Professional event venue showing four seasonal transformations representing phases of strategic marketing system development

The 4-Phase Event Marketing Timeline System: From Reactive Panic to Predictable Revenue

Dan CharlesEvents, Marketing Leave a Comment

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 …

Professional desk showing systematic event marketing calendar planning versus reactive deadline-driven approach

Why Event Marketing Timelines Are Backwards (And How to Fix Them in 2025)

Dan CharlesEvents, Marketing Leave a Comment

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 …

Competitive business moat protecting strategic market position from competitors

The Event Marketer’s Guide to Building Competitive Moats Through Trend Positioning

Dan CharlesMarketing, Events Leave a Comment

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) 1

Why Smart Event Businesses Are Investing in ‘Zero Search Volume’ Content (And You Should Too)

Dan CharlesSEO, Events, Marketing Leave a Comment

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 …

Event Marketing Diagnostic Framework: When to Scale vs When to Stop 2

Event Marketing Diagnostic Framework: When to Scale vs When to Stop

Dan CharlesMarketing, Events Leave a Comment

Time: 5 Minutes well spent!Stop panic-killing campaigns that are actually working. Here’s how to diagnose what’s really broken. Key Takeaways Most event businesses approach marketing campaigns like a light switch – either everything’s on or everything’s off. When results aren’t perfect, they panic and kill everything. When something works, they’re afraid to scale it. After nearly a decade in the events industry and helping …