As and real-time chat, attendees could engage with the content and each other, making it more than just a one-way broadcast. The live stream was fully customized, with personalized branding and seamless access to content, ensuring that the event felt cohesive and engaging for participants throughout its duration.
Read our case study.
Hybrid events are becoming a go-to solution for brands looking to expand their reach while maintaining personal connections. By combining in-person and virtual elements, these events offer the best of both worlds—attendees can participate on-site or online, based on their location and preference. This flexibility not only increases accessibility but also drives higher attendance, as people can engage from anywhere.
Eventcube helped KTX deliver a seamless hybrid event experience that combined both in-person and virtual elements. By leveraging flexible ticketing and event management tools, they made it easy for attendees to engage either on-site or remotely. This hybrid model allowed KTX to expand its reach beyond physical limitations, increasing both attendance and accessibility.
The event also featured real-time interactions, providing a more immersive experience for participants, regardless of their location. This approach not only helped KTX adapt during uncertain times but also set them up for continued success in a post-pandemic world.
Read our case study.
Despite the rise of digital formats, offline events remain a cornerstone of event marketing. Perhaps surprisingly, 57% of B2B marketers prefer to attend the in-person version of a hybrid event. Why? In-person events provide unique face-to-face interactions that foster trust and build stronger connections between brands and their audience. They create immersive experiences that can't be replicated by virtual formats and are ideal for industries where hands-on engagement, product demonstrations, or networking are essential.
Trade shows bring together businesses within a specific industry, offering an opportunity to showcase products, network with industry leaders, and gain insights from competitors. Attending trade shows allows brands to gain visibility among a targeted audience, while exhibiting at a trade show positions a brand directly in front of potential customers. By hosting branded booths and interactive displays, companies can capture attention, foster engagement, and drive lead generation.
Conferences offer an ideal platform for businesses to showcase their expertise and connect with industry leaders. These events often span several days and are packed with speakers, workshops, and networking opportunities. Conferences allow attendees to gain knowledge and insights while enabling brands to position themselves as thought leaders.
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For example, the ADI Accessibility Symposium used Eventcube's tailored registration and real-time reporting tools to maximize attendee engagement and marketing effectiveness. With integrated event management features, Eventcube helped the event run smoothly while boosting attendee interaction and satisfaction.
Read the case study
Seminars and workshops provide a more intimate and focused environment for brands to engage their audience, offering hands-on learning and in-depth discussions that help position the brand as an expert. Research shows that workshops are among the top event types growing in popularity, with 14.9% of event marketers identifying them as a key focus area.
Oxford University conducted a study on how workshops can drive collaboration and innovation. In this case, they measured the success of workshops by how well they facilitated new ideas and fostered creative thinking among participants. Many brands have leveraged similar workshop strategies to engage audiences and promote skills development.
A great example is the Product Marketing Summit 2023. This event hosted a series of practical, expert-led workshops focusing on product positioning, customer engagement, and campaign optimization. Attendees walked away with actionable strategies while building valuable professional connections.
Brand activations create immersive, interactive experiences that deeply engage audiences and emotionally connect them to a brand. According to a 2021 EventTrack report, 40% of consumers reported feeling more brand loyalty after participating in a brand experience, and 91% said they were more likely to purchase from the brand following an event activation. These experiences (often including pop-up shops, product demos, and experiential marketing) generate buzz and encourage social media sharing, amplifying your brand's visibility.
While fairly old, the Coca-Cola "Share a Coke" campaign remains one of the best examples of effective brand activation. The company set up personalized pop-up booths that allowed attendees to have Coke bottles customized with their names. The activation generated significant social media buzz and increased consumer engagement with the brand.
A more recent example is Nike's Athlete House during the 2024 Olympics in Paris. They created a dedicated space to support competing athletes with services like recovery therapies, customization stations using AI tools, and self-care areas. This immersive experience not only provided valuable services, but also fostered a deeper emotional connection with athletes and fans. By aligning with the needs of Olympic athletes, Nike effectively positioned itself as a brand that understands and supports their journey, creating lasting brand loyalty.
Networking events are smaller, targeted gatherings intended to connect individuals within a specific industry or field. For brands, hosting a networking event offers an opportunity to meet with potential customers and industry influencers. Networking events emphasize personal connections and brand trust, often generating valuable insights and establishing relationships that lead to future collaborations or sales.
The Forbes 2021 Under 30 Summit enabled attendees to network in-person and online. Highlights included a street festival, music festival, and a mentorship program designed to bridge network gaps for underrepresented students. The event demonstrated how combining various networking formats can foster meaningful connections and amplify brand engagement.
Check out our guide to effective event networking ideas.
“Working without a plan may seem scary. But blindly following a plan that has no relationship with reality is even scarier.” ― Jason Fried
A strong event marketing strategy drives attendee engagement, maximizes brand exposure, and lays the groundwork for a successful event. Here, we’ll walk through the essential steps to help you craft a strategy that aligns with your brand’s objectives and elevates your marketing efforts.
Setting clear objectives is the first step in any event marketing plan. Effective goal-setting allows you to track key performance indicators (KPIs) and measure event success. Consider using frameworks like SMART (Specific, Measurable, Achievable, Relevant, Time-bound) or CLEAR (Collaborative, Limited, Emotional, Appreciable, Refinable) to ensure your goals are both structured and achievable.
For example, specific goals might include increasing registrations by a certain percentage, improving attendee satisfaction, or reaching a target number of new leads. These objectives will shape your approach and help track the impact of your event on overall brand awareness.
Budget planning is critical to ensure resources are allocated efficiently across different channels. It’s essential to plan for costs associated with venue rental, event management software, branding materials, staffing, and technology like an event app if applicable. Keeping a portion of the budget for unexpected expenses can prevent last-minute disruptions and contribute to a smoother experience for attendees.
The format of your event should match your audience’s preferences and your specific goals. For example, a live event may be perfect for a product launch to create excitement, while a webinar might be more suitable for sharing educational content.
Factors to consider when selecting your event format:
An engaging theme sets the vibe for your event and pulls in the right crowd. Your theme and messaging should match your brand, resonate with your audience, and make it clear why they need to be there. Tapping into industry trends or key pain points boosts relevance and impact.
Think about centring on a “next-gen” solution to a hot industry challenge—this positions your brand as an innovator and attracts attendees hungry for real, actionable insights.
Timing and location are critical components of any event marketing campaign. Choose a date that avoids major holidays or conflicting industry events, and consider the availability of your target audience. If hosting an in-person event, select a venue that aligns with your brand values and has the infrastructure to support your event details.
Often overlooked in the events business, a great event website isthe primary hub for potential attendees, providing all necessary event information, registration links, and updates. A well-designed site improves the registration process and strengthens brand identity through cohesive visuals and messaging.
Include clear calls-to-action (CTAs), detailed event descriptions, and easy access to registration. A dedicated event website can boost your marketing channel’s performance by attracting organic traffic and converting visitors into attendees.
Learn how you can build a fully custom event website with Eventcube.
Content is still king, and it’s key to building hype and keeping attendees engaged. Leading up to the event, share blog posts, social media updates, teaser videos, and infographics to spark interest and show why your event matters. Email campaigns work especially well for direct, personalized touches that keep your audience in the loop.
Promoting across social channels and platforms boosts your reach and drives traffic to your registration page. A winning event marketing strategy uses a mix of channels to expand visibility and pull in a diverse crowd.
Branding is the backbone of a memorable event. Keep logos, colors, and graphics consistent across everything—ads, signage, digital assets—to create a seamless experience. Branded merch or attendee kits make great takeaways that reinforce your brand and get shared on social media.
Event ambassadors are another strong move, building buzz before the event and enhancing the attendee experience. When ambassadors share your story and engage directly, it creates an authentic connection that sticks with your audience.
Communication with attendees should be segmented across the different phases of your event. Pre-event, use email marketing and social media channels to provide essential updates, encourage registration, and build anticipation. During the event, use live updates and engagement tools like an event app to keep attendees informed and engaged.
Post-event, send personalized follow-up emails, gather feedback through surveys, and analyze the results to optimize future events. Effective post-event engagement also involves repurposing content from the event, such as keynote speaker highlights or on-site interviews, for ongoing brand promotion.
Check out our ultimate guide to event planning.
A strategic, audience-focused event marketing plan builds real connections, improves brand awareness, and enhances attendee satisfaction. Align your efforts with the specific needs of your audience to boost ticket sales, create memorable experiences, and maximize the success of your event.
Knowing your target audience is crucial for crafting effective event marketing strategies. By understanding their demographics, preferences, and pain points, you can tailor messaging, select the right channels, and create content that resonates.
Leverage tools like surveys and analytics to gain insights into what matters most to your audience. This data guides decisions around content, session topics, and speakers, ensuring your event aligns with attendee interests and needs.
Eventcube enhances this process with real-time insights and reporting tools, helping you track engagement, gather feedback, and adjust your strategy throughout the event lifecycle to deliver a personalized experience.
Check out our articles on where to promote your event for free.
Content marketing drives engagement by offering valuable information that speaks directly to your audience’s interests. Use a blend of blog posts, event previews, video snippets, and social media updates to showcase key elements of your event, including speakers, featured sessions, and attendee journey highlights.
Sharing regular, valuable content across different channels helps keep your event top-of-mind and builds brand loyalty while keeping attendees excited about the event details. For example, countdowns on social media channels and teaser content on your event website create anticipation and increase overall engagement.
A seamless registration process is key to capturing the interest of potential attendees and creating a positive first impression. Make the process straightforward by providing clear event details, easy navigation, and quick registration options on your event website. Use event management software to simplify ticketing and track key performance indicators (KPIs) like registration numbers, abandoned registrations, and popular sessions.
Incorporating features like an event app can further streamline the experience, allowing attendees to view schedules, track updates, and personalize their event journey. By enhancing the registration process, you boost the chances of attendee satisfaction and create a great opportunity for future engagement.
To create a memorable experience, ensure your registration process is simple and seamless. Platforms like Eventcube can help you streamline sign-ups and reduce friction. Remember, a quick, easy registration sets the tone for a positive experience right from the start.
Check out our guide to the top registration platforms.
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Utilizing a multi-channel approach to marketing is the best way to reach your target audience at various touchpoints. Integrate email marketing, social media, digital ads, and partnerships to maximize event visibility. Email campaigns are particularly effective, as they provide a direct, personalized line of communication for event reminders, exclusive content, and countdowns.
Leverage social media channels like LinkedIn for professional networking events, or Instagram for visually engaging promotions. With digital marketing, each channel offers unique strengths—combining them builds a comprehensive marketing campaign that covers a wider audience. Tracking KPIs across these platforms helps you optimize for better engagement, ensuring event marketing success.
Brand ambassadors can elevate your reach by sharing authentic, enthusiastic content with their followers, generating excitement, and drawing in new attendees. Ambassadors can include industry experts, influencers, or loyal customers who genuinely connect with your brand identity.
Encourage ambassadors to create user-generated content, attend sessions, or participate in-app discussions, which can help foster credibility and a stronger brand identity. This approach not only strengthens attendee engagement but also showcases your brand in a way that resonates with potential customers and adds value to your marketing goals.
During your event, create an immersive environment that sparks real-time engagement. Incorporating interactive elements like live Q&As, polls, and branded photo stations is a great way to encourage attendees to share their experiences on social media. Social media walls that display attendee posts in real-time are an effective way to create social proof and enhance the event's atmosphere, making attendees feel more connected to the experience.
Branded booths or interactive product demos provide hands-on opportunities for attendees to engage directly with your brand. These experiences not only position your brand as a thought leader but also reinforce the value of your event, leaving attendees with lasting impressions. The more involved your audience feels, the more likely they are to return for future events and spread the word.
At the 2023 CES (Consumer Electronics Show), brands like Samsung and Intel created immersive experiences with interactive booths, live demos, and even in-booth social media studios. Attendees were encouraged to take photos and share content, while live social media feeds displayed posts throughout the occasion. This boosted engagement, generated buzz, and amplified reach online.
Analyzing data after the dust has settled is essential for event planners. It gives you vital info on what resonated with your audience and where you can improve. Track key metrics like attendee satisfaction, brand awareness, and specific goals such as sales or lead generation. Post-event surveys are a goldmine for actionable feedback, helping you identify areas to fine-tune for next time.
Calculating ROI is also a must—it shows you which marketing channels and strategies made the biggest impact, so you can adjust your approach moving forward. Don't forget to repurpose content—think recorded sessions, speaker interviews, or highlights. This keeps your brand visible, extends the value of your event, and helps maintain engagement with your audience until the next campaign.
Engagement – More than just likes and comments, real engagement gets people actively involved in your event, sparking genuine excitement.
Experiential – People remember experiences far more than ads or posts, your aim is to tap into this to create something unforgettable.
Community – The heart of event marketing. Building a community around your brand fosters loyalty and a sense of belonging.
Authenticity – Audiences can spot inauthenticity a mile away. Honest interactions build trust and make people want to stay connected.
Connection – Going beyond surface-level interactions, creating a bond that keeps your audience engaged long after the event.
Storytelling – Crafting a narrative that ties people to your event’s purpose and the bigger story behind your brand.
Immersion – Enveloping your audience in an experience that makes them feel like they’re part of the event.
Personalization – Tailoring the experience to individual tastes, so each attendee feels seen and valued.
Brand Loyalty – Building a base of people who become dedicated supporters and advocates for your brand.
Lead Generation – Gathering attendee info and insights to fuel a pipeline for future sales and connections.
Touchpoint – Every interaction attendees have with your event, from the first invite to the last follow-up.
User Experience (UX) – Ensuring that every detail, from registration to post-event, is smooth, enjoyable, and memorable.
Activation – Creating an interactive moment that brings your brand to life for your audience in a vivid way.
FOMO – The fear of missing out, a powerful force that drives people to participate, knowing they’ll regret it if they don’t.
When it comes to event promotion, you don’t need to be everywhere—just where it matters. With a limited budget, it’s crucial to focus on the marketing channels that will reach your target audience most effectively. Understanding where your audience spends their time is key.
Social media is great for real-time engagement, but you don’t need to be on every platform. Choose the ones that align with your audience—Instagram or TikTok for younger crowds, LinkedIn for professionals. Use organic posts, behind-the-scenes content, and sneak peeks to build buzz without breaking the bank.
Email campaigns are another cost-effective way to stay connected with your audience, offering personalized messages and reminders. Paid ads can help, but make sure to target your audience carefully to get the most value for your spend—no need to go broad when you can reach the right people.
Launching a new product at your event can generate real excitement and drive attendee engagement. Use targeted marketing to spotlight your innovation and create buzz. By emphasizing what makes your product stand out, you'll get people talking and eager to be part of the experience.
Offer exclusive previews or live demonstrations to give attendees a firsthand look. Engaging potential customers in these personal, interactive ways builds lasting connections that extend beyond the event, making them more likely to become loyal advocates for your brand.
Apple is famous for these. When they launched their AirPods Pro, they demonstrated key features like noise-cancelling, spatial audio, and improved sound quality through live demos, making the product’s benefits relatable.
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Leading up to the launch, Apple built anticipation with teaser videos and pre-order opportunities. Hands-on experiences in stores and online further engaged potential customers, creating excitement and driving sales. By focusing on real-world use and offering exclusive access, Apple successfully generated buzz and reinforced its position as an industry innovator.
You know how supermarkets often change the location of goods? On the surface, it might seem frustrating, but there’s a clever psychological reason behind it—it forces you to explore new areas and discover products you might have missed otherwise.
Similarly, switching up your event type won't just help you reach more people—it will keep your brand fresh and engaging. Sticking to the same format year after year can lead to burnout and disengagement, both for your audience and your team. By introducing new formats—like adding a hybrid or virtual component to a traditionally live event—you avoid the monotony that can set in.
At the end of the day, your event’s success comes down to the attendee experience. Every touchpoint matters—from the ease of registration to the follow-up after the event. Creating a seamless, engaging, and memorable experience ensures that attendees leave feeling valued and excited for your next event. When you focus on providing value at every stage, you build stronger relationships, drive repeat attendance, and turn your event into a must-attend experience that people will talk about long after it's over.
Good luck with your event marketing strategy!
