
After years of virtual-only connections and hesitant hybrid attempts, in-person events are roaring back — and it’s a breath of fresh air. Even more fascinating is how companies aren’t returning to traditional event marketing. They’re reinventing it. This is one reason why nearly 65% of corporate event planners expect attendance figures for live meetings to increase over the next three years.
Interestingly, the difference maker for modern in-person events is their virtual component. In-person used to mean paperweights, pens and what-happens-at-the-event-stays-at-the-event mentalities; now, events prioritize digital goodies, pre- and post-event highlights and attendee UGC. For marketers, mastering this intersection requires a marriage of separate elements to create a cohesive event marketing strategy.
It’s called SoLoMo — an acronym for social, local and mobile — and supercharges attendance rates and outcomes.
Successful SoLoMo: 3 quick case studies
“Really? Another marketing acronym?” Yes, I know. But SoLoMo is now the backbone of modern event promotion. Industry reports reveal that in-person business events grew 40.3% in the first five months of 2024 alone — and 2025 is looking just as promising.
How can your brand harness SoLoMo? Here’s how three totally different businesses knocked it out of the park.
Pilot.com, an SMB bookkeeping and CFO service provider, successfully launched its new “Entrepreneur Exclusive” series with a SoLoMo strategy, debuting in Nashville.
- They advertised the event on social media, using a strategy that included UGC and leveraging speakers’ voices on LinkedIn.
- They created a mobile-optimized landing page accessible through QR codes sent to locals through direct mailers.
- Instead of booking outsiders, Pilot tapped local experts who could connect with small-business owner attendees. For example, their keynote speaker was Tennessee native and customer loyalty expert Brittany Hodak, who shared her “Superfan Formula.” Nashville finance experts took the stage, followed by several local CEOs who had successfully built seven-figure-plus enterprises.
Tip: Leverage locals. Every city has local legends, and every entrepreneur can benefit from a larger and more diverse network, no matter how successful or established.
Dig deeper: How to craft a winning event strategy: A 7-step framework
2. Create strategic FOMO
Elation Lighting, a professional lighting company, executed a SoLoMo strategy to generate hype for the new products it released at LDI, one of its industry’s most significant tradeshows in Las Vegas.
- They built anticipation through clever social media teasers that capitalized on current trends and teased their live light-show exhibits while leaning into FOMO (fear of missing out).
- After heavily emphasizing this mobile-first promotion, they focused on the local audience, using geo-fenced ads and email blasts targeting event attendees and the surrounding area. This generated big crowds at their booth and helped them secure the prize for Best Debuting Product.
Tip: Build FOMO and get attendees excited about being in the know. This will drive traffic to your booth and increase the odds that they brag about the event on social media and to their peers.
3. Stand out through experiential marketing
Aeroflow Breastpumps, a company that helps moms receive breast pumps and supplies through insurance, used SoLoMo to connect with customers when they partnered with Pumpspotting’s “Boob Bus” — a mint-green mobile breastfeeding station that toured the U.S.
- Aeroflow’s partnership with Pumpspotting enabled them to create an immersive experience that aligned with the needs of busy breastfeeding moms (their target audience), meeting them locally in cities nationwide.
- At each stop, Aeroflow’s experts answered questions. They handed out themed swag, such as squeezable breast stress balls (because what mom isn’t stressed?) and attendee “bus passes” with a mobile-optimized QR code to their free-through-insurance eligibility form.
- With their bold, mission-driven experience, Aeroflow generated social media buzz before, during and after the tour, letting moms know when the Boob Bus was heading to their city.
Tip: Choose memorable swag. Aeroflow’s breast stress balls were a hit. Attendees posted about them on social and gave video interviews in exchange for this silly swag.
Dig deeper: Beyond attendance: Unlocking B2B growth with event-led strategies
Best practice tips for your next SoLoMo campaign
Maintaining a clear focus on value delivery makes a huge difference. By blending social reach with local authenticity and optimized mobile content, companies create events that people want to attend — and your brand can, too.
Make the experience measurable
While not everything meaningful is measurable, your event strategy must include clear, trackable calls to action that generate quantifiable data. This means implementing digital touchpoints, like QR codes linking to specific landing pages, UTM codes on event links, unique promotional codes for attendees and more. These tools help track ROI and create valuable first-party data for future marketing efforts.
Give them something to take away
Physical takeaways remind attendees of your brand during and after your event. You must ensure your swag provides some value — nobody wants another meaningless, branded pen. The best takeaways either solve a problem, like Aeroflow’s breast stress balls and bus passes providing access to safe pumping spaces or create an immediate opportunity for engagement. For example, Pilot’s takeaway was access to a limited-time offer for free office hours with a finance expert.
Dig deeper: 3 tips to maximize your ROI at events
Don’t forget post-event follow-up
Within 24 hours, send personalized email follow-ups referencing specific moments or conversations from your event. Include press coverage and event highlights people can share on their social channels.
Post-event offers should indicate a path from event attendance to continued engagement. Design promotions that build on the event experience. Elation, for instance, offered exclusive product pricing to attendees. Ensure your offer feels like a natural extension of the event rather than a hard sell.
The future of in-person events is here
Successful events aren’t about choosing between digital or physical experiences — they’re about creating seamless interactions between both worlds. Instead of isolated moments, modern events are catalysts for ongoing engagement. And once you master your own SoLoMo approach, you’ll craft a unique brand experience that resonates and lasts.
Dig deeper: How to repurpose marketing event content
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