The power of events – why brands need to show up in real life

In today’s hyper-digital world, it’s easy to assume that brand visibility comes from clicks, views, and virtual engagement. But while digital channels are powerful, they can’t replace the impact of real-life human interaction. Events—whether large-scale product launches, intimate media briefings, or industry roundtables—create moments of connection that no amount of online marketing can replicate. 🚀

At Laika, we’ve seen firsthand these past few years how the right event can turn passive awareness into active engagement, transforming brand perception and fostering relationships that last. That’s why in 2025, we’re planning on expanding our event division—because if there’s one thing we know, it’s that showing up in real life still matters. 🌍

But why should brands continue investing in events, especially when budgets are under constant scrutiny or hanging on political decisions at the highest level, and journalists and influencers are more selective than ever? The answer lies in three fundamental truths about human connection, credibility, and competitive advantage.

Trust is built faster in person

In an era of endless digital content, trust has become a rare commodity. Consumers are bombarded with online ads, sponsored content, and AI-generated reviews. But when people can see, touch, and experience a product firsthand—whether journalists testing a new device or industry leaders engaging in meaningful discussions—something changes. 💡

Events create tangible, memorable experiences that digital interactions simply can’t match. A hands-on demo is far more convincing than a press release. A conversation over coffee builds more trust than an email thread. Brands that invest in these face-to-face moments strengthen relationships with media, industry partners, and customers alike.

Real-world presence carries weight

Having a strong digital presence is important, but real-world visibility validates a brand’s place in the market. It shows commitment, confidence, and credibility. Anyone can launch a product online, but a brand willing to put itself on display—whether at a trade show, a media roundtable, or an exclusive launch event—is demonstrating that it believes in what it’s offering. 🚀

For journalists, an event is often the only way to get a true feel for a product, ask unscripted questions, and assess the brand’s legitimacy. A well-planned event positions a company as an industry leader rather than just another name in a crowded inbox. It’s the difference between being seen as a serious player or just another startup with a flashy website.

Break through the noise through excellence

Every industry is an ongoing battle for attention. Online, brands compete with algorithms, declining organic reach, and the sheer volume of content flooding every platform. Events cut through this noise by creating exclusive, high-value opportunities for engagement.

An event offers something no digital campaign can: a captive audience. When people attend, they’ve already made a conscious choice to engage with the brand. Whether it’s a journalist carving out time for an exclusive hands-on session or an industry insider joining a private roundtable, events provide undivided attention—a rarity in today’s fast-paced digital world. 🌌

In the field of consumer electronics, for example, brands rarely exist in isolation. A smartphone needs a processor. A gaming setup needs a monitor, a console, and a good internet connection. Events provide the perfect stage to showcase how products work together, often with partner brands chipping in on costs. Without this physical interaction, many of these synergies go unnoticed.

Why smart event planning is key

So, if brands need to show up in real life, how can they ensure they’re doing it right?
A great event isn’t just one that looks good in pictures. It’s one that delivers real value—to journalists, industry professionals, and ultimately, the brand itself.
We are happy to give you a little cheat list. You want an event for your brand? You need the following:
✅ A clear reason for being there: Is this an essential moment for the brand, or just a routine engagement? If it’s the latter, reconsider whether an event is even necessary.
✅ Exclusivity: What are attendees getting here that they can’t get anywhere else? Whether it’s breaking news, behind-the-scenes access, or hands-on experience, make sure it’s something they can’t afford to miss.
✅ The right scale: Bigger isn’t always better. Sometimes, a smaller event with targeted invitations will yield better results than a large, unfocused gathering.
✅ Respect for time: Keep presentations concise. Make scheduling flexible. Offer opportunities for quick, high-value interactions that make it easy for journalists to justify their attendance.
✅ Strategic budget allocation: Invest in what matters. Avoid wasteful spending on spectacle if it doesn’t drive real engagement. And if partners are benefiting, make sure they’re contributing, now or later. 🌠

Laika’s next frontier: events as a service

In a world where virtual interactions now dominate, real-world presence is what sets brands apart. Events aren’t just about announcements or networking; they’re about building trust, proving credibility, and creating moments that people remember. No digital campaign—no matter how well-crafted—can replace the impact of face-to-face engagement.

Yes, events require time and budget. Yes, they demand careful planning. But when done right, they don’t just justify their cost—they become an essential part of a brand’s long-term strategy. Whether through grand product launches or intimate media gatherings, showing up in real life remains one of the most powerful ways to cut through the noise and leave a lasting mark.

That’s why, at Laika, we’re making events a bigger part of our mission in 2025—because we’ve seen firsthand the impact they create whether it’s a launch party, a product demo, a conference booth - or yes, even a team event. And in an industry where brands are constantly fighting for attention, those who invest in real-life experiences won’t just be seen. They’ll be remembered.