Revive Your Event Marketing: Top Strategies for 2024

Event marketing has always been a potent tool for lead generation, but in 2024, simply filling seats won’t cut it. Today’s success demands a strategic approach that blends innovative formats, cutting-edge technology, and personalized touches to create unforgettable experiences that drive results.

Before we dive into the strategies that will help you achieve this, let’s take a moment to define what event marketing really entails.

What is event marketing?

Event marketing is a strategic promotional approach where brands plan, organize, and execute events to engage their target audience, build brand awareness, generate leads, and drive business growth. These events can range from in-person gatherings like trade shows and conferences to virtual webinars and hybrid experiences, offering opportunities for direct interaction with potential customers and industry peers.

Imagine crafting a dynamic event strategy where a high-profile product launch, an engaging industry conference, and a series of personalized networking sessions each play a role. By seamlessly integrating these varied event types—tailoring content and thoughtful gifting for each—you create a comprehensive and impactful experience that resonates on multiple levels.

In this guide, we’ll walk you through essential strategies to transform your event marketing approach, from understanding different event formats and leveraging technology to maximizing ROI, evaluating gifting strategies, and crafting effective follow-ups.

Understanding Event Marketing Types and Their Strategic Benefits

Selecting the right event type is crucial in maximizing impact. Whether it’s an in-person gathering, a virtual experience, or a hybrid event, each format has unique advantages. Here’s a look at how each can elevate your marketing strategy.

1. In-Person Events: Creating Unforgettable Experiences

In-person events such as conferences and trade shows offer unparalleled opportunities for direct engagement and immersive experiences that virtual formats often can’t match.

Strategic Benefits of In-Person Events:

• Direct Engagement: 77% of attendees say face-to-face interactions help build trust and rapport more effectively than virtual communication.
• Immersive Experiences: 61% of marketers view physical events as the most critical channel due to their ability to offer live product demos and presentations.
• Networking Opportunities: These events facilitate spontaneous interactions and partnerships.

For Reachdesk’s first event, Boats N’ CMOs, the team used strategic gifting to maximize impact. They sent Uber vouchers to boost attendance to 98%, collected feedback with QR codes during the event, and followed up with gifts to keep conversations going. Additionally, “feel better” gift boxes were sent to those who missed the event due to COVID-19, resulting in high engagement and strong pre-event sign-ups for future events.

2. Virtual Events: Expanding Reach and Flexibility

Virtual events like webinars and online workshops offer scalability and flexibility, making them ideal for reaching a global audience and managing costs.

Key Benefits of Virtual Events:

• Global Reach: 65% of event planners believe virtual events overcome geographical barriers.
• Cost Efficiency: Virtual events can reduce overhead costs by up to 95%.
• Flexible Scheduling: They accommodate various time zones and schedules.

A notable example is Rapid7's gifting strategy that boosted their event attendance and strengthened relationships by sending personalized coffee and lunch vouchers before virtual events. This approach led to a 49% gift redemption rate, a 25% close rate, and a 5837X ROI, showcasing the impact of thoughtful, targeted gifting.

3. Hybrid Events: The Best of Both Worlds

Hybrid events merge in-person and virtual elements, offering flexibility and inclusivity that cater to diverse audience preferences.

Key Benefits of Hybrid Events:

• Flexibility: Attendees can choose between in-person or online participation.
• Increased Engagement: Hybrid events can enhance overall engagement and satisfaction by  up to 50%.
• Broader Reach: They facilitate both local and global participation.

For instance, TechCrunch’s hybrid conference used personalized gift boxes for both in-person and virtual attendees, boosting session participation by 40% and receiving positive feedback.

5 Effective Event Marketing Strategies for Maximizing ROI

Maximizing ROI requires precise planning, effective budgeting, and leveraging technology. Here’s how you can enhance your event's impact and efficiency.

1. Set Clear Objectives and KPIs

Establish specific goals and metrics to guide planning and assess success.

Key Planning Strategies:

1. Define Objectives and KPIs: Set SMART goals tied to departmental OKRs. If your event is focused on driving brand awareness, your goal could be “achieve 1,000 social media mentions within one week of the event.”
2. Craft a Detailed Budget: Allocate resources wisely to high-impact areas like technology, venue, and personalized gifts and remember to include a contingency fund.
3. Choose the Right Venue or Platform: Select a venue or hosting platform that aligns with your event’s goals and audience, ensuring it supports the desired atmosphere and logistical needs.
4. Plan Logistics Thoroughly: From the hosting domain, to catering, AV equipment, transportation, accommodations and direct mail, every detail matters.

2. Leverage Technology to Enhance Event Engagement

Incorporating technology into your event strategy can significantly boost attendee engagement and streamline event management. 

Key Technologies:

1. ​​Event Platforms: Tools like Sequel.io or Goldcast improve registration, audience participation and can integrate to your current tool stack.
2. Analytics Tools: Data analytics helps track behavior, measure event performance, and gather actionable insights to ensure your event meets its objectives.
3. Gifting and Direct Mail Engagement Tools: Solutions like Reachdesk enhance your event strategy by providing personalized gifting solutions that foster deeper connections with attendees and create lasting impressions ahead, during and after your event.

3. Execute with Precision for Seamless Delivery 

Execution is where planning turns into reality. The success of your event hinges on well-coordinated execution that delivers a seamless experience for attendees.

Execution Tips:

1. Manage the Schedule: Ensure all sessions and activities start and end on time by maintaining a detailed timeline and using event management tools. This keeps the event flowing smoothly and maximizes the attendee experience.
2. Coordinate with Vendors: Maintain clear communication with vendors to align their services with event requirements. Regular updates and pre-event planning help ensure everything from catering to audiovisuals runs smoothly.
3. Leverage Gifting and Direct Mail Providers: Rely on dependable vendors and automation tools like Reachdesk to streamline the gifting and direct mail process. These tools simplify the management of personalized gifts and direct mail, ensuring that they are delivered in a timely manner and are seamlessly integrated into your event strategy. By automating these tasks, you enhance attendee engagement, facilitate effective follow-ups, and create a more cohesive and memorable event experience.

4. Transform Follow-Ups into Opportunities

The impact of your event doesn’t end when the last attendee leaves. Studies show that 80% of sales require five follow-up calls after the initial meeting, highlighting the importance of a well-executed follow-up strategy for post-event engagement.

Our Top Post-Event Follow-Up Tips:

• Segment Attendees: Use CRM software like HubSpot or Salesforce to segment attendees based on their interactions and interests during the event. For example, categorize attendees by sessions they attended or content they engaged with.
• Send Personalized Content: Leverage tools like Marketo or Salesforce to automate personalized email campaigns. Share relevant resources, such as whitepapers, eBooks, or product demos, that directly address the interests they expressed during the event.
• Providing Continued Value: Keep attendees engaged and build lasting relationships by offering post-event resources, such as on-demand access and event takeaways, and providing special gifts or discounts to drive post-event momentum.

5. Measure Event Success and Maximize ROI

Evaluating the success of your event goes beyond execution—it involves analyzing the outcomes against your objectives and calculating the ROI to determine the event’s impact on your business.

How to Calculate Your Event’s ROI:

Calculating the ROI of your event is easier than it may first appear. Simply subtract the total cost of your conference or event from the total revenue generated, then divide this number by the total cost of the event. The result, expressed as a percentage, gives you a clear view of the financial return on your investment.

To do this ensure you:

• Track KPIs: Measure registration and attendance rates, engagement levels via interactions, participation and feedback metrics, and lead conversions. Don’t forget to always track these against the initial goals you’ve set up.
• Calculate ROI: Use the formula: (Total Revenue - Total Costs) / Total Costs * 100.

Example: A $50,000 product launch generating $200,000 in new sales resulted in a 300% ROI.

By understanding the ROI of your event efforts, you gain valuable insights into your overall strategy. However, to truly maximize your impact and stand out this year, integrating personalized gifting into your event marketing is crucial. Thoughtfully selected gifts enhance brand visibility and foster deeper connections, making your events not only more memorable but also more effective in achieving long-term success. Keep reading to find out how you can implement gifting at each stage of your event to drive impactful results.

The Strategic Role of Gifting in Event Marketing

​​As event marketing heats up, standing out requires more than just great content or compelling presentations. Strategic personalized gifting, event swag, and merchandise each play a unique role in creating memorable touchpoints, enhancing brand visibility, and fostering deeper connections with your audience. Understanding how these elements differ and how to use them strategically can significantly elevate your event marketing efforts.

Personalized Gifting

Personalized gifting involves offering customized items tailored to individual preferences or professional roles, either before, during, or after the event. These gifts are typically high-quality and carefully chosen to foster a meaningful personal connection with the recipient. For example:

• Engraved Pens: A high-end pen engraved with the recipient's name or role can make a sophisticated gift, perfect for executives or key clients.
• Custom Notebooks: A beautifully designed notebook with a personalized cover can be a practical and elegant gift for attendees at high-profile conferences.
• Bespoke Tech Gadgets: Items like custom-branded wireless chargers or noise-canceling headphones can appeal to tech-savvy attendees and add a premium touch to your event.

The key advantage is the personal touch, which fosters deeper connections and greater brand recall.

Event Swag

Event swag refers to the assortment of branded items distributed to attendees at events. These items are usually practical and designed to keep your brand top-of-mind. Examples include:

• Branded Tote Bags: Useful for carrying materials and personal items during an event, while prominently displaying your logo.
• Water Bottles: Reusable bottles with your company’s branding can be appreciated by attendees, offering both utility and visibility.
• Lanyards: Often used for event badges, lanyards are a practical swag item that keeps your brand visible throughout the event.

Merchandise

Merchandise encompasses a broader range of promotional products that can be used both at and outside of events. This category includes:

• Branded Apparel: Items like t-shirts, hats, or hoodies with your event logo or message can be worn long after the event, providing ongoing exposure.
• Tech Gadgets: Gifts such as branded USB drives or Bluetooth speakers can be used by attendees in their everyday lives, extending the life of your promotional efforts.
• Stationery: Items like branded notebooks, planners, or desk accessories can be practical for daily use, keeping your brand in view.

Merchandise is typically used for wider brand promotion and can be given away at various touchpoints, including pre-event campaigns and post-event follow-ups. 

Benefits of Personalized Gifting, Event Swag and Merchandise

1. Increased Brand Recall: Personalized gifts and event swag significantly enhance brand recall. In fact, 89% of recipients remember the branding after receiving a personalized gift, with 79% retaining this memory even two years later. In contrast, only 38% of individuals recall a brand after receiving traditional print ads.
2. Positive Association: High-quality, relevant gifts, whether personalized or general swag, create positive associations with your brand. Attendees are more likely to view your company favorably when they receive thoughtful and useful items.
3. Enhanced Engagement: Both personalized gifts and event swag boost engagement by making attendees feel valued. Personalized gifts foster deeper connections, while practical swag keeps your brand in attendees’ daily lives.
4. Improved Customer Loyalty: Personalized gifting can strengthen relationships and build long-term loyalty by showing appreciation. Event swag and merchandise support broader brand loyalty by keeping your brand visible over time.
5. Increased Referrals: When recipients are pleased with personalized gifts and event swag, they’re more likely to advocate for your brand. This not only amplifies your reach but also fosters valuable word-of-mouth marketing. A thoughtfully executed gifting strategy can transform attendees into enthusiastic brand ambassadors, generating new leads and enhancing your brand’s visibility.

A fantastic example of the power of gifting is when Cockroach Labs partnered with Reachdesk to distribute 3,000 custom lollipops, 3,500 branded t-shirts, stylish team apparel, executive gifts, and custom energy drinks at AWS. This strategic gifting led to high foot traffic, a memorable booth experience, and significant lead generation.

Drive Attendee Engagement and Pipeline with Strategic Event Gifts, Swag and Merchandise

Strategically incorporating gifts into your event pipeline generation efforts can amplify their effectiveness. According to research, 74% of event attendees are more likely to respond positively when offered a promotional item. By offering well-chosen gifts as incentives, you encourage attendees to engage more deeply with your brand and generate more demand and pipeline in the long term.

Effective Gifting Strategies and Examples:

Hotel Drops

Delivering personalized gifts or branded merchandise directly to attendees' hotels makes a strong initial impression. Practical items like travel accessories or branded drinkware can enhance the attendee experience before the event starts. 

A great example of this is when Reachdesk surprised attendees with personalized gift bags in their hotel rooms ahead of the CMO Summit in Las Vegas, in April 2024. Guests received a box of snacks and a brochure on how Reachdesk can enhance their marketing. This approach led to 35 on-site meetings, rave reviews, $190,000 in pipeline, and an 8X ROI.

Pre-Event Gifts

Send engaging personalized gifts or event swag before the event to build anticipation. Options include custom-printed invitations, pre-event swag, or virtual gift cards.

A great example of this is when Reachdesk focused on a pre-event gifting strategy to drive attendance and build excitement for their first in-person Boats N’ CMOs event. Our team sent Uber vouchers to all registered attendees a week before the event, which contributed to an impressive 98% attendance rate. This thoughtful gesture not only ensured high turnout but also set the tone for a successful event.

During-Event Gifts

Keep the excitement alive with surprise gifts during the event. Interactive games, giveaways, and instant-win contests can enhance engagement.

Intact Software did this brilliantly by using a gamified gifting approach to create a Vault Gifting Game with 25 eGift QR codes printed on branded cards. This gamified booth attracted key prospects and drove engagement through interactive elements, illustrating how innovative gifting strategies can enhance event interactions.

Incentivising Gifts:

Offer incentives for attending your events, booking meetings, or participating in key activities. Incentives could include branded tech gadgets, luxury bundles, or exclusive event access.

Nasstar did this successfully when launching their Nasstar Channel brand at an exclusive dinner event by offering luxury gift bundles, including a hip flask and various miniature alcohol sets. This gesture not only impressed guests but also generated excitement and positive buzz, strengthening engagement with key accounts.

Post event-gifting

Strengthen relationships and boost brand recall by sending thoughtful gifts such as personalized notebooks, gourmet snack boxes, or luxury pens engraved with attendees' names. Complement these with exclusive access to content like VIP webinars or premium subscriptions, reinforcing the positive experience and encouraging ongoing engagement.

Adobe effectively used post-event gifting by sending personalized thank-you packages, including branded leather notebooks and premium earbuds, along with exclusive access codes to new software tools and webinars. This strategy reinforced relationships and boosted post-event engagement.

Evaluating the ROI of Gifting, Swag and Merchandise in Your Event Strategy

To fully understand the impact of gifting, swag and merchandise within your event marketing strategy, it’s crucial to evaluate the return on investment (ROI). Here’s how you can assess the effectiveness of your gifting efforts:

1. Track Gifting Metrics:

   • Gift Redemption Rates: Monitor how many of your gifts are redeemed, indicating how well your gifts are received and appreciated.
   • Engagement Metrics: Measure the level of engagement from recipients of your gifts, including follow-up interactions and participation rates.

1. Analyze Impact on Your Pipeline:

   • Meetings Booked: Assess the quality of meetings booked by recipients of your gifts. High-quality meetings often result in higher revenue.
   • Conversion Rates: Track how many opportunities from gifting campaigns convert into actual sales or valuable customer relationships.

2. Calculate ROI:

   • Total Gifting Costs: Include all expenses related to purchasing, customizing, and delivering gifts.
   • Total Revenue Generated: Measure the revenue generated from opportunities and deals attributed to your gifting efforts.
   • ROI Formula: (Total Revenue - Total Gifting Costs) / Total Gifting Costs * 100
     Example: If you spent $10,000 on gifting and generated $50,000 in new deals from those efforts, your ROI would be 400%.

By using platforms like Reachdesk, you can streamline this process with automated tracking through Reachdesk Insights. This tool integrates with Salesforce and other CRM solutions, providing enhanced visibility into your gifting campaigns' effectiveness. By strategically incorporating personalized gifting, event swag, and merchandise into your event marketing, you can enhance brand visibility, drive engagement, and achieve measurable results.

Maximize Your Event Marketing in 2024

Revitalizing your event marketing strategy in 2024 requires a strategic approach that integrates various event types, leverages technology, and maximizes ROI through thoughtful planning and execution. Personalized gifting, event swag and merchandise play a crucial role in enhancing brand awareness, driving pipeline generation, and strengthening customer relationships.

By understanding the strategic benefits of different event types, setting clear objectives, and using technology effectively, you can craft impactful events that resonate with your audience and deliver measurable results. Incorporating personalized gifting into your event strategy further amplifies its effectiveness, creating memorable experiences that drive long-term success.