As event teams start planning for 2027, the challenge isn’t simply delivering more. It’s deciding what your events need to achieve, then focusing time, budget and resources on the experiences that support those goals and give people a clear reason to attend.
In this practical webinar, Sarah Ameson will be joined by Rob Eveleigh from Brightelm and Lisa Collins from Dovetail Creative to explore where to focus event delivery and marketing in 2027, what to simplify, and how to make the two work together from the start.
Bringing together event operations and marketing, the session will explore how decisions about the event experience and target audience need to inform each other from the outset. The focus is on attracting and engaging the right people, designing an experience that delivers on its promise, and aligning both teams around what the event needs to achieve.
Expect a practical discussion focused on the decisions behind your 2027 event plans, rather than predictions for prediction’s sake. We’ll explore:
- How to decide what your events need to achieve in 2027 and use those priorities to guide planning
- Where to simplify delivery so time and budget support the parts of the experience that matter most to attendees
- How to involve marketing early enough to shape the event proposition and audience priorities, not just promote a finished plan
- How to use audience insight to decide who to prioritise, what will motivate them to attend and how to reach them
- How to align delivery and marketing decisions around a shared attendee journey, from the first message to the event itself
- How to identify established event habits that no longer support your objectives and decide what to change for 2027
- How to turn the discussion into practical priorities for your upcoming conferences, meetings and events
The session will finish with a chaired discussion and audience Q&A, giving attendees the opportunity to put their own event challenges to the speakers.