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Event Marketing
Your Most Undervalued Event Strategy? Look Right Outside Your Office.
The best way for you to design events for Gen Z is by engaging Gen Z members of your team or at your organization in the process.
Why Retention Is the Real Growth Strategy
Are you running a growth strategy for your event or a replacement strategy?
6 Planning Habits That Hold Events Back (And What to Do Instead)
Some longtime habits do more harm than good. Here are some to consider letting go of as you design future events.
Think ‘Presence’ vs. ‘Space’
Exhibitors are looking for different ways to show up at your event — and to make a bigger statement without a bigger booth. Here’s how to rethink your exhibitor offerings.
Equip Your Exhibitors
Most trade-show professionals market and sell booth space and then simply wish their exhibitors well. You can do better — their success is your success.
5 Things Corporate Events Are Doing Right
Sure, most corporate events have a bigger budget than association conferences. But what differentiates the best corporate events isn’t their scale or spend — it’s the thinking behind them.
Think Like an Innovator
According to Freeman audience research, the difference between a good and a great event may come down to mindset.
How to Create Intentionally Inclusive Events
Your event marketing plan speaks volumes about how committed you are to making sure everyone feels welcome. Here’s what to keep in mind.
Are You Ready for the Zero-Click Economy?
AI tools like ChatGPT and Gemini are rapidly changing how people discover events, generating leads and inquiries without traditional website clicks. In this new “zero-click” landscape, optimizing your content for both audiences and AI models is becoming essential.
Mapping an Immersive Attendee Journey
A guide to designing an emotionally engaging participant journey, from the first communication announcing your event to well after its conclusion.
Gen Z Wants to Attend Events — Why Aren’t They?
Across the events industry, content and experiences are being reimagined to attract Gen Z audiences. According to research conducted earlier this year by Freeman and The Harris Poll, it looks like those efforts are paying off: Gen Z wants to attend industry events. So, why aren’t more young professionals showing up? Here’s how some events are bridging this gap.
Marketing Events Through Geopolitical Uncertainty
Tariffs, government downsizing, regulation changes, and shifts in international relations are impacting industries worldwide — and prompting event organizers to rethink their approach to attendee and exhibitor acquisition. Here are four ways to keep participation on track and deliver value in an unpredictable world.