Event: How to Use Event Marketing to Promote a Brand
Event is a public gathering organized by a company to promote its brand, products, or services. Events attract audience attention, strengthen reputation, and increase interest in what the company offers.
Source: theconciergeclub.com
What types of events are there?
Events can be divided into several types depending on their goals and audience.
1. Trade events. These are events for clients and business partners. Their goal is to showcase new products, achievements, or business updates. For example, a company might hold a presentation for a new product line or share its innovations. These events build trust, highlight product strengths, and establish dialogue with the audience. They are usually held as conferences, seminars, or presentations. Participants learn about advantages, see the product in action, and ask questions. The main goal is to generate interest and provide maximum information. Unlike exhibitions, presentations typically last just a few hours.
2. Corporate events. These are designed for company employees. Their purpose is to unite the team, boost motivation, and communicate brand values to each team member. This includes team-building activities, company celebrations, training sessions, or even trips to nature. Sometimes partners or clients are invited to strengthen business relationships.
3. Mass events. These are large-scale events for customers — concerts, festivals, sports competitions, prize draws, or charity campaigns. Such events are often organized or sponsored to strengthen customer relationships and increase brand awareness. Companies invite celebrities or collaborate with media for broader exposure. These events not only enhance the company’s image but also build audience loyalty.
4. Exhibition. This is an event where companies showcase their products or services. These often gather multiple participants from the same industry. Attendees can see new products, learn about their features, and speak with brand representatives. Exhibitions are typically aimed at partners and clients, lasting from a few days to several months.
5. Celebration. This event can be dedicated to anything — public holidays like New Year’s or Mother's Day, professional occasions (Programmer’s Day, Translator’s Day), or corporate milestones. Organizers prepare entertainment programs with photo zones, contests, prize draws, discounts, and promos to keep guests engaged.
6. Opening. A celebration held to launch something new, like a store, café, or beauty salon. These events attract attention, introduce people to the new place, and create buzz around it.
7. Fair. A marketplace where goods are sold directly by producers. There are general fairs with mixed products or specialized ones — food-only, handmade items, etc. It’s a great opportunity for companies to connect with customers and make immediate sales.
8. Press event. A special gathering for journalists. These are organized as press conferences, briefings, or roundtables. The main goal is to share important news with the media so they can pass it on to the public. This helps companies deliver key messages to a broader audience.
9. Educational events. Events where experts share their knowledge and experience. Participants can learn new things and develop their skills. These are great opportunities for gaining insights and inspiration for growth.
10. Online event. An event held online. Ideal for those who don’t want (or can't) gather people in one place or spend on venue rentals. These became especially popular during the pandemic when in-person meetings weren’t possible. The online format is convenient since attendees can join from anywhere.
What is event marketing?
It’s the promotion of a brand and its products through public events. These events help draw attention, build reputation, and engage the audience.
Of course, event marketing isn’t for everyone. Here’s when it might be a good fit:
Your brand is financially stable. Invest in events only if the company can meet current obligations like loans or contractor payments. If an expensive event fails to deliver results and increases losses, it may worsen financial health. Not all events bring immediate profits — their goal is often to build audience connections. Keep that in mind when planning.
Your brand is well-known. Established companies find it easier to attract participants. For newer market players, this can be harder and require a bigger budget.
Event marketing helps businesses gain visibility and attract customers. Some use it to speed up brand recognition. A launch party, a cooking workshop, or a street festival — any of these can spark interest if they resonate with the audience. What matters isn’t how much money you spend, but how well the event meets customer expectations.
Why event marketing matters
Event marketing addresses several important goals:
- Audience connection. Events allow companies to deliver key messages to clients and partners, introduce new offerings, and highlight product benefits. This helps build trust and stronger relationships with customers.
How to understand your target audience — and not get it wrong? Read here.
Attracting new clients. Events gather people already interested in your product or service. Companies take this chance to pitch their offerings, consult visitors, and drive purchases through discounts or promo codes.
Boosting brand awareness and loyalty. Personal interaction with customers and partners builds lasting, trusting relationships. Plus, if media cover the event or guests share experiences online, it amplifies the impact. The brand becomes more recognizable and reputable.
Developing company culture. Events are great for strengthening team spirit, improving workplace atmosphere, and increasing staff motivation. That’s why companies often host corporate parties and team-building events.
How to prepare for an event
Step 1. Define your goal.
Before organizing an event, clarify its purpose (and whether you even need one). For example, you might use the event to attract new clients and collect leads. Or you might focus on brand awareness so more people from your target audience hear about you.
Events are also great for deepening relationships with existing customers. If you’re launching a new product or service, an event is a perfect stage.
Step 2. Find your audience.
It’s crucial to understand who the event is for. Identify your target audience and study their characteristics.
Start by analyzing your current customers — look for common traits, interests, and preferences. Supplement that info through surveys or interviews with potential guests. This helps better understand their needs and expectations.
It’s also helpful to monitor social media discussions and industry trends — this gives a broader view. Don’t forget data from past events or campaigns either.
Step 3. Plan your promotion.
To attract attention, promote the event effectively. Use different channels to generate buzz and bring in participants. Start with your website: create a dedicated page with detailed info about the event, agenda, speakers, and a convenient registration form. This helps capture interest and collect contacts.
Keep the momentum on social media: post announcements, introduce speakers, share behind-the-scenes content, and use hashtags.
A conference post example
Want to know how to manage your social media properly to grow your business? Check out our article.
Don’t forget email campaigns — they’re a direct way to remind people about you. Send personalized emails with valuable info, exclusive offers, and discounts.
How to send truly personalized messages instead of generic emails? See here how to do it with Altcraft.
Also, create valuable content — articles, videos, or podcasts that explain why your event is worth attending.
Conclusion
Events are not just a way to draw attention to a brand but also a chance to build emotional connections with the audience.
They boost trust, increase recognition, and raise interest in your product or service. Success doesn’t depend on size but on how well the event matches your target audience’s interests and how creatively it's executed.