“Any marketing program, for any sized business, should have clear goals, and event-related efforts are no exception,” Sharon Miller, President and Co-head of Business Banking at Bank of America, says. “Your goal should drive the way you seek to capitalize on a large event. Immediate traffic increases, for restaurants or bars, for instance, can be achieved with promotions and specials, while longer-term association with the values and spirit of an event might suggest sponsorship of a local team or other ongoing series of events,” she says.

The audience for the event can help determine how your business might benefit — either from an influx of new people or excitement in a current or prospective local audience. “It’s important to ask, ‘Are the attendees local or from out of state?’” says Nancy Shenker, the president and CEO of theONswitch, a Scottsdale, Arizona-based national marketing agency. Obviously, a promotional effort targeting out-of-town visitors should be timed to coincide with the event, while efforts targeting a local audience can work in the run-up as well.

Next, reach out early to event organizers or your city’s convention and visitors bureau for details and information on any sponsorship opportunities, she advises. Even if the available paid sponsorships aren’t right for your business, knowing about them will give you an idea of the landscape and may prompt ideas for approaches better suited to your needs. Additionally, many larger events or tournaments have marketing programs specifically designed for local business participation.

Bear in mind, too, that some events — such as the FIFA World Cup 2026™ — are likely to attract international attendees. You can do much to make guests from other countries feel welcome at your business, whether with event-related decorations, temporary signs in multiple languages or encouraging multilingual employees to reach out to customers who may be challenged by English.

“Your goal is to share your customers’ enthusiasm and attach it to your business,” says Shenker. “Businesses that optimize their online listings can capture this audience.” It’s all part of planning ahead to make the most of what may be a one-time opportunity.

Here are seven more ideas:

1. Plan a custom sponsorship opportunity. A car dealership or other off-site business might sponsor a raffle benefiting a community organization or sports team. Along the same lines, your business might sponsor a local sports team for a season, donate equipment or offer to help underwrite another specific expense.

 

2. Host a pre-event dinner or reception. A themed event with a targeted invite list can be a great way for a service business to network with a select group of clients and prospects and perhaps local media. A celebrity guest, such as a coach or athlete, can boost attendance.

 

3. Provide refreshments or concessions at an event or outside your place of business. Even if you’re not in the food and drink industry, you can raise your business’s profile by sponsoring a coffee stand or other food venue.  

 

4. Rent a vendor booth stocked with giveaways, raffles and promotional challenges. Some events offer locations on the grounds, so, for instance, a sports medicine practice could offer swag like a pocket first aid kit with its brand name, logo and QR code on-site.

 

5. Plan a joint promotion with other sponsors. Pooling funds with a noncompetitor might increase impact for both of you. This could include cross promoting the event by using shared hashtags or offering giveaways from local businesses.

 

6. Leverage location. Rent signage in the community on the way to the venue to demonstrate support for an event important to your area.

 

7. Take it to the airwaves. Local radio remains popular, and many events produce their own podcasts. If your customers are consumers who might tune in, ad spots can let you reach them directly through their earbuds or in their car.