5 Event Ideas to Put Your Brand in the Spotlight

There’s nothing quite like an in-person, live, and full-color event that gives us the opportunity to connect with people, companies, and brands in a more organic and natural way. Beyond the social aspect—like conversations, handshakes, and potential laughter—there are also significant business impacts, especially for the event host. After all, there are event ideas for every audience we want to reach.

According to a survey conducted by Bizzabo in 2020, 95% of the marketing professionals interviewed stated that in-person events are excellent tools for building genuine relationships with stakeholders.

In other words, corporate events are essential because they offer personalized experiences for attendees, facilitate networking, create long-lasting memories, generate qualified leads, bring authority to the host and the companies presenting, increase brand exposure, and also highlight the company’s cultural values.

With that said, let’s take a look at some of the top event ideas to help you identify which ones best align with your goals.

1. Conferences and Seminars

Conferences and seminars bring together experts, professionals, or enthusiasts to discuss topics of shared interest. If your goal is to position yourself as an authority in your field and educate attendees, this is the ideal choice!

Main differences between conferences and seminars:

Conferences are usually larger-scale events that cover broader industry topics, such as technological innovations, trends, and current challenges. They can feature various attractions like panel discussions, workshops, keynote presentations, as well as parallel trade shows and exhibitions. Conferences also attract a more diverse audience, such as researchers, business leaders, and industry professionals.

Seminars, on the other hand, tend to be smaller and more intimate, focusing on a more specific topic. Due to their smaller size, they offer greater opportunities for attendee participation, particularly for those who are interested in learning or specializing in a particular subject. Despite the smaller scale, seminars can also include various formats, such as presentations, group discussions, and Q&A sessions.

In addition to gaining authority and credibility in your main topic, these events foster collaboration with different organizations and professionals, help identify potential clients whose needs align with your business, and lead to innovative insights.

2. Product Launches

Product launch events are great for creating the kind of “buzz” we all want, amplifying the desire to buy in the minds of key figures in the market.

Not only do they attract potential customers, but also celebrities, influencers, investors, and journalists who can help promote your product to various audiences or even invest in it to make it even better.

However, to gain this recognition, you need a strategy that piques curiosity and interest. Here’s how:

• Product demonstration: Highlight all the features and unique aspects of the product, and show how it can be used in ways that make sense for the attendees.
• Build anticipation: Promote the event in advance on social media, news portals, and through email marketing using teasers, press releases, and other information that offers a sneak peek of what’s coming. It’s also worth offering an exclusive discount to those who attend the event.
• Engage the audience: Let participants touch and use the product. Create scenarios where they can genuinely see its utility, such as workshops.

3. Trade Shows and Expos

If you’re looking for an immersive and collaborative event idea, trade shows and expos are the answer. Trade shows are great for bringing together a variety of brands, from small producers to large companies, and they are highly versatile—whether B2B or B2C—connecting businesses with customers or companies with one another. The key is to focus on a specific sector, like food and beverages, for example.

Expos, meanwhile, are more about demonstration and experience, focusing on artistic, cultural, historical, or even technological items. Launching a product at a trade show or expo can be a great move.

By hosting or participating in these events, you can study competitors and identify market opportunities that your company could capitalize on. You can also network and form innovative partnerships with other exhibitors. Plus, there’s the direct interaction with your target audience, giving them the chance to experience your product or service firsthand.

4. Workshops

Similar to conferences and seminars, workshops focus on training participants in a hands-on manner. What’s great is that this type of event works very well virtually, as attendees can follow along at their own computers.

There are numerous benefits to holding product-focused workshops, such as:

• Strengthening loyalty: Workshops attract not only new clients but also existing customers who want to discover new product features. They educate people, showing that your brand wants to help customers get the most out of your products.
• Building a community: Especially online, workshops bring together people from around the world to explore products or learn techniques together. You can even create a support network, forums, and discussion groups after the event, paving the way for future workshops.
• Gathering feedback: When the product is tested by both the presenter and participants, it’s possible to receive instant input for improvements.

All of this boosts your brand’s authority and generates qualified leads, meaning more people interested in your product.

5. Brand Experience

Unlike product launches, brand experiences make people “live” the essence of your brand. It’s a more emotional, rather than rational, experience—something a bit playful!

In this case, it’s important to incorporate multisensory elements, play with synesthesia and interactivity, and fully engage participants. You can also feature exhibitions and product demos as part of the brand experience.

Just be careful not to overwhelm the environment. Focus on one clear concept and build a strategy around it.

Amazing, right? Which event ideas did you like the most?