In today’s marketing world, businesses and brands are constantly looking for ways to engage their target audience and create positive experiences around their brand. When used as a marketing tool, events allow you to do both.

What is Event Marketing?

Event marketing involves organizing and executing an event with the specific purpose of promoting a brand, product, or service. From workshops to seminars to product launches, the right type of event can engage the attendees and leave a lasting impression on your target audience

Pro tip: Before you dive into marketing, it’s important to define your event purpose. Start by answering these questions: What are your goals? Who is the target audience? What do you want registrants to take away from the event? 

Once you’ve clarified a few key specifics, it’s time to choose the type of event that will best fit your business or brand. Below are five of the most common event types and reasons to consider each.

Types of Events 


Conferences are larger events typically hosted by one larger company and sponsored by several smaller ones. Even the most massive conferences can be made more personal and engaging by facilitating breakout rooms and follow-up discussions. Whether your focus is academic, cultural, or scientific, you can utilize conferences to gather like-minded people and promote your business in the process.


In-person seminars (or online webinars) are events with a strong educational component. Perhaps you run a financial education company, or you’re a researcher ready to share a groundbreaking hypothesis; a well-run seminar will generate informative discussions around your product and create networking opportunities for your registrants.

Trade Shows and Exhibition

Trade shows can be similar to conferences in size, but they differ in that they center around a particular industry, technology, or product. Whether you have medical devices to demo or luxury home goods to display, consider using a trade show to engage your target audience and turn the theoretical into the practical. 

Launch Party

Whether it’s a new business venture or a soon-to-be-published book, generate buzz with a launch party. Engage the audience by reading a chapter from your book or hosting a Q&A about the business. Of course, make sure you’re fully equipped with books and business cards! 

Pro tip: Our TicketSpice software is perfect for Launch Parties. Click to learn more about how to get your launch off the ground.

Pop-up Shop

Pop-up shops are a great way to offer registrants an experience and make money by selling merchandise on-site. Perhaps you have a new line of casual clothing, but you’re not ready to bring it to the brick-and-mortar level. If you sell the clothes in a pop-up shop, people can still feel the softness of the fabrics, and you get to keep overhead low.


When it comes to marketing, the benefits of an event are numerous. Events generate business and boost the bottom line; they enhance customer engagement and education as well as build brand awareness. 

Ready to start planning your event? Whether it’s your first event or your fifth, we’re here to help you plan your best event ever

— The RegFox Team