The Power of Event Marketing: Building Brand Awareness and Engaging Customers

Events have become an essential part of a marketer's strategy, allowing brands to connect with their audience in a more meaningful way. Event marketing, whether online or offline, offers a unique opportunity to showcase your...

Events have become an essential part of a marketer's strategy, allowing brands to connect with their audience in a more meaningful way. Event marketing, whether online or offline, offers a unique opportunity to showcase your brand, educate your customers, and drive results. In this article, we explore the various aspects of event marketing and how it can benefit your business.

What is Event Marketing?

Event marketing involves promoting your brand, product, or service through in-person or real-time engagements. These events can be either online or offline, and companies can participate as hosts, co-hosts, participants, or sponsors. Event marketing offers a personal and immersive experience, allowing you to connect with your audience on a deeper level.

Events are a powerful tool for achieving multiple marketing goals, including:

  • Building brand awareness
  • Increasing customer engagement
  • Generating leads
  • Educating prospects and customers
  • Upselling customers

When done right, events can be one of the most impactful marketing channels for your business.

Dunkin' Donuts Valentine’s Day Live Video Event Caption: Dunkin' Donuts built brand awareness and engaged their customers through their Valentine’s Day Live Video event.

The Best Marketing Event Strategies

Branding and Awareness

Establishing and building your brand is one of the primary reasons companies participate in marketing events. With fierce competition across industries, differentiation is crucial. By participating in events, you can associate your brand with the host's brand, gain access to a targeted audience, or showcase your brand's personality.

When selecting events to participate in or host, consider your customer base and the type of events they are likely to attend. Focus your resources on events that align with your target audience.

Building brand awareness at events can also involve connecting with members of the press. Establishing relationships with influential journalists or bloggers can lead to press coverage and position your brand as a thought leader.

Customer Engagement

Events help humanize your company and foster authentic connections with consumers. By offering unique and memorable experiences, you can create emotional ties between your brand and customers. Engaged customers are more likely to share their experiences with others, thereby increasing your brand's reach and influence.

For example, Lean Cuisine created the #WeighThis event, encouraging customers to share stories of their accomplishments rather than their physical weight. This event deepened the emotional connection between the brand and its customers, leading to increased engagement and loyalty.

Lean Cuisine WeighThis Rebranding Event Caption: Lean Cuisine engaged customers through their #WeighThis event, fostering a more authentic connection.

Lead Generation

Conferences and industry events offer a powerful platform to engage with your target audience, understand their pain points, and facilitate their decision-making process. To capture leads' information during events, consider using demo stations, speaking sessions, social media, or hosting sponsored parties.

Setting up a lead scoring model before the event helps prioritize and follow up with qualified leads effectively. By collecting information such as company size, industry, and previous engagement with your company, you can tailor your post-event interactions for better results.


People attend business conferences and trade shows to learn about new strategies, technologies, and use cases for products or services. Creating informative and entertaining presentations, demos, or hands-on training sessions can establish your brand as a trusted resource.

Engaging current and prospective customers through online events is also effective. Using platforms like Facebook Live, companies like Tough Mudder can educate their audience about new programs and offerings.

Tough Mudder Facebook Live Event Featuring Coach T. Mud Caption: Tough Mudder used Facebook Live to educate viewers about their new programs and offerings.

Upselling Customers

Upselling customers can be a natural extension of educating them about your products or services. By addressing customers' pain points and demonstrating how specific features of your offering can solve their problems, you create trust and increase the likelihood of an upsell.

Through in-person demonstrations or live webinars, you can showcase new features and upgrades that are relevant to your customers' needs. Taking a consultative approach instead of being salesy helps build stronger relationships and encourages upsells.

What Kind of Marketing Events are There?

Marketing events can be categorized into two main types: online and in-person.

Online Marketing Events

Digital marketing events offer a cost-effective alternative to physical events. They provide an opportunity to reach a global audience effortlessly and discuss timely topics that require less planning than physical events.


Webinars, featuring product demos, presentations, and discussions, facilitate engagement with prospects and customers. By making webinars interactive and allowing participants to ask questions and take part in polls, you increase customer engagement and provide value.

Live Streaming Events

Live streaming allows people unable to attend in person to view presentations and interact with your brand through social media. It offers a behind-the-scenes look at your event, creating transparency and adding a human touch to your company. Live streaming also enables real-time engagement with viewers.

Starbucks Live Streaming Featuring CEO Howard Schultz & Common Caption: Starbucks used live streaming to engage viewers and promote voting.

In-person Marketing Events

In-person events provide a unique opportunity to meet customers and prospects face-to-face. They allow you to move beyond digital presence and create deeper connections with consumers.

Trade Shows

Trade shows bring together individuals and companies in specific industries, focusing on lead generation and brand awareness. To stand out in crowded trade show environments, consider creative ways to make your brand memorable.


Conferences are company-specific events held by enterprises with engaged customer bases. They provide opportunities to share information about new product offerings, educate attendees, and facilitate networking.


Sponsoring local meetups tailored to your target audience can boost brand awareness and engagement. These smaller, more intimate events create networking opportunities and help build relationships with local communities.

Appreciation Events

Hosting appreciation events for your best customers can increase satisfaction, retention, referrals, and even sales. Events like breakfasts, lunches, or dinners during conferences can create memorable experiences and strengthen customer relationships.

What Role Can My Company Have at an Event?

Your company can play various roles at events, such as hosting, sponsoring, or speaking. Each role offers unique benefits for your brand.


Hosting an event allows you to increase brand awareness and reach your target audience directly. Consider factors like your customer base, potential partnerships, event promotion, lead collection, and measuring event ROI when deciding to host an event.


Sponsoring an event can provide opportunities for lead generation, branding, networking, and customer engagement. Work with event organizers to create sponsorship packages that align with your objectives and budget.

Instapage Sponsoring the ConvertKit Conference in Boise, ID Caption: Instapage sponsoring the ConvertKit Conference in Boise, ID.


Securing a speaking slot at an event positions your executives as thought leaders in your industry. Choose topics relevant to your business, engage with the audience during and after your session, and network to build your brand influence.

Why you Need an Event Marketing Landing Page

To maximize the impact of your event marketing efforts, create a dedicated landing page for your event. A well-designed landing page increases registration numbers and enhances the return on ad spend (ROAS) for your event.

Your event landing page should include important details such as what attendees will learn, the list of event speakers, the agenda, location and time, and a countdown timer for event RSVP or registration. Additionally, include a lead capture form with a compelling call-to-action (CTA) and social media and email sharing buttons to encourage visitors to promote your event.

Link to your landing page from your emails, promotional ads, and social media posts. By sending event attendees to a dedicated landing page, you can highlight the value of visiting your booth and capture leads' information for post-event follow-up.

What should I do after a marketing event?

Planning your post-event strategy in advance will give you a competitive edge and allow you to reach out to leads while they're still interested. Personalize your follow-up messages, be timely in your communication, include relevant offers or content, and A/B test different aspects of your emails and landing pages.

VentureBeat Marketing Event post-click landing page Caption: VentureBeat's event landing page optimized for conversions.

What Should I Do When Our Marketing Events are Over?

To leave a lasting impression, build all your professional event landing pages, including thank-you pages, with a tool like Instapage. With customizable templates, advanced A/B testing analytics, and an easy-to-use landing page builder, you can increase your conversion rates and make the most of your marketing events.

Remember, event marketing is a powerful tool for building brand awareness, engaging customers, generating leads, educating your audience, and upselling customers. By implementing effective event marketing strategies and leveraging online and in-person events, you can make a lasting impact on your target audience and drive business growth.