Super insightful for clients considering where to invest their money for 2025
Events Consultant and Creator | Follow me for insights on events, marketing and technology.
Some people say that events don’t drive ROI. In many cases, the problem is one. They pick the wrong type of event for the stage of the funnel. If your brand needs more awareness, doing product demos can be ineffective. This mismatch usually causes events to get a bad reputation. Combine it with a lack of data tracking and evaluation, and you approach the ‘events don’t work’ territory. Before some of you get heated, there is way more than this. But I just spoke with the owner of an event portfolio. They mentioned that this is the framework what they use. This is a $30M revenue portfolio. I also witnessed it with a client recently, and we had to switch the type of event because the management veered towards different objectives. Sometimes, the audience also changes. User conferences could be aimed at decision influencers, while product roadshows may involve only decision-makers, as the goal is to close sales as soon as possible. I hope you can appreciate this is a streamlined version of the types of events you can run at different stages of the funnel. We evolved this framework from the past by allocating percentages of how each event format may contribute to different stages. The percentage breakdown (based on our client base) will be in the next newsletter. Also, I share more advanced advice in my free newsletter every Wednesday. We are 22K. The link to join us is at the top of my profile. Update: apologies for the design fail. Consideration before decision. Content still stands. Busy week in Barcelona??