Events Are A Gateway Drug: 4 Reasons Your Company Needs Event Marketing

Gateway Drug.jpg

4 Reasons Your Company Needs Event Marketing

Recently our Queen City Destination founder, Abby Gerwe, attended the American Marketing Association’s welcome reception for Michael Brenner—one of the most knowledgeable marketing gurus on this side of eternity, named a Top Business Speaker by The HuffingtonPost and recognized as a major CMO Influencer by Forbes.

In other words, this guy knows marketing.

Abby asked him, “What role do events play in marketing success?”

His answer?

“Events are the gateway to marketing success.”

Well said, Mr. Brenner.

(Naturally, we added the drug part for the title ‘cuz we’re all about an eye-grabbing headline.)

We’re spelling out for you why events should be part of your 2019 marketing strategy (and every year thereafter).


1. Events make your company human.

An event shows your clients that you aren’t a company made up of WALL-E-type robots, but you are actually human.

Events offer a space for creators & c-suite execs to shake hands, kiss babies, and really get to know their audience.

No amount of Facebook ads, Instagram stories, or LinkedIn posts can beat an interactive event that leaves your potential customer feeling valued as more than just a dollar sign on the other side of the screen.

While strategic digital marketing is a non-negotiable for any successful business, an event ensures your potential customers that you aren’t Catfishing them—nope, that ad for your product or service that they’ve seen plastered across their newsfeeds is the real deal. No fake-outs here.

2. Events convert “maybe I’ll think about it” thoughts to “I want to buy!” decisions.



Not only does an event make you human, but it also converts potential customers into actual customers.

Let these numbers convince you to plan an event surrounding your company’s new launch, pronto:

  • 98% of users feel more inclined to purchase after attending an activation

  • 74% of consumers have a better opinion about a brand after an in-person event

  • 70% of users become regular customers after an experiential marketing event

  • According to 80% of attendants, live demonstrations and free samples significantly help define their purchasing decision

  • 71% of consumers share information about their experience with their peers and family members

Holy guacamole, those are some seriously convincing statistics.

An event gives your company the opportunity to reach your customers at an emotional level. And studies show that when customers are highly connected emotionally to your brand, they are more likely become lifelong fans of it.

(We highly recommend you check out this fascinating article from Harvard Business Review for a deep-dive into the value of emotional connection!)

3. Events create awareness of your new product or service.

When it comes to launching a product, celebrating a company milestone, or introducing a new product or service to the marketplace, events are your fast track to that coveted publicity.

You can bet your homemade Cincy chili that an exciting and original event will get people talking about your company’s latest rollout, whether it’s a News Channel 5 bit on the nightly news or event attendees sharing photos with their followers on Insta Story. (Speaking of Insta Story, you best bet we’re all about creating Instagram-worthy moments at any event.)

Check out some of these killer activation events, like when Lipton set up a giant yellow waterslide in the middle of London, offering product samples to attendees. An event that lets attendees have a blast and generates press? Check and check.


(Psstt… Need ideas for how to treat your employees to the best of Cincinnati?    There’s a blog post    for that.)

(Psstt… Need ideas for how to treat your employees to the best of Cincinnati? There’s a blog post for that.)

4. Events make your employees happy.

Our world is overwhelmingly digital—we’re practically on the fast-track to some sort of dystopian-novel brain implants that let us communicate with one another without even speaking.

Even so, a weekly employee newsletter and quarterly call can only get you so far in building genuine trust between your c-suite managers and frontline employees. An event allows you to engage proactively with the people who daily make your company great.

And company events, when done right (i.e. not just a conference room “gathering” featuring a plate of day-old cookies), are just plain fun. And an employee having fun is a happy employee, and a happy employee is a productive employee—and that’s a fact. Wins all around!

Let’s plan your company’s most successful event yet.

Whether it’s a product launch or a day of treating your employees, an event is your gateway drug to success. Queen City Destination is your go-to guide for creating the best event your company has ever hosted.

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Event MarketingAbby Egbers