Why do some events thrive while others struggle to get attendees to show up?

In this episode of Event Marketer’s Toolbox, Vanessa O’Connor joins Chris Dunn & Caitlin Carey to break down what makes events worth attending in a world full of distractions.

From field marketing strategies to white-glove experiences, Vanessa shares how to create high-impact events that drive engagement, build relationships, and deliver lasting value.

Attendees need a reason to show up

The biggest challenge in event marketing today isn’t planning logistics—it’s getting people to commit. Attendees don’t just register for content; they register for connections.

When deciding whether to attend an event, one of the first things people ask is: Who else will be there? If they don’t see clear networking or relationship-building opportunities, they’re far less likely to show up.

📌 Pro Tip: Promote attendee lists, industry leaders, and curated networking opportunities to increase attendance rates. People want to know they’ll be surrounded by like-minded professionals and valuable contacts.

Field marketing is the ultimate engagement tool

With so much of today’s communication happening online, face-to-face interactions are more valuable than ever.

Field marketing events, small executive gatherings, and VIP experiences help strengthen relationships in a way that digital marketing never will.

📌 Pro Tip: Instead of thinking about events as isolated activations, integrate them into the sales and marketing funnel. Use in-person experiences to warm up leads, re-engage existing customers, and create new business opportunities.

The power of personalization

Mass invites don’t work. If you want decision-makers and executives to attend your event, you need to personally invite them—and make them feel like they truly belong.

📌 Pro Tip: Successful event marketers use:

Pre-event calls and tailored outreach to explain why the event is valuable to each guest
Curated guest lists that prioritize high-value attendees
Personalized follow-ups to confirm attendance and reinforce why they should be there

White-glove experiences make a difference

The small details matter. A well-thought-out venue, seating plan, and overall attendee experience can be the difference between an event that feels transactional and one that builds real connections.

📌 Pro Tip: White-glove experiences don’t mean expensive. Simple touches—like a personalized welcome, custom event materials, or introductions to the right people—help attendees feel valued and make the event more memorable.

ROI isn’t just about closed deals

Event success isn’t always measured in immediate sales. Building relationships, driving referrals, and creating long-term brand impact are just as important—and often lead to bigger business opportunities down the line.

📌 Pro Tip: Shift your event ROI mindset from immediate conversions to long-term influence. Measure success by:

New relationships built
Follow-up meetings booked
Brand awareness and credibility gained

A great

This Show is sponsored by Blue Hive

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EMT #12 - Field Marketing That Works: Building Community, Connections & ROI with Vanessa O'Connor

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