I’ve spent over 30 years in the events industry, and since launching The Event Mechanic! in 2005, I’ve had the opportunity to identify the patterns that drive event success and the warning signs that signal their decline. I’ve pinpointed the key reasons events fail and, more importantly, what organizers can do to turn things around. Here are what I see are the main problems and how to fix them:
- Attendees are disengaged – Sitting through endless lectures isn’t what they want anymore. They crave interactivity, meaningful discussions, and practical takeaways, not one way broadcasting.
- Exhibitors aren’t seeing ROI – If they don’t leave with high-quality leads and measurable outcomes, they won’t return. Event organizers don’t seem to notice this until it’s too late even if they take the steps I mentioned in my last newsletter.
- Profitability is weak – Events that don’t differentiate themselves struggle with retention, sponsorship growth, and long-term sustainability. Events which copy last year’s plan and resist innovation are in trouble, even if things seem OK now.
How to Fix These Issues and Build a Market-Leading Event
- Make Attendees Active Participants
Shift from one-way presentations to interactive formats—think roundtables, workshops, facilitated Q&As, and live problem-solving sessions. The more they engage, the more valuable your event becomes. - Help Exhibitors Prove ROI
Offer pre-show attendee data, data-driven networking, and guaranteed meeting programs that connect them with their target buyers. If you can show them the results, they’ll keep investing in your event. - Differentiate, or Get Left Behind
Stop copying other events. Survey your market, identify gaps, and create unique positioning. Whether it’s a hyper-targeted niche, an industry-first format, or a tech-enhanced experience, your event needs to stand out. - Build for Profit AND Growth
Develop a revenue strategy that includes premium attendance tiers, sponsorship packages with high-value activations, and year-round engagement opportunities. A strong financial model makes your event a valuable acquisition target.
A market-leading event isn’t just well-run—it’s built to last, grow, and eventually sell. That won’t happen if you’re running on outdated models. Fix the core issues, put attendees and exhibitors first, and create an event that stands out in the market.
Are you ready to make the necessary changes?