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What is event marketing?

Event marketing is a promotional strategy that focuses on marketing a brand and its products and services by offering customers and potential customers memorable experiences or promotional events. The tactic usually provides direct interaction with a brand's representatives at events designed to encourage brand awareness and engagement. These can be hosted and/or attended by brand ambassadors either online or offline. Each event is meant to provide a favorable, lasting, and brand-focused impression by securing the attention of people gathered in a group. When done well, event marketing provides each attendee with a positive experience associated with a brand that will resonate with them over time.

This goal is different than that of traditional advertising, which focuses on amplifying a specific message via TV, radio, or billboards in what is a one-way, limited conversation. This tactic has value for many companies; however, event marketing is a supplemental marketing tool that targets specific groups and individuals to make high-quality and individual positive impressions. Virtually any company in any industry can benefit from event marketing providing that the sponsored event aligns with its mission and image, increases brand awareness, and encourages attendees to engage with the company. Some examples of event marketing include:

  • Handing out t-shirts, pens, or water bottles at an event
  • Hosting an informational webinar and providing attendees with a code to retrieve a promotional product
  • Hosting a contest or competition
  • Hosting an online networking event and providing a promotional product giveaway

Because event marketing’s goal is for a brand to be memorable, positive, and lasting, most companies that use the strategy provide an associated promotional product. The Promotional Products Association International (PPAI) found that more than 80% of people who receive promotional products keep and use them for several years. The association’s study of 3,000 consumers in the US and Canada found the following trends:

  • 10 of 10 consumers go out of their way to receive promotional products
  • 96% want to know if a company is offering a promotional product
  • 82% of consumers said that their perception of a brand changed positively after receiving a promotional item
  • 72% equate quality promotional products with the company’s reputation
  • 8 in 10 consumers like receiving promotional products
  • 79% pass along promotional products they are no longer using

Your local Fully Promoted team can help you select the best event marketing promotional products for your brand regardless of how small or large your business is. Contact your local Fully Promoted today to start planning for your most successful event yet.

Still can’t find what you’re looking for? Contact us directly or speak with a local branded products expert near you.


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