For years, event marketers would update last year’s budget, refresh the creative, promote the timeless value proposition, target the core audience, and optimize around the same benchmarks. But in a world shaped by generational shifts in the workforce, late registration behavior, economic uncertainty, AI advancements, and seemingly infinite competitors for the time and attention of our audiences, this familiar approach no longer works. Here’s what to do instead.

Five events industry experts share how to plan your organization’s milestone, like a significant anniversary, so it honors the past while pointing the way toward the future.

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.

Are you running a growth strategy for your event or a replacement strategy?

Some longtime habits do more harm than good. Here are some to consider letting go of as you design future events.

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.

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.

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.

According to Freeman audience research, the difference between a good and a great event may come down to mindset.

Your event marketing plan speaks volumes about how committed you are to making sure everyone feels welcome. Here’s what to keep in mind.

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.

A guide to designing an emotionally engaging participant journey, from the first communication announcing your event to well after its conclusion.