How to build event strategies that actually work
Ok - we have a lot of thoughts on events, so bare with us on this topic!
Events are one of the most powerful tools a company can use, but only when they’re built around the right audience, in the right way, for the right reasons. When they’re not, they quickly become a drain on time, budget and team energy.
But when they’re aligned, they open doors, strengthen relationships and quietly support growth long after the day itself.Events have changed a lot in the past few years.
Before the pandemic (yes, the pandemic is still relevant), attendance was driven by habit. People came because their industry expected it. Now, audiences are far more selective and they want value, relevance and an experience that feels worth leaving the house for.
Across the companies we support, we’ve seen the same pattern: events still work, in fact they' can be far more impactful, but only when they’re designed with real intention. And that starts with understanding your audience, not following a generic events playbook.
Former Yahoo executive Seth Godin puts it, “People do not buy goods and services. They buy relations, stories and magic.”
Former Yahoo executive Seth Godin puts it, “People do not buy goods and services. They buy relations, stories and magic.”
Starting with real collaboration
Data across the industry shows some clear shifts in behaviour
• Attendance is smaller but quality is higher. People show up when the event feels genuinely relevant.
• Conversion is stronger. Smaller events often create better leads than large, general gatherings.
• Hybrid interest has dropped, but on-demand content from events performs incredibly well.
• Invitations matter more. Personalised outreach gets far better engagement than broad marketing blasts.
• Events that feel “human” - smaller, more curated, more comfortable - are outperforming big rooms and big stages.
The message is clear: people no longer want more events. They want the right events.
Whats most important is collaborating with your sales and customer team members, learn from them and work together on who we invite, who joins to speak with us, how do we engage them with invites and how do we follow up in the best way. It shouldn’t be too heavy a lift and once you see team members engaging and the results from collaborating together, it will become fun!
Start with the people, always
The biggest mistake companies make is deciding the format before they decide who the event is actually for. When you flip the process, everything becomes simpler.
If you know your audience is time-poor, a three-hour gathering won’t work. If you know they love hands-on learning, a panel will fall flat. If you know they value quiet, intimate connection, a big conference will overwhelm.
Start by asking and researching
• How do they like to learn
• How do they like to meet people
• What kind of environment feels comfortable for them
• What do they actually need from you right now
Events land beautifully when they honour the audience’s natural preferences.
Different event types and the effort they require
Here’s a grounded look at the formats companies use most, why they work and what they cost in effort and budget.
Roundtables
Perfect for honest, relationship-led conversations.
Effort: Medium - curation and facilitation matter.
Budget: Low to medium - small space, good hosting.
Workshops
Ideal for practical learning and hands-on value.
Effort: High - content prep takes time.
Budget: Medium - materials, room layout and facilitation.
Breakfast briefings
Great for time-sensitive audiences. Short, sharp, high value.
Effort: Medium - tight agenda and reliable content.
Budget: Medium - quality catering sets the tone.
Conferences or showcases
Best for visibility or big moments.
Effort: High - multi-speaker coordination, production, logistics.
Budget: High - stage, AV, staff, venue, content.
Experiential events
Perfect when you need to create emotional connection or bring a product to life.
Effort: High - design and experience build.
Budget: Medium to high - depending on creativity and production.
Trade shows
Still valuable for footfall and quick introductions.
Effort: High - strong stand presence and good staffing.
Budget: High - stands, materials and travel.
Meet ups or community nights
Low pressure and highly engaging if community is your focus.
Effort: Medium to high - simple format, consistent planning.
Budget: Low - venue and light refreshments.
When you choose the right format, effort is used in the right places instead of wasted across the wrong ones.
Budgets stretch much further with partners
Partnerships are one of the smartest ways to expand an event without expanding the cost, and they don’t need to be complicated, technical or deeply integrated.
A good partner is simply a brand that
• shares your audience
• aligns with your tone and purpose
• brings something you don’t
A partner can contribute space, content, expertise, product, community or simply credibility. This lifts the experience for attendees, splits the workload for teams and reduces the pressure on budget.
The strongest events we see often come from unexpected pairings, not from carefully engineered collaborations.
Content is the quiet powerhouse behind every event
A single event can fuel weeks of strong marketing when you use it properly. Short clips, speaker insights, behind-the-scenes moments, customer stories and simple recaps all extend the life of the event and often reach more people than the room itself. In fact, many leads come not from attendees but from those who engage with the content afterwards. The event is the catalyst. The content is the multiplier.
Invitations and follow up really matter
Invitations set the tone long before the event begins. They need to be clear, personal and sent with enough notice for people to genuinely plan ahead. A couple of weeks’ lead time usually gives people space to say yes comfortably.
A simple rhythm works well.
Send the main invite.
Follow up a few days later with a gentle reminder.
Make a quick call to key attendees in the week of the event.
Send a short, practical “see you soon” email on the day.
These small touches make people far more likely to attend because they feel considered, not mass-invited. And after the event, a brief thank you and a recap help keep the momentum going without overwhelming anyone.
Venue choice shapes the whole energy
The venue is never just a backdrop. It sets the tone and affects how comfortable people feel. A creative space encourages openness, a small room builds intimacy and a curated venue communicates care. When the room feels right, the conversations follow.
Giveaways should feel meaningful
Swag rarely leaves a lasting impression. Thoughtful, relevant gestures do. A small curated item, a useful digital follow-up, a handwritten note or even a donation in someone’s name feels far more memorable than another branded tote.
The future of events
Audiences want fewer events but richer ones. They want shorter timings, clearer relevance and more opportunities to talk rather than sit passively. Hybrid will continue mainly through on-demand content, while in-person events will succeed only when they feel intentional and human. The companies that thrive will be the ones designing events for the audience they actually have, not the one they imagine.
Events don’t need to be loud or elaborate. They need to be meaningful. When you choose the right format, understand your audience and use the content well, events become a long-term growth tool rather than a short-term task, with impact that carries on long after the doors close.