Event Marketing Strategies Using SoLoMo for Higher Engagement

Event Marketing Strategies with SoLoMo for Engagement

In a world reawakening to the power of face-to-face interaction, event marketing is undergoing a rapid transformation. Gone are the days when live events revolved around flashy booths and branded pens. Today, the winning formula blends physical presence with digital precision, and that equation is called SoLoMo: Social, Local, and Mobile. This new framework is fueling how marketers design modern event experiences. It's also why we'll explore how three distinct companies reinvented event marketing using SoLoMo strategies, and what you can learn from them.

What Is SoLoMo in Event Marketing?

SoLoMo, short for Social, Local, and Mobile, is a strategy that merges three pillars of modern marketing:

• Social Media: Facilitating buzz, community, and virality.

• Local Engagement: Targeting specific regional or community-based audiences.

• Mobile Strategy: Delivering seamless, on-the-go digital interactions.

By integrating these elements, brands can drive deeper engagement before, during, and well after events. The rise of mobile-first experiences, geolocation tools, and hyperlocal campaigns means companies can now build brand relationships that begin at the event and last for months afterward.

Case Study 1 – Pilot.com: Hyperlocal Storytelling With Local Influencers

When small business bookkeeping firm Pilot.com launched its "Entrepreneur Exclusive" event series, it used a precise SoLoMo strategy. The first stop? Nashville.

Local Talent Equals Local Trust

Pilot sidelined out-of-town presenters in favor of Nashville natives, people attendees could relate to. Their keynote speaker, Brittany Hodak, a local consumer loyalty expert, brought authentic Southern charm and business credibility alike. Complementing her were established local CEOs and finance professionals.

Mobile Accessibility That Converts

Pilot sent direct-mail postcards with QR codes linking to a mobile landing page, simplifying signups through smartphones. These pre-event microsites provided personalized session picks and downloadable content.

Amplifying Social Presence

Leveraging LinkedIn and Instagram, Pilot turned its speakers into social advocates. They posted behind-the-scenes content, speaker interviews, and UGC (user-generated content), drumming up organic engagement.

Tip: Leverage local thought leaders. When attendees see familiar names, your event earns more credibility, instantly.

Case Study 2 – Elation Lighting: FOMO-Driven Social + Mobile = Crowd Magnet

Elation Lighting, a B2B lighting solutions brand, used a brilliant fusion of mobile-first promotions and local social tactics when unveiling their new products at the LDI conference in Las Vegas.

Build FOMO with Teasers

Elation teased their high-tech light shows through short video clips on Instagram Reels and TikTok. These teasers used trending hashtags to build curiosity.

Local Geo-targeting for Maximum Foot Traffic

Elation ran geo-fenced mobile ads and delivered segmented emails to local contacts in a 30-mile radius of the event venue. These efforts drew high-intent visitors directly to their booth, giving them a shot at winning Best Debuting Product–which they secured.

Mobile Integration for Engagement

Smartphone-based scavenger hunts and QR code demos added interactivity, encouraging visitors to explore Elation’s booths and engage socially.

Tip: Drive pre-event FOMO. Teasing content increases perceived value and urgency, while hyperlocal ads refine traffic quality.

Case Study 3 – Aeroflow Breastpumps: Mission-Driven Experiential Marketing

Aeroflow used SoLoMo in a delightfully memorable way by sponsoring the "Boob Bus," a mobile breastfeeding lounge that toured the U.S.

Community Activation Through Local Experiences

Partnering with Pumpspotting, Aeroflow met mothers where they lived and worked. Events were held at malls, parks, and family-friendly locations across cities nationwide.

Hyper-Personal Mobile Campaigns

Each attendee received a digitally trackable "bus pass" connecting them to Aeroflow’s free breast pump eligibility checker. This mobile-first feature streamlined lead capture and service delivery.

Social Content that Resonates

Attendees loved the branded stress balls shaped like breasts, funny, useful, and highly shareable. Moms posted selfies, tagged the brand, and even created their own reels, helping the event pick up steam on social.

Tip: Effective swag can become your best social content generator. Aim for memorable, silly, or deeply useful branded giveaways.

SoLoMo Event Marketing Best Practices

1. Align All Channels for Measurable ROI

QR code campaigns and mobile-friendly CTAs (calls to action) help identify which tactics worked. Assign UTM parameters and use mobile apps with real-time tracking to see attendee movement and engagement.

Example: Heatmaps can show booth traffic, while mobile app data reveals time spent at sessions.

2. Create Post-Event Follow-Up Campaigns

Don't let momentum die after the event. Send follow-up emails within 24 hours, featuring session recaps and social media highlights. Include special offers exclusive to attendees.

Example: Elation Lighting’s follow-up campaign included a 10% discount on new equipment, driving post-event conversions.

3. Personalize with Geolocation + Segmentation

Use event apps or geo-targeted push notifications to deliver location-specific content. Doing so can boost satisfaction by up to 24%.

Example: Attendees at large conventions received updates only about breakout sessions near them. Result? Less confusion, more participation.

4. Empower Social Sharing in Real Time

Design experiences that attendees want to share. Whether it's a Snapchat filter, Instagram story booth, or Twitter contest, making your event social-friendly multiplies reach instantly.

Example: Real-time content shared by attendees often acts as micro-influencer marketing, bringing in remote participants or increasing FOMO for next time.

5. Choose Mobile as the Campaign Keystone

Mobile isn’t just a channel, it’s the glue that binds social and local elements together. Ensure seamless website experiences, in-app tools, mobile ticketing, and push notifications.

Stat: 90% of attendees use smartphones for schedule planning, networking, and session gathering.

Benefits of SoLoMo for Event Marketing

• Immediate Engagement: Social campaigns and SMS alerts draw in last-minute attendees.

• Higher Local Relevance: Community-first tactics build deeper relationships with target regions.

• Better ROI Visibility: Mobile tools create data streams for real-time performance feedback.

• Brand Loyalty: Meeting customers locally and delivering mobile-powered convenience generates loyalty and UGC.

• Sustained Marketing Pipeline: Attendee behavior data fuels future CRM and nurturing strategies.

FAQs About SoLoMo Event Marketing

What is SoLoMo in event marketing?

SoLoMo stands for Social, Local, and Mobile. It refers to strategies that blend these three elements to drive more meaningful, data-driven event experiences.

How can businesses use social media for event promotion?

Use platforms like Instagram, LinkedIn, and TikTok to tease content, share highlights, or create contests. Leverage speakers and influencers to expand reach and credibility.

How is mobile influencing modern event marketing?

Mobile enables real-time communication, data tracking, QR-enabled interactions, and app functionality that keep attendees informed, engaged, and trackable.

What are some in-person event best practices using SoLoMo?

• Use local vendors, talent, and influencers.

• Send geo-targeted ads and email blasts.

• Create smartphone-only offers or content.

• Integrate UTM tracking or NFC badges for measurement.

Conclusion: Rise of SoLoMo-Driven Event Promotion

Effective event marketing today goes far beyond logistics; it’s about creating immersive, personal, and socially relevant experiences. As illustrated by Pilot.com, Elation Lighting, and Aeroflow Breastpumps, SoLoMo-driven events pack more engagement, better ROI, and stronger post-event relationships. Whether you’re promoting a local tradeshow or a global conference, using a SoLoMo strategy ensures you're not just filling seats, you’re building a stronger brand community.

Experiment with small changes first. Test QR code campaigns, run geo-fenced ads, and track social sharing. As you optimize, your events will not only become more engaging but also more measurable and scalable, a true win for modern marketers.

Ready to elevate your next event? Think Social. Think Local. Think Mobile. Start small, iterate, and watch your events come to life. If you're ready to increase engagement and ROI through smarter event marketing, our team can help you blend social media, mobile strategy, and local engagement into a scalable SoLoMo-driven approach.