Strategic Event Value Creation: Building a Data-Driven Playbook That Puts Superconsumers First
Strategic Event Value Creation: Building a Data-Driven Playbook That Puts Superconsumers First Most event organizations love to talk about being “customer-centric.” But let’s be honest: very few actually are. What separates the winners from the pack isn’t who has the biggest show floor, the flashiest tech, or the longest speaker roster. It’s whether leaders […]
Wake Up or Get Nuked: Why Event Organizers Face a Blockbuster Moment
Let me put it plainly: if you’re an event executive and you’re not seriously integrating AI into your strategy, you’re heading for a Blockbuster–BlackBerry-level reckoning. And it’s coming faster than you think. In recent weeks, I’ve been tracking a growing chorus from Silicon Valley’s sharpest minds. The warning is stark: “Incumbents will be nuked; everything will be rebuilt.” This isn’t […]
The Event Superconsumer: Why Our Industry Needs Them—And How to Spot One
We all know who attends events: customers, exhibitors, sponsors, press, influencers. But within those groups is a rare type of individual who goes beyond simply participating. These are the people who live the events industry, who build it, shape it, and help it evolve. These are the event superconsumers. The term “superconsumer” comes from Eddie Yoon, who defines them as a small […]
Why This Event Marketing Falls Flat: A Tired Playbook in a Changing World
It’s 2025. And yet, here we are staring at an event promotion that reads like it was lifted straight from a dusty 2012 playbook. While this actual event (name changed to protect the guilty) itself may have merit, its marketing does little to inspire. In a time when personalization, authenticity, and specificity drive decisions, this […]
Are We Going to Meet, Beat, or Miss Our Numbers?
It’s a question that echoes through every event organizer’s boardroom, Slack channel, and strategy session: “Are we going to meet, beat, or miss our numbers?” And with good reason. In the event business—where time, money, and trust are invested in high-stakes, one-off moments, performance is measured in hard metrics: registrations, revenue, renewals. The answer to […]
Stop Selling Events. Start Solving Problems.
Event organizers fall in love with their “solutions” or dream of building industry ‘ecosystems’. The event format. The networking platform. The sexy keynote speaker. The flashy exhibit hall with all the bells and whistles. The team gets jazzed. Marketing spins up a campaign. Sales pushes exhibitor packages. And then… crickets. Why? Because what you’re building is your […]
Why is Event Sales so Hard? 8 Reasons and What to Do About It
Lately, I’ve been getting a lot of questions from sales reps asking why it’s so difficult to get prospects to answer calls or respond to emails. Here’s what I’ve been telling them: 1. Message Saturation & Digital Noise Prospects are overwhelmed by the volume of sales outreach across channels—email, LinkedIn, phone, and more. Event […]
Tariffs? Use Them to Get Closer to Your Customers
Wake Up: Attendees and Exhibitors Hate Being Sold To — And It’s Killing Your Event
Let’s cut the nonsense: attendees and exhibitors don’t want your sales pitch. They don’t want your marketing fluff. They don’t care about your “early bird discounts,” your flashy too expensive booth packages, or your overhyped agenda full of buzzwords and ‘industry experts’. Like this experience. They want results.They want value.And if you keep marketing at […]
Harness The Future: How Marketers Become Event Strategists
For event marketers to be able to take their events and their own careers to the next level, they must move beyond tactical execution to strategic decision-making. I believe that mastering event strategy starts with two foundational pillars: knowing the context of your job and truly understanding your customer. These elements will serve as the foundation […]