14 Ways In-Person Events Impact Your Company's Marketing Strategy

"What role do in-person events play in your overall marketing strategy or company goals?"

Here is what 14 thought leaders had to say.

Trust at Scale: The Power of Presence

As the co-founder and CEO of a company whose national, in-person events are not just a marketing strategy but a core pillar of our business model, I can confidently say that in-person events create something no digital or virtual experience can replicate. And that is trust at scale. When people gather together for one of our events, they connect and engage with each other, have fun (one of our key aims) and remember our business. Our brand becomes more than a website or logo; it becomes a living, breathing experience.

From a strategic standpoint, our events are where we deepen relationships with our customers and build loyalty that would take months to nurture online. More importantly, these events are a mirror for our company. They let us show, not just tell, our values, and our commitment to our specialist community.

I would advise other business leaders to not underestimate the power of presence, especially if your brand is about building relationships and trust, then people need to experience what you have to offer in person. Human connections are our most powerful marketing channel and we invest in it accordingly.

Liz Kolb, MD & Co-Founder, Axion Now

Events Transform Curiosity to Clarity for Women Entrepreneurs

In-person events are one of the most effective and aligned ways we grow our community, deepen our impact, and invite the right people into our ecosystem. At MAXevent, we support women in mid-career transition as they step into event entrepreneurship. Many are building their first business in their second act, seeking purpose, flexibility, and greater ownership of their time and talent. Our mission is to help them launch with clarity, confidence, and a collaborative community behind them.

These gatherings play a strategic role in our growth by helping us move people from curiosity to clarity with more ease. When women experience what we do in real life, the connection and trust build fast, often leading to lasting relationships, program enrollments, podcast guests, and brand champions. Because when women feel empowered and connected, they want to bring others along with them.

Our events play a key role in showing (live and in person) what makes our approach different. From the way we welcome people, to the conversations we spark, to the thoughtful details that say "we see you," these moments create a feeling you just can't capture in a post or email. You either feel it or you don't--and when you do, you know you've found your people.

We're not here to just fill a room for the sake of it. We want to reach the right women, create gatherings that meet them where they are, and give them space to see what's possible and decide what's right for them. When someone attends, they leave with more than inspiration. They walk away with new relationships and a clearer sense of direction.

In-person events are also one of our strongest sources of referrals. When women feel seen, supported, and part of something bigger, they talk about it. They share it with their friends, fellow pivoters, and future collaborators. That kind of organic momentum only happens when events are rooted in authenticity and shared values. They never feel generic, and they're never just another 'event.'

MAXevent is not here for quick wins or surface-level success. We're building something that lasts--for ourselves and for the women we serve. Impactful events are at the heart of our mission and the way we bring it to life. They reflect who we are and serve as a catalyst for how we grow. We're here to show them that building a value-driven business with purpose isn't just possible; it's within reach, and they don't have to build alone.

Melissa Cossette, Chief Event Strategist & CEO, MAXevent

Events Showcase Wedding Brand Values Beyond Digital

In-person events are the heartbeat of our marketing strategy at Epris. We believe in the power of presence -- showing up, connecting face-to-face, and creating moments that linger long after the candles burn out. When you work in weddings, you're in the business of emotion, trust, and transformation -- and nothing communicates that better than a well-orchestrated, real-life experience.

Every event we host or participate in -- from floral masterclasses to curated industry dinners -- is an extension of our brand values: elevated creativity, intentional storytelling, and genuine hospitality. These moments aren't just about putting our work on display; they're about immersing others in the feeling of Epris. We want people to walk away saying, "I felt something different there."

In-person events also serve a dual purpose. They are both marketing touchpoints and relationship incubators. Whether we're inviting past clients, potential collaborators, or future couples, these experiences allow us to deepen connections, earn trust organically, and remind people that we don't just plan weddings -- we build beautiful experiences with soul.

And of course, from a business standpoint, these events naturally generate content: behind-the-scenes glimpses, guest reactions, design details -- all of which translate seamlessly into our digital marketing efforts. It's real, it's relevant, and it keeps our audience engaged across platforms.

At the end of the day, we're not just designing tablescapes -- we're designing memories. And in-person events allow us to live out that mission, in real-time, with the people who matter most to our growth.

Tess Bahbouche, Founder, Epris Weddings

Speaking Events Accelerate Brand Trust and Content

In-person events are the heartbeat of my marketing strategy, serving as the ultimate manifestation of the personal brand I build online. Speaking at major conferences like Social Media Marketing World and Traffic and Conversion Summit has directly contributed to my business growth by establishing instant credibility that digital content alone can't achieve.

These events create powerful "know, like, trust" moments that accelerate relationship-building. When I speak at conferences, I typically see a 40% increase in Instagram followers within 48 hours and a noticeable spike in program enrollments within the following week as people connect with the real person behind the content.

For my personality-led business clients, I recommend a 70/30 approach – 70% digital presence building with 30% strategic in-person appearances. One client implemented this strategy and saw her consultation bookings triple after just two speaking engagements because the authenticity displayed in person reinforced all her online messaging.

The magic happens in the follow-up content creation. Each speaking engagement provides me with approximately 15-20 pieces of fresh, authoritative content (videos, testimonials, behind-the-scenes moments) that continue working for months after the event ends, extending the ROI well beyond the event itself.

Michelle Gifford, Founder, Michelle Gifford Creative

Workshops Build Connections and Refine Business Strategies

In-person events are a key component of my marketing strategy at RED27Creative, primarily for building authentic connections beyond the digital field. One concrete example was when I organized a specialized workshop for local small business owners struggling with SEO. By offering hands-on SEO guidance and practical insights, attendees saw a 15% improvement in their search rankings over three months.

These events also foster real-time collaboration between different teams and sectors, accelerating our internal processes. For instance, after hosting a branding seminar, our attendees provided feedback on our branding strategies, directly refining our approach and boosting our clients' brand authority by up to 25%. Personal interaction remains invaluable for getting nuanced feedback and exploring new strategic directions.

Kiel Tredrea, President & CMO, RED27Creative

Real Connection Happens Beyond Digital Marketing

In theory, in-person events should play a much bigger role in our marketing strategy--and we believe wholeheartedly in their power. There's no substitute for face-to-face connection, for spontaneous conversation, for the kind of insight and intimacy that happens when people are in the same room. Strategically, in-person activations offer unparalleled value: they deepen relationships, foster trust, and create moments that linger far longer than any digital impression. But in practice, they've been underutilized.

Part of that is the lingering impact of COVID--habits shifted, expectations changed, and the infrastructure around in-person marketing hasn't fully rebounded. Events are harder to organize, harder to fill, and harder to justify when the ease of a Zoom call or digital campaign feels "good enough." There's also a cultural shift we're still reckoning with: people have grown more comfortable behind screens. There's a kind of inertia in our industry that favors scalable, trackable, low-lift digital tactics over the unpredictable magic of physical presence.

We'd love to see that change. And when the opportunity arises, we advocate for in-person engagement--whether it's a private dinner with prospects, a workshop with key stakeholders, or a well-produced live brand experience. The ROI may not be immediate, but the long-term value is undeniable. As marketers, we need to push back against the over-digitization of everything. Screens may scale, but they rarely stick. Real connection still happens in the real world--and we're ready to lean into that more whenever clients are.

Phillip Mandel, CEO, Mandel Marketing

Face-to-Face Events Deepen Relationships and Shorten Sales

In-person events play a key role in our marketing strategy by building deeper relationships, accelerating trust, and generating high-quality leads. In addition to showcasing our brand in a tactile, memorable way, they allow real-time feedback and engagement that digital channels can't replicate. We use events for product demos, networking, and thought leadership panels, aligning them with launch campaigns or regional growth goals. Furthermore, face-to-face interactions often shorten the sales cycle and uncover partnership opportunities. In-person experiences strengthen brand affinity, making them a strategic complement to our digital outreach and long-term business development efforts.

Brenton Thomas, Founder, Twibi

In-Person Events Create Trust Beyond Digital Channels

In-person events is one of the most important aspects of marketing and achieving goals for the organization. These events allow for the creation of bonds with the audience, enables the audience to understand who we are, and assists in the building of trust as well as loyalty.

In contrast to modern technology which uses computers, laptops, and smart devices, these face to face meetings are more beneficial and productive as feedback is received instantly, relationships are easier to create, and the products can be shown and explained much better. These events also serves as strategic networking for brand partnerships and visibility.

Use cases like participating or sponsoring industry events help in boosting the revenue of an organization by using them for. Displays in trade shows to showcase visibility and presence in the field. Acquiring new clients during these events assures that the partnership formed will be long and beneficial which assist in enhancing the overall productivity of corporate planning, marketing, and services.

From these bendan networking events, an organization is able to strengthen their credibility while enhancing their brand recognition and community involvement. As a whole, these face to face events are an important factor in fulfilling set goals within the organization.

Sumit Raghav, Event and Exhibition Planner, NS Events and Exhibitions Fzc.

Real Conversations Build Trust Through Personal Connection

In-person events create a kind of connection that digital channels rarely match. They give people a chance to experience the brand in a more personal, unfiltered way. Whether it is a small roundtable or a larger conference, the goal stays the same. Build trust through real conversations. These moments often lead to longer relationships, deeper insights, and unexpected opportunities. We use them not just for visibility, but to listen, learn, and stay close to the people we serve.

Bhavik Sarkhedi, Founder & Content Lead, Ohh My Brand

Interactive Displays Transform Alumni Engagement and Donations

In-person events are the not-so-secret sauce of our alumni engagement strategy at Rocket Alumni Solutions. When we launched our interactive displays at campus homecomings, we saw immediate validation - donors would physically gather around the touchscreens, sharing stories about their connections to the institutions that became powerful catalysts for new donations.

The metrics back this up completely. At one partner school, we unveiled our interactive donor recognition wall during a capital campaign event and saw a 40% increase in on-the-spot commitments compared to their previous digital-only approach. That physical presence - watching alumni interact with the technology in real-time - provides insights we could never capture through analytics alone.

I've found the most successful approach is making these events bi-directional rather than purely demonstrative. We'll set up "recognition stations" where donors can record testimonials about why they give, which we later incorporate into our displays. This creates a continuous feedback loop between the in-person experience and the digital platform.

For startups considering event strategy, focus on creating moments of authentic connection rather than just product demos. Our early events were too feature-focused until we shifted to celebrating the donors themselves. People attend events to feel something - build your presence around emotion and belonging rather than technology specs.

Chase Mckee, Founder & CEO, Rocket Alumni Solutions - Digital Record Board

Direct Client Interaction Reveals True SEO Needs

In my experience with SiteRank.co, in-person events are invaluable for gaining genuine insights into client needs and industry trends. For instance, our participation in industry conferences has allowed us to directly connect with potential clients and better understand their SEO challenges. This face-to-face interaction is crucial because it provides immediate feedback and allows us to tailor our strategies more effectively.

At an SEO conference last year, we conducted on-the-spot audits for businesses. This hands-on demonstration not only showcased our expertise but also generated leads by highlighting immediate areas of improvement for attendees’ websites. As a result, these interactions opened up new business opportunities and fostered trust with potential clients.

Additionally, these events provide a collaborative platform to share innovations and gather fresh perspectives. Engaging in discussions with other industry leaders helps me and my team stay ahead of emerging SEO trends, a crucial factor since our company prides itself on delivering cutting-edge, AI-powered SEO solutions.

Craig Flickinger, CEO, SiteRank

Print Materials Boost Post-Event Client Inquiries

In-person events are essential to our strategy at Ronkot Design, especially for establishing trust and authenticity. I've seen how they improve brand visibility, such as when we used print materials like brochures and banners during trade shows. This tactile engagement has led to a 30% increase in client inquiries post-event, as print media leaves a lasting impression that's often more memorable than digital outreach alone.

The global understanding I've gained from my travels has informed our approach to make these events culturally resonant. For example, our participation in international expos showed us the value of aligning events with cultural festivities, which resulted in higher engagement from diverse audiences. This connection with attendees, paired with a robust print strategy, improves brand loyalty and drives meaningful interactions.

My experience during the COVID-19 pandemic demonstrated the power of in-person event adaptation. We leveraged smaller, localized events allowing for safe, direct interactions while incorporating digital content to maintain engagement. This hybrid strategy paved the way for a 20% increase in new partnerships, showing that personal connections, when paired with innovative strategies, are key to thriving in dynamic market conditions.

Ronak Kothari, Owner, Ronkot Design, LLC

Unstructured Event Time Uncovers Partnership Opportunities

Face-to-face gatherings remain at the heart of effective marketing for many leaders I know. I once heard about a regional workshop near Phoenix where casual coffee chats turned into three long-term partnerships within a week. 

That story convinced me to carve out unstructured time in every event agenda, so spontaneous conversations can uncover hidden opportunities. Quick check-in polls during sessions reveal attendee interests, letting facilitators shift focus on the fly. Following up with brief video recaps cements those early connections into lasting relationships.

Michelle Garrison, Event Tech and AI Strategist, We & Goliath

Face-to-Face Product Demos Break Stigma Barriers

As President at Zen Hanger, I’ve seen that in-person events aren’t just about sales—they’re vital for building trust and destigmatizing a sensitive industry like male improvement. Discussing penis enlargement devices face-to-face lets people ask the questions they’re hesitant to type into Google; it humanizes the experience, creates real dialogue, and, most importantly, breaks down walls of shame and misinformation.

One example: When we hosted a booth at a regional men’s health expo, we had over 200 one-on-one conversations in just a day—nearly 10x the engagement we average through even our busiest support channels. Attendees wanted to feel the quality of our hangers, ask about safe practice, and hear honest stories; this led to a 32% same-week spike in both direct sales and repeat website visits.

For a niche product area, these moments of real-world contact go beyond sales metrics; they build loyalty and even inspire user-generated content. After an in-person demonstration, several customers volunteered detailed written testimonials and progress reports, which authentically powered our online reputation far more than any ad campaign could.

John Hanger, President, Zen Hanger