Turn Customers Into Community with Event Marketing

Your business may be thriving, yet there is one missing factor that could take it to the next level. Having a product or service to sell is one thing, but if you want your business to contribute to quality of life and build community, then event marketing is your next step to success.   

The example I will use is Lululemon, an active wear brand that has been around for twenty-seven years and has curated a cult following around their products. A contributing factor to this long-standing community is due to the events they host globally. One local market example is the Mall of America (MOA) Lululemon Summer Series, where they host free outdoor workout classes in Minneapolis, MN. 

Lululemon Summer Series at the Mall of America. Photo by Celia Hawton.

These high-demand events (they’re typically filled to capacity) provide a way to promote in person connection around a shared interest of wellness and fitness. Like-minded individuals meet each other, bond over the brand, and create a routine of attending biweekly. These events create an organic way of promoting a product that consumers feel they can connect to and trust. To further the community's impact and the quality of the event, the MOA Lululemon Summer Series partners with additional local businesses.

Through event marketing, brands create opportunities to support small local businesses through sponsorships, collaborations, and visibility. At MOA Lululemon Summer Series events, local vendors are invited to table along the event space giving them direct access to new audiences. The events also feature local DJs, providing exposure that supports their music careers, while the use of event space, North Loop Green, promotes the venue for future events. Additionally, workout instructors are often brought in from local fitness studios, creating a direct pathway for attendees to support those businesses beyond the event. Together, these factors show how event marketing can be a platform for local economic support, not just individual brand promotion.

Hosting events are an all-around great strategy for marketing your brand. It provides a positive experience while holding space for meaningful connections within the community and supporting local small businesses. When executed in an organized manner, these events go further than short term engagement; they create memorable experiences that strengthen brand perception and leave a positive impression on consumers.