When planning where your business should be focusing its marketing efforts, it’s easy to overlook the benefits of event marketing.

Finding the right event can be a great tool to increase brand awareness and authority, reach new customers, and strengthen your relationship with your local community. Here are four reasons how event marketing can benefit your business and why you should consider including it in your marketing strategy.

Brand Awareness

Participating in local events is a great way to get your brand in front of new customers. Sponsors and event participants are typically included in the event’s promotional materials. However, being engaging and interactive can help optimize your awareness at events.

Have giveaways and bring branded goodies to hand out to the attendees. This will not only entice people to come to your booth, but they will be carrying your product throughout the event. Have something the attendees will want to take photos of and share online. This gets your brand in front of people who didn’t attend the event.

For product based businesses, bring a sample of your product or food to offer the guests. This gets your product in people’s hands and proves the value that your brand has to offer.

Brand Authority

When looking for local events to participate in, find one that will promote positive brand association and is inline with your market. Participating in events that demonstrate that you’re an expert in your field will position your business as an authority. If your bridal store is a sponsor of a local bridal expo, attendees will see your brand as an authority on all things bridal.

Events are a great way to elevate your brand’s success by aligning with other successful brands. If your business is new to your market, participating in an event with well-established brands will promote positive association for consumers. When people think of other successful brands, they will think of yours as well.

Targeted Marketing

Finding an event that aligns well with your brand ensures you will be in front of interested customers. Many events appeal to a niche group of consumers. You’ll be engaging with people that are already interested in what your business has to offer.

For example, if you have a microbrewery, participating in a local craft beer festival is a great way to get in front of people who love beer and already have an interest in beer. Doing some research before choosing an event will ensure that you’re reaching the right people.

Community Good Will

Being apart of a community event inspires Good Will toward the products and services being offered. Consumers love seeing that businesses are involved in their local communities. This puts a face to a name and allows customers to see that your brand is more than a business, and values investing in others.