Social media is at the center of our lives today. As such, brands use it to find more meaningful ways to stand out and connect with modern consumers. In the event space, that means finding ways to encourage the kind of organic social presence that resonates with a customer long after an event concludes.

Marketers know this, which is why brands host events at all. An Aventri/Little Bird Media joint study estimates that 96% of events use social media to spark their brand awareness. And yet, a Splash/Harvard Business Review joint report shows only 52% of events actually have repeated social media engagement throughout the day.

With trade shows, brands are able to pound the pavement (or the convention center floor, to be more precise). According to a recent study, the number of virtual events decreased by 15% from 2021 to 2022, indicating that consumers are tired of online “experiences” and ready to cultivate deeper connections in person. For companies, it’s a chance to get from behind their screens and in front of a crowd. More specifically, brands get a chance to come face-to-face with three distinct audiences: 1) Existing customers who are looking to re-engage; 2) Newly converted customers from the two-year hibernation; and 3) Potential opportunities for those who don’t know your brand.

No matter which of these customers you encounter, engaging them with an eye-catching and representative illustration of your brand story, products, and services is crucial. Think of it as a strategic marketing move that will facilitate authentic connections for a lifetime. After all, trust is a growing consumer value, and a compelling trade show booth can leave people feeling confident and interested in your brand.

Sporting events are some of the best opportunities for brands to connect with consumers. Now that games, matches, tournaments, races, and other fan-based activities are happening in person, you'll want to consider the many ways you can leverage those events to boost your company's visibility and expand your reach.

The benefits of sports marketing go far beyond having your logo on the sideboards of a hockey rink. Marketing through sports allows you to engage with niche audiences, opening the door for increased relevance, strengthened loyalties, and memorable experiences through creative on-site activations.

Look at any event audience, and it can usually be broken down into three distinct groups.

First, there are those who enjoy the status quo of networking with new groups of people and contributing to panel discussions. Next, there are the people who generally shy away from large gatherings and networking. Wedged between those personalities are attendees whose interest depends on the event itself.

What now?

That’s a question many brands and event organizers are asking themselves as the fallout of COVID-19 becomes less pronounced. But the answer to that question doesn’t require a lengthy search, especially for brands that hosted hybrid events during the peak of the pandemic.

Circumstances forced many organizers to forgo traditional in-person gatherings and weave virtual elements into those events. This approach helped keep in-person attendees safe and remote visitors engaged, even from the comfort of their own homes.