5 Event Marketing Mistakes That Cost SLC Businesses Money
With the Downtown Farmers Market entering its 34th year this summer and dozens of festivals and events happening across the state, small businesses in Salt Lake City have a huge opportunity to reach thousands of new customers. But poor event marketing decisions destroy your ROI faster than Utah’s weather can ruin an outdoor event.
Industry data shows 44% of marketers get a 3:1 ROI from event marketing, yet 55% of enterprise marketers admit they don’t know how to calculate the ROI of an event. The businesses that lose money at events make predictable mistakes that smart competitors avoid.
Here are five costly errors that separate profitable event campaigns from expensive failures.
Mistake #1: Buying cheap materials that waste your investment
The materials your event promos are made of will determine if you get one event or five years of use. Cheap vinyl fades in months, tears in wind and makes your business look unprofessional when you need to impress potential customers.
Quality 15-18 oz vinyl banners cost more upfront but last 3-5 years outdoors. They resist UV damage, water and wind without fading or cracking. For windy locations like Liberty Park or Pioneer Park, mesh banners handle strong wind gusts by allowing air to pass through while maintaining visibility.
The cost of cheap materials: Replace a cheap banner three times a year versus buying a custom banner that lasts five years or more. You’re spending nearly four times more over five years – plus the time and frustration of constant replacements.
Mistake #2: Ignoring placement strategy
A beautiful design means nothing if your banner is behind tall displays or placed where nobody can see it. Many vendors focus on making beautiful banners while ignoring sight lines and placement.
Set up banners at eye level for walking traffic. Ensure readability from 20+ feet away with bold, sans-serif fonts and high contrast colors. Create multiple touchpoints throughout event spaces rather than relying on one big banner.
The cost of poor placement: You spent money on design and materials but your banner is behind three booths where nobody sees it. Zero brand impressions means zero ROI – your entire investment is wasted.
Mistake #3: Giving out worthless promo items that people will just throw away
Cheap plastic trinkets get thrown away before people get to their cars. You’re literally throwing marketing dollars in the trash when you choose promo items nobody wants to keep.Weather-appropriate giveaways extend your reach beyond the event. Small sunscreen packets, water bottles and branded fans get used throughout Utah’s hot summers. Follow the 70/30 rule: allocate 70% of your budget to high-impact signage and 30% to promotional products that provide lasting value.
The waste factor: 500 cheap stress balls at $1 each costs $500. They get thrown away within hours. 250 branded water bottles at $2.03 each costs $507.50, but they get used for months, creating ongoing brand exposure.
Mistake #4: Not preparing for Utah’s weather
The weather in Utah changes fast. Summer storms move through quickly and you need backup plans when wind speeds increase or rain threatens your setup. The saying “If you don’t like the weather in Utah, wait 5 minutes” exists for good reason.
Monitor weather forecasts and pack backup materials including zip ties, repair supplies and waterproof storage. Create installation checklists and secure anchor points before weather hits. Calculate wind loads properly and use appropriate fastening methods.
The disaster scenario: A sudden windstorm destroys your custom event display because you didn’t secure it properly. You lose the investment plus potential sales from having no signage for the rest of the event.
Mistake #5: Not measuring what actually matters
Most vendors guess at their event ROI instead of tracking real metrics. Without proper measurement, you can’t optimize future campaigns or prove value to stakeholders.
Track foot traffic at your booth, leads generated and cost per impression by dividing material costs by estimated event attendance. Document everything with photos for post-event analysis. Survey customers about brand recognition and track repeat business from event contacts.
Industry stats show most events see ROI between 25% and 34% but you can’t improve without baseline measurements.
The missed opportunity cost: You think your event was successful because people visited your booth but you generated zero trackable leads and can’t measure actual ROI. Next year you repeat the same mistakes because you have no data to guide improvements.
Turn events into profit drivers
EventTrack data shows 48% of brands realize an ROI between 300% and 500% when they execute properly. Quality materials, strategic placement, valuable promotional items, weather preparation and proper measurement separate profitable event campaigns from expensive mistakes.Book your next event 6-8 weeks out for custom materials and permits.
View this post on Instagram
