What’s Next for Events? 3 Things Marketers Need to Know

September 14, 2022

JR Sherman

JR Sherman is the CEO of RainFocus. With more than 20 years of leading highly impactful service and SaaS businesses, he is highly regarded for his expertise in SaaS, events, marketing and experiential marketing. Sherman was named one of the 25 Most Influential Executives by Business Travel News.

This year, marketers continue to find themselves in a tough spot as COVID-19 and other viruses such as monkeypox impact the event industry. Cancel an in-person event? Postpone it? Move it to a virtual platform? Even with limited viable options, major events scrambled and struggled to change course in an efficient and gratifying manner. In the same vein as the initial COVID outbreak in 2020, experiential marketers, brand managers, digital marketers and every practitioner in between found themselves in another round of unexpected adversity. Today, COVID is still a consideration, as attendees and organizers alike tap into testing technologies to ensure in-person events are safe and secure. 

For event marketers especially, the uncertainties remain as global disruptions continue aside from the virus having an overwhelming presence. While wishful thinking can help us get through the day, the reality is that marketers must prepare for unpredictabilities that cause last-minute changes and adapt with a nimbleness that will better the brand for years to come. Here’s how marketers can hope for the best but plan for the worst while still successfully executing their upcoming events. 

Say “Bye” to the Event Binary 

It’s tempting to assume in-person events are the ideal, and online events are an adequate substitute. This binary thinking—pitting in-person events against online ones—will only lead to disparate marketing strategies.

In fact, with the right customer-centric strategy and a comprehensive event management platform, experienced marketers can put on a show that results in exceptional ROI via webcam, in a conference center or in a combination of the two. The benefit to hosting a conference virtually or in a hybrid sphere is the ability to hyper-personalize content for attendees, garner data on what was impactful and engaging for listeners and put insights to use.

For example, recognizing an attendee who registered for an event as the same customer who downloaded a specific eBook or white paper a few months prior allows for targeted recommendations on tracks and content that fits their specific needs. Event data can be used year-round to continue engaging customers with relevant touchpoints that map back to their event experience. Regardless of when and where learning and networking take place, events are a powerful marketing channel.

The binary can also exist beyond the online versus in-person debate. Enterprise marketers are guilty of siloing their event marketing tools from the rest of their marketing technology stack, even though customer data is pivotal to successful events. Platforms and tools used for event marketing and management need to be closely integrated with MAPs, CRM and other tools to ensure a comprehensive and real-time picture of the customer journey. Integrated, end-to-end technologies that break down data silos can optimize the customer experience from registration through post-event touchpoints, creating unmatched value for both customers and marketers. 

Content Is King Across All Channels

Make no mistake. Marketers, an in-person presentation or Q&A does not guarantee quality content. Just because there may physically be bright lights, a sleek destination and rockstar guest speakers doesn’t mean the audience is sold. Just as you might pour over a presentation for a stadium audience of thousands, content shared online must be informing and engaging, offering personalized insights based on the viewer. An in-person conference with dull content is far worse than a virtual event that keeps attendees’ eyes on screens and engaged with others attending virtually, as well.

By investing in thoughtful and relevant content that’s targeted at participants based on preferences, buyer stage, interest and previous engagements, virtual events can create 10,000 more unique experiences versus a more traditional event. 

Event marketers aren’t out of the woods yet when it comes to the return to normal. But by approaching events holistically and creating tailored, captivating content targeted to customer preferences and insights, your event marketing programs will transcend the binary choice of virtual and physical, and deliver personalized content through engaging experiences to grow customer relationships and strengthen brand affinity. 


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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact