In recent years, both B2B and B2C companies have invested heavily in experiential marketing, helping spending to surpass the $121.87 billion spent in 2019.
This year, spending is expected to grow by 10.5%, which is more than the 9.7% growth seen in 2023.
And while the event and live marketing industry is changing fast with new technology, people still want real, live experiences. Personal interaction is now the main focus, with events designed to be slow-paced and give people a chance to relax and connect.
Moreover, focusing on mental health and taking breaks from digital devices has become more important. As a result, events are offering spaces for real connections. They’re also becoming more diverse, eco-friendly, and carefully planned to mix new ideas with real-life experiences.
However, simply organizing an event and getting in the same room with the right people isn’t enough. In 2025, you must align events with long-term business goals to drive sales and maximize ROI.
Read this article to explore essential strategies when planning your event and learn:
Why you should address CFO concerns early and align investments with business growth (partnerships to maximize reach and smart budgeting to boost ROI);
How modern events and experiential marketing help your brand differentiate and bring stronger connections with audiences;
What’s needed to simplify event logistics and harness the power of new technology.
Plan for CFO Delight
Understanding the real costs of events and how to manage them effectively is essential to creating an engaging, memorable event.
However, although this area of expertise often falls under the CFO’s responsibilities, it’s important for event professionals to factor in the budgeting aspect.
For a typical user conference where attendees pay for their own hotel, the budget is usually divided into logistics, including registration, speakers, internet, staff hotel rooms, and security. Event planners must also consider production cost, since it captures the largest share (35%). Additionally, food and drinks make up 15% to 20%, while events, decorations, and entertainment take 10%. Finally, third-party agencies get 8% to 10%.
Also, you don’t want your internet going down during a conference. According to Kristene Hentz (event planner at One10), an internet connection can cost anywhere from $150,000 to $600,000, depending on the bandwidth needed and whether a network team is brought in to manage the venue’s internet.
Beyond cost savings, CFOs also appreciate a good ROI.
Show your CFOs the true return on the event investment by moving beyond traditional revenue generation efforts. Ensure you reevaluate sponsored events that often come with a hefty price tag without delivering ROI.
Instead of sticking to traditional sponsorships, think about creative ways to engage, such as hosting a dinner, party, or off-site session alongside the event. These smaller, more focused gatherings can leave a lasting impression and help build stronger connections with important prospects.
Smart budgeting hinges on making room for creativity and knowing the real costs of your event. By embracing this approach, you’ll easily decide where to invest for the best results.
Avoiding the Sameness Pitfall
With the growth of mobile tours, pop-up activations, and augmented reality for immersive experiences, events are evolving fast. While these technologies aren’t required for a memorable experience, using creative and modern approaches is a great way to build strong connections.
Fusing experiential marketing into your event helps you connect with attendees through fun, hands-on experiences, not just a place for executive speeches.
Activities like discussion sessions, networking, and group work help attendees share ideas and connect with each other, and the best events keep people talking so much that it’s hard to end, creating an atmosphere of ongoing engagement and connection.
To make a strong impact, focus on sharing useful information, real examples, and simple strategies while using client stories, research, and practical advice to build trust and keep everyone interested—ensuring the event stays relevant and engaging throughout.
Ending with good networking or shared moments is key to leaving a lasting impression, allowing your brand to resonate deeply with attendees, who will feel inspired and connected long after the event ends.
You don’t have to stop here!
Events are full of great content, so repurpose highlights for social media posts, blogs, or case studies to keep the conversation going and extend the event’s impact, giving more value to your audience.
In addition, you can create a follow-up plan that includes personalized content, one-on-one meetings, and surveys, using feedback from attendees to improve your strategy for future events.
Simplifying Logistics with Modern Tools and Approaches
Event logistics is one of the most important parts of event management, whether you’re choosing an event platform with good recording equipment for a virtual conference or picking the right venue and working with hotels for an in-person trade show.
Every detail affects the success of your event.
Efficient logistics management makes the experience better for attendees, but learning how to simplify logistics can be tricky. To plan and run a successful event, you need a well-rounded approach that helps you solve problems and become a great event planner.
Moreover, clear communication is important when managing event logistics, especially with a large team of staff, vendors, and sponsors. When responsibilities overlap, confusion can happen, so it’s important to clearly define everyone’s role.
Use messaging apps and create groups to help everyone stay updated before, during, and after the event.
When working with vendors and suppliers, write clear contracts that explain what needs to be done, payment details, and other important information to avoid mistakes and make things run smoothly.
Modern event technology can make planning easier, whether it’s for ticketing, registrations, or social media. GoGather helps you tackle these challenges and streamline planning to improve your results and “wow your audience”.
Conclusion
2025 is set to be the year of in-person events.
74% of Fortune 1000 marketers said they will increase their event budgets in 2025—while 66% of corporate meeting professionals foresee broadening budgets.
That’s why innovative decision-makers are looking into new approaches and technologies to perfect conferencing and event planning.
Addressing CFO concerns early and aligning investments with business goals is a smart way to keep your business on track for success. Building partnerships helps you reach more people, while careful budgeting ensures you get the most value from every dollar spent, creating a strong path for growth.
Making event planning easier is key to taking full advantage of these opportunities, and using new technology can make a big difference, simplifying the planning process and improving how smoothly your events run.
