Hello and welcome to The Well, Planwell’s weekly newsletter, read by event marketing professionals around the world. Planwell is an event marketing agency trusted by dozens of small-team marketers from the best B2B brands. Learn more at Planwellco.com.
Top 10 Lessons from Event Marketing in 2024
As we wrap up 2024, it’s clear this year was full of transformative moments for event marketers. From new trends to enduring best practices, here are the Top 10 Lessons that defined event marketing this year:
- Experiences beat everything else Attendees don’t just want to listen; they want to feel, do, and connect. Immersive activations like live art stations, interactive tech demos, and hands-on workshops proved to be game-changers.
- Hybrid isn’t dead, but it’s evolved Hybrid events continue to thrive, but only when done intentionally. The key? Equal engagement opportunities for virtual and in-person audiences, plus seamless technology integration.
- Content Is still king (but context matters) Thought leadership and actionable insights were critical for success in 2024. The best events tailored content to their audience’s needs, delivering solutions instead of just information.
- Networking trumps all People come to events for the content but stay for the connections. Creative networking lounges, table rotations, and curated matchmaking were the heroes of the year.
- Data drives ROI Collecting and analyzing attendee data—beyond just registrations and surveys—was crucial. Event platforms that tracked session attendance, engagement, and follow-up behavior unlocked valuable insights.
- Smaller, targeted events deliver big results Microevents took center stage, offering intimate, high-value experiences that created deeper connections with attendees compared to large-scale conferences.
- Interactive content wins over big names Sure, anyone can watch a big-name keynote on YouTube—but what they can’t do is participate. Events that offered interactive content like live Q&A sessions, audience polling, breakout discussions, and workshops brought attendees into the experience and gave them reasons to show up in person.
- The rise of personalization From tailored agendas to personalized attendee swag, customization made attendees feel valued and elevated the overall experience.
- The power of partnerships Co-branded events and partner activations helped brands expand their reach and create mutually beneficial opportunities for engagement.
- Flawless execution is the ultimate differentiator The difference between good and great events? Seamless onsite execution. Attention to details like check-in processes, venue flow, and attendee comfort left a lasting impression.
As we look to 2025, these lessons will continue shaping how we approach event marketing. The future is bright, innovative, and full of opportunities to connect, engage, and grow. Here’s to what’s next!
Venue Recs: Phoenix 🌵
Planning a field marketing event in Phoenix? Check out these venues:
- Toca Madera: With its prime location near Old Town Scottsdale, Toca Madera is the talk of the town. This upscale restaurant is a show stopper from the live trees growing indoors to the flaming cocktails. It can accommodate groups of 18 to 150 people making it perfect for an intimate dinner to wow executives or an upbeat cocktail reception.
- Diego Pops: We couldn't do Scottsdale recs without featuring some Mexican food! Diego Pops is the perfect mixture of casual and aesthetic, and the patio is ideal for a happy hour reception. Located in Old Town Scottsdale, your guests will be able to hop around to other bars and restaurants post-event.
- Culinary Dropout at The Yard: If you're hosting an event in downtown Phoenix, The Yard is the perfect place to host a happy hour. Located in a converted motorcycle garage the space is industrial meet chic. Guests can enjoy upscale gastropub fare while playing games like ping pong and cornhole on the covered patio.
- théa at The Global Ambassador: If you're looking to stun your guests with million dollar views, thea is the place to be. This rooftop restaurant is in the brand-new Global Ambassador hotel. It's only been open for a few months, but already has a crazy waiting list, so book your event sooner rather than later!
- The Brush Bar: Want to break the norm and ditch a traditional happy hour? Try hosting a paint and sip party at The Brush Bar in Scottsdale. They'll provide all the painting supplies and. an instructor to guide the group. You can make the event your own by bringing in classic Arizona fare and beverages.
Event Experience: Swag Trends for 2025
Swag in 2025 is all about combining creativity, sustainability, and personalization to create items that attendees actually want to keep—and show off. Gone are the days of generic pens and stress balls. Today’s event swag needs to reflect your brand’s values while offering utility and a touch of fun. Think of it as an extension of your event experience, not just a takeaway.
Here are some trends that are taking swag to the next level:
- Sustainability is non-negotiable: Items like reusable silicone storage bags, collapsible cups, or compostable notebooks are not only practical but show your commitment to eco-conscious practices.
- Customization is key: Personalization goes beyond names on water bottles. Try creating custom patches or pins attendees can mix and match to make their swag uniquely theirs.
- Experiential swag: Think outside the tote bag. DIY kits, like mini succulent planting sets or cocktail mixers, allow attendees to interact with their swag long after the event.
- Tech-forward gifts: Items like branded phone stands, portable UV sanitizers, or mini ring lights for video calls are perfect for modern professionals.
- Luxury everyday items: High-quality swag like leather-bound journals, designer socks, or elevated snack kits gives your attendees a sense of indulgence and appreciation.
- Customizable apparel stations: Let attendees personalize items like hats, scarves, or tote bags on-site with patches, embroidery, or prints.
In 2025, the best swag isn’t just something to hand out—it’s a meaningful touchpoint that leaves a lasting impression and reinforces your brand in the most creative ways possible.
Event Marketing Resources:
Leave the planning to Planwell
We know how time-consuming it is to thoughtfully plan and execute corporate events, especially with limited bandwidth, a rigorous calendar, and no new headcount on the horizon.
That’s why Planwell exists. Our team specializes in planning three types of B2B events: Trade Shows, Field Marketing Events, and Conferences & Summits. Learn morehere.
