8 Reasons Why Small Businesses Should Invest in Events

Today, most of us are caught up in a world where automation and online availability is the cornerstone of business success. But despite how far we’ve come in terms of technology and innovation, nothing can beat the benefits that come from face-to-face interactions. And hosting events can, believe it or not, cause a stir among people and serve as a prudent marketing strategy for businesses that are in the early development stages.

Now, you might presume that events are only limited to companies with big budgets, but let us debunk this presumption. Of course, arranging and hosting an event can take a significant amount of money and time. However, businesses of any size can organize events to improve sales, increase brand awareness, and grow their customer base. Other than that, events help share experiences and build powerful connections.

Ultimately, these incredible benefits can generate immense revenue. So, to help you learn the value of event marketing, here’s why your small business should consider investing in it:

1. Brand Awareness

How well do you believe your target market knows about your product and other offerings? Are they even aware of your existence? The key to broadening your reach, increasing sales, and customer loyalty is to ensure that your target audience understands what you offer. Why else do you think businesses spend thousands on events, marketing, and promotional items with their logos on them, such as pens, tote bags, key rings, and t-shirts? It’s because they want their brand to be front and center in their customers’ minds when they make a purchase.

So, when hosting an event, use personalized banners and promotional uniforms with your company’s logo on them. This way, your customers will remember you long after the event has ended.

2. Increases footfall

Increasing the footfall in your stores or boosting traffic on your website is something every small business struggles to accomplish. An event is a surefire way to get your target customers to visit you, especially if the event has a great deal of value to them.

“Drop by to check the latest products” may not have the same pull power as finger food, celebrity, entertainment, or a chance to win a prize. But if you can manage to give your attendees a compelling reason, they will mark this event on their calendar.

3. Great for boosting content marketing

Events are content marketing machines, and they will benefit your social media, blog, and video. You can create event-related content by videotaping speakers and presentations or Instagramming and live-tweeting the event. Also, don’t underestimate your attendees’ social skills. They’ll almost certainly share pictures and updates from the event with their networks, and you can always give things a boost with a user-generated content contest. In any case, your content marketing calendar will be chock-full of original, high-quality content.

4. More room for organic conversations

When speaking of natural conversations, large-scale events provide the ideal setting. While they can occur online, social media is a “put down/pick up” platform. It’s not the same as being in the same room with someone for an extended time. The conversation frequently flows, and before you know it, you’ve noticed that you share a common struggle, character quirk, or love of all things jewel-toned. Organic conversations can lead to many discoveries, big or small, serious or trivial. They are an effective tool for human connection and relationship development.

5. Generate publicity

As a small business owner, you should always think of new ways to advertise your company and bring your brand to the forefront. Hosting an eagerly anticipated event is an excellent way to accomplish this, particularly if you intend to invite industry thought representatives to speak at your event. Newspapers, local news outlets, and radio stations frequently pick up on events and broadcast them to their audiences, further promoting them.

Pro tip: Before your event, draft a press release and distribute it to key contacts.

6. Gaining a deeper understanding of your people

You’re in business to serve your segment, which means you need to stay on top of their needs. And there’s no better way to determine customers’ needs and wants than meeting with them in person. But there is no need to collect information explicitly. (Although you are free to go that route if you prefer.)

On the other hand, your attendees are inclined to ask or provide feedback independently. You can also subtly ask specific questions. It’s a fantastic opportunity to gather data that will allow you to help refine your services, product lines, and marketing.

7. Creating a buzz

So, you’ve scheduled your event, the guests have arrived, the spotlight is on you, and it’s now your turn to shine. This event can serve as a watershed moment. It’s the perfect chance to show off what you’ve been working on for months or even years. And this could be the moment you catch the attention of potential partners, investors, and even consumers. It’s now your responsibility to entice your audience and illustrate what makes you unique – how do you differentiate from the rest?

Work on a unique perspective, make your brand available, and interact with attendees to pique their interest in what you’re bringing to the table. Whether you’re providing a live product demonstration or contest to win items from your new collection, developing an exciting atmosphere will ensure your brand remains unforgettable.

8. Lastly, events are fun

One of the most significant reasons to host an event is because people generally have a good time. Attendees who have a good time are more likely to remember you, buy from you, and suggest you to their friends and family. Events can also be enjoyable for your staff, improving morale and motivation. Employees can build relationships with their colleagues and interact with those they don’t usually get to interact with at the workplace. A great time also to share restaurant gift card or any other memorabilia you have put aside for this event.


As you can conclude from the reasons listed above, events can be a potent tool in your business belt. Whether the event is a client retreat, product launch program, or workshop, it does not matter. The purpose of hosting events is to serve, listen, and – above all – connect in person. Moreover, bringing your staff, customers, and partners together can help you build ever-lasting relationships and cultivate a strong brand impact. Safe to say, event marketing is an investment every business should make. So, what are you waiting for then? Gather everyone around and start planning. Your efforts will pay dividends if everything is done correctly.