How to Use Events to Supercharge Your Promotional Marketing Strategy
Big events create big energy—here’s how to plug your brand into the action with smart promotional products and strategies.
Whether it's a Stanley Cup playoff run, a summer music festival, or a parade, events that get your city buzzing are a golden opportunity for promotional marketing. Why? Because they tap into collective excitement—and when your brand shows up in those moments, it becomes part of the memory.
Here’s how to harness the power of events to drive visibility, engagement, and loyalty through promotional marketing:
Align With the Emotion
Events stir up emotion—civic pride, anticipation, joy. Promotional products that reflect and amplify those feelings are more likely to be kept, shared, and appreciated.
- Sports Playoffs: Rally towels, beanies, pint glasses in team colors
- Music Festivals: Branded sunglasses, hydration packs, fan misters
- Parades and Festivals: Branded clappers, snacks, and a drawstring bag
Avoid over-branding—subtle logos combined with event- or city-themed designs tend to resonate more.
Create Shareable Moments
People love to show where they are and what they’re doing. Use that to your advantage by creating photo-worthy swag or setups:
- Hand out unique or novelty items
- light-up bracelets
- holographic stickers
- custom shape hand fans or photo props
- shoe charms
- bucket hats
- mini clip on lights
- wrist lanyards in bright colors or multi-color
- silicon pint glasses
- bandanas
This generates organic content and extends your reach far beyond the event.
4. Outfit Your Team or Booth Staff
Make your brand stand out with custom apparel that’s event-ready but also wearable. Use the event’s aesthetic—color, vibe, or slogan—to design limited-edition shirts, caps, or jerseys for your team to wear.
This creates visual consistency and signals your brand is part of the culture, not just selling into it.
5. Pop-Up Experiences & Street Teams
If your brand has the budget or presence, consider setting up a small activation during major events:
- Pop-up hydration stations with branded reusable cups
- Street teams handing out branded merchandise
- Mobile photo booths with instant printouts and QR codes to your site
Make sure your giveaways are actually useful for the event—it increases retention and goodwill.
6. Ride the Hype—Responsibly
While tapping into an event is great for brand visibility, be sure to do it ethically and legally:
- Avoid trademarked team names or logos unless you’re an official sponsor
- Respect the tone of the event and recognize when an event may not suit your brand
- Be inclusive and culturally sensitive in your designs and language
Done right, your brand becomes a welcome part of the experience.
7. Follow Up with Gratitude & Recap Content
After the event, keep the momentum going:
- Share photos of people using your products
- Post a “thank you” video from your team
- Email a highlight reel or recap with a discount or loyalty reward
Events fade fast—but thoughtful follow-up keeps the connection strong.
Final Thought:
Major events generate emotion, attention, and foot traffic—three ingredients every brand wants. With the right promotional products and strategy, you can transform that energy into lasting impressions and deeper brand loyalty. Be bold, be relevant, and most of all, be part of the celebration.
