The secret to successful event management (it's not the swag)

Last week I was in Nashville with a client for a site visit for a conference we’re managing and marketing for them. And it got me thinking about some early experiences in my career. 

I spent a decade at a tech company where the founders were obsessed with hospitality. Like, genuinely obsessed. They made "Setting the Table" by Danny Meyer required reading for every employee. 

One year, we brought Danny Meyer in to speak at our conference. His core message: technical excellence is only 49% of success. The other 51% is how you make people feel.

That stuck with me. My work there shaped how I think about clients and events. It's not about impressing people with flashy booths or expensive swag. It's about making people feel valued (before they even arrive) and creating genuine connection.

THE THING MOST COMPANIES GET WRONG ABOUT EVENT MANAGEMENT

Here's what usually happens when B2B companies plan a conference or client event:

1. Book the venue and speakers

2. Order swag

3. Panic about logistics

4. Cross fingers and hope it goes well

But the real work - the strategic work that makes events actually drive business results - gets skipped. It's not about the swag. It's not even about the speakers. It's about:

• How you design the content and programming (so attendees leave with value, not just tchotchkes)

• How you create touchpoints that matter (before, during, and after the event)

• How you position your sponsors (so they see ROI and come back next year)

THE REAL COST OF DOING EVENTS WRONG

Events eat resources like nothing else.Your entire team gets pulled into logistics. Your ongoing marketing efforts stall out. You spend months planning, executing, and recovering from a single event. And if you don't have a solid strategy? All that time and money delivers... what? Some nice Instagram posts and a handful of leads that go cold in two weeks?

We unfortunately see this too often - companies that throw a great event but have no clear measurement, no follow-up plan, no way to prove ROI to stakeholders.

WHAT REALLY WORKS

The events that drive real business results have:

1. Strategic programming - Every session, every touchpoint is designed with a purpose. What do you want attendees to know, feel, or do? Work backwards from there.

2. Before/during/after touchpoints - The event isn't just the two days on-site. It's the lead-up (building excitement), the experience itself (creating value), and the follow-up (maintaining momentum).

3. Clear sponsor positioning - Sponsors aren't just logos on banners. They're integrated into the experience in ways that create value for attendees.

Planning a conference, client event, or sales kickoff in 2026?

We help B2B companies design and execute events that drive business results, without derailing your ongoing marketing efforts.

From programming strategy to pre/post-event marketing to sponsor positioning, we handle it so your team is set up for success.

→ Book a discovery call: [schedule here]

Talk soon, 

Emma

Currently:

✈️ Dreaming about that hot chicken I devoured in Nashville

📚 Re-reading Setting the Table

🚴 Starting my training for the DALMAC

P.S. Events are expensive. Make sure yours actually deliver ROI, not just Instagram content.