Event Profs x Brands
ShareYaarNow Event Marketing Newsletter
Should CMOs be event profs? Should event profs be in the C-suite?
Events professionals have never been more important for brands to grow – as live events increasingly become the way for brands to build trust and community – see: ‘In Live Events We Trust’ and ‘The Role of Event Professionals in the Marketing and Brand Ecosystem’.
Event profs and brands need to work together in a better way to add more value. How do they work together better?
The traditional dynamic where brands hand off a brief and event professionals simply execute logistics, is no longer enough. To maximize value, brands and event profs must operate as strategic co-creators rather than clients and vendors.
Here are some ideas on how event profs and brands can work together more effectively to drive growth, foster community, and deliver memorable experiences:
1. Change Perception of Event Profs from Planners to Strategists
Involve Event Profs Early: Brands often bring in event professionals only after the marketing goal, budget, and dates are set. Event profs should be at the table during the ideation phase. They understand audience psychology and spatial dynamics, they can advise on what kind of format will actually achieve the brand’s goals.
Set KPIs: Move beyond surface-level metrics like headcounts and square footage. Align early on metrics that matter for community building e.g., dwell time, emotional engagement scores, post-event community retention, user-generated content volume.
2. Co-Create Event Content
Design for Two-Way Interaction: Communities aren’t built through monologues; they’re built through dialogues - conversations. Event profs must challenge brands to step away from passive product pitches and design interactive zones, co-creation workshops, peer-to-peer networking.
Design for Brand Purpose: Consumers now connect with brands that stand for something. Event profs can help brands authentically translate their values, e.g., such as sustainability, inclusivity, local community support, into tangible design choices, zero-waste staging, and localized sourcing.
3. Collaborate on Tech and Data
Ethical Data Collection: Brands are desperate for customer insights, while event profs hold the tools (RFID, event apps, live polling) to capture behavioural data. Brands and event profs need to strategize on what data to collect and how to use it ethically and legally to personalize follow-up brand touchpoints.
Events Live On After They End: A live event should not have an expiration date. Event profs and brands should design integrated pre- and post-event strategies (e.g., digital community platforms, regional meetups, localized digital content series) that keep the community engaged throughout year.
4. Cultivate Transparency and Adaptability
Flexible Budgeting for Experience: When budgets face pressure, the instinct is often to trim experiential elements. Event profs need to show brands where not to cut corners (e.g., human-centric brand touchpoints, smooth registration, high-impact community spaces) while finding smart efficiencies elsewhere.
Feedback: Establish a collaborative review process post-event. Instead of a standard debrief, brands and event profs should audit what fired up the community and what didn’t, turning those insights into a blueprint for the next iteration.
Brands provide the soul, product, and narrative; event profs provide the architecture of human connection. When they treat each other as strategic partners, an event stops being just a marketing expense and becomes a powerful community anchor.
🔔 Want more actionable event marketing insights like this? Subscribe to ShareYaarNow Marketing on Substack and stay ahead of the game. Ideas and strategies geared towards entrepreneurs, solopreneurs, freelancers and small business owners.
🛠️ Ready to grow your event visibility without AI or complex algorithms? Visit: ShareYaarNow - The Smarter Event Discovery and Promotion Platform.
INTERESTING READS
If you’re writing on Substack about event marketing or experiential marketing, we’d love to hear from you and read your Substack. Let us know in the comments. Thank you.
PRO TIP FOR SHAREYAARNOW
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Every event posted on ShareYaarNow is shown in date order…
But when you want to put your upcoming event front and center, our Featured Event option is your spotlight!
Why Feature Your Event?
When you select the Featured Event option when posting your event and pay online:
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EVENT CREATOR INSPIRATION
People attend events because of the other attendees and not just because of the speakers or performers.
Thank you for sharing all your great events. We love seeing the creativity you generate.
And keep sharing!
We will ‘Feature’ one of the events posted on ShareYaarNow this week on our website’s scrolling banner AND in the ‘Featured Events’ section in our Apps.
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We’ll be back soon with more ideas for you to get the most out of your event promotion and marketing.
Have a great weekend and week ahead!
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