We can be diplomatic and use big words to explain how important events are to your business and brand but we prefer being blunt on this matter. Yep. Your digital online campaign is just as good as your competitor's next big promotion. When you activate your brand, you go to your customer and let's face it, nothing can replace the good old one on one interaction. A hardcopy vs an ebook? Think about it!
Depends on what you're selling, in many cases your employees are the customers! You depend on their buy-in to do business and that is why experienced managers insist on annual or regular staff events. Because they work!
Big name legacy brands haven't been spending big $ on event sponsorships for nothing over the years. It's not only the reach and the prestige but also the opportunity to invite their customers to the event and give them an experience they will remember for a long time and associate that experience with your brand. You can't buy their loyalty but you can be part of their moments and on the contrary to what many marketing managers believe, you don't have to be a big name legacy brand and it doesn't have to cost you half your annual budget to associate with a relevant event in your market.
Media events, staff events, product launches, exhibitions, sponsorships, sampling, mall activations, government events, etc. The list of opportunities to interact and connect with your customers and stake holder just goes on.