There’s something exciting about a fresh event floor and the possibilities that come with it. Whether it’s a business-to-business conference or an employee recognition banquet, these events allow you to connect personally with your audience.
However, with nearly half of chief marketing officers deeming events as even more important than they were before the pandemic, the competition is fierce. Standing out in a sea of other businesses requires a healthy dose of creativity and brand strategy. How can you generate a buzz in 2025? Discover the event marketing know-how to design impact experiences, from tradeshow giveaways to onsite gifting.
The State of Event Marketing in 2025
Modern event marketing involves new ways of connecting with customers and building brand awareness and loyalty. Here are some trends impacting event planning and tradeshow marketing in 2025.
Rise of Hybrid Events
The world is back to in-person events, but virtual events aren’t going away. Many marketers are combining the best of both worlds with hybrid events.
For example, virtual networking lounges or breakout rooms allow participants to meet potential partners, vendors, or suppliers online before meeting in person. Virtual experiences also allow speakers to chat with attendees, answer questions, and exchange contact information.
Sustainability Focus
Four out of five respondents said they’re willing to pay more for sustainably made products. This growing sustainability focus is likely to extend into event management as people increasingly favor eco-conscious brands and purpose-driven branding.
There are many ways to make events more sustainable — from offering free bike parking and virtual event tickets to using biodegradable materials. It can also mean offering branded merchandise that’s reusable or made with eco-conscious materials.
Experiential Marketing
Immersive brand experiences can capture attendees’ attention in ways that static booths and sales pitches cannot. Indeed, research shows that 85% of consumers are more inclined to buy a product or service after experiencing a live marketing event.
Experiential event marketing pulls visitors into your event space and encourages them to linger — making your brand memorable long after an event ends. For example, plant-based food tech company Eat JUST launched an experiential marketing tour at music festivals across the United States. The brand’s installation included LED lights and a gifting experience complete with egg sandwiches on a conveyor belt, plus branded merchandise like hats, hoodies, tie-dye shirts, and tote bags.
Branded Merchandise as a Strategy
Don’t stop at T-shirts and totes when considering opportunities for gifting that leave lasting impressions on event attendees. As opposed to more traditional giveaways at a booth or through an online portal, event gifting turns branded merchandise into tactile experiences that kindle lasting brand interest. Gifting also helps you engage attendees of hybrid and virtual events — for example, incentivizing them to attend a breakout session, fill out a survey, or sign up for a product demo.
In 2025, think of brand-name items like Titleist Pro golf balls or a Stanley tumbler — high-quality merchandise people actually want to use. You can even tie your gifts to world events like the World Cup or meteor showers to capitalize on popular global happenings.
This strategy also encourages user-generated content as people post about your brand on social media. Throw in hashtag challenges or contests, and you’ll further extend your reach.
Customization and Innovation in Branded Merchandise
Tailoring branded merchandise helps you stand out in 2025. Consider ways to offer personalized products linked with creative onsite gifting opportunities, such as:
- Luxury experiences: Let your event attendees get their nails done at a manicure bar and give them personal care kits with nail-care tools. Or offer yoga sessions with a personalized yoga mat featuring your client’s logo.
- Tech gadgets: Surprise and delight attendees with branded portable chargers, Bluetooth speakers, Apple AirPods, VR headsets, or other tech-forward gifts they can use throughout your event and after they go home.
- Eco-friendly products: Offer eco-friendly shopping bags, reusable water bottles, and other eco-conscious products that prioritize sustainability.
- Customized products: Imprint products with each attendee’s name or initials or tailored to each person’s hobbies or needs — such as a multi-tool carabiner for outdoorsy folks.
Measuring ROI and Evaluating Success
When the curtain falls on your event, it’s essential to understand which strategies produced the highest return on investment. Measuring success isn’t just about dollars and cents. It can include a variety of metrics, depending on your goals, such as:
- Social media hashtag usage and mentions of your brand and promotional products by clients or employee advocates
- Attendance numbers for the event itself, pre-booked booth consults, and onsite experiences
- Lead capture at various touchpoints, such as QR code scans, digital business card collection, post-event surveys, text messaging, and website forms
- Lead conversions, whether via sales or new partnerships
This knowledge will help you understand ways to minimize expenses while optimizing your marketing dollars. For instance, you might spend more on high-value promotional items and an impactful booth and less on hotel and travel costs.
Practical Tips for Event Branding
To get the most bang for your event marketing buck, you need a clear roadmap to follow before, during, and after events. Here are tips to elevate your event presence in 2025:
- Planning Events: Contact event organizers to request a list of attendees and decide which events are worth the investment. Establish a budget and tailor your booth, promos, gifts, and experiences to guests’ needs and interests. Decide on metrics to measure success.
- Executing Events To Remember: Incorporate branded merchandise into unforgettable, immersive experiences — from Instagram-worthy backdrops to DJ dance parties. Explore ways to use gifting to thank both in-person and virtual attendees and engage them with your brand. Additionally, leverage technology such as QR codes on promo items, livestreams, and lead capture from tablets connected with your customer relationship management platform.
- Following Up: Follow up with potential clients, influencers, and partners via personalized emails and thank-you gifts featuring branded merchandise. Evaluate your ROI to learn which events are worth attending again and how to amplify your presence at your next event.
Prepare To Succeed in 2025
As we turn the page to a new calendar year, now is the perfect time to spruce up your event marketing strategy. The right combination of planning, promotions, merchandise, and experiences will make you memorable with all the right people, setting you up for a successful year.
Ready to make a splash? Learn how Boundless’s Brand Consultants can help you plan your 2025 event marketing strategy and Create Brand Love™ moments to remember.
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