Businesses that actively participate in community events and conferences stand to gain much more than just increased visibility. By engaging in these activities, companies can build meaningful relationships within the community, foster trust, and elevate their brand presence. We spoke to several New Orleans business leaders, including our own Alex Jagodzinski, about the impact of investing in local events. Across the board, we learned that investing in the community opens a door for reciprocity and increased visibility. Here’s how you can integrate community engagement into your business marketing efforts.
Strengthen Your Reputation
Community connection isn’t just beneficial for the community, it creates a reciprocal relationship where businesses receive support and loyalty in return. As Michelle D. Craig, Founder and CEO of Transcendent Law Group, states, “I am a part of this community, and it is important for me to give to the people who give to me. We are rich in culture and in people, and we go to great lengths to embrace each other.”
Commitment to community is not just about being a good neighbor; it’s a strategic approach to business that strengthens your brand and solidifies your reputation. Craig continues “New Orleans has embraced TLG. I feel it is my responsibility to reciprocate and advocate for New Orleans whenever and wherever I can. We give back to the community often with toy drives, turkey giveaways, and service in all forms.”
By investing in the community, businesses create a foundation of trust and mutual respect. This foundation is essential for long-term success. As Craig points out, “I very much believe that, as citizens of this community, we also have a responsibility to do what we can for everyone we can as much as we can. That is the foundation on which we are built.”
Increasing Visibility Through Community Involvement
Community engagement is a highly effective marketing strategy. Participating in local events and markets not only helps businesses reach new customers but also allows them to gather valuable feedback directly from the community. Building brand awareness, especially in local markets, often requires multiple touchpoints. It takes seven or more interactions with a business before trust is fully established. When your company is visible at community events where people are enjoying themselves, they naturally associate your brand with positive feelings.
Heather Rousseau, Director of Operations at Orleans Coffee, emphasizes the importance of community events for brand visibility. “Consumers that are not familiar with our brand get to sample our coffee in person, and it’s a great way for us to get instant feedback on how we’re doing.” This direct engagement with potential customers provides immediate insights and strengthens brand recognition. Orleans Coffee uses unique elements like a backdrop of a Classic French Quarter Courtyard for promotions, which resonates deeply with its Louisiana roots and enhances its brand identity.
There are countless opportunities for businesses to engage with their communities. For example, Orleans Coffee provides beverage service for the krewe at Hogs for the Cause and participates in the Covenant House Sleep Out to End Youth Homelessness. These larger events are complemented by participation in local farmers markets, school fairs, and church events.
Smaller events, in particular, offer more face-to-face time with potential customers, which can be incredibly valuable for building relationships and growing a brand. The personal touch at these events allow businesses to engage with their audience on a deeper level, creating loyal customers who appreciate the brand’s commitment to the community.
Sponsoring Industry Events Builds Credibility
While community events are crucial for building trust and goodwill among local customers, industry events serve a different but equally important purpose. These events allow businesses to position themselves as leaders in their field, showcasing their expertise and staying at the forefront of industry trends.
Visibility at respected trade shows and conferences not only associates your brand with the cutting edge of your industry but also creates powerful first impressions on new partners and reinforces your standing with existing contacts. As Rousseau explains, industry events offer flexibility to promote specific offerings and facilitate in-depth conversations with industry peers and potential customers. This targeted approach allows businesses to focus on the particulars of the event and the attendees, leading to more meaningful connections and opportunities.
Focus On Value for the Community
“It’s important to keep the attendees in mind when you are choosing how to participate in the local community,” says Alex Jagodzinski, Director of Digital Solutions & Client Engagement at Get Online NOLA. “If you approach community events by only thinking about what you stand to gain, you are less likely to connect with community members in a genuine way, and your message will come across as a thinly veiled sales pitch.”
Consider what value you can provide to the community for free. This could be branded merchandise or even specialized information! “Our company highly values giving back to our community,” says Jagodzinski. “Every year we offer free workshops and webinars to share our expertise. These events can be quite time-consuming to prepare but they leave a lasting positive impact on the business owners and reinforce our commitment to the community.”
Maximizing Event Visibility for Business Growth
Sponsoring local events can be a strategic move for business growth. It’s not just about being seen; it’s about being remembered. As Logan Roberts, owner of Inkmule, explains, “The obvious benefit is brand recognition—just like digital advertising or print advertising, the number of logo impressions matters in the real world too, and if that’s done meaningfully, it can foster strong brand awareness.”
To maximize visibility and engagement when sponsoring an event, Tommy Moore, VP of Sales at Pel Hughes, recommends working closely with event organizers beforehand. “Before the event, I work with the event organizers to understand the audience demographics and tailor the promotional efforts accordingly. Utilize social media when possible and choose co-branded marketing materials to collaborate with the event organizers. This can include flyers, posters, and social media posts that promote both the event and your sponsorship.”
Moore says that high-impact branding is crucial—ensuring your logo is prominently displayed throughout the event venue, on signage, lanyards, presentation slides, and the event app. An engaging booth that goes beyond just handing out brochures will attract more attention. Offer product demonstrations, interactive games, or giveaways to draw in attendees. If possible, lead a speaking session or workshop to showcase your expertise and connect with attendees on a deeper level.
Leveraging Printed Materials and Branded Merchandise
Printed materials and promotional merchandise are powerful tools for extending brand exposure long after the event has ended. High-quality branded merchandise can create lasting impressions, with visibility extending for months or even years. Roberts, emphasizes the potential for merchandise to be a revenue stream, not just a marketing expense. “When you create products that people want, even if they are secondary to your core offering, merch can build a cohesive brand that employees, customers, and other stakeholders can buy into rather than just being about putting the logo on as many items as cheaply as possible.”
For small businesses looking to start using promotional merchandise, Logan offers practical advice: “Make it useful—people aren’t going to keep something they don’t use, and that means your brand is not receiving any value. Think about where you want your business positioned in the market, and budget appropriately. If you don’t want your brand associated with throwaway products or low quality, don’t make them. Position yourself instead with mid- to high-range products, including brand names like HydroFlask, The North Face, etc.”
Moore adds that the goal of promotional items should be to make a lasting impression. “Desirable items with a high perceived value give you a shelf life where you will be noticed by the prospect and jog the prospect’s memory. My goal is to have the customer remember me when they are ready to purchase and/or need the services I provide.”
Furthermore, it’s important to consider the environment when choosing promotional merchandise. Consumers’ buying habits are shifting toward sustainable choices. A recent study* found that 84% of people feel alienated from a brand or company if it has poor environmental practices. That means that throwaway branded merchandise is not just a waste of money, it could also turn potential customers away. Consider products made from recycled materials or choose high-quality items that can replace single-use plastics such as water bottles.
What Giveaway Items Should You Bring to Events?
When selecting giveaway items for events, it’s essential to choose products that align with your brand and will be valued by the recipients. Roberts says that InkMule’s focus is designing, producing, or sourcing products that people will actually use. “For many people, promotional merchandise has been a throwaway item, or something that eventually ends up at the thrift store. We really want businesses to focus on the context in which the user will receive the item, how they will use it on a day-to-day basis, and how it will make sense for them to both value the connection to your brand and think of your brand next time they have a need for your product.”
He goes on to say that “trends in promotional merchandise are leaning towards high-perceived value items that are both useful and desirable. For example, high-quality insulated cups remain popular, along with items that complement cell phones and electronics. Custom swag boxes, which bundle several branded items together in a curated experience, are also becoming increasingly popular.”
Expanding Community Engagement Beyond Events
Community involvement doesn’t have to be limited to events. Businesses can sponsor local sports teams, run ads in school programs, or support other local initiatives to gain visibility and goodwill. For instance, the owners of The Notary Shoppe sponsor their kids’ sports teams every year, which has led to valuable website traffic and increased walk-ins. This type of community support creates a continuous presence for your brand, keeping it top of mind for locals who may need your services.
Sponsoring local teams or school programs also creates a sense of pride and connection within the community. It shows that your business is not just about profit but about contributing to the local culture and supporting youth development. This kind of involvement builds a lasting bond with the community, which can translate into customer loyalty and positive word-of-mouth marketing.
Conclusion: Community Involvement is a Catalyst for Business Success
Participating in community events and conferences is a powerful strategy for building brand visibility, trust, and long-lasting relationships. Whether through high-impact branding, engaging booths, or thoughtful promotional merchandise, businesses can create memorable experiences that resonate with their audience. Giving back to the community not only fosters goodwill but also strengthens the foundation upon which businesses can grow and thrive. By strategically utilizing events and merchandise, companies can ensure their brand remains top of mind long after the event has ended, ultimately driving business success and growth.
Contact Our Community Experts
- Michelle D. Craig, Founder and CEO of Transcendent Law Group – LinkedIn
- Heather Rousseau, Director of Operations at Orleans Coffee
- Logan Roberts, owner of Inkmule, LinkedIn
- Tommy Moore, VP of Sales at Pel Hughes, LinkedIn
- Alex Jagodzinski, Director of Digital Solutions & Client Engagement at Get Online NOLA, LinkedIn