How three companies are reinventing event marketing with SoLoMo

After years of virtual-only connections and tentative hybrid attempts, in-person events are making a comeback—and it’s a breath of fresh air. Even more fascinating is how companies aren’t going back to traditional event marketing. They are reinventing it. That’s one of the reasons why almost 65% of corporate event planners expect attendance at live meetings to increase over the next three years.

Interestingly, the difference between modern in-person events is their virtual component. Personally, she meant paperweights, pens and a what-happens-at-the-event mentality; now events prioritize digital goodies, pre-event and post-event highlights, and attendee UGC. For marketers, managing this intersection requires bringing together separate elements to create a cohesive event marketing strategy.

It’s called SoLoMo — short for social, local a mobile – and increases traffic and results.

Successful SoLoMo: 3 Quick Case Studies

“Really? Next marketing acronym?” Yes, I know. But SoLoMo has become the backbone of modern event promotion. Industry reports show that personal business events increased by 40.3% in just the first five months of 2024 – and 2025 looks just as promising.

How can your brand leverage SoLoMo? Here’s how three completely different businesses knocked it out of the park.

Pilot.com, a provider of accounting and CFO services to SMBs, successfully launched its new “Entrepreneur Exclusive” series with the SoLoMo strategy, debuting in Nashville.

• They advertised the event on social media using a strategy that included UGC and leveraging speaker voices on LinkedIn.
• They created a mobile-optimized landing page accessible via QR codes sent to local residents via direct mail.
• Instead of booking non-members, Pilot used 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.” Financial experts from Nashville took the stage, followed by several local CEOs who have successfully built businesses into more than seven figures.

Tip: Take advantage of the 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 Create 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 launched at LDI, one of the industry’s most important trade shows in Las Vegas.

• They built anticipation through clever social media teasers that capitalized on current trends and teased their live light shows while banking on FOMO (fear of missing out).
• After heavily emphasizing this mobile-centric promotion, they focused on local audience, using geo-protected ads and email blasts targeted at event attendees and the surrounding area. This drew large crowds to their stand and helped them secure the award for Best Debut Product.

Tip: Build FOMO and get attendees excited to know. This will increase traffic to your booth and increase the chances of them showing off the event on social media and in front of their peers.

3. Stand out through experiential marketing

Aeroflow Breastpumps, a company that helps moms get pumps and supplies through insurance, used SoLoMo to connect with customers when it partnered with Pumpspotting’s “Boob Bus,” a mint green mobile breastfeeding station that traveled across the US.

• Aeroflow’s partnership with Pumpspotting allowed them to create an immersive experience that aligns with the needs of busy breastfeeding moms (their target audience) and meet them locally in cities across the country.
• Aeroflow experts answered questions at each stop. Along with their free insurance eligibility form, they gave out themed swag like squeezable breast stress balls (because what mom isn’t stressed?) and visitor “bus passes” with a mobile-optimized QR code.
• With its bold, mission-driven experience, Aeroflow created a buzz on social media before, during and after the tour to let moms know when the Boob Bus was coming to their city.

Tip: Choose unforgettable swag. The Aeroflow Breast Stress Balls were a hit. Participants posted about them on social media and gave video interviews in exchange for this silly swag.

Dig deeper: Beyond Traffic: Unlocking B2B Growth with Event-Driven Strategies

Best practice tips for your next SoLoMo campaign

Keeping a clear focus on delivering value makes a huge difference. Interweaving social reach out with local authenticity and mobile optimized content, companies create events that people you want to participate – 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 such as 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 generate valuable first-party data for future marketing efforts.

Give them something to take away

Physical takeaways remind attendees of your brand during and after the event. You need to make sure your swag delivers some value — nobody wants another pointless branded pen. The best carry-ons either solve a problem, like Aeroflow Breast Stress Balls and bus passes providing access to safe pumping areas, or create an immediate opportunity for engagement. For example, Pilot’s takeaway was access to a limited-time offer of free office hours with a financial expert.

Dig deeper: 3 Tips to Maximize ROI at Events

Don’t forget to follow up after the event

Send personalized emails referencing specific moments or conversations from your event within 24 hours. Include press releases and highlights that people can share on their social channels.

Post-event offers should indicate the path from event attendance to continued engagement. Design promotions that build on the event experience. For example, Elation offered attendees exclusive product pricing. Make sure your offer feels like a natural extension of the event, not a hard sell.

The future of in-person events is here

Successful events aren’t about choosing between a digital or physical experience – they’re about creating seamless interactions between both worlds. Rather than isolated moments, modern events are catalysts for ongoing engagement. And once you adopt your own SoLoMo approach, you create a unique brand experience that resonates and lasts.

Dig deeper: How to reuse the content of a marketing campaign