In-person events have re-emerged as one of the most powerful marketing channels for brands. They offer a unique opportunity to deepen customer connections, increase visibility, and drive engagement, making them a top priority for companies.
According to Bizzabo's 2025 State of Events Report, the success of in-person events is undeniable. 57% of event organizers are witnessing higher attendance at in-person events, while 65.8% plan to maintain or increase their number of in-person events. Furthermore, 78% of event planners say in-person events are their most impactful marketing channel.
Events enable businesses to engage audiences, foster brand loyalty, and gain valuable insights. Event Marketer reports that 57% of B2C marketers and 55% of B2B marketers plan to execute more events in 2025 than in 2024.
Our agency combines event planning with media outreach, marketing content, social media, and influencer partnerships. We help our clients stand out and stay top-of-mind with their customers. Read more about planning the perfect PR strategy here.
As more companies invest in live experiences, the challenge is to make those interactions meaningful and memorable. Brand experiences transform events from simple gatherings into immersive, high-impact marketing tools that strengthen emotional connections and inspire long-term engagement.
Today’s events are more than a tchotchke grab or seasonal sale. They allow you to create interactive experiences that bring your brand to life. Instead of passively receiving information, attendees engage with your brand through meaningful, hands-on experiences that create memorable impressions and emotional connections.
These experiences:
Strengthen brand trust and loyalty through direct engagement.
Provide richer data and insights than virtual events.
Encourage spontaneous networking and collaboration.
Deliver high-impact results. We often use them as the cornerstone of a larger PR strategy.
For example, when Nissan North America planned its first-ever "Bring Your Kid to Work Day" for staff, they wanted to stay true to their "Innovation that Excites" brand. Our event team developed KIDDOVATION. This hands-on event uses technology to inspire creativity and curiosity. The event had fun STEM activities, career exploration stations, and branded merchandise. These elements made the experience more engaging. Even years later, people still talk about the event. It shows how immersive brand experiences have impact.
So, what transforms a standard event into a compelling brand experience? Designing interactions that engage attendees on a deeper level. Here are the essential components that create a truly immersive brand experience.
Build an interactive, meaningful, and customized event through:
Sensory Engagement – Use sight, sound, touch, and taste to create a lasting impression. This could include custom lighting, interactive soundscapes, or hands-on product testing.
Immersive Design – The event space should feel like an extension of your brand, from decor and digital experiences to branded interactions that fully immerse attendees.
Interactive Elements – Attendees should do more than observe. They should engage. Encourage participation through hands-on activities, games, and product demonstrations.
Targeted Audience Approach – Tailor the theme, activities, and location to align with your brand’s ideal customer. Use data to provide attendees with curated event experiences based on their preferences.
With these fundamental components, you can bring your brand to life in a variety of creative ways. Here are some real-world applications of experiential events that activate brand affinity and loyalty.
Pop-up Shops – Temporary retail or food service spaces designed to showcase products in an engaging and disruptive way.
Product Launch Parties – Exclusive gatherings to generate buzz and excitement around a new offering.
Experiential Workshops – Hands-on sessions, such as cooking classes or design demonstrations, that highlight your brand expertise.
Brand-Themed Conferences, Festivals, or Competitions – Participating in, sponsoring, or hosting events that align with your company’s core values and culture.
Increased Brand Awareness – Events create buzz and generate media attention. They offer an opportunity to tell your brand story in a memorable way. Read more about using brand stories to build buzz here.
Stronger Customer Engagement – Attendees interact directly with your brand, deepening their connection and creating lasting memories.
Positive Brand Perception – Providing an enjoyable, memorable experience reinforces a favorable image of your brand.
Improved Customer Loyalty – Shared experiences build trust, leading to repeat business and advocacy.
Once you develop a compelling experience, the next step is to ensure flawless execution. Planning every detail in advance, from budgeting to sponsorships, makes for a smooth and memorable experience.
No matter the type of event you’re planning, there are certain strategies and tactics that you must do to have a successful event.
Success must be measured. It's essential to set clear objectives for every event. This applies when celebrating a milestone, launching a new product, driving revenue, or increasing brand awareness. According to Event Marketer, here are some of the most common event goals.
B2C Events: 62% of marketers focus on brand awareness, followed by building relationships.
B2B Events: Sales and lead generation are the top priorities.
Your goals will guide everything from your event theme to your guest list. For example, if you're planning a hotel opening event and your goal is to generate brand awareness, you'll need to plan activities in different spaces in the hotel (guest rooms, rooftop, or restaurant) to offer a complete experience without an overnight stay.
Budgeting is a critical aspect of event planning that requires careful balance. It may seem easy to shift funds from a planned budget line to accommodate a fun new idea, but without a structured approach, costs can quickly spiral. Setting a clear budget at the start of the planning process and tracking every expense ensures financial control and prevents last-minute overspending. A well-planned budget also helps you maximize impact. Allocate funds wisely. This way, you can focus on valuable experiences and control spending.
Securing sponsorships is an effective way to increase your event revenue, cover costs, and boost visibility. Sponsorships can:
Enhance event credibility by aligning with reputable brands.
Expand audience reach by leveraging sponsors’ networks.
Increase media exposure with co-branded promotions and PR opportunities.
Create long-term partnerships that strengthen future events.
Focus on aligning sponsorships with your brand’s audience and your event’s goals. Consider:
Which companies share your brand’s values?
What brands will draw interest from your target audience?
Are there emerging businesses making an impact in your industry or community?
Sponsors are looking for mutually beneficial opportunities that extend beyond basic logo placements. Clearly define your event’s Unique Selling Proposition (USP). Sponsors want to know what makes your event different and why it’s valuable to them. Go beyond traditional perks like branding on materials and promotional exclusivity. Consider offering VIP experiences for the sponsor’s guests or exclusive PR coverage featuring sponsor involvement.
To offset event costs and expand sponsorship reach, consider leveraging vendor partnerships for sponsorship opportunities or donated event spaces. Successful sponsorship is a partnership. Sponsors are more likely to return if they see a tangible return on their investment.
More companies are allocating marketing dollars to sponsoring events instead of hosting their own. Sponsorship opportunities are available if you take the time to find them. These strategies will help you secure high-impact sponsorships that provide both financial support and enhance the success of your event.
Successful events require careful planning and execution. A two-to-three-month planning window allows enough time to secure venues, finalize logistics, and market the event effectively. Build in time for sponsorship and media outreach, potential shipping delays, activity testing and refining, venue setup, and final walk-throughs so that everything is perfect for the big day.
A well-planned event tells a story. To maximize impact, find ways to extend your event beyond the venue and into the digital and media landscape. Here’s how media relations and influencer marketing can amplify your event’s reach.
The Phase 3 event team integrates traditional media, press outreach, and digital marketing to generate buzz before, during, and after an event. Working with influencers is often an impactful promotional strategy for events of all kinds.
Influencers play a critical role in driving event attendance and engagement. Their content:
Builds organic credibility and excitement around the event.
Creates "FOMO" (fear of missing out), driving urgency.
Reaches audiences who may not engage with traditional PR efforts.
For example, we often engage influencers to attend and post about a client's restaurant, hotel, or store opening. Their engagement immediately positions the venue as a must-visit destination. Learn more about influencer marketing here.
A strong media strategy boosts event attendance and visibility, but how do you know if your event truly made an impact? Here’s how to track key performance indicators (KPIs) and prove ROI.
While large attendance numbers or community buzz are indicators of a good event, the true measurement of success is whether your event met your objectives. The best way to measure success is to align your key performance indicators (KPIs) with your event goals.
Tracking success could include measuring:
Media Coverage & PR Mentions – Press exposure and influencer reach to measure brand awareness
Social Media Engagement – Metrics like shares, comments, and event-related hashtags to measure audience sentiment and brand affinity.
Sales & Lead Generation – How many attendees become customers to measure conversion and return on investment.
Tracking event performance is just the beginning. What happens after the event is as important as what happens during it. A strong follow-up plan ensures that momentum isn't lost and relationships are nurtured for future engagement. Here's how to keep the impact going long after the event ends.
The Phase 3 team recommends that after every event, post-event reports are compiled to assess the following:
What worked well and what didn’t.
Audience sentiment and engagement levels.
Opportunities for future events based on data insights.
In addition, maintain that feel-good event momentum with a strong follow-up plan, including:
Repurposing event content for continued exposure.
Ongoing social media and influencer engagement.
Future brand collaborations based on event insights.
A successful event requires a holistic approach, from strategic planning and immersive brand experiences to media integration and post-event follow-up. When executed well, events create meaningful interactions that lead to brand success.
In-person events are one of the most effective marketing tools for businesses today. With more people attending live events and companies investing in them, the value of these events is clear. They boost brand awareness, enhance customer loyalty, and support business growth.
A well-planned event creates an immersive brand experience. It strengthens customer relationships, grabs media attention, and shows measurable ROI. Planning is critical. Every part must come together for a smooth, impactful event. This means setting clear goals, budgeting wisely, securing sponsorships, and using media and influencer outreach effectively.
At Phase 3, we take a strategic, full-service approach to event planning. Each experience aligns with our clients' brand objectives and leaves a lasting impression. Our team creates engaging events for product launches, corporate milestones, and experiential activations. We focus on results and always aim to exceed expectations.
Let’s discuss your next event strategy. Contact us today.