Events

Why events are so important for brands

At a time when our Insta feed is bursting with creative ads and many brands are successfully interacting with the latest TikTok trends, events are the perfect complement.

Why? Because they enhance the digital experience with personal, tangible moments.

In this blog post, we give you a deeper insight into why events are crucial for the long-term success of a brand.

06. Februar 2025 2 min read
Selin Kaya
Junior PR & Event Managerin
Picture of Selin Kaya, employee of Born This Way Relations

Table of Contents

  1. 1. Real connections and digital reach
  2. 2. Events = Once-In-A-Lifetime Experiences
  3. 3. Tangible brand identity - offline and online
  4. 4. Conclusion 

Real connections and digital reach

The brand meets its community in person at events. This is not only a great opportunity to convince them directly of the brand, but also to reach them on a personal level - perfectly complementing the digital channels that have already aroused their interest.

  • Face-to-face connections: While social media often establishes the initial contact, events offer the opportunity to deepen it. Customers can speak directly with brand representatives, touch and try out products - this creates a unique closeness.
  • Personal feedback: Social media enables continuous feedback, in addition to which guests can give personal feedback at events while experiencing the spirit of the brand.
  • Experience the brand live: Events make it possible to experience the brand live. This emotional dimension ensures that the brand experience remains particularly memorable.

The mix of digital contact and personal encounters fosters strong bonds that lead to customers remaining loyal to the brand in the long term.

 

Events = Once-In-A-Lifetime Experiences

 After the initial impetus for brand loyalty through ads, this is exactly where events come in and create moments that go viral and get people involved. They offer a perfect synergy with social media.

  • The basis for captivating content: Visually appealing set-ups, cool live performances and exciting activities allow guests to experience the brand with all their senses. These experiences form a base for engaging content that is shared online and increases digital reach.
  • Virality and engagement: A strong event is shared - whether on Instagram, TikTok or other platforms. The content goes viral and curious viewers dive deeper into the brand through appealing digital content. This already creates the perfect synergy between event and social media presence.
  • Story telling: Both on social media and at events, it's all about exciting story telling. An event provides the stage to experience these stories live and digital platforms keep the memory alive.

This combination of event experiences and digital distribution ensures that the brand remains in conversation for a long time to come - whether in real life or in social feeds.

 

Tangible brand identity - offline and online

Events show the brand in an authentic and tangible way, while digital channels ensure that these experiences are captured in the long term. It is the perfect combination of both worlds.

  • Brand look & feel in real life: An event offers the opportunity to experience the brand identity haptically and atmospherically. Colours, decoration, lighting - everything should look and feel like the brand to complement the digital perception.
  • Show values: It is recommended that the brand embodies its values through different elements at its event. For example, a beauty brand could organise a glamorous event in an exclusive spa to emphasise its values of luxury, self-care and well-being.
  • Creating exclusive worlds: The curiosity stimulated by digital channels can be reinforced by exclusive event experiences. Limited seating, VIP guest lists and exclusive goodies turn the brand into something special. This enables the brand to create its own exclusive world.

The event is the physical stage for the brand, and digital channels sustainably extend this presence. What is experienced at an event deeply anchors the values and vision of the brand. Social media ensures that these memories remain alive.

Conclusion 

Events and digital reach go hand in hand. They offer the perfect mix of real experiences, connections and the opportunity to present the brand authentically. While digital channels ensure continuous interaction, events make the brand tangible. Together, they bring the community closer, ensure enormous reach through interactive experiences and make the brand tangible for everyone.

In short: If a brand needs to be both seen and felt, then events in combination with social media are the way to go.

 

► Do you need more information or support in implementing these theories? Please get in touch with us!

 

The Born This Way Relations Team

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