12 Ways In-Person Events Impact Brand Awareness and Customer Loyalty
"What kind of impact have you seen from in-person events on brand awareness and customer loyalty?"
Here is what 12 thought leaders had to say.
In-Person Events Boost Client Spending by 35%
The tangible nature of in-person events creates emotional connections that translate directly to loyalty - we've tracked that clients who attend another guest's event before hiring us typically spend 35% more on their own celebrations. These clients arrive with established trust in our capabilities after experiencing our service firsthand. One corporate client initially discovered us at an employee's wedding and has since booked quarterly gatherings exclusively with us for three consecutive years. The sensory memories formed around food and celebration create a powerful brand imprint that digital marketing simply cannot replicate, making each successful event our most effective loyalty-building tool.
Marissa Daskalakis, Small Business Owner/Chef, Fete Fraiche
Branded Merchandise at Events Drives Customer Action
As someone who's built multiple e-commerce businesses and now leads Mercha, I've seen how in-person events transform brand perception and customer loyalty in ways digital marketing simply cannot.
Our data shows that branded merchandise at events creates lasting impressions - 83% of consumers can recall a brand from a promotional product received within two years. This isn't just awareness; it translates to action with 85% of people doing business with an advertiser after receiving a branded item.
One of our most successful strategies has been creating interactive merchandise experiences at events. For a major construction client in Melbourne, we set up customization stations where attendees personalized their merch on-site. This approach generated 71% higher brand favorability compared to standard giveaways and created authentic connections that digital channels struggle to replicate.
The sustainability factor cannot be overlooked. We've found eco-friendly event merchandise generates 27% more social media mentions than traditional swag. When TikTok and Amazon partnered with us for events featuring sustainable promotional products, they reported attendees using these items 3x longer than conventional merchandise, extending brand exposure from weeks to years.
In-Person Events Increase Customer Retention by 15%
As VP of Marketing at Satellite Industries, I've seen how in-person events serve as crucial touchpoints that digital marketing simply cannot replicate. The portable sanitation industry was built on face-to-face relationships, and when COVID hit, we had to pivot quickly while planning for the eventual return of in-person connections.
Pre-pandemic, our product demos at outdoor industry events consistently generated 3x the qualified leads compared to digital-only campaigns. The ability for potential customers to physically interact with our portable restrooms, trucks, and vacuum technology created an immediate connection to our brand's value proposition of durability and engineering excellence.
What's fascinating is how the post-COVID consumer expects heightened personalization. When we resumed in-person events with improved hygiene protocols and one-way traffic flows, we saw customer retention increase by approximately 15%. We finded our employees became our greatest marketing asset at these events - knowledgeable staff who could explain our engineering innovations created stronger emotional bonds than any digital content ever could.
The data supports this investment: customers who engage with us at in-person events are 27% more likely to become repeat buyers. One unexpected learning was that community-based events, rather than just industry tradeshows, delivered exceptional ROI. By participating in local initiatives where our portable sanitation solutions supported community needs, we built authentic goodwill that translated directly to brand loyalty and word-of-mouth referrals that digital channels simply couldn't generate.
Michelle Amelse, Vice President of Marketing and Customer Success, Satellite Industries
Hybrid Events Improve Brand Recall by 35%
As someone who's built a marketing agency from the ground up, I've seen in-person events deliver ROI that digital simply can't match. The tactile nature of print materials combined with face-to-face interaction creates what I call a "memory imprint" that digital marketing struggles to achieve alone.
At Ronkot, we implemented a hybrid approach for a hotel client during the post-COVID recovery period. Their in-person networking event featured personalized print materials that attendees could physically take home. This approach resulted in a 35% increase in brand recall compared to their digital-only campaigns, and customer retention improved by nearly 30%.
I've found that the psychological impact of physically interacting with brand materials creates stronger neural connections. Research backs this up - studies show information retention is significantly higher with print materials (around 70%) versus digital-only content (closer to 40%). This retention translates directly to loyalty.
The key is integration. Don't treat in-person events as standalone tactics - they should amplify your digital efforts. During COVID, clients who maintained some form of physical presence (even simplified direct mail campaigns) rebounded 40% faster than those who went purely digital. The physical-digital connection creates a more complete customer experience that builds genuine loyalty rather than just transactions.
Ronak Kothari, Owner, Ronkot Design, LLC
Face-To-Face Interactions Foster Trust and Loyalty
Having spent my career in both entertainment and two-way radio communications, I've seen how in-person events lift brand awareness and customer loyalty. As an actor and director, engaging audiences face-to-face has always brought my characters to life and built a deeper connection with fans. This same principle applies to business.
In my role at Land O' Radios, we've participated in industry trade shows and product demos where face-to-face interactions have bolstered our reputation and fostered trust. One of our events resulted in a notable increase in repeat business and referrals, as attendees appreciated the personal engagement and support that our products offer.
By meeting clients directly, we demonstrate our commitment to delivering uncompromised service and cutting-edge technology, enhancing their trust and loyalty. In-person events create an opportunity to showcase not just products but the passion and expettise behind them, which turns attendees into long-term advocates.
Rene Fornaris, Vice President, Land O' Radios
In-Person Events Turn Fans Into Advocates
In-person events hit different. We've seen them turn casual fans into die-hard advocates fast. There's just something about shaking hands, sharing stories, and putting faces to names that digital can't replicate.
People remember how you made them feel, not just what you pitched. The impact? More word-of-mouth, stronger loyalty, and way more repeat biz. Face time builds trust that clicks can't.
Justin Belmont, Founder & CEO, Prose
In-Person Events Slash Digital Campaign Costs
Hey Reddit! In-person events have been game-changers for our clients at RankingCo. While everyone fixates on digital metrics, the tangible human connections made at events often deliver ROI that's harder to measure but more impactful long-term.
I've seen how a client's boutique clothing store (Princess Bazaar) drastically improved customer loyalty by hosting in-store styling events that complemented their online presence. These events created authentic touchpoints that transformed casual browsers into brand advocates who actively shared on social platforms.
What's fascinating is how these events feed back into digital performance. We track a consistent pattern where businesses that maintain regular in-person engagement see lower cost-per-acquisition in their digital campaigns. One client slashed their CPA from $14 to just $1.50 by integrating event attendee data into their Google Performance Max campaigns.
The key is consistency and integration. Don't treat events as standalone marketing—they should seamlessly connect with your digital strategy. Capture attendee information, create event-specific content, and use these genuine interactions to inform your broader marketing approach. In-person events aren't just about immediate sales; they're about creating memorable brand moments that digital alone simply cannot replicate.
Amber Porter, CEO, RankingCo
Direct Interaction Builds Authentic Brand Connections
In-person events greatly enhance brand awareness and customer loyalty, especially in sectors reliant on personal relationships. These occasions facilitate direct interaction, fostering deeper connections with potential and existing clients. By providing memorable experiences and allowing customers to engage with products firsthand, brands build authenticity and emotional ties that set them apart from competitors who operate solely online.
Mohammed Kamal, Business Development Manager, Olavivo
In-Person Events Boost Website Engagement by 42%
As a Webflow developer working with 20+ SMEs and startups across various industries, I've seen how in-person events create emotional connections that digital interactions simply can't match.
For Sliceinn, a hospitality client, we incorporated elements from their in-person guest experiences directly into their website design. Their property tours converted 35% better than standard online bookings because guests who'd experienced their physical spaces developed stronger brand loyalty.
With Hopstack, our B2B SaaS client, we designed their website to complement their conference presence. Their post-conference website traffic showed 42% higher engagement metrics than their standard traffic, with visitors spending more time exploring detailed case studies after seeing live demos.
The most effective approach I've found is creating digital-physical continuity. For Serotonin Labs, we designed QR-enabled handouts for their health conferences that directed attendees to personalized landing pages. This hybrid approach resulted in 3x higher conversion rates compared to either standalone digital campaigns or event-only marketing.
Divyansh Agarwal, Founder, Webyansh
Personal Interactions Enhance Brand Recognition
By directly engaging with customers, we create memorable experiences that digital touchpoints can't replicate. I've noticed stronger brand recognition, as attendees leave with a deeper connection to our mission and products. These events foster loyalty by making customers feel valued and heard, leading to repeat business and positive word-of-mouth. The personal interactions build trust, and we often see increased customer retention and advocacy long after the event ends, making them a vital part of our strategy.
Bram Louwers, Director, BrainManager
Staged Open Houses Increase Conversion Rates by 35%
As a staging and interior design business owner, I've seen how in-person events transform our brand awareness. Our staged home open houses create emotional connections that digital marketing simply can't match. When potential clients walk through one of our professionally staged properties, conversion rates jump by approximately 35% compared to our online-only leads.
The most impactful event we implemented was our "Design & Wine" evenings for realtors and homeowners at recently staged properties. These gatherings let people experience our work while connecting with our team in a relaxed setting. The payoff? A 40% increase in realtor referrals following these events.
What's fascinating is how these in-person touchpoints affect long-term loyalty. Clients who first experience our work at these events tend to retain our services 2.5x longer than those who find us through digital channels. They also become our most vocal advocates, regularly sending referrals our way.
Living on an 80-acre ranch has taught me the value of creating experiences rather than just services. This translates directly to our business approach - we're not just staging homes, we're creating memorable moments that forge lasting connections with our brand.
Adam Bocik, Managing Partner, Divine Home and Office
In-Person Workshops Boost Client Conversions by 15%
In my experience as a trauma therapist specializing in EMDR therapy, in-person workshops and events have significantly impacted client engagement and retention. Offering hands-on demonstrations of EMDR techniques during informational sessions has provided potential clients with a tangible understanding of how the therapy operates, leading to a noticeable increase in inquiries and consultations.
For example, workshops conducted at my New York City office have resulted in a 15% increase in new client conversions compared to solely offering online informational content. These events allow individuals to directly experience the warmth and supportive environment I strive to foster, which often turns initial curiosity into long-term therapeutic relationships.
Additionally, community-oriented events, where I collaborate with local mental health professionals, serve to build trust within the community. Participants who engage in these settings often turn into advocates, sharing their positive experiences, which improves both brand awareness and loyalty organically.
Linda Kocieniewski, Psychotherapist, Linda Kocieniewski Therapy
