Successful Event Marketing Strategies: Examples and Best Practices

event marketing strategy

When you’re planning your event marketing calendar, you probably already know what kind of results you’re looking to achieve. Those results may differ from event to event: One might be great for networking within your industry, while another might be better suited for getting your brand in front of a wide audience. Whatever your goal may be, you’ll need to leverage the event marketing strategies that give you the best chance of success.

Example: Tastemaker Collective

Goal: Influence key people. Strategy: Embody the event theme.

Events frequently attract high-profile tastemakers who can spread your brand’s message quickly to a large number of followers—if they’re suitably impressed by what you’ve shown them. Using the event’s theme as a starting point for your brand’s display demonstrates that you’re on the same wavelength as the attendees, which can help you create influential new fans on the spot.

That’s exactly what happened at the recent Tastemaker Collective event at Fort Mason in San Francisco, which was hosted by IMG Culinary. Described by organizers as “San Francisco’s first nightclub for food lovers,” the sophisticated event featured hand-crafted cocktails, innovative hors d’oeuvres, and a DJ spinning sets all evening long. Upon entering the spacious venue, attendees were greeted by Michelin-starred chefs, who gave cooking demonstrations in test kitchens using local ingredients. The result: significant brand exposure to a highly targeted audience.

Cooking demo at the Tastemaker SF eventTest kitchens are set up for cooking demonstrations by Michelin-starred chefs at the Tastemaker event at Fort Mason.

Example: illy Coffee

Goal: Make the crowd happy. Strategy: Provide a welcome service.

Gourmet coffee company illy was one of the sponsors of the aforementioned San Francisco Tastemaker event. In lieu of a traditional booth, they set up a functioning temporary cafe to serve their products to a discerning crowd. Their ProExhibits-designed display was sleek and crisp, with quirky details such as a stacked arrangement of novelty-sized espresso cups emblazoned with illy’s distinctive logo. The display was perfectly tailored to the tastes of the influential foodies and trendsetters likely to attend the Tastemaker event. By providing the crowd with something welcome and familiar—a chic espresso bar—in an unfamiliar setting, illy set themselves up for success.

A ProExhibits-designed display for Illy coffeeAt the Tastemaker event at Fort Mason, coffee company illy’s display cleverly doubled as a working espresso bar.

Example: Enphase Energy

Goal: Be seen. Strategy: Establish visual dominance.

One event marketing tactic is universal: Be seen. When you’re at a large industry show, surrounded by a sea of attention-grabbing displays, it’s easy to get lost in the visual mix. To make an impact, it’s crucial to stand out. Going big is a great way to accomplish this goal.

At a recent trade show, ProExhibits helped microinverter manufacturer Enphase Energy make a dramatic large-scale visual impression. Enphase booked a 40’ x 50’ booth at the Solar Power International conference with the goal of creating an exhibit that could be seen from all directions.

To meet this challenge, ProExhibits provided Enphase with a custom-designed two-story island exhibit, which was supplemented with two decks and large, attention-grabbing signage. In addition to being visually dominant, the exhibit was highly functional, with dedicated spaces for product demonstrations, educational presentations, and private meetings. The result? Wall-to-wall traffic throughout the entire event.

A ProExhibits-designed display for Enphase EnergyEnphase Energy’s two-story display, easily seen from all directions, dominated the conversation at the Solar Power International trade show.

Example: Rally Health

Goal: Draw a crowd. Strategy: Encourage audience participation.

Every event exhibitor wants audiences to engage with its brand. Rally Health, whose digital platforms aim to help people make healthy choices, encourages active audience participation at a variety of events, including HealthFest, a daylong fitness-themed festival held several times a year in cities across the United States. These events are designed to make fitness seem fun: Workout sessions are interspersed with healthy snacks, free giveaways, and live entertainment.

In addition to all this, Rally knows they’ll be able to ensure a big turnout at these events, because they’ve got a not-so-secret weapon up their sleeve: Popular actor/comedian Kevin Hart, who is also an avid running enthusiast, is a Rally Health Ambassador. He’s appeared at HealthFests nationwide, leading large outdoor exercise sessions while inviting participants to learn more about the company. By linking their brand name to a well-liked and charismatic performer, Rally has successfully managed to guarantee a big, enthusiastic turnout at their branded events. Rally keeps those attendees happy and engaged by encouraging them to take part in fun activities throughout the event.

Rally HealthFest in San FranciscoRally’s HealthFest events are designed to encourage audience participation.

Using the Right Event Marketing Strategies for Your Brand

While these examples of successful events should give you some ideas, the best event marketing strategies for your brand depend on your individual goals. Before your next event, build your strategy around the results you want to achieve. Want to draw a big crowd? Make sure your event is fun and engaging. Want to attract the attention of influential trendsetters? Tailor your presentation to their tastes. Want to ensure your exhibit isn’t overlooked? Make it as big and as attention-grabbing as the venue will allow. Whatever event marketing strategy you choose, be sure it’s the right one for your brand and your goals.

ProExhibits specializes in one-of-a-kind custom event marketing exhibits. Our award-winning designs are built in a state-of-the-art fabrication facility in our headquarters. We’re a one-stop shop for exhibitors, dedicated to working with you to achieve the results you want at your events. We’ve helped brands achieve their event marketing goals for more than 30 years, and we look forward to helping you do the same. Contact us today.

Jack Connolly

Executive Creative Director

As an experiential creative director, Jack prefers to draw outside the lines. He tells stories with original content and impactful design to ignite meaningful conversation.


Jack brings 20 years of event industry knowledge to ProGlobalEvents. He specializes in building live & virtual platforms for audiences to connect, engage and immerse themselves in the power of a shared experience. His skills range from ideation and concept development to defining an attendee journey through storytelling and design.

Jack understands the creative process is not linear, but a collaborative process between agency and client. He manages teams of designers and technology developers to pioneer impactful brand experiences. His diverse skillset and leadership ensure for award-winning results and memorable impressions.


In 2019, BizBash named Jack one of the top event designers in North America. SXSW awarded his work the “People’s Choice in Innovation” in 2021.

Jerome Nadel

Chief Marketing Officer

Jerome Nadel is Internationally experienced design-led marketing executive (CMO and GM) with a track record of improved market position, revenue growth, and M&A. He is an advance degreed psychologist and user experience product/service design expert, board member and advisor.


Prior to joining ProGlobalEvents |ProExhibits |XtendLive, he has had a variety of chief marketing officer and chief user experience officer roles at companies including Rambus, BrainChip, Human Factors International, SLP InfoWare, Gemplus, and Sagem. He started his career in the IBM Human Factors Labs.


He is also an avid cyclist with National and multiple California State Champion titles.

Ivan Fujihara

Chief Financial Officer

Ivan brings 25+ years in senior level management experience from a variety of technology industries.  His background includes accounting management, analytics and audit management for technology companies.  He has worked with companies such as THX, Ltd, Recruitology , Double Click, Creative Labs and more.  Ivan has also served on the board of Lincoln Families, a non-profit that supports East Bay children with the objective of disrupting the cycle of trauma and poverty.

Matt Rulis

Vice President of Sales

Matt is a marketing professional and has been managing marketing strategies, campaigns and environments for a diverse client base for over 15 years. From a service perspective, Matt and his team of Account Executives focus on fostering relationships to uphold a greater than 99% customer satisfaction rating year-over-year. Additionally, with extensive experience on the client-side of the industry, he understands that alignment between expectation and budget is paramount to a successful project. As a result, ProGlobalEvents' clients can expect a competitive advantage paired with top quality products and services. Matt is an avid fly-fisherman, enjoys most outdoor activities and is a true college football fanatic.

Tom Foley

VP of Operations

Heading the fabrication side of ProGlobalEvents is exhibit and event industry veteran, Tom Foley. For over 35 years he has been responsible for building amazing exhibits and environments for clients. Tom started out in the production area and has broad experience in project and operations management. He currently oversees production, warehouse, graphics and project management departments. Tom studied machine tool technology and welding before entering the industry. As a true "builder" he also enjoys restoring and modifying classic American cars.

Dick Wheeler


Dick serves as President of ProGlobalEvents and President of ProExhibits and is a board member of CEMA (Corporate Event Marketing Association). At ProExhibits he has been nationally recognized as an innovator and driving force in the fast-growing trade show exhibit and event industry. Under his leadership in 1997, the firm received INC magazine’s INC 500 award as one of America’s fastest-growing companies. His informative articles on developments and innovations in the trade show exhibit and event industry have appeared in national trade publications. Dick has a B.S. degree from Wittemore School of Business & Economics at the University of New Hampshire and has completed the Entrepreneurial Executive Leadership Program sponsored by MIT, YEO and INC. He is actively involved in Vistage, an interactive group of over 20,000 CEO’s and presidents worldwide and is a member of CEMA and EDPA.

Jody Tatro

Chief Executive Officer

In addition to being CEO of ProGlobalEvents, Jody is also the CEO of ProExhibits. With Jody at the helm, the company has been recognized repeatedly as one of the Top 50 Women Owned Businesses in Silicon Valley. She has set the outstanding client service standards for which the firm’s account management team is noted. Jody is a recipient of the YWCA’s Tribute to Women Award, the Junior League Community Volunteer Award and is listed in Who’s Who of Women in Business. Following her graduation from California Polytechnic State University in San Luis Obispo, Jody held various sales positions in several technology companies.