How 25 Companies Combine Digital and Traditional Marketing During Events

"Marketing Experts: How can companies combine digital and traditional marketing to effectively promote their products during events or activations? Can you share an example?" Here is what 25 thought leaders have to say.

Bridge Between Physical And Digital Experiences

The most effective event marketing strategies create a seamless bridge between physical and digital experiences. For instance, in a recent tech conference activation for our client, we combined traditional booth displays with QR-coded product demonstrations that unlocked exclusive digital content and real-time social media feeds. We installed digital screens showing live aggregated social posts from attendees using the event hashtag, while our brand ambassadors distributed physical product samples with unique QR codes linking to personalized digital offers. This hybrid approach resulted in a 187% increase in social media mentions during the event and a 43% conversion rate on post-event digital offers, compared to previous events that used either traditional or digital methods alone. The key is ensuring each traditional touchpoint has a digital extension that adds value to the attendee experience, rather than treating them as separate channels.

Jock Breitwieser, Digital Marketing Strategist, SocialSellinator

Create A Cohesive Multi-Touchpoint Experience

Combining digital and traditional marketing during events is about creating a cohesive experience that amplifies your brand across multiple touchpoints. Traditional marketing, like flyers, signage, or radio ads, can build local awareness leading up to the event, while digital tools drive engagement and extend reach. For example, a business could use printed materials with QR codes that link to exclusive online content or offers.

During the event, encourage attendees to post on social media using a branded hashtag and share updates or live streams to engage your online audience in real-time. Interactive elements, like photo booths or giveaways, can connect the in-person and digital experiences. One of Innovast Digital Marketing's clients successfully used branded postcards at a trade show with QR codes for discounts, combined with a social media campaign that encouraged booth check-ins for prizes. The result was a significant boost in both event engagement and online traffic. By blending both strategies, you can maximize your event's impact.

Karen Etchells, Digital Marketing Strategist, Innovast Digital Marketing

Combine Graphics And Print Media With QR Codes

The best way to combine digital and traditional marketing is through graphics and print media. No matter what event you're hosting, there should always be some sort of decoration or display visible, whether this be a video playing through a projector or a foam board with your latest offers and services. When combining the two, one of the most popular examples at the moment is the use of QR codes. 

QR codes are used on both digital and print media, and they allow you to connect multiple media in one simple scan. For example, when your customers enter your event, they may be welcomed with a large A1 board which either greets them or lets them know the itinerary of the day. From there, you can add a QR code which takes the customer directly to a landing page, product or service.

Annie Everill, Digital marketing executive, Imaginaire

Create An Integrated Experience Across Platforms

Combining digital and traditional marketing during events or activations can create a powerful synergy, amplifying reach and engagement. The key is to create an integrated experience that uses each channel's strengths while reinforcing the same message across both online and offline platforms.

For example, I worked on an event for a retail brand launching a new product line. We wanted to create buzz and drive traffic to the event, but also extend the reach beyond the attendees. To do this, we used traditional methods like posters and flyers around the local area and within the store, which provided essential information about the event. These were complemented by in-store signage that encouraged visitors to follow the brand on social media to access exclusive deals and giveaways during the event.

On the digital side, we ran targeted social media ads leading up to the event, promoting the product and building anticipation. To tie it all together, we created a live-streaming element of the event on Instagram and Facebook, showcasing behind-the-scenes action, interviews with product creators, and interactive segments where online audiences could vote on certain aspects of the event in real time.

During the event, we encouraged attendees to share their experience on social media using a custom hashtag, which was prominently displayed on the event signage. Those who posted were entered into a giveaway, which further drove participation and spread the word online.

The results were significant. The event itself saw a higher than expected turnout, with many attendees mentioning they had heard about it through the digital campaigns. The live-streaming and social sharing also extended the reach beyond the physical space, bringing in an additional 40% of online engagement. By integrating both digital and traditional marketing, we created a seamless experience that encouraged people to engage both in person and online, driving not only attendance but ongoing brand awareness.

Peter Wootton, SEO Consultant, The SEO Consultant Agency

Integrate Telecom APIs For Omnichannel Communications

Combining digital and traditional marketing during events is all about creating seamless customer experiences across various touchpoints. At BCM One, I've overseen marketing strategies that integrate telecom APIs for omnichannel communications, which improve customer interaction at product activations. This approach allows brands to engage customers via SMS, web, and in-person touchpoints, creating a unified brand presence.

For example, during a trade show activation, we used telecom messaging APIs to send personalized SMS invites and real-time updates to attendees. This method increased booth traffic by 30% and resulted in a higher engagement rate compared to previous events. By seamlessly incorporating messaging and voice channels into traditional marketing efforts, we optimized customer engagement and conversion.

Additionally, using telecom solutions for real-time feedback via SMS surveys post-event has provided invaluable insights into attendee satisfaction. The immediate feedback allowed us to make on-the-spot adjustments and improve future activations. This approach bridges the gap between digital experiences and traditional face-to-face interactions, fostering a more connected and responsive brand presence.

Paula Como Kauth, Chief Marketing Officer, Flowroute

Merge Live Demos With Digital Follow-Up Strategy

In my experience at One Rawr, merging digital and traditional marketing is about creating a seamless experience for the audience. For a tech startup, we combined live demo events with a digital follow-up strategy. We engaged attendees with interactive kiosks at the event, where they could sign up for exclusive digital content and post-event webinars. This combination of real-time interaction and ongoing digital engagement increased our client's lead conversion by 45% within a quarter.

At One Rawr, we also leveraged traditional tactics like direct mailers paired with QR codes for a fashion brand's pop-up event. This approach offered attendees discounts and exclusive online collections only revealed via digital channels. The integration of direct mail and digital follow-ups created a 60% spike in online store visits post-event. Such tactics demonstrate the strength of bridging the tangible with digital storytelling to lift brand presence and drive revenue. Combining digital and traditional marketing during events can lift your brand presence exponentially. With One Rawr, I've particularly leveraged integrated marketing to create a seamless experience that resonates with audiences. For instance, during a past client activation in the tech industry, we used real-time social media campaigns paired with interactive installations. Not only did this generate live engagement, but it also created a viral effect online, with event hashtags trending regionally and increasing online mentions by 40%.

A key strategy I've employed is using geofencing technology to target attendees with personalized digital content as they enter or leave the venue space. This, combined with traditional elements like branded giveaways or informational brochures, ensures a holistic brand impression both onsite and online. By turning each activation into a multi-sensory experience, startups can level their playing field against larger competitors.

Harps Mangat, Founder & CMO, One Rawr

Combine Trade Show Presence With Digital Campaign

To effectively combine digital and traditional marketing during events, I focus on creating a seamless integration that amplifies both channels. At Market Boxx, we successfully did this for a tech client by combining their presence at a major trade show with a digital campaign that included live video content produced with Synthesia and targeted email marketing. This approach generated a 35% increase in booth engagement and quadrupled their online inquiries post-event.

One standout example was a campaign for a retail client where we designed in-store events that aligned with digital promotions. We used personalized email invitations and social media ads directed at geo-targeted audiences to increase foot traffic to the event. This strategy not only increased in-store sales by 25% but also boosted their online engagement by 40%, demonstrating how synchronized marketing efforts can extend the reach and impact of traditional event activations.

Stephen Dominic Giuttari, Founder & CEO, Market Boxx

Integrate Live Demos With Digital Strategies

In my role as Director of Marketing at Phone.com, I've overseen many campaigns combining digital and traditional marketing seamlessly during events. One example was our participation in the ITEXPO #TECHSUPERSHOW. We integrated live demos with digital strategies like social media engagement and targeted email campaigns. This cohesive approach led to a 40% increase in attendee interaction and valuable leads that contributed significantly to our database growth.

At Phone.com, we believe in leveraging multimedia messages during events. We improved customer engagement by sending attendees real-time updates and personalized event invitations through MMS, incorporating photos and videos. This not only improved event turnout but also strengthened brand visibility with dynamic content shared across our digital platforms.

These strategies are bolstered by adopting versatile communication solutions. By ensuring our digital outreach aligns with live event experiences, we consistently deliver value and maintain connectivity with our audience. This hybrid approach shows how a custom blend of digital content and personal engagement can effectively promote products and fortify brand presence during activations.

Amber Bigler Newman, Director of Marketing, Phone.com

Use Digital Tools To Create Anticipation

The most effective way to do this is by using digital tools to create anticipation while leveraging traditional methods to drive engagement on the ground. A company running a product activation can launch a targeted ad campaign a week before, teasing an exclusive offer available only at the event. QR codes on physical banners, flyers, or even staff shirts can lead people to a landing page with extra perks. That kind of crossover keeps the brand in front of people long after they walk away.

A great example of this approach is when a client in the beverage industry used interactive billboards with NFC technology. Passersby could tap their phones to claim a free sample at the event, while social media ads retargeted those who interacted with the billboard. Attendance increased by 35%, and post-event engagement tripled compared to their last activation.

Patrick Beltran, Marketing Director, Ardoz Digital

Blend Digital And Traditional For Amplified Impact

The sweet spot is in blending digital and traditional so they amplify each other. Think: creating FOMO online to drive foot traffic in real life. For example, a retail client hosted a pop-up shop, and we teased it with geo-targeted ads and influencer posts on social. At the event, we set up an Instagram-worthy backdrop and encouraged attendees to share with a branded hashtag. The result? The buzz kept rolling long after the event, with user-generated content and reposts multiplying the reach. It's all about making the physical event part of the digital story and vice versa.

Justin Belmont, Founder & CEO, Prose

Use Traditional Activations As Digital Launchpads

Companies can combine digital and traditional marketing by using traditional event activations as a launchpad for digital engagement, creating a seamless experience across channels.

For example, during a product launch at a trade show, a company can use QR codes on banners or booth materials to drive attendees to a digital landing page with exclusive content, discounts, or giveaways. They can amplify this further by creating a branded hashtag and encouraging attendees to share their experiences on social media, tagging the company for a chance to win prizes.

Tip: Use traditional marketing to create face-to-face connections while leveraging digital platforms to extend reach, engage online audiences, and track campaign results.

John Mac, Senior Growth Consultant, Fluidic Agency

Integrate Social Media With Offline Experiences

At Rathly, we focus on data-driven marketing strategies that work, no matter the platform. Combining digital and traditional marketing for events creates a seamless experience for your audience. Think about using social media to hype up the event ahead of time. You can post teasers, countdowns, and sneak peeks. Then, once people are at the event, have QR codes or hashtags on printed materials like flyers and posters. This ties the physical and online worlds together. People can interact with the brand in real-time through their phones, driving more online traffic and engagement.

I've seen it in action with clients who do well when they create this connection. It's a smooth way to transition between offline and online marketing. For example, you could have a live poll at the event that's linked to your social media. Simple yet effective. The goal is to get people talking about your product, both in-person and online, with minimal effort on their part.

Natalia Lavrenenko, UGC manager/Marketing manager, Rathly

Utilize Digital Asset Management For Event Marketing

As someone with a rich history in Digital Asset Management and experience with leading brands like Apple and Adobe, I've seen how integrating digital and traditional marketing can significantly improve event engagement. One effective strategy is utilizing DAM to efficiently repurpose existing content across multiple channels during events. This approach not only streamlines content creation but also ensures consistent brand messaging.

For example, I worked with Tesla to leverage their content archives for promotional events, using DAM to quickly access assets and create targeted social media campaigns that complemented traditional in-person activations. This strategy maximized their reach and engagement, without the need for creating brand new content from scratch.

Additionally, personalization through AI in content delivery can amplify the impact of event marketing. By analyzing customer interactions and preferences, brands can tailor their messaging to individual attendees both online and offline, as seen in my work with JCPenney. This blend of technology and human interaction fosters a seamless customer journey across channels.

Maxwell Mabe, Vice President Product Marketing, Aprimo

Drive Awareness With Traditional And Digital Platforms

Companies can combine digital and traditional marketing by using traditional methods like flyers and in-store signage to drive awareness, while leveraging digital platforms to engage and convert audiences. For example, a retail brand promoted a store opening event with print ads and local radio mentions, while running geo-targeted social media ads offering exclusive discounts for attendees. During the event, the brand shared live updates and photos on Instagram to attract online followers. Post-event, they followed up with email offers for attendees, boosting engagement and sales. Use traditional marketing for local reach and digital channels to extend engagement and drive measurable outcomes.

Slavko Kovacevic, Head of SEO, PR Link Engine

Leverage Video Mailers And Brochures For Engagement

Companies looking to maximize their impact at events can leverage video mailers, video business cards, and video brochures as a powerful combination of digital and traditional marketing. These innovative tools blend the tactile engagement of printed materials with the dynamic storytelling power of video, making them more effective than traditional brochures or static advertisements.

Video brochures contain a small embedded screen that plays a preloaded video when opened. They are perfect for trade shows, conferences, and product launches, where brands compete for attention. Similarly, video mailers can be sent before or after an event to generate excitement or reinforce key messaging. Together, they create a multi-touch marketing strategy that engages prospects before, during, and after the event.

Imagine a company exhibiting at a trade show for medical devices. Instead of handing out standard paper brochures, they distribute video brochures and video business cards featuring product demonstrations, customer testimonials, and a company overview.

When an attendee opens the brochure, a high-quality video automatically plays, showing real-world applications of the product in action. This instantly captures attention and provides a deeper understanding of the offering. Unlike paper brochures, which often get discarded, video brochures are memorable and likely to be shared with decision-makers after the event.

Additionally, video business cards, a compact version of video brochures allow for a more personalized follow-up. When a potential client returns home and replays the video, they experience the brand again, reinforcing its message.

By integrating video mailers, video business cards, and brochures into their event strategy, companies create a lasting impression, enhance engagement, and increase conversion rates, making their marketing efforts far more effective than traditional methods alone.

Adam Kubat, Marketing Strategist, Cards in Motion Inc.

Integrate Online Engagement With Offline Experiences

Companies can combine digital and traditional marketing by integrating online engagement with offline experiences. For example, during an event, using QR codes on printed materials directs attendees to exclusive digital content or promotions. Social media campaigns amplifying event highlights encourage real-time interaction and broader reach. Recently, a brand I worked with live-streamed a product demo while distributing branded flyers with QR codes for discounts. This dual approach enhanced engagement, boosted event attendance, and extended the campaign's impact beyond the physical location, showcasing the synergy of both marketing strategies.

Brenton Thomas, Founder, Twibi

Combine Local SEO With Google Ads For Events

Combining digital and traditional marketing during events can be a game-changer. I once worked with a retail client who leveraged local SEO and Google Ads for a fashion show event. We integrated geo-targeted digital ads with a traditional direct mail campaign, ensuring the local community was aware of the event. On the day of the show, we used digital display ads to showcase the live event on social media platforms, creating a buzz and engaging the audience both online and offline. The key was syncing these efforts to complement each other, creating a cohesive and immersive brand experience. This dual strategy led to a 30% increase in foot traffic and a 20% boost in online sales during the event week. By integrating these channels, brands can reach their audience wherever they are, enhancing customer engagement and expanding brand reach effectively.

Kerry Anderson, Co-Founder, RankingCo

Leverage High-Quality Visuals And SEO For Events

In my experience at Loom Digital, combining digital and traditional marketing strategies can be incredibly effective for events. A standout example is our work with a cake and cupcake business during a local culinary festival. We integrated high-quality visuals and SEO into their website and social media platforms, which we coupled with an engaging booth showcasing live baking demos and taste samples. This synergy boosted their web traffic by 40% and doubled their client inquiries post-event.

We also leveraged social media to broadcast live snippets of the event and encouraged visitor interaction with dedicated hashtags, creating an online buzz that extended far beyond the event. By capturing these moments through professional photography and videography, we crafted a compelling narrative for the brand, which continued to resonate with audiences online, leading to lasting engagement and brand growth.

Jayden Kemp, Founder, Loom Digital

Maximize Outreach With Digital And Traditional Methods

Combining digital and traditional marketing can be incredibly effective, especially for localized events. At TWINCITY.COM, I've focused on leveraging both methods to maximize outreach during community events in the Twin Cities. We collaborated with local businesses to create content that was pushed digitally, including targeted social media campaigns and email promotions, while also utilizing print ads in local newspapers like the Pioneer Press. This dual approach effectively built excitement and engagement both online and offline.

One specific example was integrating structured product demos on our webpage with digital PR campaigns. By utilizing local media partnerships and interactive print ads, we drove a 30% increase in web traffic during an event period. This combination of digital and traditional methods provided a cohesive, immersive experience for attendees, ensuring our message reached both tech-savvy and traditional audiences.

This was possible through competitor backlink analysis and strategic partnerships, which helped shape content that resonated with broader audiences. Whether it's using up-to-date backlink strategies or targeting custom user experiences, integrating these elements has consistently led to improved visibility and engagement during event activations. Digital and traditional marketing can be powerfully combined during events by integrating digital PR with on-the-ground activations to improve reach and engagement. At Twin City Marketing, I've leveraged such a strategy for a tech client launching a new product at a local expo. We combined an interactive digital campaign with QR codes that attendees could scan for exclusive online content and offers, keeping them engaged even after the event.

This dual approach resulted in a 30% uplift in web traffic and a substantial increase in customer engagement. By creating a seamless experience between physical presence and digital interaction, companies can not only amplify their reach but also drive deeper customer connections. Utilizing targeted digital PR campaigns to align with event themes can further improve brand visibility and engagement.

Clayton Johnson TCM, Owner, Twin City Marketing

Create Attendee-Curated Experiences

One of the best ways to combine digital and traditional marketing during events is to create an experience that is attendee-curated. What I mean by that is, a lot of companies will have displays or activations and their digital component is to sign up on a tablet for a giveaway or follow on social media for a chance to enter a contest.

One of the most memorable experiences I've had that combined this perfectly was a beauty company at an event that also had a short quiz that customers could complete to recommend the best product for them, and then they received that product at the booth for free. This is an example of a perfect blending of traditional and digital marketing. The company still obtained customers' contact information, but the experience didn't feel like a traditional email for freebie exchange. Instead, customers got to be a part of the experience and felt like they curated the product they were recommended and gifted at the end.

The bonus was that I also indirectly learned more about that company's products and their purpose than I would have listening to a pitch at their booth. However, if I had additional questions the reps at the booth were physically there to answer and share their feedback.

Jody-Ann Rowe, Founder & CEO, The Event Certificate

Blend Digital Storytelling With Physical Engagement

Combining digital and traditional marketing during events can create a powerful synergy. I've had success with this approach while working with Robosen on the Elite Optimus Prime launch. We leveraged captivating 3D visuals and product photography to showcase the product in an engaging way online, while also creating a buzz through media coverage in major tech publications like Forbes and Gizmodo, achieving over 300 million impressions.

Additionally, for our hands-on activations at CES, we orchestrated a strategic blend of immersive unboxing experiences and comprehensive media coverage. This successfully captured both the in-person attendees' excitement and extended that reach to remote audiences through detailed recap content, further solidifying the product's market position.

These strategies demonstrate how effectively integrating digital with traditional event marketing can amplify reach and impact, making the physical experience resonate in the digital space. The Robosen campaign showed that crafting a compelling narrative across both platforms is key to driving successful product launches. As a marketing consultant specializing in tech brands, I've found that blending digital and traditional marketing can significantly amplify a product launch. During the Robosen Elite Optimus Prime campaign, we combined immersive app designs and 3D visuals for online engagement while ensuring a strong presence at CES, a major physical tech event. This dual approach led to impressive pre-order numbers and extensive media coverage.

We used digital channels to highlight the product's features through captivating visuals and an engaging brand story, creating anticipation among tech audiences. At CES, the tangible experience of the product, supported by strategic traditional marketing, allowed live demonstrations that attracted tech enthusiasts and media, ensuring a memorable brand interaction.

This integration of digital storytelling and physical engagement not only improved consumer excitement but also solidified the product's market position. It shows that capitalizing on both online and in-person strategies can create a cohesive and impactful marketing push.

Tony Crisp, CEO & Co-Founder, CRISPx

Use Data-Driven Marketing Strategies For Events

In my journey, blending digital and traditional marketing has proven invaluable for business events. One success was at a diagnostic imaging branch launch, where I used a data-driven approach to effectively market the event. By utilizing AI analytics tools from Profit Leap, we identified key customer segments and targeted them with personalized email campaigns. This digital strategy was complemented by mailing well-designed brochures to local practitioners, maximizing our reach.

For a legal tech startup, I applied the "8 Gears of Success" framework during a product launch event. We amplified digital reach by integrating HUXLEY, the AI chatbot, with our social media strategy for real-time audience interaction. On the ground, traditional print ads with interactive QR codes were placed in legal magazines, which directed interested parties to our detailed, digital content. This synergy harnessed both immediate and follow-up engagement, ensuring a 50% increase in qualified leads.

These efforts align with my medical background, where diagnosing and addressing specific needs are crucial. Similarly, in marketing, understanding the interplay of digital analytics with human intelligence allows me to tailor strategies that resonate both online and offline. By using clear metrics and adaptable tactics, I ensure each marketing event is a comprehensive, cohesive experience.

Victor Santoro, Founder & CEO, Profit Leap

Drive In-Person Leads To Digital Landing Pages

One effective way to combine traditional and digital marketing at an event is to use a QR that drives in-person leads to a landing page. This allows people to interact with your digital presence in real-time; say, sign up for a newsletter, follow the brand on social, or download materials. We do this, for example, on our business cards-which allows us to interact digitally with everyone we meet in person at a conference, event, or even a coffee shop.

Phillip Mandel, CEO, Mandel Marketing

Boost Marketing With Real-Time Social Media Engagement

From what I've seen, the best way to blend digital and traditional marketing is through real-time social media engagement. It's all about creating that instant visibility. You can achieve this by adding QR codes for exclusive offers within the event - something like a treasure hunt for these QR codes can work as well. Augmented reality is another tool that can boost marketing efforts. By enabling attendees to customize the zone or hiding unique elements that can only be accessed by AR can make the event both unique and exciting. Also, collaborating with influencers or YouTubers to live-stream the event on their channels can significantly provide a huge boost in views. After the event, email marketing is key for keeping that momentum alive by providing additional offers. A great example of this in action is Samsung's collaborations with BTS and Blackpink to make the product and the event itself viral. Fans were scanning QR codes, sharing content, and staying connected long after the event was over. It's all about creating continuous excitement-keeping the conversation going at every touchpoint.

Gursharan Singh, Co-Founder, WebSpero Solutions

Pair Online Visibility With Local Engagement

Combining digital and traditional marketing strategies during events can significantly improve product promotion. From my time managing Detroit Furnished Rentals, I've found that pairing online visibility efforts with tangible local engagement is key. For one Detroit cultural festival, I collaborated with local artisans to present our properties not just as rentals but as part of a vibrant community experience. 

On-site, we hosted a booth featuring a "local experience" package raffle, drawing festival-goers with regional treats and a slideshow of our uniquely styled properties. Meanwhile, we amplified our presence digitally by creating a virtual tour on social media, showcasing festival highlights and our community connections. This dual approach increased our online impressions by 35% and directly led to several new bookings, crucial for our growth.

This method can be adopted by any company aiming to integrate digital campaigns with physical events. Focus on authentic engagement, ensuring that your digital storytelling complements the on-the-ground customer experience. By fostering a sense of community and connection both online and offline, you can improve brand loyalty and reach.

Sean Swain, Company Owner, Detroit Furnished Rentals LLC

Conclusion

Events are no longer just about handing out flyers or posting a tweet—they’re about blending the best of both worlds. The 25 companies we studied show that mixing digital tools like live social media updates, QR codes, and targeted emails with classic tactics like eye-catching banners, in-person demos, and networking breaks creates experiences people remember. It’s not just about flashy tech or old-school charm; it’s about using Instagram stories to hype a crowd while letting them touch, taste, or try something real at the event. This combo grabs attention online and offline, turns casual attendees into loyal fans, and proves that the smartest brands don’t pick sides—they bridge them. The takeaway? Nail the balance, and your event won’t just trend—it’ll leave a lasting mark.