How to connect with local events to grow your brand

By Carrie Kramer

Community events bring people together. For small businesses, they provide a natural way to start conversions, promote brand awareness and build loyalty. Research shows 71% of small business owners believe community involvement is important to their success. From festivals and farmers markets to charity runs and fundraisers, local events help you meet your customers where they are.

71%

Research shows 71% of small business owners believe community involvement is important to their success.

The key is choosing events that fit your brand, audience and goals. When participation in an event is perceived as authentic and thoughtful, it feels less like marketing and more like genuine community participation. Use these tips to connect with the right events and make meaningful, memorable moments for your audience.

Start with ‘why’

Consider your brand’s mission and how participating in a local event might reflect that. The best collaborations occur when your business feels like a natural extension of the event, rather than a brand taking part in a transaction. In other words, you’re not just there—you belong. For example, a family-owned retailer could sponsor a school celebration, or a fitness studio could support a race. Using branded giveaways that match the event setting can help fortify that connection. For instance, give running belts or water bottles at a fun-run or race.

Follow your audience

The best events to choose are often those that your target audience already loves. Learn where customers, fellow business owners and other community members spend their time—from concerts and sporting events to fundraisers, fairs and community markets. Look for opportunities that encourage meaningful conversations and genuine connections. For example, you might discover many of your customers are college students or families in a specific neighborhood, helping you narrow in on events that naturally fit your audience and your brand.

Choose the right involvement level

There’s much more to community involvement than writing sponsorship checks. Many local events offer a range of ways to participate, from hosting a booth to contributing giveaways to volunteering. When choosing how your brand will be involved, consider budget, staffing and marketing needs. Sometimes a booth with cheerful, knowledgeable employees can make a bigger impact than a sponsorship mention in a program. For a summer festival, supply company-branded hand fans to keep everyone cool. Or offer sunglasses to those who sign up for promotional emails.

Make an impression

Community events generally feature plenty to see and do. That can make it challenging for brands to stand out. Businesses that offer a memorable experience can leave a lasting impression. Depending on the event, an interactive game or contest can draw a crowd. From trivia and word games to cornhole and mini golf, the options are endless. If your audience includes families, offer face-painting or arts and crafts stations. Whatever fun you’re offering, bold and colorful banners can help attract attention. Sought-after prizes, like event-themed plush toys or picnic blankets, help keep your brand and the experience front of mind long after the event.

Build momentum

View participating in an event as the start of an ongoing community engagement strategy versus a one-off endeavor. Capture leads through games, contests, newsletter subscriptions or surveys, then follow up with targeted promotions and messaging. Encourage continued interaction by giving attendees small promo items, like grocery totes, to bring back to your business in exchange for deals or discounts. Share photos and videos from the day to showcase your community involvement and keep the positive vibes going. Document lessons learned—whether from public interactions, employee feedback or surveys—to inform future event planning. Keep what worked, reimagine what didn’t.

Show up and stand out

Community events are more than promotional opportunities—they’re touchpoints that can help your business become a trusted part of the community. By choosing events that align with your brand, engaging audiences with purpose and showing up in a thoughtful way, your business can establish trust, spark meaningful connections and create experiences people will remember.

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