Brands dedicate time, effort, and investment to participating in business events relevant to their sector. However, it is still important to know exact figures that support these decisions, which go hand in hand with specialized advice.
83% of brands state that increasing sales is their main reason for participating in events, which indicates an active and strategic presence at industry events. These gatherings are true meeting spaces for opportunities that allow for visibility, networking, and above all, more knowledge.
But what is the key to standing out and using events as a springboard? It’s having the visionary and strategic support of an advertising agency to maximize the opportunities that arise at events and ensure a significant return on investment.
Why should a brand have a presence at business events?
According to Allied Market Research, in its 2025 event industry status report, 78% of organizers identify in-person events as the most impactful advertising channel for their organization. Furthermore, 51.8% of organizers prioritize experiential learning to drive participation and retention.
These figures directly point to the fact that active participation in events within their sector or industry is a necessity for business growth and sustainability; reasons that can be detailed.
Networking that builds bridges to success
Business events precisely offer an ideal space to establish connections with suitable clients of interest to the brand, through direct conversations that allow for understanding needs in order to present the most accurate solutions. Additionally, this possibility of face-to-face relationships generates more trust than communication via email or a phone call.
It is also a space to evaluate new collaboration opportunities, optimize the supply chain, and seek allies to complement business offerings.
Freeman’s first-quarter 2024 trends report states that 80% of attendees say in-person events are the most reliable way to discover new products and services.
However, one of the indispensable aspects to take advantage of is the opportunity that events offer to analyze and interact with the competition.
Increased visibility and brand recognition
Showcasing products and services through live demonstrations, presentations, and stands allows for leaving the best impression on attendees. Having the possibility of interaction and reinforcing brand identity leads to the strengthening of its perception.
Staying on trend and up-to-date
Companies must stay at the forefront, which leads to the optimization of processes, identifying changes in market demands, and learning from experts and leaders who offer fresh industry perspectives. However, one should not forget to observe competitors’ strategies; from this point, opportunities and threats can be identified.
Therefore, studies affirm that 41% of marketing professionals are convinced that events are the most effective marketing channel for a business.
Turning contacts into customers
The ultimate goal of any company is growth and profitability. Industry events are the environment to drive lead generation and real sales opportunities.
How does an advertising agency become an ally at business events?
A company’s participation in events is not just about registering and attending. Behind their active presence at fairs, meetings, and other business networking spaces is a meticulous organization, which mainly focuses on developing a strategy with objectives.
It is at this point that advertising agencies have the capacity to provide experience, specialized knowledge, and a comprehensive vision to successfully highlight a business’s participation in an event.
Studies affirm that 63% of professionals in the advertising field use trade shows as a source of lead generation, hence their advice to brands.
Understanding the agency’s business objectives in business events
An advertising agency begins by thoroughly understanding business objectives and how participation in a specific event can contribute to achieving them. This implies:
- SMART goal definition: Specific, measurable, achievable, relevant, and time-bound objectives are established collaboratively for participation (e.g., generate X number of qualified leads, increase brand recognition by Y%, close Z number of deals).
- Event identification: Based on the business’s industry, target audience, and objectives, the agency helps select the most relevant events that will have the greatest impact.
- Development of a detailed action plan: This plan covers all phases of participation, from initial planning and pre-event promotion to flawless execution during the event and post-event follow-up. Clear responsibilities, timelines, and budgets are defined.
Actions that the advertising agency is responsible for
During the pre-event planning, various actions are established that the advertising agency takes charge of. Among them:
- Design and conceptualization of attractive and functional stands: They create visually appealing spaces consistent with your brand identity, but which are also functional for interaction with attendees, product demonstrations, and meetings.
- Creation of advertising materials: Informative brochures, catalogs, visual presentations, promotional videos, and others, all designed to effectively communicate the brand’s value proposition.
- Strategies that generate expectation and traffic: The advertising agency implements strategies to generate expectation and attract qualified traffic through social media campaigns, public relations, email marketing, blog articles, videos, and others.
On the day of the event, the agency becomes the support team that ensures flawless execution and presence of the business, through logistical coordination of the stand, staff training, real-time event coverage, lead capture and qualification, and post-event follow-up and analysis.
This last point will make it easier for the agency to have the necessary data for evaluating the number of leads generated, stand traffic, media coverage, social media interaction, and other key performance indicators (KPIs). In this way, they can analyze the ROI in relation to the results obtained to evaluate effectiveness and justify the investment.
Benefits of having an advertising agency
Therefore, the benefits of having an advertising agency for a company’s participation in events have specific and tangible advantages:
- Optimization of time and resources
- Access to experience and specialized knowledge
- Greater impact and results
- Creativity and innovation
- Professional measurement and analysis
Collaboration with an advertising agency is presented as a strategic investment that yields connection and visibility through experience, creativity, and a comprehensive vision of the business, which translates into concrete achievements. What are you waiting for to invest in presence and reap results?
