Event ROI: How Gifting Can Extend Impact and Deepen Engagement

Events are one of the most powerful tools in a brand’s marketing arsenal — immersive, human, and often unforgettable. But measuring ROI? That’s the part that gets tricky. After attending the recent FT Live webinar on Measuring and Maximising ROI in Events, I came away with a head full of smart strategies — and a renewed belief in the role that gifting can play in making event experiences not just memorable, but measurable.

Why ROI in Events Is More Than Just Leads

A key takeaway from the webinar was that event ROI isn’t just about lead generation — it’s about brand awareness, long-term relationships, behavioural shifts, and engagement at every touchpoint. For that reason, we need to expand our view of what success looks like and how we measure it. “It’s not just about the outcome — it’s about the journey, the moments of connection, and the value delivered at every stage.” And this is exactly where gifting, when done right, becomes a powerful tool.

Gifting as an ROI Multiplier: From One-Off to Ongoing

When events end, most brands default to the same follow-up strategy: a flurry of emails that often get buried in overcrowded inboxes. But what if you could follow up with something unexpected, useful, and personal? Here's how gifting can help events deliver deeper, longer-lasting ROI:

Gifts Create a Tangible, Functional Reminder of Your Brand

Gifts that are well-designed, useful, and beautifully presented become part of someone’s daily life. Whether it’s a mindful desk accessory, a stylish reusable bottle, or a branded wellbeing gift, these pieces serve as gentle brand reminders long after the event ends. The key: choose items that align with your brand values and your audience’s lifestyle.

Extend the Experience with High-Impact Post-Event Gift Follow-Up

Instead of sending a generic email, why not send a beautifully packaged thank-you gift with a handwritten card that references the event experience? It creates a standout moment and helps your brand rise above the noise. Gilded Bee clients have used this approach to re-engage leads who were cooling off, thank speakers and VIP attendees, and convert warm conversations into longer-term partnerships.

Use Gifting as a Lead Generator

You can also position gifts as part of a strategic lead generation campaign. For example, promote a giveaway at the event with a premium gift as the reward; use a gift sign-up page where attendees enter their details and answer a few short feedback questions — instantly delivering both data and insight; or offer a small thank-you gift for completing a post-event survey (one FT Live case study showed this boosted completion rates to 85%).

Turn Gifting Into a Measurable ROI Tool

When designed smartly, gifting can provide its own data trail. Think: who redeemed a follow-up gift? What feedback did they give at the point of claiming it? Which items led to further engagement, product sign-ups, or website visits? This bridges the gap between qualitative impact and quantifiable metrics.

Reinforce Your Brand Story

Good gifting is not just about the “thing” — it’s about how it makes people feel. A gift can tell a story, celebrate values, and foster connection. For example, sustainable gifts can underscore a brand’s commitment to the planet, while wellness-led gifts show genuine care for people — perfect for internal events, employer branding, or customer engagement.

Practical Tips for Effective Event Gifting

Match the gift to the event goal. Launching a new product? Consider a themed item. Focusing on lead gen? Add a QR code linking to a tailored offer. Make it personal. Include names, messages, or event references that show intention. Think beyond the moment. Choose gifts with daily utility or emotional resonance — the ones people actually keep. Build feedback in. Use gift redemption as a moment to gather insight or offer tailored next steps. Collaborate. Partnering with an experienced gifting provider can help ensure brand alignment, data integration, and seamless logistics.

Final Thought:

Gifting Isn’t Just a Nice Touch — It’s a Smart Strategy
If you want your events to have impact beyond the day, think of gifting as part of your multi-channel engagement journey — not just a box ticked. Done thoughtfully, it helps events feel personal, drives action, and provides measurable value to your business.

At Gilded Bee, we create meaningful post-event gifting experiences that cut through the noise and deepen your brand’s impact. From lead-gen gifts to follow-up packs with handwritten cards, we help you show up in the most memorable way — long after the lights go down.

Let’s make your next event unforgettable.
Need help designing a post-event gift strategy? Drop us a message — we’d love to help.