Gleanin

Event marketers… There’s a new podcast in town. Introducing ACTIVATE Sessions — the marketing podcast for event marketers. It’s a podcast dedicated to event promotion, which is packed with practical advice on how to unlock more attendees for your events. The first 5 episodes are out now, featuring: Jonathan Kazarian, Alison Church, 💫Marisa C.,Steph Pennell, and Liam Moroney. What is ACTIVATE Sessions? – A new marketing podcast for event marketers. – 100% practical tips on how to promote your events. – Bi-weekly episodes. – All episodes under ~10mins. – Watch online or listen via your favourite podcast service. Watch here: https://lnkd.in/dDKUejsD #ACTIVATESessions #marketingpodcast #eventprofs

Stay up to date with the latest Event Marketing trends while soaking up the sun! 🌞 🎧 With the sun finally making an appearance, it’s the perfect time to get outside… and we’ve got two brand-new podcast episodes to keep you company! ACTIVATE Sessions- The Event Marketing Podcast 🎙️ Episode 12: Huong N. 🎙️ Episode 13: Sophie Wright Get inspired with fresh insights and actionable strategies from top event marketers. 🎧 Listen now on your favorite podcast platform or catch the latest episodes here: https://lnkd.in/dDKUejsD Spotify:  https://lnkd.in/eamYr6Hw Apple Podcast: https://lnkd.in/ezKRmT7M More episodes coming soon! #Podcast  #ACTIVATESessions #EventMarketing

What's really happening to marketing email performance in 2025? Email marketing is often cited as the top performing channel for attendee acquisition. Last month, we gathered 14 event marketing leaders for a Chatham House rules conversation about email performance. In the context of global deliverability rates reportedly hitting a new low of 83% in 2024* and traditional email success metrics becoming increasingly unreliable, we wanted to know what’s working and what’s not. Our Customer Advisory Board’s first topic-based discussion, facilitated by Vanessa Lovett, raised some very interesting perspectives: - The bold moves some marketers are making with data. - Why visibility may matter more than deliverability. - Resource issues - more effort for similar or declining returns. - Why trust matters and building it outside the inbox. Over the next couple of weeks, I'll be sharing my personal takeaways. A huge thank you to those that took part and shared so openly. It’s an absolute honour to be able to bring these brilliant minds together and get to listen first-hand to their candid conversations. Staying close to our customers is crucial, and these CAB meetings will be our most important resource to help us build tools and products that solve real problems for event marketers. Stay tuned…… *recent reports from Hubspot, B2Brocket, and Mailgun Image: Our wonderful CAB members during our discussion - shared with permission (email performance is not a smiley subject!).

I've said it before and I'll say it again... audience acquisition is the HARDEST part of events!! → You can’t control other people’s behavior No matter how compelling the invite, attendees will still flake, double-book, or ghost you entirely. → Everyone is over-scheduled Your target audience is drowning in meetings, travel, and responsibilities, making it tough to carve out time for your event. → Marketing noise overload Your beautifully crafted event invite is buried under hundreds of emails, LinkedIn DMs, and Slack notifications. → Budget constraints Your audience might love to attend, but travel costs, registration fees, or internal budget approvals can be deal-breakers. →  It’s a long conversion game Getting someone from awareness → interest → registration → attendance takes multiple touchpoints (more than 21 now!), and most event teams don’t have enough runway to nurture that journey. → Corporate red tape Many B2B attendees need manager approval to attend, and if their boss doesn’t see the value fast enough (or believes they can't meet their work deadlines if they go), they’re not coming. → Time zones and geography What’s convenient for one audience is a logistical nightmare for another, making global attendance tough. → Lack of immediate ROI If attendees don’t see a clear, urgent reason to attend (what’s in it for them right now?), they’ll pass. → You’re competing with “doing nothing” Sometimes, the biggest competitor isn’t another event - it’s the sheer allure of not attending anything at all. So what do you do? ➡ Leverage community & advocates People trust people more than marketing. Equip past attendees, speakers, and industry influencers with easy-to-share content and incentives to spread the word. Consider referral programs, social media challenges, or exclusive perks for those who bring a friend. Gleanin can help with this. ➡ Personalize your outreach Mass emails and generic ads won’t cut through the noise (even if they DO make it into the real inbox and not the promo folder). Use segmented messaging based on attendee type (VIPs, first-timers, decision-makers, etc.) and lean into personalized outreach via video invites, direct DMs, or targeted LinkedIn campaigns. Learn the ropes from GURU Media Hub. ➡ Make registration frictionless If your sign-up process takes more than a minute or two, you’re losing people. One-click registration, mobile-friendly pages, and auto-filling forms help. Swoogo can help with this. ➡ Follow up like a human Don’t assume “registered” means “attending.” Keep them engaged with pre-event touchpoints (speaker teasers, or a “what to expect” email written like a friend, not a corporate entity). And always give them an easy way to add it to their calendar. Concierge can help with SMS messaging. -------------------- Need other suggestions? That's what Club Ichi is for! Get advice, ideas, and a little group therapy on the Inside. Get in here: www.weareichi.com

Spreading the LOVE ❤️ to Event Marketers this month with two brand-new podcast episodes! ACTIVATE Sessions – the podcast for event marketers 🎙️ Episode 10: Liz Lathan, CMP (The Community Factory) 🎙️Episode 11: Diana Little (Event Resolutions) Looking to level up your event marketing? Tune in as Liz and Diana share fresh, actionable tips to help you attract more attendees and create serious FOMO. 🎧 Listen now on your favourite podcast platforms or catch the latest episodes here: https://lnkd.in/dDKUejsD ❤️ New episodes drop every month—stay tuned! #Podcast #ACTIVATESessions #EventMarketing

I'm just in awe of what we're building. We launched Club Ichi in March 2023 as a Slack channel and monthly Supper Club gatherings in Austin. By December 2023, we had about 600 free members (and realized it was taking up much more of our time than our consulting work with our *actual* company, The Community Factory). So we decided to go all in on the community and turn on a paid "Insider" membership level. In the last year, we: → Hosted more than 50 online gatherings → Grew from 0 to 350 paid community members → Grew from 600 to 10,000 community members → Hosted more than a dozen in-person gatherings → Hosted a party at 2:30am to watch a Vegas hotel implode → Ran 10 Spontaneous Think Tanks at various industry events → Hosted a business retreat on a yacht with sessions on floating unicorns That's some serious growth that seems to be making an impact. This year, we're gonna: → Grow our team (already started) → Launch our community platform → Host more than 50 online gatherings → Grow our community (we want 1,000 Insiders!) → Do amazing things with Jay Schwedelson for Eventastic → Host more than 20 in-person gatherings with members → Host quarterly masterclasses tailored to our members' needs → Host our first very own large, in-person Spontaneous Think Tank → Announce and launch the waitlist for the 2026 Secret Family Reunion We're cooking up so many fun things that our heads might explode! 🤯 HUGE thank you to our 2025 Strategic Partners who have come on board to make sure we can grow and support our members and who bring ACTUAL value to our membership (not just logos on signs). We have a full year ahead with some incredible activations coming with each of these partners! 💻Event Tech Partner: Swoogo 🏁 Lead Capture Partner: Mobly 📱 Event SMS Partner: Concierge 🛎️ Hotel Partner: Marriott Bonvoy 🏢 Hotel Sourcing Partner: site & stay 🤝 Industry Community Partner: IMEX 📣 Event Amplification Partner: Gleanin 🎉 Experiential Agency: MC² Experience 😃 Community Platform Partner: Intrivium 🎥 A/V & Production Partner: NMR Events ❤️ Event Safety Training Partner: Safe Expo, LLC 📈 Event Measurement Partner: EVOLIO Marketing ------------------ Not an Insider yet? What's holding you back? Get in here! www.weareichi.com

The marketing podcast for event marketers is back with two new episodes today..... ACTIVATE Sessions 🎙️ Episode 8: Michelle Whitney (Quartz Business Media) 🎙️ Episode 9: Cat Kevern ⚡️(Electric Cat Productions) Packed with new ideas on how to generate more attendees for your events in 2025. Tune in to Michelle and Cat on your go-to podcast platform or check them out on our website: https://lnkd.in/dDKUejsD More episodes coming soon….. #Podcast #ACTIVATESessions #EventMarketing

Calling Event Marketers! We’re back with TWO brand-new episodes of the ACTIVATE Sessions podcast — and these are ones you won’t want to miss… 🎙️ Episode 6: Molly Falco – Product & Brand Marketing Consultant 🎙️ Episode 7: Sam Lippman – President, Lippman Connects Get insider tips, expert strategies, and fresh perspectives to take your event marketing game to the next level. 💥 🎧 Tune in now on Spotify: https://lnkd.in/dxqjcmTB You can also catch it on Apple Podcasts 🍏 #Podcast #ACTIVATESessions #EventMarketing

The beauty of running our own event each year isn’t just the learnings we get by becoming event marketers ourselves. Or that we get to eat our own dog food. Bear with me... I'm about to talk about the exciting topic of cookies and conversion. 🤓 With Safari and Firefox already blocking third-party cookies by default and Google Chrome's plans going back and forth (and back again), we've been preparing for their inevitable phase-out. Context: the event marketers who use Gleanin can choose to use our conversion tracking in addition to, or instead of, setting their own campaign UTM tracking URLs. Currently, our platform generates a tracking script per event created, and marketers can choose to add that script to their campaign conversion pages. Doing so means that they’ll see the number of conversions that each campaign, speaker or exhibitor generates alongside all the usual real-time KPIs (which are not cookie-dependent) in their event insight reports. While I remain sceptical about taking conversion tracking too literally (given how non-linear buying journeys are), we know specific attribution is still crucial for most event marketers and is often used to justify their spend, including their Gleanin subscription. So moving away from a reliance on 3rd party cookies for conversion tracking is crucial for us AND our customers. By early summer this year, we had a couple of solid options in mind, so we started customer conversations. We wanted to learn how THEY were going to deal with the phase-out. We then picked our preferred approach, the one that most aligned with theirs and got to work. ACTIVATE in September was our first testing ground. We needed to see that our new approach would report on conversions missing from AND included in the 3rd party cookie-based results, so running them together was key. And whilst we'd assumed that the Safari and Firefox blocks must have some negative impact, we had no idea of the scale. The results were staggering - our new tracking solution reported a 77% INCREASE in conversions. To be clear, this wasn’t about improved campaign performance; it simply revealed just how many conversions were previously invisible due to browser restrictions. Next steps? We'll be asking our early research customers to run similar experiments, and pending positive results, we'll roll this out in Q1 2025. PS More learnings from the last edition of ACTIVATE to come...

I recently had the pleasure of speaking to Chloe Cara for the Gleanin ACTIVATE online series about the current trends and future landscape of marketing and the challenges facing marketing #eventprofs. These sessions are really great bite-sized insights for marketers in the event sector, so worth checking out! Thank you to Gleanin for having me 😀 https://lnkd.in/eG_ynmDk #exhibitionmarketing #marketingtrends #activate #marketingskills Easyfairs