The big sell of an event used to be the "Moment." That one unforgettable instant that made an event stand out. But guess what? Things have changed.

I get it - committing time to events (let alone speaking at them) feels like a hard sell. Sure, there’s inspiration, networking, and maybe even a free drink or two. But who really wins?

• How does the speaker actually get their message across - or better yet, score a deal?

• How does the organizer make it profitable without overloading it with sponsors?

• And for brands - how do they justify the investment?

This wraps up our month on Trust - because the formula for a great event starts with one thing: trust. Without it, you end up with “Pay-to-Play”—which benefits no one.

“We forget 50% of the new information we are presented with within 24 hours, and 90% within a week.”
— Hermann Ebbinghaus

So, how do we make events more meaningful and lasting?

Why? Because of this piece - an open door, colorful, inviting. It reminds me of what we’re building: a community, an event, a space where people can walk in and be part of something meaningful.

What We’re Talking About Today:

Audience Insights & Future Trends: The Evolution of Events 

📊 The numbers tell one story:

• 60% of events are now in-person, 35% virtual, 5% hybrid (Bizzabo, 2024).

• 78% of event organizers say in-person events are their #1 marketing channel (State of Events Report, 2025).

• 65% of consumers say they better understand a product or service when they experience it through live events (CVENT).

• 52% of businesses say events give them the best ROI compared to other marketing channels. (SalesForce)

But the real question isn’t about the format. It’s about the function.

What makes a great event today isn’t who’s on stage, it’s about:
✔️ The people you connect with
✔️ The value added to those relationships
✔️ The lasting impact of those moments

We’re not just talking about events anymore. We’re talking about the future of engagement.

Case Study: The Experiment That Changed Everything - The Lively Grit Daily House at SXSW 2024

Okay, I won’t lie, I’ve got some big events coming up in the next few weeks that I’m excited about. But more importantly, I want to share what I learned last year.

I’ve always been obsessed with events - the energy, adrenaline, people. But at some point, I realized something: conferences were f’ing boring.

So, I did something something different. Why wait for the perfect brief when I could just test my own ideas?

🎯 The theme? Staying Human in a Digital World
🔥 The outcome? Unexpected
🤝 Strangers became collaborators
💡 Ideas turned into partnerships

We didn’t just host an event; we built a community by accident.

Top 5 Game-Changing Insights from SXSW 2024 for Challenger Brands

🚀 Community Over Audience
Passive reach is dead. The future is co-creation. Roblox & Fortnite are leading the charge, where audiences create instead of just consume. In 2024, Gamefam's branded games on Roblox and Fortnite achieved over 2.7 billion brand engagements, exemplifying the shift from passive reach to active co-creation.

❤️ Emotional Marketing Beats Traditional Ads
AI-powered personalization is great, but real human connection wins. Brands like Adobe & Under Armour use experiences that go beyond transactions, creating deep consumer bonds.

🎮 Gaming is Bigger Than Hollywood
The gaming industry now outpaces film & music combined. With an average gamer age of 33 and equal gender participation, brands can’t just advertise; they need to integrate.

🌎 The Metaverse is Quietly Becoming Essential
It’s not a buzzword - it’s a business model. Roblox is evolving into a hub for brand loyalty & commerce. One campaign turned casual players into customers via interactive experiences.

🤖 AI & Spatial Computing Will Redefine Engagement
AI isn’t replacing creativity - it’s enhancing it. Dell & Adobe are leading discussions on AI-powered storytelling, ad personalization and virtual brand activations.

🎯 Takeaway: You don’t get everything from a keynote. The real magic happens when you get involved, build real connections and create a community.

Behind The Scenes: Living This in Real Time

This isn’t a theory. It’s the reality I’m living every day. We didn’t just host a conference last year - we accidentally built a community. And one year later, that community has a name: Audience101.

Every conversation I have, every person I meet who adds value; I share it. No gatekeeping, no white-label secrecy. Because things aren’t what they used to be.

The strategies that work? They’re still the same. The tactics? They’re changing every day.

Here’s something to think about:

• We remember 10% of what we read.

• 20% of what we hear.

• 30% of what we see.

• 50% of what we see and hear.

• 70% of what we discuss with others.

• 80% of what we experience.

• 95% of what we teach others.

This is Dale’s Cone of Experience.

The point is this: what’s an event without a community? And can a community truly survive on social media alone?

Webinars have solidified their central role, as affirmed with 99% of companies recognizing them as a critical element of their marketing plans. (CVENT)

My Formula for Great Events

After 30 years of creating events, here’s my personal playbook:

✔️ Don’t just show up and leave. People forget you.
✔️ Capture attention - but don’t sell. The goal is long-term connection.
✔️ Make events part of your campaign. Not just one-offs - integrate them into your broader brand strategy.
✔️ Build a community. Social media isn’t enough. Create real spaces where people belong.

What’s Next? (And Why You Should Care)

📅 Tomorrow: Connected Festival (Invite-Only Virtual Event)
It’s for members only but send me an email and I will send you a VIP pass

🎤 Next Week: SpeakEasySXSW25 @ The Lively Grit Daily House

Register 👉🏼 here 👈🏼 to get a pass; limited availability use the code Audience101 because you’re a part of our community

It’s not about tearing down old models - it’s about building what’s next.

Mood Board: A Few of the Speakers Joining Us Tomorrow

Got a favorite 🔧 tool, 📖 book, or 💡 resource that you love? Share it with us, and we’ll make sure more people discover its magic! ✨🔗

Final Thought - Stop Waiting for Permission

If you’re still measuring event success in LinkedIn connections, you’re doing it wrong. Build something people want to be part of, and they’ll find their way in.

Let’s talk. 🚀