What have you most changed your mind on? Me: Events.

𝗜 𝗸𝗻𝗼𝘄 𝗶𝘁𝘀 𝘁𝗲𝗺𝗽𝘁𝗶𝗻𝗴 𝘁𝗼 𝗰𝘂𝘁 𝗲𝘃𝗲𝗻𝘁𝘀 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗽𝗹𝗮𝗻.

They're expensive, hard to scale, and often uninspired: Half-day at a 3-star hotel, sales keynote, product demo, maybe a customer story if you were lucky.

Surely we can easily replace a lot of the effort and inefficiency inherent with events with digital programs that are better targeted?

For years, I felt the same way too. But then I completely changed my mind.

Why?

Events aren't the problem. It was how they're applied.

We know there’s always been a genuine thirst for human connection. But five years on from the pandemic people more than ever just want to get off screens and meet face-to-face.

But that doesn’t make events easy. If anything, the bar is higher.

If you’re going to run an event in 2025, you have to nail:
𝗧𝗵𝗲 𝗽𝘂𝗿𝗽𝗼𝘀𝗲 : Why should anyone care?
𝗧𝗵𝗲 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 : Who exactly are we bringing together?
𝗧𝗵𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 : What will they remember and talk about?

The best event teams (and I've had the pleasure of working with some of the best) think pre-show → show → post-show. They blend physical with digital. And they obsess over WIIFY (What’s In It For You).

Once you’ve nailed the purpose, audience, and experience, it’s time to make them extraordinary. Here are 3 ways I’ve done it:
𝟭. 𝗘𝗱𝘂𝗰𝗮𝘁𝗲. Deliver insights they can’t get elsewhere. We built content-rich hands-on labs, created on-demand “boxed set” replays, networking groups and took content on the road to extend impact all year.
𝟮. 𝗜𝗻𝗳𝗼𝗿𝗺. Bring in speakers with impact, interest and relevance. I’ve worked with Victoria Beckham, Benedict Cumberbatch, Gillian Anderson and many more to inspire and challenge thinking.
𝟯.𝗘𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻. Make it a moment they’ll remember. From Simple Minds, Jess Glynne and Manic Street Preachers playing conference parties, to winching a Tesla from the ceiling, to Michelin-starred VIP dinners - we made it an experience.

In 2025, AI can handle the grunt work, leaving you free to focus on creating something unforgettable.

Raise your game, and your events will become the cornerstone of your marketing plan.