By: Sal Calautti, Owner of Fully Promoted of Southern New Hampshire
Business today is about relationships, and there’s no better way to build them than through the in-person networking that an event provides. Events bring your customers together to build rapport while providing unmatched opportunities to grow your network and build new relationships — bringing to life the adage that people buy from those they know, like and trust.
That’s been our experience at Fully Promoted of Southern New Hampshire. In September 2025, we held our second annual Fully Promote New Hampshire Businesses, which started as a way to show appreciation to our customers and has become one of the premier events for the region’s business community. We saw a definite revenue pop in our business after the 2025 event in September — it was our best month ever, in fact, with 68% revenue growth over the previous September.
I can’t attribute all of that to the event; a lot of it may be due to people starting to spend money again as pent-up demand is finally unleashed. And after months and even years of meeting online, I think we’re all hungry to think outside the Zoom box and meet local customers out in the world again.
Eventful Events
The first thing you have to do is define the customers you want to target and then find different events throughout the year that align with your product or service.
Let’s say you’re a franchisee of an HVAC company. What is your niche? Do you want to do only commercial spaces or residential developments? Find events that focus on the niche. Then you can go in as the subject matter expert to talk to those potential clients.
What if there isn’t an event for your target market? Is that an opportunity to create one, maybe in alliance with other local organizations? Partnerships broaden your reach and can help you learn best practices for event planning and execution.
Local Chambers of Commerce and business groups give you access to new resources, including shared marketing of your event. Your franchisor can also be a valuable partner. Invite them to the event and collaborate with them. There may be ideas they can share because they’ve seen what other franchisees are doing. That’s one of the advantages of being part of a franchise: We get a network we can all bounce ideas off of. So, leverage that relationship.
Budget will be a significant factor in what you offer. It’s true that you have to spend money to make money, but you don’t have to break the bank. If you have a booth at an event, it doesn’t have to be a giant display. Make sure you have the simple things, like signage that stands out and captures attendees’ attention.
Giveaways are essential, but they don’t have to cost you $5 or $6 apiece; a $2 or $3 item can be just as effective. What matters is that you have something people can walk away with that has your logo on it, so when people need your goods or service, they’re going to remember you. Stay away from trendy pieces (How many people still use their fidget spinner?) and choose practical items people will use every day, so they’ll see your logo every day. Working with a branding expert like your local Fully Promoted can help you strategize which products will make the most impact for your business.
One of the most memorable giveaways at our Fully Promote New Hampshire Businesses event was our Hat Bar, which not only engaged attendees but also showed our capabilities. We created four or five different patches and heat-pressed them onto hats that we then handed out to clients and prospects. Experiential elements like this can make a lasting impression on your target customers; they make people pause for a moment and engage with your brand, opening opportunities for dialogue and networking.
The final component is to market the heck out of your event. Two months out from the event, start promoting it to your top clients. Not everyone will come, but they’ll appreciate the invitation. Work with your partners’ marketing teams to craft a simple campaign and use your social media channels to spread the word.
Commitment to Success
With algorithms, social media and other tech punching through our lives, in-person relationship-building events have become even more critical in bridging the gap between a very saturated online marketplace and genuine human interaction. By viewing events as opportunities to bring their business community together and network, anyone can make their event a success. It’s just a matter of how much time you’re committed to putting in.
Whether you’re hosting or attending as an exhibitor, remember that a successful event isn’t just an event: It’s an opportunity to connect to attendees so they’ll remember you when it’s time to do business.
Sal Calautti is the owner of Fully Promoted of Southern New Hampshire (FPSNH). He has over three decades of management experience across an array of industries and serves on the boards of various regional groups and industry associations. FPSNH the third largest Fully Promoted franchise in the U.S., offering comprehensive branding solutions with an impressive lineup of top names in apparel, thousands of unique products, and expert embroidery and printing services.