More Than Just Attendance: How to Design Events That Drive Real Business Outcomes

Events are increasingly expected to deliver measurable organizational impact – but most are still designed and evaluated around attendance, logistics, and NPS.

This hands-on workshop introduces a practical framework for aligning event design with strategic outcomes such as stakeholder influence, industry leadership, brand positioning, and policy or business objectives. Attendees will work through a structured "event impact canvas" to map one of their own events - identifying the strategic objective, influence audience, activation strategy and measurable outcomes.

Through guided exercises and peer discussion, attendees will leave with a repeatable model for designing events that drive real organizational value and a clear approach for demonstrating impact beyond traditional event metrics.