Did you know that 70% of buyers become repeat customers after experiencing a brand?

This is because one thing people are attracted to is familiarity.

Welcome to our series on the psychology of attraction in event marketing. This isn't about romantic attraction but rather the underlying reasons why people are drawn to certain things, including events and objects. Understanding these principles can help you create more engaging and successful marketing event experiences.

Let’s review the concept of familiarity.

Previously, we discussed the Mere Exposure cognitive bias, highlighting how repeated exposure to an object or idea increases our preference. Familiarity is a powerful tool in event marketing.

Familiarity breeds positive feelings and trust, which are essential for successful engagement. To leverage this effect, make sure your branding is consistent across all touchpoints. Use pre-event emails, social media teasers, and on-site signage to create multiple exposures. Post-event follow-ups with the same branding reinforce the connection and keep your brand top-of-mind.

Partnering with an event agency that understands marketing psychology means your brand will always be seamlessly integrated and consistently presented, turning familiarity into trust and engagement. By strategically using the power of familiarity, you can create memorable experiences that stay with your audience long after the event.

Stay tuned for more insights on the psychology of attraction and how you can apply these principles to your event marketing strategy.