In the last few years, more and more brands are opting for events as a way to promote themselves and to communicate the values they identify with and want to be recognized by. Events allow brands to connect with their audience and to improve customer loyalty, becoming an unique and genuine experience that will remain in the participants’ memory. Brands only get one chance to make a first impression, so the event must be impressive and original. Even more so in the current context, in which the acceleration of digitalization has highlighted the importance of face-to-face experiences.
Consequently, conferences, events and meetings have also become a powerful tool for audiences, who establish an emotional bond with the brands and with other people with similar interests, giving them a sense of community. Actually, events segment the brand’s target audience, since attendees are previously interested in the brand and are willing to participate in this collective experience. If the event is truly amazing and attractive enough, the attendees will share it on social media, contributing to the communication and positioning of the brand.