Our latest webinar dove into what’s working—and what’s no longer cutting it—in events and experiential marketing. Brian Feit, founding partner at BMF, moderated a dynamic panel featuring Jack Bedwani, founder and CEO of New Moon; Neda Whitney, president of MATTE Projects; and Nicole Dye-Anderson, experiential marketing and communications leader (formerly SVP, Wells Fargo). They unpacked how leading brands are approaching experiences in 2025, and shared fresh insights and ideas to future-proof your event strategy.

The takeaways: 

• Always be able to answer the question: how are we measuring impact and success
• ROI should be defined from the outset, with clear and aligned KPIs
• Think beyond conversion—are you building loyalty or driving immediate action
• Intimate, high-touch events create stronger emotional connections and long-term brand advocates
• The most effective experiences aren’t about selling, but storytelling and equipping guests to share it their own way
• Consider the ERU model: expected (experiential), respected (travel or access), and unexpected (bottom-line impact)
• Success can show up as increased subscriptions, media coverage, or social engagement
• Social media operates in a fractional attention economy—events offer rare sustained attention
• People who invest their time to attend your event are more open to deeper brand engagement
• When the experience is meaningful, guests become your best advocates
• AI can support planning and personalization, but it can’t replace real human connection
• Tools like Placer AI are useful for event strategy and measurement
• Hyperpersonalization is a super effective way to bolster event experience
• Know the moment—oversaturated cultural moments like Art Basel may not serve your brand if the fit isn’t right
• Career advice
  • Breaking into the industry starts with being informed—read blogs, newsletters, and stay current
  • Write, speak, and share your ideas to build your voice and perspective, no matter your level
  • Build your network early and intentionally—it’s one of your biggest assets
  • Hands-on experience is key; internships and volunteering help you discover what you like and don’t
  • Keep your cool—never complain, never explain, never let them see you sweat