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Moving Beyond the Ticket: How to Monetize Your Entire Event Ecosystem

on November 08, 2026

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EVENT MARKETING: Ideas, Insights and Strategies

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Are You Just Another Logo on a Banner?

Exhibiting at a trade show, conference, or festival requires a significant investment of time and budget. But many exhibitors have a passive strategy : booking a booth, setting up displays, and waiting for passing attendees to stop by. You’re just another logo on a banner. For attendees, being on the exhibition floor can quickly turn into just window shopping. If you want to build deeper engagement and stronger brand recognition , your booth should only be the start. Ever thought of hosting your own side event ? Go from Passive to Active Engagement : Instead of competing for attention in a crowded hall, create your own space where you can control the environment and have a real dialogue with attendees. Reach out to the event organizers early: Ask about, e.g., renting breakout rooms , hosting official morning coffee meetups, or anchoring a post-floor happy hour. Use the side event to host a workshop, a roundtable discussion , or a Q&A session. A side event gives intereste...

Content is No Longer King. The Room Is.

Content is Just the Ice-Breaker. We’ve all been to conferences where the speaker delivers a brilliant, data-heavy presentation, the audience applauds, and then… everyone walks out to the coffee break and stares at their phones. It’s a massive missed opportunity. People don’t pay hundreds of dollars for information they could have found online. They pay for the room. They attend business events to network, make contacts, secure leads, and convert those leads into customers. And, in the age of personal branding , people also want to build their own networks. If networking is the real product, your agenda shouldn’t crowd it out. It should fuel it. Flipping the Script on Keynotes . Too many event organizers treat speeches as the main event and networking as the “intermission.” It should now be the exact opposite. The Shift: Speeches and Q&A sessions shouldn’t just deliver content. They need to act as structured ice-breakers for the conversations that happen after the mic turns o...

Customer Experience Lives in the Frontline

Your best brand experiences for your audience may not be from hiring an outside marketing agency. An outside agency probably won’t know your audience or customers as well as your frontline staff do. Look at what the big brands are doing: Starbucks has its ‘ coffee creators ’ that turn employees into influencers who create experiences at stores building a relationship between customer and brand Apple holds workshops in its stores that create a sense of community and customers get experience of Apple products. What other brands are doing something similar? These experiences are like micro-events that engage your audience and make them participants in your brand. Employee influencers can be experience and event creators for your brand. In-house experience or event creation creates brand ambassadors of your staff. Time to rethink how you create your brand experience for your audience. How are you creating your in-store experience? Let’s swap ideas in the comments below.

Can AI Do What Event Professionals Do?

Event Profs: An AI -proof Job? You keep hearing news about companies making lay-offs due to AI. The question for a lot of people is: what can you do to be AI-proof? AI can do lots of things. But can it plan and host an event? No! Not yet, at least. AI can definitely help event professionals in their work but it can’t do all that is required in the job. Event professionals should be one of the most sought-after jobs. In the AI economy , live events (F2F marketing) take on more importance to brands so they can build trust. Events are also the go-to platform for brand collaboration. Brands should know how to collaborate effectively with event professionals. Live events can’t (yet) be done by AI. You still need a human to organize these. Event professionals still have some level of AI-proof to their roles. We would love to hear your views on: Are brands treating event marketing as a cost that can be cut? Are brands making the best use of live events to grow? As an event professional, how...

Don’t Lose Sight of Your Goals

What is event marketing? Why are you organizing your events? When we talk of event marketing, there are two ways you can think about this. One is that you are organizing an event and want to promote it to attract an audience and sell tickets, get sponsors for profit. The second is that you provide a service or sell a product and you want to market this through events – here event marketing is just another marketing channel you use to promote your product or service – just like TV ads, social media marketing, influencer marketing, etc. Your customers attending your event will get a different experience from your other channels of marketing. Here perhaps you are not trying to make a profit out of the event itself but using this as a means to promote your services or products. In both cases you are obviously trying to promote your event to attract your audience but there may be differences in approach in each case. The important thing here is your goals and the purpose be...

In the Experience Business

As an event professional, you are in the experience business. It's your job to create experiences that are memorable and meaningful for your audience. We are in the digital economy, creator economy and experience economy. Today’s customers expect more than just products or services — they want experiences. And companies are responding by creating more compelling events to differentiate themselves from competitors and build stronger relationships with customers. The Experience Economy provides marketers with a roadmap for success in this new world of business. It describes how successful companies have transformed their marketing efforts by shifting their focus from selling products or services to creating unforgettable experiences for customers through events. It also offers ideas for creating engaging events that will lead your organization into this new era of business growth. Focus on the experience. You can think of event marketing, perhaps, as experiential marketing. The first...

Getting Creative

I have found that creativity doesn’t come to you necessarily when you simply try to think of a creative idea. For me, ideas come through work. Making content for social media, the more content I put out there, the more ideas came to me. Writing newsletters, I found that they evolved over time with new ideas coming each week. The more content I put out on social media, eventually people contacted with me on social media which led to collaboration. I found that it was through consistent, daily work that ideas, partnerships and collaboration grew. When I put out the next newsletter, I put out a new blog post at the same time. The theme of each new newsletter was the same as each new blog post. Then, I followed that up with a podcast. So, the newsletters, blog and podcast grew together. And still growing each month. Giving my audience different ways to consume my content – whichever suited them. Slowly, I built up a body of content that people can find online and see if there is anything t...

Event Marketing Channels

As an event marketer, you should expand your marketing channels that you use. Even if you find a particular channel is working well for you, use other channels also. The term used is omni-channel marketing. Omni-channel marketing refers to the use of multiple channels to distribute a message or product. The main goal of this type of marketing is to provide a consistent experience across all the channels used. This includes websites, mobile apps, social media platforms, and more. Different people have different preferences when it comes to how they want to interact with brands, which is why being omni-channel is so important for event marketers. For example: Your own website/app Social media marketing Event platforms Email marketing SEO (Search Engine Optimization) Offline marketing Within each of the above categories will be numerous channels to consider. You may be able to attract different audiences in different marketing channels. A good thing about omni-channel marketing is that it...

Event Marketers: Learn the Language of Data

Event marketing is a powerful tool for building brand awareness and generating leads. However, organizing and executing successful events requires a lot of effort, time, and resources. To make sure that your events are delivering the expected outcomes, you need to measure their success with data. As an event marketer, your job is to create experiences that engage and inspire attendees. However, achieving success in event marketing requires more than just creativity and planning. Today, data analytics plays a crucial role in the event marketing landscape. By learning the language of data, or hiring someone that knows, event marketers can unlock a wealth of insights that can help them create more effective and engaging events. Data analytics has revolutionized the way event marketers approach their work. By using data, they can analyze and measure event performance, optimize strategies, and get insights into audience behavior. To harness the full potential of data, event mar...

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