The event landscape has shifted dramatically in recent years, leading many to question whether industry events, once the cornerstone of marketing strategies, are still relevant. With the rise of digital channels, virtual meetings, and remote work, some might argue that large-scale, traditional events are losing their impact. Yet, despite these changes, events are far from dead—they are being redefined.
Industry events, often a crowded space of vendors jockeying for attention, can still hold value. However, businesses must be more discerning in how they approach these opportunities. On the other hand, bespoke, self-run events that are intimately tied to the customer journey have emerged as a more powerful, strategic tool. These events offer businesses the chance to engage with prospects on a deeper level, building trust, showcasing value, and delivering a personalised experience that standard industry events may lack.
The Changing Landscape of Industry Events
Industry events—conferences, expos, trade shows—have long been a staple in the marketing calendar. They offer businesses the chance to network, showcase products, and connect with potential customers. However, the saturation of vendors and sponsors at these events often leads to diminishing returns for participants. Booths blur together, messaging becomes noise, and prospects, bombarded by pitches, find it difficult to distinguish one company from the next.
Moreover, with digitalisation accelerating, the convenience of virtual engagement has challenged the need for large in-person gatherings. Many businesses are asking whether the time, effort, and expense of participating in these events are worth it.
The answer lies in due diligence. Not every industry event is created equal, and it’s crucial to assess whether an event aligns with your business objectives. Here are some key considerations when evaluating whether to invest in a traditional industry event:
- Relevance to Your Audience: Will your target customers attend? Are the topics and speakers aligned with your market segment?
- Vendor Overload: Is the event vendor-heavy, making it hard to stand out and connect with prospects? Does the event offer opportunities for meaningful engagement beyond the exhibit floor?
- Competitive Landscape: Are your competitors at the event, and if so, are they gaining value from it? Understanding your competitors’ approach to events can provide insight into whether they still hold relevance in your industry.
Conducting this type of evaluation ensures you’re making informed decisions about whether or not an event is a wise investment. If an event doesn’t offer clear value, businesses should not feel obligated to participate just because it’s a longstanding industry tradition. There are other, more effective ways to reach your audience.
The Rise of Bespoke, Self-Run Events
As the effectiveness of traditional industry events comes into question, many businesses are opting for more tailored, self-run events. These bespoke events, whether in-person, virtual, or hybrid, are proving to be a game-changer for brands seeking to create meaningful, personal interactions with their customers.
What makes bespoke events so powerful is their strategic alignment with the customer journey. Instead of competing for attention in a crowded venue, businesses can curate an experience that speaks directly to their audience’s pain points and needs. These events allow companies to control the narrative, the guest list, and the overall experience, creating an environment where prospects feel valued and engaged.
Here’s why bespoke, self-run events are becoming a strong proposition:
- Customer-Centric Design
When you run your own event, you have the freedom to design it around the specific needs of your customers. This is a far cry from traditional industry events, where the agenda is often broad and generic, attempting to appeal to a wide range of attendees. With bespoke events, the focus can be laser-sharp, providing content that resonates deeply with the particular audience you’re trying to reach. This not only leads to higher engagement but also enhances the perceived value of your brand.
For example, rather than presenting a one-size-fits-all keynote, businesses can offer tailored workshops, product demos, or roundtable discussions that address unique challenges within a particular sector. These more intimate settings foster open conversations, leading to stronger relationships and more actionable insights.
- Enhanced Relationship Building
Industry events can often feel transactional, with limited time for meaningful conversations. In contrast, bespoke events are designed to encourage deeper relationship building. By inviting key prospects and customers to a focused event, you create an environment conducive to dialogue, trust-building, and long-term partnerships.
Smaller, more intimate events—such as executive roundtables, exclusive VIP dinners, or targeted webinars—allow for high-value conversations that go beyond the surface level. These settings provide the opportunity to engage directly with decision-makers, answer specific questions, and tailor your offerings to their needs. As a result, you can nurture these relationships more effectively than you could in a bustling exhibit hall.
- Control Over the Brand Experience
One of the biggest challenges of traditional industry events is the lack of control. You’re often competing with dozens of other vendors for attention, and your brand is just one of many. At a self-run event, you have full control over how your brand is presented and experienced. From the venue choice to the agenda, content, and post-event follow-up, every element can be customised to reflect your brand’s identity and values.
Moreover, bespoke events allow you to align the entire customer experience with your marketing goals. Whether you want to highlight a new product, showcase thought leadership, or provide hands-on training, the event can be designed specifically to move customers further down the sales funnel.
- Actionable Data and Insights
Another benefit of self-run events is the access to valuable data and insights. When you control the event, you also control the flow of information—both in terms of what is shared with your audience and what is gathered in return. Attendees’ behaviour, feedback, and interactions during bespoke events offer rich insights into their interests, challenges, and buying intent.
This data can then be fed back into your broader marketing and sales strategy, informing future campaigns and allowing for more personalised follow-up. By capturing and analysing these insights, businesses can create a continuous improvement loop, where each event becomes more targeted and effective than the last.
The Future of Events: A Balanced Approach
While bespoke events are undoubtedly a strong proposition, it doesn’t mean that traditional industry events are obsolete. There is still value to be found in large-scale events, particularly when they are chosen strategically and align with your business objectives. However, the days of attending every event just to be seen are over.
Instead, the future of events is about balance. For some businesses, participating in a select few, high-quality industry events makes sense. These events offer a chance to network, learn from industry leaders, and stay informed about market trends. However, to maximise the value of these investments, businesses must do their due diligence beforehand, ensuring that the event’s audience, content, and structure align with their goals.
In parallel, businesses should invest in their own bespoke, customer-centric events. These events allow for greater control, stronger relationship building, and more personalised experiences that are directly tied to the customer journey.
Conclusion: Are Events Dead? Not Quite.
The answer is clear—events are not dead, but they are being redefined. In an era where businesses are constantly seeking more meaningful ways to engage with their audience, industry events are no longer the default solution. Instead, they are one tool in a broader, more nuanced event strategy.
Bespoke, self-run events that offer tailored, high-value experiences are emerging as a powerful way to create deeper connections with prospects and customers. By balancing participation in traditional events with a more personalised approach, businesses can build stronger relationships, drive engagement, and achieve long-term growth.