As I was recently asked what my prognosis for the events industry was, I decided to expand what I had said and share it with you. For the last fifteen years, I was waiting for the ‘Netflix Moment’ where something from outside our business was going to barge in and eliminate and decisively change our events. It has hasn’t happened…. yet. I can see evidence that it will be upon on soon. What should we do about it- to future proof our events?
1. Truly Know Your Customer—Beyond Analytics
It’s not enough to rely solely on data analytics to understand your customer. Yes, data plays a vital role in tracking behaviors, preferences, and past engagement, but it only tells part of the story. The real challenge lies in deepening your relationship with attendees and exhibitors through meaningful interactions that go beyond what the numbers reveal and do it in person. You should understand what it’s like to be in their shoes.
Your goal should be to build a direct line of communication with your audience, whether that means face-to-face meetings, in-depth interviews, or even leveraging social listening tools. This gives you insights into what they value most in their industry and how your event can meet those needs. Events are about community and personal connections, so don’t let analytics be the only guiding force for your strategy. I like what Liz Irving said at SISO last month, that she makes sure that each of the staff at Clarion makes 10 calls to customers a week
Your ability to listen to your customers on a deeper level will not only differentiate you from competitors but also ensure long-term loyalty and relevance in a competitive market.
2. Leveraging Artificial Intelligence to Anticipate Customer Needs
Artificial Intelligence (AI) is no longer just a buzzword—it will assist how events are marketed, sold, and executed. The challenge is to learn to integrate AI into your sales, marketing, and content functions in a way that enhances the customer experience without overwhelming your team or your audience, is managed by policies which are ethical, legal and protects customer privacy.
Imagine having AI-driven tools to find and attract attendees which are high value targets for exhibitors. AI can also help anticipate what types of sessions, speakers, or topics will be most popular, allowing you to tailor your event content for maximum engagement.
For executives, the challenge is twofold: First, identify the right AI tools that align with your specific needs. Second, ensure your team is trained and empowered to use these tools effectively, and you have set the policies for AI use, and know the legal ramifications (see this for more detail). The more adept your organization becomes at using AI, the better you’ll be at staying ahead of your competitors in anticipating—and fulfilling—customer needs.
3. Becoming a Source of Marketing Insight for Your Exhibitors
Your exhibitors are hungry for more than just booth space—they must know how your event can help them reach their business goals. As an event organizer, you must position your company as a trusted source of marketing insights within the markets you serve-or perish.
Event executives need to ask themselves: How can we deliver real value to exhibitors beyond foot traffic? By providing actionable insights—such as key market trends, customer behavior data, or industry-specific case studies—you can help exhibitors make informed decisions about their event participation. In the future, this information will need to be given to exhibitors before their participation is secured.
Becoming a go-to source for marketing insights not only strengthens relationships with existing exhibitors but also enhances your value proposition for potential new partners. Offering these insights can also help differentiate your event from competitors who may still be selling based solely on ‘Old World’ information such as booth size or location.
4. Continuous Training of Your Staff on New Tools, Methodologies, and Processes
Technology and event management methodologies are evolving faster than ever. The tools that worked last year might not work this year, and it’s crucial to ensure your staff is not only trained but continually updated on the latest industry practices.
Make training an ongoing process, not a one-time event. Encourage your team to attend workshops, webinars, and industry conferences to stay on top of new trends. It’s also essential to foster an internal culture of learning, where staff members feel comfortable experimenting with new tools and sharing their insights with the rest of the team.By investing in continuous education, you ensure that your event staff stays sharp and adaptable, equipped with the skills to meet changing customer expectations and operational demands.
5. Elevating the Events Industry as a Place for Career Growth
One of the industry’s biggest challenges right now is its failure to market itself as a viable long-term career option, let’s face it- we’re invisible. If we want to attract the next generation of talent, we need to do a much better job of defining the events business as a dynamic, future-forward industry where people can build meaningful, fulfilling careers and our companies need to ‘get in the weeds’ and push our industry associations to do a better job in creating the visibility we need to find our replacements.
In addition, we must raise our game by creating clear career paths, promoting the industry’s diverse opportunities, and showcasing success stories within our companies. Make it clear to young professionals and mid-career switchers that working in events isn’t just a job—it’s a career where they can grow, innovate, and make a lasting impact.
Addressing this challenge isn’t just about recruitment; it’s also about retention. Ensuring that your company is a place where people can thrive professionally will also lead to higher employee satisfaction and long-term loyalty.
6. Reaching All Decision Makers and Expanding Your Addressable Audience
One of the most significant challenges facing the events industry is audience segmentation and reach. With so many communication channels and customer touchpoints, it’s easy to miss out on connecting with key decision-makers in your target market. However, reaching as much of your total addressable audience (TAM) as possible should be a priority for every event organization, as it directly influences your potential for growth and sponsorship revenue.
The challenge is twofold: First, ensure that you are reaching all relevant decision-makers within your target sectors. This includes not just C-suite executives but also managers, department heads, and other influencers within companies who have the authority to make event participation decisions. Second, you must maintain the quest to expand your addressable audience by exploring adjacent industries, emerging markets, and untapped customer segments and be aggressive doing so.
Data-driven marketing campaigns, partnerships with industry associations, and targeted outreach strategies will help expand your reach. However, don’t overlook the importance of personal engagement—sometimes, a phone call or face-to-face meeting can open doors that digital campaigns cannot.
I haven’t touched on other important issues like rising costs, emerging audiences, or event design—not because they don’t matter, but because I don’t want to overwhelm you. The good news is, we have more resources at our disposal than ever before. The key to success is staying adaptable, investing in the right tools and people, and always keeping your focus on the customer at the center of your business.