Event Branding Essentials

According to Bain & Company, people were willing to pay a +12% premium for sustainability-marketed products in 2023. For years, not implementing sustainable solutions into events have been cited with concerns around cost, which is hurting the industry's ability to innovate and frankly, are not entirely accurate. ➡️ if events choose plant-based menus over beef, costs are cut significantly. ➡️ if events cut down on unnecessary design elements + consumption, costs are cut significantly. ➡️ if the event is hosted locally and/or virtually, costs can be cut in various ways. to name a few. And...any of the above can enable budget for services such as composting, which, in 2024, should be standard operating procedure for venues + caterers, anyway. Next, do compostable disposables cost more than plastic? yes, and... 🛑 compostable disposables live in landfill for 200+ years if not properly industrially composted. 🛑 plastic lives in landfill for 400+ years, if not recycled properly (black plastic is unable to be recycled, ever, at this current juncture). One solution? use extra budget freed up from your plant-based menus and limited consumption to incorporate real equipment (china, flatware, glassware, etc.) and staff to support the washing of these elements, instead. How to make a case that the 12% premium go to your event budget? Paint the long term picture of increased employee retention, better attendee engagement, brand reputation and positive event associations aligned with consciously prioritizing sustainability to your client, boss, agency, etc. Even for those still only analyzing outcomes through the lens of revenue, these are all the historic signifiers of long term success, not short term gains. Prioritizing longevity requires sustainable innovation; whatever business or position you are in. #eventsofpurpose #sustainableeventstrategy

Stop Sponsoring Events Just for glossy photos — Start Demanding Real Data Too many brands are throwing money at events without a clue about the ROI. They’re happy with a slick reel, a few polished photos, and a flashy logo plastered across the venue. But the real question isn’t how good it looks—it’s whether it’s actually working.  Shiny Content Isn’t ROI   Here’s what brands should be asking for: hard data. Who exactly is attending these events? Where are they from, what age group are they in, and—here’s the kicker—how many of them are even familiar with the brand? If brands only care about surface-level content, they’re missing the whole point. Data-driven sponsorship means diving into the demographics, geographics, and psychographics of event attendees, which tells you if you’re actually reaching your target audience or just the most conveniently available crowd. Brand Awareness and Perception  Knowing how people feel about your brand matters more than a photo op. Events should be providing detailed analytics on brand awareness and brand perception—both before and after. If you’re a CPG brand, it goes further: are people even trying your product? Do they like it? Do they care? We’re talking about behavior metrics. Events shouldn’t just be content factories; they should be a platform for tracking real engagement and gauging whether your product is making a memorable impact. The Problem with Just Showing Up Here’s where many brands fall short: they’re okay with just “being there.” They put their name on a festival banner without any plan to dig into the details of what that exposure means. A big logo on a stage is nice, but if it’s not moving the needle, it’s nothing more than an expensive placeholder. If you’re not taking the time to measure how attendees actually interact with your brand, you might as well be invisible. Demand Data or Don’t Bother   To fix this, marketing leaders need to make data a non-negotiable part of any sponsorship deal. Before signing on, get specific about the analytics you expect. Whether it’s demographic insights, behavior tracking, or post-event follow-ups, know exactly what you’re getting and make sure it aligns with your goals. It’s time to prioritize substance over appearance and demand data that tells you whether your sponsorship dollars are really working. What to do about this nonsense? In today’s world, event sponsorship without data is just noise and wasted cash. It’s time to demand more than glossy photos. Get the insights, understand your impact, and make sure your brand is getting more than just a fleeting spot on someone’s Instagram feed. When done right, event sponsorship can be transformative—but only if it’s backed by data that actually means something.

What do conference dinners and sustainability have in common? Imagine this: You're at a wedding reception, enjoying lively conversations as the main course wraps up. Then, The waitstaff arrives, balancing large trays of desserts. Everyone gets served simultaneously, and the trays disappear as quickly as they arrive. Efficient, right? But then you notice a familiar scene: untouched slices of cake, forgotten puddings, and a growing pile of waste. This isn’t just a wedding problem; it’s a sustainability challenge. In scenarios like these, Lean Six Sigma principles can help. By focusing on the entire lifecycle planning, forecasting, and execution we can turn these moments of excess into opportunities for smarter, more thoughtful processes. For example: -Forecasting attendance accurately could help caterers prepare the right amount of food. -Data analytics could reveal how many guests want dessert, avoiding unnecessary waste. -Applying a Just-in-Time (JIT) delivery system ensures desserts are served only when needed, improving quality and reducing waste. Beyond logistics, sustainability extends to choosing locally sourced ingredients to reduce transport emissions and engaging attendees in waste education initiatives. Imagine volunteers sharing how small changes like composting leftover food impact the environment and economy. The real lesson? It’s not just about better forecasting or logistics. Sustainability thrives on creating a culture of respect, humility, and continuous improvement. These ideas, inspired by the Toyota Production System, remind us to focus on people, not just processes. Here's a thought: Next time you plan an event, could you reimagine the experience to reduce waste and foster sustainability? Small steps lead to significant changes when we think holistically. What’s one sustainability practice you’ve seen at events that left a lasting impression?

MEMBERS ONLY: a new interview series by me, exploring the minds behind the world’s most sought-after experiences. My friend Molly Bridges is making the case for a role most events completely overlook: A dedicated host. As a master of experience design and the Senior Director of Events & Experiences at Bilt Rewards, Molly is behind some of the best events in NYC and SF. But it’s not just good taste, it’s strategy. She engineers these gatherings with a mix of psychology, hospitality, and her background in education, making sure every detail is designed for connection. We got deep into the nuances of event design and how Molly applies Maslow’s Hierarchy of Needs to design experiences that actually make people feel something. At the core of Molly’s approach is a simple truth: Adults are a lot like kids. We crave routine, structure, and clear expectations, and if those things aren’t in place, no amount of fancy decor will save your event. The Five Needs to Address for a Well-Designed Event 1️⃣ Physiological Needs (The Basics) If your guests are texting you day of asking what to wear or where to go, you've already lost them. Great events start before they even show up, with clear, actually helpful communication. Tell them what to wear, where to go, when to arrive, and make it easy. Email marketing isn’t just for hype; it’s there to eliminate confusion. If people are second-guessing the details, the event is already off to a bad start. 2️⃣ Safety (Feeling Comfortable & Welcome) First impressions set the tone. Signage should be obvious, ppl should never feel lost in the space physically and they should feel connected emotionally. That means a host that knows their name, greets them at the enterance. Take a page from Anna Wintour, who has an assistant at every event whispering key guest intel in her ear. A great host isn’t just friendly, they’re prepared. Know people's names, greet them like they matter, and watch how the energy of the entire event shifts. 3️⃣ Love & Belonging (Fostering Connection & Community) Smart seating makes or breaks a room(see my Members Only on Jake Sacks). Structured intros cut the awkwardness, and intentional space design, cozy nooks, group seating, natural gathering spots, does the rest. No forced networking, just effortless conversation. 4️⃣ Esteem Needs (Ensuring People Feel Seen & Valued) An event should exceed expectations. Deliver what you promised…Did guests meet someone interesting? Did they gain what they came for and more? Whether it’s networking, learning, or community-building, the experience should feel intentional and worth their time. 5️⃣ Self-Actualization (Scaling Magic While Keeping It Personal) Anyone can pull off one great event. The real challenge? Scaling experiences without losing intimacy. A strong brand identity and structured playbook ensure that every gathering feels personal, even at scale. 🔹 🔹 🔹 If you’re not already following Molly Bridges, you should be.

We asked 100 B2B marketing leaders how they measure brand impact. The results revealed a massive opportunity. 52% don't measure brand at all. They're flying blind, missing the signals that predict future pipeline. 33% only track share-of-search. It's a good idea as it's cheap and easy to do, but search volume tells you about today's demand, not tomorrow's deals. Here's what the smartest companies do differently: • 13% run regular brand tracking surveys. • Another 11% use marketing-mix modeling. • 9% run incrementality experiments. These companies get it. They're measuring what actually matters: Are we moving from awareness to consideration? Are we getting on more shortlists? The companies using brand tracking are onto something big. While everyone else tracks vanity metrics, they're measuring: • Unaided awareness (who thinks of us first?) • Consideration rates (who'd actually buy from us?) • Perception shifts (what do they think we do?) • Competitive position (are we gaining or losing ground?) Share-of-search shows you current demand. Brand tracking shows you future demand. Company size reveals the progression: • Small companies: Don't measure yet • Growing companies: Start with search tracking • Smart companies: Graduate to brand tracking • Sophisticated companies: Layer in MMM and experiments The 13% doing brand tracking have figured out the sweet spot. They're measuring what moves deals: awareness, consideration, and perception shifts. The most sophisticated companies layer multiple approaches. Brand tracking shows if you're getting on more shortlists. MMM shows optimal spend allocation. Different tools for different questions. They track if their brand work is getting them into more deals. Everyone else just hopes. Run a brand tracking study with Wynter to know where you stand in the minds of your target customers https://wynter.com

How One Event Marketer Got a Promotion—While Another Lost Budget (and Credibility) What if your event budget was cut in half? Or better yet—what if it doubled? Lisa and Mark, both experienced event marketers, had very different experiences when it came time to justify their event investments. Lisa’s Story: Data Saved Her Career Lisa managed her company’s annual customer summit, and this year, she decided to do something different—she built her event strategy around metrics that actually mattered to leadership. Instead of just focusing on registration numbers, she tracked: 1. Pre-event engagement: How many high-value accounts interacted with event promotions? 2. Customer retention impact: Did attendance correlate with renewal rates? 3. Session value: Which topics led to the most follow-up meetings with sales? Her report showed clear business impact: 1. 40% of attendees were existing customers, and 75% of them renewed within six months 2. 30% of net-new pipeline was influenced by event-sourced leads 3. Post-event surveys revealed that keynote sessions drove a 50% increase in product demo requests Her leadership team didn’t just approve next year’s event—they increased her budget and asked her to build an event strategy for the entire company. Mark’s Story: A Harsh Reality Check Mark also ran a high-end executive dinner for top prospects. The venue was stunning, the guest list exclusive, and the feedback was glowing. But when his leadership team asked about measurable outcomes, Mark could only say: “The energy in the room was amazing.” “We had great pictures for social media.” What he didn’t track: How many attendees actually followed up with sales Whether the event influenced renewals, upsells, or new deals If the dinner actually moved the needle on business objectives Without data, his budget was cut in half, and leadership questioned whether events were worth the investment at all. Your leadership team doesn’t just want to hear that your event “felt great.” They want proof that it drove real business results. If you’re not tracking both business impact (pipeline, retention, customer growth) and emotional engagement (brand sentiment, product perception), you risk losing not just your budget—but your credibility. -------------------- Hi, I'm Jay Designing experiences for events that drive ROI for our clients. #business #branding #sales #marketing #eventprofs 

I was at Bloom Nutrition's Energy Bar pop-up in Austin today, and it felt different. This wasn’t just an influencer-driven marketing stunt. It was an experience — one where the brand didn’t just want to be seen but wanted to be felt. For years, brands poured millions into influencer campaigns, chasing clout through sponsored posts and paid shoutouts. But the smartest brands are pivoting from influencer-driven to community-first marketing. Influencer marketing isn’t fading, but it’s evolving. Brands now realize that digital buzz alone isn’t enough; they need real-world engagement. Here’s why Bloom’s pop-up worked, and why more brands need to be thinking like this: 🔥 Exclusivity without exclusion – Anyone could sign up, yet the long lines created buzz and demand. Making an event open to the public while maintaining an exclusive feel is the sweet spot for community engagement. 🎯 Hyper-localized branding – They didn’t just drop a generic activation; they spoke Austin’s language. From ATX-branded hats to signage that read “Bloom loves Austin,” the event felt personal and intentional. When brands embed themselves in local culture, they foster deeper connections. 📷 UGC at scale: Live experiences generate way more organic content than a single paid post. Instead of relying on a few big influencers, they turned every attendee into a brand ambassador. 🙌 Participation = ownership – A photobooth, a charm keychain station — small, interactive moments made attendees part of the brand experience. People don’t just want to see a brand; they want to engage with it, create with it, and share it. Your audience doesn’t just want to be marketed to — they want to be included. The future of marketing is experiential, participatory, and community-driven. If you’re not building real-world experiences that make people feel something, you’re missing out.

My top learning from conference season this year: interactive demos cut through noise at booths like nothing else. People don’t just walk by your booth.   They stop.   They engage with your demo.   They self-educate and remember your product long after the event. Storylane customers are using demos to attract, engage, and convert conference attendees—without overwhelming their sales teams at the booth. It's magical to watch. Here’s a 5-point checklist to help you get more out of using interactive demos at your next conference: 1. Boost foot traffic with autoplay demos  Attendees want to see your product in action. Set your demos on autoplay to grab attention and give them a hands-on experience. 2. Avoid Wi-Fi issues with offline demos   Conference Wi-Fi is (almost) always bad and it can ruin your live demos. Instead, download your interactive demo and run it without internet. No crashes, no stress—just a smooth demo experience. 3. Capture leads with in-demo forms Busy booth? Include lead gen forms in your demos to capture details from prospects, even when your sales team is tied up. 4. Increase engagement with QR codes Link your demos to QR codes on your booth, swag, and presentations. Let prospects review your product at their own pace and share it with their team. 5. Cover all buyer personas with Demo Hub   Different personas need different demos. Use a Demo Hub to cater to various audiences and show them exactly what they need to see. Take it from SentinelOne, who created a demo-enabled “GeniusBar” at RSA Conference with multiple demos on tap. They showcased Storylane demos across devices, giving each prospect a personalized, seamless experience. Make your product easy to experience and hard to forget—no matter how busy the event gets. We’ve released a guide for Storylane customers to make interactive demos booth-ready in 60 seconds, with how-to steps, customer examples, and key takeaways. Link in comments.

90% of what makes an event or gathering successful is put in place beforehand. By the time your event rolls around, you should be sleeping soundly knowing you’ve put everything in place for a successful event. That simply means you’ve taken the appropriate steps to de-risk it, and now have the mental bandwidth to quickly quash any last minute curveballs thrown your way (and we know there are always one or two!) How can you ensure the right plans are in place beforehand? So glad you asked because I’m about to share my secret sauce with you … My planning process that builds the following: “Prime” your attendees before they get onsite so they know what to expect, what to prepare, and what you’re going to deliver. This ensures everyone shows up with the right intentions, goals, and also helps ensure you’re reducing day-of attrition by giving people a heads up on what is expected of them and what they will get out of the event. It’s an art, and I can help you with this. Plan a 2-hour attendee-journey session with everyone involved (key stakeholders, agency, cross-functional team members, an event consultant, etc.) to ensure you poke holes at every aspect of the experience. Where might there be pain? If there are any pain points,  turn them into surprise and delightful moments instead. i.e. at registration offer people wellness shots and protein balls with conversation cards attached with toothpicks to assuage their hunger and boost their immune system (and also strike up a reason to get them chatting) Where are you lacking clarity? If there is anything left unanswered, make sure you figure that out onsite. You want to walk into your event knowing you’ve alleviated 100% of the outstanding questions so you’re not scrambling onsite. This can be as simple as: If the product team is demo’ing a product to attendees, knowing who’s taking notes and capturing the questions the attendees are asking so Sales can follow up. Think of your opening and ending with intentionality. It’s true - people remember the beginning and ending of experiences and a crucible moment, so get them right. (i.e. ask attendees to write a note to themselves that they want you to mail to them in 6 months. This gives you an excuse to reach out to them after the event while also reminding them of how thoughtful you are and what a great time they had at your event). Whatever you do, don’t start or end the event with logistics! There’s nothing that makes me cringe more than an Executive starting off their keynote with housekeeping notes! Take care of these before people enter the general session, or at the very minimum, have an Emcee handle them so the keynote can make a big slash at the cognitive hallowed ground that is the first 1-5 minutes of the session. Need more help with any or all the above for event? Find me here: https://lnkd.in/gajZfvkw.

If you want your event to get the most buzz and attendance - follow this one simple concept. Refuse to feel traditional. Organizations are reimaging how they produce events - and I'm about to tell you how to apply these ideas to your own event. 🔹 Immersive Brand Activations Spotify and LinkedIn took to Cannes Lions and transformed spaces into branded lounges that doubled as networking hubs. 👉🏾 Your Turn: Versus a Step-And-Repeat wall, create a space where guests get to interact with your story. Think: Hands-on demo Branded lounge with entertainment A Themed environment 🔹 Reinvented Corporate Conferences Shopify gave attendees hidden speakeasies, garage style brainstorming rooms, and teaming building via hackathon labs. 👉🏾 Your Turn: Get out of that ballroom beloved. BizBash reported on FX celebrated their season premier at a laundry mat. Unexpected venues will forever surprise attendees and spark interest. 🔹 Fan & Sponsor Engagement Wins During the WNBA (Women's National Basketball Association) All-Star Weekend, Nike and American Express built fan zones that converted foot traffic into measurable leads because they were interactive. 👉🏾 Your Turn: If you have sponsors, design experiences where guests are actively engaging with them and not walking past yet another logo. 🔹 Purpose-Driven and Sustainable Events Meaningful is the new Must Have. This goes beyond dietary restrictions and plant based food. 👉🏾 Your Turn: Add on elements that shows your value: sourcing local vendors including minority owned, reducing waste, and tying a cause to your event. My key takeaway: Your attendees don't just want to show up. They want a new lived experience, discover something new and have a story worth telling. The question you should always ask during the event planning phase is what story will attendees leave telling. P.S. Did you find this helpful?