Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson

Episode Title: GUEST: Why Every Company Needs an Event! w/Tahira Endean Head of Program IMEX | Ep. 418
Release Date: September 26, 2025
Host: Jay Schwedelson (A)
Guest: Tahira Endean, Head of Program, IMEX (B)

Episode Overview

In this engaging episode, host Jay Schwedelson interviews Tahira Endean, a highly celebrated figure in the event industry and the Head of Program for IMEX. The conversation revolves around the critical importance of events for companies of any size, practical strategies for securing stakeholder buy-in, and actionable advice for both event planners and those aspiring to speak at major industry events. The discussion also weaves in insights about the limitations of digital tools like AI and why real human connection at live events is irreplaceable.

Key Discussion Points & Insights

1. The Value of Live Events for All Companies

[03:43 – 05:47]

• Events are Essential Regardless of Company Size:
  • Tahira emphasizes the universality of events, stating both small and large organizations benefit from gathering people together.
• Human Trust is Built In-Person:
  • “You can accomplish more in 10 minutes of a live meeting than in 64 emails… We do business with and we buy from people we trust and brands we trust.” (Tahira, 03:53)
• Tangible Experience Beats Digital Communication:
  • In-person interactions foster trust and positive experiences far more effectively than emails or virtual meetings.

Memorable Quote:

• "The best way to build a relationship with them is to do something live with them." (Tahira, 07:39)

2. Justifying Event Budgets and Identifying the “Why”

[06:47 – 10:16]

• Intentionality is Crucial:
  • Tahira stresses you must have a clear reason (“why”) for hosting an event; without it, don’t bother.
• Design for Memories and Joy:
  • Reference to her book Our KPI is Joy: the importance of creating memorable touchpoints that participants will remember.
• Know Your Stakeholders:
  • Consider what stakeholders want—better business, growth, deeper connections—and ensure the event delivers on those needs.

Memorable Quote:

• “If you don't know why you're holding that meeting or event, then don't do it.” (Tahira, 06:49)
• “If you are doing a brand act at an event...you need to think about what are going to be those five touch points for those three minutes of memories that are going to make somebody want to do business with me.” (Tahira, 08:58)

3. Events vs. Digital and AI—The Case for Human Connection

[10:16 – 12:19]

• Events as the Antidote to AI Sameness:
  • Jay and Tahira discuss how in-person events offer unique, emotional, and non-replicable experiences, in stark contrast to the homogeneity of AI-driven content.
• Historical and Evolutionary Importance:
  • “It’s the future of marketing because it's been the whole reason across history that we have existed and continue to grow as human beings.” (Tahira, 10:56)
• AI as a Tool, Not a Replacement:
  • AI is acknowledged as helpful for efficiency, but nothing replaces the spontaneity and richness of live human interaction.
• COVID as a Reminder:
  • “We stayed home. We hated it...we couldn’t wait to get back to events and see people.” (Tahira, 11:42)

Memorable Moments:

• Jay: “In person events are like the opposite of AI. It’s the ultimate break of AI.” (Jay, 10:17)
• Tahira: “Humans for the win. Every time.” (12:17)

4. Secrets to Getting Event Sessions Accepted

[12:19 – 19:44]

• Session Titles & Formats:
  • Listicle titles (“5 Things to Avoid in 2026”) are good for short, focused sessions but not always favored for more complex topics.
  • Tahira discusses curating content for global audiences, balancing partner-submitted sessions and what she personally programs.
• Understand the Audience:
  • Customize content based on the specific interests and cultural expectations of each event (e.g., IMEX America vs. IMEX Frankfurt).
• Depth & Authenticity in Speakers:
  • “Be a thought leader. Be an authentic thought leader...you have to know the most about your one thing.” (Tahira, 17:13)
  • Organizers do background checks—speakers must prove they walk the talk.
• Show Audience Benefit:
  • Communicate not just what you’ll say but why it will matter to the audience.
• Know the Event’s Audience:
  • Tailor topics to the attendee profile; e.g., don’t pitch hotel sales tactics at an event for planners.
• Leverage Your Network:
  • Recommendations from respected speakers carry weight; networking is critical.

Rapid-Fire Speaker Submission Advice:

• Must-Dos:
  • Be authentic and knowledgeable.
  • Clearly show audience benefit.
  • Tailor your pitch to the specific event and its audience.
  • Use your network for recommendations.
• Never-Dos:
  • Don’t pitch generic content.
  • Don’t ignore the needs and priorities of the event audience.
  • Don’t exaggerate your expertise—organizers investigate!

Memorable Quotes:

• “We all go out and hunt you down and make sure that you are the person you say you are.” (Tahira, 17:27)
• “Know the audience that you are submitting for, that’s really, really important.” (Tahira, 18:46)

5. “Our KPI Is Joy” & Final Tips

[20:08 – 21:04]

• Book Reference:
  • Our KPI is Joy is available on Amazon internationally—praised as an accessible, fast read full of actionable inspiration.
• Real-World Feedback:
  • “People start reading it and then they’re texting me like hours later. Not only did they start the book, they finished the book and now they’re adding joy metrics into their event design.” (Tahira, 20:30)
• Easy to Connect:
  • LinkedIn is the best way to reach Tahira (“There’s not 17 of me... Please connect.” 20:44)

Notable Quotes & Moments (with Timestamps)

• On the Unique Power of In-Person Events:
  • “You can accomplish more in 10 minutes of a live meeting than in 64 emails.” — Tahira, 03:53
• On Building Relationships:
  • “The best way to build a relationship with them is to do something live with them.” — Tahira, 07:39
• Events vs. AI:
  • “Humans for the win. Every time.” — Tahira, 12:17
• Advice for Aspiring Speakers:
  • “Be an authentic thought leader… show some interest in what the audience is going to get out of it.” — Tahira, 17:13
• Personal Branding:
  • “Nobody decides on just one session. We all go out and hunt you down and make sure that you are the person you say you are.” — Tahira, 17:27

Recommended Timestamps for Key Segments

• 03:43 — Why every company needs an event
• 06:47 — Justifying event costs and budget
• 08:49 — Designing events for memorable touchpoints
• 10:16 — Events as the antithesis to AI-driven marketing
• 13:31 — Tips on getting your session accepted at events
• 17:13 — Rapid-fire advice for speaker submissions
• 20:08 — Where to find out more about Tahira and her work

Final Notes

This episode is lively, practical, and packed with wisdom for anyone involved in marketing, events, or professional development. Tahira’s expertise and Jay’s humor make for an engaging listen, rich with actionable insights on creating memorable events and building meaningful professional connections in a world increasingly dominated by digital sameness.

For more from Tahira, find her on LinkedIn or grab her book, Our KPI is Joy, on Amazon.