Events Matter! Blog
Musings, in-depth analysis and trends on conference-specific topics.
Most Recent:
5 Ways to Expand Your Attendee Acquisition Reach
One of the latest theories in event marketing is that a successful and profitable event requires doing your best to reach the Total Addressable Market (TAM). Your TAM is defined as the total reachable audience for your event, whether they are currently in your database or not. This means you need to
Don’t Become a Data Zombie or If You Don’t Like People You Shouldn’t be in the Events Business!
In the events business, it’s all too easy to get caught up in the focusing only on spreadsheets and analytics to measure where you are, who your customers are (or should be) and a lot of other information critical to running your event. In fact, I’d argue that the most comfortable posture
Does Your Events Organization Need a Post-COVID Check-Up?
1) Are you closer to your customers than you were in 2019? 2) Are you closer to your staff than you were in 2019? 3) Is your sales team firing on all cylinders? 4) Have you raised prices, justified only by inflation? 5) Are your customers still getting value for
What is the Future of Digital forEvent Companies?
Our event industry has been riding a roller coaster since COVID’s impact began in March 2020. We’ve gone from having no face-to-face events – with almost total dependency on digital or virtual events – to the recent return to face-to-face events with little to no digital participation. Given that recent history,
In What are the Characteristics of a Top 5% Event
I’ve had the fortune to run a world-renowned event – Macworld – and have managed several others that have come close to ranking amongst the upper echelon (the top 5%) of events. They are the types of events whose presence commanded attention – and attendance. We are now experiencing
How to Find – and Keep – the Best Salespeople
I am frequently asked if I know any great salespeople who would be interested in a new opportunity. Given the frequency of the question, I thought I would outline what I feel are the common elements for a successful effort to hire (and keep) a great salesperson. When speaking at