Joe Kowalsky is Show Director at CloserStill Media, a London-based company that produces industry-specific events with a focus on the Business Technologies, Healthcare, Transportation, and Infrastructure sectors. In its earlier days, CloserStill was largely exhibition-driven, but today hosts a wide range of in-person gatherings and publishes content related to these events.
As Joe’s LinkedIn profile explains, he has subject matter expertise in “large-scale event management, sponsorship, sales management, integrated marketing, cold-calling, project management, business development, contract negotiations, and client relationship management (CRM).”
I wanted to touch base with Joe to discuss the resurgence of in-person events in the post-COVID era and tap into his extensive knowledge of what goes into a good, successful event (and also talk about mistakes that event planners make).
As you may know, I have a keen interest in the events space and have become an investor in two event companies: Beyond Ordinary Events and the C-Suite Network. Additionally, I’m planning to organize more in-person events for the eMarketing Association in the future.
Joe and I cover topics related to events and event planning, including:
- The dynamics of event funding, including sponsorship and exhibitor revenue, and the optimal balance between these models versus conference revenue streams.
- The importance of knowing the target demographic and creating an event that caters to their needs, rather than just focusing on revenue generation.
- The challenges of maintaining strong relationships with content partners, particularly when they lack subject matter experts on their team.
- Why it’s important to be a supportive and consultative event producer, checking in with speakers beforehand to offer stage tips and provide a guide.
- The shift among event organizers towards making event content available post-event, benefiting both speakers and attendees.
- Why event organizers must balance providing intimate, highly-qualified content with large-scale entertainment and networking opportunities to keep attendees engaged and satisfied.
- Common event fails, such as poorly designed badges and registration snafus, that can be easily fixed with simple solutions.
- The potential of QR codes as a green alternative to printed materials in the events industry.
- Why hybrid events, which often promise an equivalent user experience for both in-person and online attendees, have not yet been successfully implemented.
