Types of Event Marketing: 5 Strategies for Your Small Business

The event marketing industry may soon reach $36.31 billion — a skyrocketing amount from $13.87 billion in 2021. Event marketing is more than just throwing a good party, however. 

“The power of event marketing lies in its ability to forge connections that are deeply human and hard to replicate through other channels,” said Ross Resnick, CEO & Founder of RMNG and Roaming Hunger. “It’s not just about impressions; it’s about creating moments that transform attendees into lifelong fans, establishing bonds that go beyond the transactional.”

Today, we're diving deep into the different types of event marketing and strategies that will change the game for your small business. We'll hear from two industry experts to learn what works and what doesn't.

5 Popular Types of Event Marketing 

The goals of your project can impact the types of events you throw. For instance, if you're looking to enhance brand awareness and forge meaningful connections, hosting a conference or inviting guest speakers may be the way forward. These events provide a valuable platform to share your brand's vision and deepen relationships with industry leaders. 

Alternatively, if driving immediate sales and creating hype around your brand is the objective, pop-up events can deliver a sense of exclusivity and urgency that captivates your target audience.

Let’s dive into some of the most popular types of events businesses like to throw: 

Conferences 

Conferences are large-scale events where experts gather to share knowledge and insights. Small businesses often assume such events are out of reach for them, but even sponsoring a breakout session or hosting a workshop can boost your brand visibility. In fact, 47% of event marketers say such events yield the highest return on investment (ROI).

Guest Speakers

Bringing in a renowned guest speaker can help you draw a crowd and generate buzz. This is a great way to position your small business as an industry leader and attract potential clients.

Pop-Ups 

Pop-up shops and events are a fantastic way to surprise and delight your audience. These temporary experiences can create a sense of urgency and exclusivity, which drives sales and brand awareness.

Webinars 

Webinars are virtual events that allow you to connect with a global audience. They’re cost-effective and can be easily recorded and shared — great for lead generation and customer education. Webinars have become a core focus for 62% of event organizers.

Networking Events

Networking events are the place to build relationships with other businesses and potential clients. Attending industry events, hosting a mixer, or joining online communities can help you expand your network. 

These events offer an excellent opportunity to enhance your reputation, open new opportunities, increase brand/business visibility, get updated market insights, and exchange knowledge.

Trade Shows 

Trade shows are large industry events where businesses show off their products and services. Participating in a trade show can help you reach a wider audience, generate leads, and build brand credibility. That’s why 79% of marketers swear by them.

5 Event Marketing Tips for Every Small Business

Now, let’s talk about what a comprehensive event marketing strategy should look like. Here are some tips from a pair of industry professionals. 

5 Event Marketing Tips for Every Small Business

1. Go mobile
2. Integrate events with the rest of your marketing strategy
3. Leverage AR/VR
4. Invest in collaborations
5. Determine how you will measure success

Go Mobile 

If you want to reach a wider audience and make a bigger impact, go mobile! Resnick says it best: “The flexibility of mobility allows our clients to meet their customers wherever they are — on any street corner or ZIP code — creating unforgettable experiences.”

Mobile events are a fantastic way to break free from traditional settings and connect with your target market on their terms. Think food-truck tours, pop-up shops, or branded activations at festivals; there are endless possibilities to create buzz and drive sales.

Integrate Events With the Rest of Your Marketing Strategy

Don't let your event marketing efforts exist in a bubble — your event marketing efforts should compliment the rest of your marketing strategy. "Think beyond the immediate event,” said Resnick. “Use it as a springboard for content capture, influencer collaborations, and employee engagement."  By integrating your events with your other marketing channels, you can maximize their impact.

Leverage AR/VR & Stay on Top of Trends 

If you want to give your events a futuristic edge, don’t shy away from augmented reality (AR) and virtual reality (VR). For instance, you could host a virtual product launch where attendees can explore your products in 3D, or create an AR scavenger hunt at your next trade show. 

“Business leaders should look to leverage technology to analyze and enhance the attendee experience," advises Sheria James, account director at Elevate My Brand. As AR/VR’s popularity increases, many expect the use of these technologies in marketing and advertising to grow as well. 

Invest in Collaborations 

Teaming up with other businesses can be a game-changer for small businesses looking to invest in event marketing. "Collaborations can amplify reach and offset costs as well as grant you access to other resources," James points out. Overall, working with other brands opens the doors to a new audience, more resources, and the chance to create unique experiences. Look into cohosted events, joint marketing campaigns, or product collaborations. 

Determine How You Will Measure Success 

Before launching your event, you need to define your goals and identify key performance indicators (KPIs). "Never plan an event for the sake of planning an event," insists James. Whether you're aiming to increase brand awareness, generate leads, or boost sales, it’s important to set clear objectives and track your progress. 

By measuring attendance, social media engagement, and ROI, you can see just how effective your events are. Then, you can make data-driven decisions for future campaigns. Understanding what the goals of your event are can drive decisions like the type of event you’re throwing, your budget, who your target audience is, and more. 

What Event Should Your Business Throw? 

Here comes the million-dollar question: What event should your small business throw? You can come up with an answer in three simple steps: 

Think About Your Goals 

Before diving headfirst into event planning, take a step back and consider your business objectives. "Events have to support the bigger picture: brand awareness, lead generation, education, customer appreciation, fundraising, etc," James advised.  

Are you looking to introduce a new product? Build relationships with potential clients? Or simply boost brand awareness? Your event should align with your overarching business strategy. Once you've identified your goals, you can start brainstorming event ideas that will help you achieve them.

Consider Your Audience and Brand

Knowing your audience is key to creating an event that resonates. Who are you trying to reach? What are their interests and pain points? Answer these questions so you can tailor your event to their needs and preferences.

Your event should also reflect your brand's personality and values.  "Once we understand the client's marketing opportunities, audiences, and brand identity, we can ideate how to best engage attendees in ways that also fit the budget," James said about Elevate My Brand’s process. Stay true to your brand, and a cohesive and memorable experience will follow.

Review Competitors

The final step is to take a look at what your competitors are doing. What types of events are they hosting? What's working for them, and what's not? When you know what your competitors' strategies are, it gets much easier to identify opportunities to stand out from the crowd.

Conducting this kind of competitor research can help you differentiate your business as you plan your event. "We support our clients in coming up with event ideas by reviewing their competitors so we can better highlight their differentiators and ensure we’re elevating them above the rest," James said. It’s all about doing something that has never been done before and creating a more impactful event.

Event Marketing: More Than A Party

So, what are you waiting for? With the power of event marketing at your fingertips, there's no time like the present to dive right in and start planning your next big event. Remember, the key to successful event marketing lies in its ability to create meaningful connections that resonate long after the event has concluded. 

These connections can transform attendees into loyal customers and advocates for your brand. When done right, your events can be the centerpiece of a comprehensive marketing strategy that boosts your brand awareness and amplifies your reach. 

If you feel like event marketing is simply not your gig, don't sweat it. Clutch can connect you with the perfect team of event marketing pros who can turn your vision into a reality. They’ll handle every aspect of the process, from brainstorming to managing the nitty-gritty logistics. 

Find your dream event marketing team today. Trust us: Your small business will thank you for it!

About the Author

Hannah Hicklen Content Marketing Manager at Clutch

Hannah Hicklen is a content marketing manager who focuses on creating newsworthy content around tech services, such as software and web development, AI, and cybersecurity. With a background in SEO and editorial content, she now specializes in creating multi-channel marketing strategies that drive engagement, build brand authority, and generate high-quality leads. Hannah leverages data-driven insights and industry trends to craft compelling narratives that resonate with technical and non-technical audiences alike. 

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