How to Elevate Your Business Using Events

Everyone is looking to grow their business, and so many people are constantly looking for quick fixes or instant returns on investment. Based on Google searches or business social posts, you’d think these actually existed and were super effective.

 

But seasoned business professionals know better.

We know that business growth doesn’t happen overnight and that there aren’t any quick fixes to poor branding, low brand awareness, or bad customer service. We also know that there are certain techniques for gaining better brand awareness and increasing conversion that rarely fail.

 

Events are one of those.

 

Now, before you come at me saying that events don’t always convert, or that they can damage a brand, I need you to know something. I know all of that.

But I also know that events that are specifically designed to increase brand awareness and convert attendees to clients do exactly that.

It’s poorly designed and executed events that fail businesses. Just like social media strategies, marketing campaigns, or fit-for-market products, not every event is built the same, and not every event style will benefit your business.

 

So what event types will work for you?

This is almost like asking ‘how long is a piece of string?’

The recommended event type all depends on your business and the goal you are trying to achieve.

If you don’t have a clear vision for your event or detailed desired outcomes, your event will likely be a flop. That’s why we recommend always workshopping your event purpose and vision prior to planning other elements.

 

Charities often benefit from Galas. Product experiences and immersions work well for product/sales-based companies, and community events are popular among the building and construction industry. This doesn’t mean they will always work for you, but let’s break down the main elements of a successful event that converts to sales and brand awareness.

 

When looking at brand awareness we look to include a few key elements:

1. Media presence and coverage.
   To ensure that your event is gaining traction outside of just your attendees, it is imperative that you have media coverage to spread awareness.
2. Social Media presence.
   Another way to increase brand awareness is to have social media moments at your event. In 2025 micro-influencers and in-house influencers (event attendees, staff, clients etc) are the most important social media presence you can have. This means encouraging them to be present on social media during your event to tag the company and leave raving reviews all over social media for the business. This could be through the use of impressive activations, interactive event elements, instagrammable moments (photo walls etc), and customised experience (either for the guest or customised brand elements throughout the event).
3. Excellent customer service.
   At events, your staff and those working the event must be on their best behaviour and treat event attendees with the utmost care and attention. These details can make or break an attendee experience and the last thing you want is for someone to walk away from the event feeling mistreated or ignored by the staff as this will now be associated with how the brand or business treats their customers.

 

How to convert event attendees into customers?

This doesn’t just happen at the event, this process starts during the ticketing and marketing process and finishes well after the event. Your event may provide the opportunity for people to become a customer instantly (at event sales, immediate signups etc), but most events act as a catalyst or one marketing touch point in the customer acquisition process.

 

The best way to make sure an event allows for customer conversion is to allow space for data acquisition. This can happen through competitions, interactive activations, or activities that require them to leave an email address or mobile number, subscription signups and more.

 

Events and business are synonymous for success when they are well-planned and executed. We recommend using a team of experts who continually design events that convert and have a reputation for delivering high ROI.

That’s where The Perfect Events Group can help.