Reflecting on community as a core value in event marketing

Introduction

As live event marketers, we're often focused on tangible metrics like ticket sales, attendance numbers, and brand reach. Yet, we sometimes overlook an equally powerful metric: community connection. For most events, the local community represents not only a primary audience but also a fertile ground for engagement, advocacy, and sustained loyalty. With the majority of events being hyperlocal by nature, the opportunity to engage directly with our communities holds the potential to yield meaningful, long-lasting relationships. Tapping into this local audience isn't just efficient—it's essential. Through authentic community involvement, local word of mouth can transform into one of the greatest and most efficient assets a marketer has, driving organic awareness, trust, and enthusiasm for events and venues.

Moreover, live events hold a unique place in the heart of a community. They serve as gathering points, bringing people together, fostering relationships, and creating shared memories that reinforce a collective identity. Event marketers have the chance to cement their events, venue, and organization as integral to the community's social fabric. Just as Ray Kroc famously observed in The Founder about McDonald's, "It's not just a restaurant; it's a place for families to come and sit down and break bread together." In the same way, events can stitch together the threads of a community, serving as a place where memories are made, bonds are strengthened, and a sense of belonging is fostered.

The Case for Community: Why It Goes Beyond Ticket Sales

Community-based partnerships deepen audience connections, creating an emotional bond that extends well beyond any single event. Here’s how:

• Fosters Belonging: Events that incorporate local partnerships allow audiences to feel they’re part of something larger.
• Drives Organic Promotion: Engaged community members become natural brand advocates, sharing their experiences and promoting future events without additional marketing spend.
• Creates Resilience: Brands with strong community ties can more easily navigate challenges, as loyal supporters rally to keep these events alive and thriving.

For instance, the Chicago Build Expo partners with Eventible to expand its reach, bringing together local organizations, sponsors, and media. By offering registration discounts and exclusive perks to community members, the partnership increases local involvement and visibility for all stakeholders involved.

Real-World Examples of Community Partnerships in Action

• Community Murals and Public Art: At various events worldwide, community murals serve as a creative method to engage local residents. In these initiatives, organizers work with local artists and residents to co-create a mural that reflects the neighborhood’s culture. Not only does this bring the community together, but it also leaves a lasting, positive mark on the local area. This approach is popular in cultural festivals and local fairs as it makes attendees feel invested in the community space and proud of their contribution.
• Cultural Events and Local Business Involvement: Adobe’s guide to event marketing highlights local business fairs, where small businesses can showcase products and services. These events stimulate the local economy and encourage people to shop locally. Such business fairs benefit vendors and audiences alike, establishing a network that thrives long after the event is over by promoting partnerships that benefit local economic growth.
• Skill Development and Career Fairs: Another powerful example includes career fairs that partner with community colleges or vocational programs to offer workshops and networking opportunities for local job seekers. At job fairs hosted by event organizers and local businesses, attendees gain immediate value from on-site workshops and employer booths, fostering long-term loyalty and engagement with the brands involved (Eventible).

The Numbers: Community Partnerships Drive Results

Research consistently shows the effectiveness of community-centered events. For example, according to a study by Eventbrite, events that involve local partnerships report up to 50% higher attendance rates compared to non-collaborative events. This increased engagement translates to brand loyalty, as attendees are more likely to return to future events when they feel a genuine connection to the local community and a shared purpose (Adobe).

Key Takeaways for Event Marketers

• Embed Community in Strategy: Include community engagement as a key performance indicator (KPI), from outreach and local collaborations to post-event follow-up.
• Highlight Local Impact: Emphasize the positive impact on the community in all promotional materials. By focusing on the benefits for local attendees, vendors, and partners, event marketers can enhance engagement and support.
• Encourage Ongoing Relationships: Community relationships should extend beyond the event itself. Consider follow-up gatherings or post-event recaps that keep the conversation going and deepen the connection to your brand.

Conclusion: A Call to Action

For live event marketers, building community as a core value doesn’t only lead to larger audiences; it creates lasting relationships that amplify both short- and long-term success. By putting community at the center of event strategy, each event becomes an opportunity to build a legacy, where attendees remember, support, and talk about their experience long after the event ends.

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