Challenge 4: The Value of Events vs. Other Marketing Activities

Executive Summary

Key challenges in event marketing include proving value, overcoming outdated concepts, and balancing digital and in-person elements. Many organisations struggle to justify the cost of events, while concerns around travel, sustainability, and the relevance of large gatherings persist. To address these, events must evolve to align with corporate goals, integrate into broader marketing strategies, and leverage data and technology for measurable ROI. Hybrid formats, personalised experiences, and early stakeholder engagement are crucial to improving event outcomes. By showcasing the unique value of in-person connections and aligning with sustainability initiatives, events can remain essential and impactful in a modern marketing mix.

Introduction

In an increasingly digital world, the value of in-person events is often scrutinised by organisations striving to justify their marketing spend. Events, once viewed as essential, are now frequently seen as a luxury, especially when compared to more cost-effective digital marketing channels. However, events offer unparalleled opportunities for personal connection, brand engagement, and empowerment—benefits that are difficult to replicate through other mediums.

This white paper explores the key challenges faced by organisations in proving the value of events, balancing digital and in-person formats, and addressing sustainability concerns. We will also propose actionable solutions that help organisations demonstrate the ongoing importance of events within their marketing strategies. By leveraging data, technology, and hybrid event models, companies can elevate their event offerings, meet evolving expectations, and secure the necessary stakeholder buy-in to make events a core part of their marketing efforts.

Key Challenges and Issues

Many organisations find it difficult to justify the cost of events compared to other marketing activities, making it harder to secure budgets. Events are often seen as a luxury rather than an essential part of a marketing strategy.

The idea of bringing people to a destination event feels outdated to some, especially in light of travel and sustainability concerns.

Despite these concerns, large in-person gatherings (e.g., 15,000 attendees) offer unique opportunities to empower and connect individuals, keeping the brand top-of-mind.

For mid-size audiences (around 1,500 people), finding the right balance between digital and in-person elements is crucial to event success.

Marketing teams need to believe in the power of events. Without their buy-in, it's challenging to execute events effectively as part of a broader marketing strategy.

Events must adapt to sustainability concerns, making them more accessible and aligning them with corporate values.

Leveraging technology to track engagement and measure outcomes is critical. However, concerns over data ownership and regulatory compliance must be addressed.

Proposed Solutions

To address these challenges and demonstrate the ongoing value of events in the marketing mix, we propose the following solutions:

Quantify ROI with Data-Driven Metrics

Solution: Use AI-powered tools and event platforms to collect and analyse detailed data on attendee engagement and interactions. Post-event reports should highlight the number of qualified leads, brand touch points, and conversions resulting from the event.

Outcome: This quantifies the ROI of events, allowing organisations to make data-backed decisions about their marketing mix and showing how events drive real business outcomes.

Integrate Events into a Broader Marketing Strategy

Solution: Events should not stand alone; instead, they should be integrated into a continuous marketing journey. Pre-event marketing, post-event content, and ongoing digital engagement should all work together to extend the reach of an event.

Outcome: Stakeholders see events as part of an overarching strategy, making them essential for nurturing leads and deepening customer relationships.

Demonstrate the Power of In-Person Connections

Solution: Use testimonials, success stories, and post-event surveys to highlight the unique value of face-to-face interactions that digital alternatives cannot replicate.

Outcome: These personal stories provide evidence that events deliver intangible value in the form of relationship-building, trust, and connection.

Utilize Hybrid Event Formats

Solution: Introduce hybrid formats that combine in-person and virtual elements to increase event accessibility while reducing the environmental and financial burden of travel.

Outcome: Hybrid events reach broader audiences and meet the needs of attendees who cannot travel, making the event more sustainable and inclusive.

Align Events with Corporate Sustainability Goals

Solution: Host events in eco-friendly venues, minimise waste, and offer digital materials and sustainable giveaways. Communicate these efforts clearly to align with organisational CSR goals.

Outcome: Events become more aligned with sustainability initiatives, mitigating concerns that destination-based events are outdated.

Personalise the Event Experience

Solution: Tailor event experiences to the individual needs of attendees, leveraging data from pre-event interactions to personalise agendas and networking opportunities.

Outcome: This increases engagement by ensuring that each attendee feels their experience is customised, which improves satisfaction and contributes to long-term brand loyalty.

Leverage AI and Technology

Solution: Implement AI tools to monitor attendee behaviour, track session popularity, and analyze engagement in real-time. Use this data for post-event analysis and to inform future event planning.

Outcome: AI-driven insights help optimise events and provide marketing teams with granular data on what worked and what didn’t, improving the next event’s impact.

Create Post-Event Content to Extend Value

Solution: Generate content such as video highlights, white papers, or blog posts based on key event takeaways. Share this content across digital channels to continue engaging attendees after the event ends.

Outcome: Post-event content amplifies the event’s impact, reinforcing its value and extending its life beyond the physical or virtual gathering.

Engage Stakeholders Early

Solution: Involve key stakeholders in the event planning process to ensure their objectives are reflected in the event's format and outcomes.

Outcome: Early engagement leads to stronger stakeholder buy-in, making it easier to secure resources and support for events.

Use Case Studies and Benchmarks

Solution: Present case studies and industry benchmarks that compare the success of events to other marketing activities. Highlight how similar organisations have used events to drive significant business results.

Outcome: Comparative evidence helps stakeholders understand that events are as valuable—if not more valuable—than other marketing tactics.

Conclusion and Next Steps

Events remain a powerful tool for driving brand engagement, fostering relationships, and creating memorable experiences. However, many organisations still face challenges in justifying event budgets and demonstrating their tangible value. By addressing concerns around outdated concepts, sustainability, and balancing digital and in-person elements, organisations can reimagine how events fit into their overall marketing strategy.

Proving the ROI of events through data-driven metrics, leveraging hybrid formats, and aligning with corporate values such as sustainability will be key to ensuring that events remain an essential part of the marketing mix. In-person events offer unparalleled opportunities for connection and empowerment, while digital tools can extend the reach and impact of these experiences.

The ICEXPO has opened the door to new ways of engaging with delegates, exhibitors, and stakeholders. The question now is how we turn these insights into actionable change. By implementing the proposed solutions, event creators can elevate the role of events within the broader marketing strategy, ensuring that they are seen as essential components rather than optional add-ons.

Register to join an ICECHAT session here to continue this conversation and contribute to the development of a “good-better-best” strategy that will shape the future of event marketing.