07/11/2025
One Event. Three Audiences. Three Different Journeys.
One of the most common mistakes in event planning?
Designing a single experience and expecting it to work for everyone in the room.
But great events aren’t one-dimensional.
They’re multi-layered experiences — built for three distinct audiences:
1. The Host Organization (CEOs, Comms Directors, Internal Teams)
This group funds the vision and puts their brand on the line. They’re focused on:
↪Brand positioning
↪Strategic visibility
↪High-impact partnerships
↪Narrative control
Success looks like: media coverage, reputation lift, and long-tail industry impact.
📊 Example: Internal teams using post-event surveys and stakeholder interviews are 2.7x more likely to report higher ROI and audience satisfaction. It’s not just about what happened on stage — it’s about how well it served the brand's strategic goals.
2. Sponsors & Exhibitors
They’re not passive supporters — they’re investors looking for a return.
They care about:
↪High-value foot traffic
↪Lead generation
↪Brand activation
↪Measurable visibility
Success looks like: new business, expanded reach, and reason to renew.
📈 Example: Coca‑Cola invested €20M to sponsor the Paris 2024 Olympic Torch Relay — with mobile villages, branded concerts, and 15M+ touchpoints. They weren’t just showing up. They were calculating brand lift, audience reach, and conversion potential.
3. Attendees
They are the heart of the room — and they come for a personal experience.
They want to:
↪Learn
↪Connect
↪Be inspired
↪Feel part of something bigger
Success looks like: new relationships, valuable insights, and a sense of meaning.
💬 Example: Top-tier event planners use detailed post-event surveys to measure NPS, content relevance, and emotional resonance — because that’s what drives return attendance and word-of-mouth.
✅ The mistake?
Trying to give all three audiences the same experience.
✅ The opportunity?
Designing tailored, parallel journeys — each aligned to what those groups value most — under one cohesive brand story.
If you're only designing for attendees, you're missing two-thirds of the strategy.
If you're only focused on logistics, you're missing the why that makes it all matter.
I work with CEOs and comms leads to turn events into growth engines — aligning stakeholders, sponsors, and story around a clear vision of success.
If you have an event on the horizon, let’s talk about how to map your stakeholders, define the right KPIs, and build an experience that actually moves the needle.
This is how events stop being forgettable — and start being unstoppable.
