10/10/2025
Events
Time: 8 Minutes well spent!Most event agencies are trapped in a devastating cycle: they plan events 6-12 months in advance but concentrate all marketing efforts in the final 3-4 weeks before each event. This backwards approach creates the very cash flow problems that 82% of businesses cite as their primary reason for failure. The solution isn’t more marketing – it’s strategic timeline planning that
Meta’s Incremental Attribution: Why Event Businesses Need to Stop Chasing First-Order Profit
06/10/2025
Meta Ads
Time: 6 Minutes well spent!Meta just rolled out a feature that fundamentally changes how event businesses should think about their advertising. It’s called incremental attribution, and it validates something we’ve known for years: if you’re optimizing your Meta ads for first-booking profitability, you’re training the algorithm to find the wrong clients. Key Takeaways The First-Order Profitability Trap Here’s the pattern I see constantly. An
Why Event Marketing Timelines Are Backwards (And How to Fix Them in 2025)
29/09/2025
Events
Time: 4 Minutes well spent!Most event businesses have their priorities completely backwards. They’ll spend months planning an event but mere weeks planning the marketing to fill it. It’s like training for a marathon by only running the week before the race. This fundamental misunderstanding of marketing timelines is quietly bankrupting event agencies across the industry, creating devastating feast-or-famine cycles that keep otherwise talented professionals
The Event Marketer’s Guide to Building Competitive Moats Through Trend Positioning
22/09/2025
Marketing
Time: 5 Minutes well spent!Key Takeaways How Forward-Thinking Event Businesses Use Strategic Positioning to Capture Market Leadership Your biggest competitor just won a contract you thought was yours. The client said they chose them because “they really understand where the industry is heading.” Sound familiar? While most event businesses compete on price, portfolio, or proximity, the smartest ones are building something far more valuable:
Why Smart Event Businesses Are Investing in ‘Zero Search Volume’ Content (And You Should Too)
18/09/2025
SEO
Time: 5 Minutes well spent!Key Takeaways The SEO Tool Said Nobody Was Searching. We Created the Content Anyway. Three years ago, I made what seemed like a terrible business decision. My team at Codarity was working with an event client who wanted to focus heavily on sustainability content. We pulled up the SEO tools, typed in variations of “event sustainability,” “sustainable events,” and “green
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