Are you leaving money on the table? Event mastery

Events that deliver real business impact.

An overview from our MiM-Masterclass, live at Posidonia

Events remain one of the most valuable investments in maritime marketing, but only when they are approached with clear intent, strong execution and a focus on measurable outcomes.

During our MiM-Masterclass live at Posidonia, we brought together a group of marketers and commercial leaders to take a practical look at how events support growth. The discussion focused on how teams can move beyond simply showing up, and instead use events as a structured driver of pipeline, relationships and long term brand value.

A consistent theme throughout the session was that too many organisations treat events as one-off activities. In reality, the most effective teams approach them as part of an ongoing commercial strategy, where marketing plays a central role in shaping outcomes and supporting revenue.

Start with clear commercial objectives

Successful events begin well before any stand is booked or travel is arranged. The starting point should always be a clear definition of what the business wants to achieve.

That means setting targets around pipeline generation, number of meetings, specific accounts to engage and opportunities to progress. Without this clarity, it becomes difficult to measure success or justify investment.

Teams that consistently deliver results treat events as a commercial tool rather than a marketing exercise. Every decision, from location to messaging, should link back to a defined business outcome.

Align sales and marketing from the outset

A recurring challenge across the industry is the disconnect between sales and marketing when it comes to events. This is often where performance drops.

Strong results come when both teams agree in advance on who they are targeting, what success looks like and how opportunities will be handled. This includes identifying priority accounts, setting expectations for meetings, and ensuring there is a clear follow-up plan in place.

When alignment is in place, events become a coordinated effort that supports revenue growth. When it is not, teams risk collecting contacts without clear purpose or progression.

Most exhibitors underuse their online presence

One of the more direct points raised during the session was that many exhibitors miss out on valuable exposure simply because they do not take full advantage of their online presence.

Event organisers invest heavily in digital platforms, exhibitor listings and promotional channels. However, many companies treat these as passive listings rather than active opportunities.

There is a clear advantage for teams that promote their attendance ahead of time, share content, highlight meetings they want to secure and use available platforms to increase visibility. This not only drives awareness but also improves the quality of conversations on site.

Relying solely on footfall during the event is a missed opportunity. The work starts well before the doors open.

Building relationships rather than collecting business cards

Another important shift discussed was moving away from a transactional mindset. Events are still too often measured by the number of business cards collected or contacts scanned.

This approach rarely reflects real business value.

High-performing teams focus on building meaningful relationships. That means having purposeful conversations, understanding challenges, and identifying where there is a genuine fit. A smaller number of high-quality interactions will always deliver more value than a large volume of unqualified contacts.

This also changes how success is measured. It becomes less about volume and more about progression, whether that is follow-up meetings, proposals or longer-term engagement.

Events are not one-off projects

A key takeaway from the session was the importance of viewing events as part of a continuous process rather than isolated activities.

To deliver consistent results, teams need a structured approach across three phases: before, during and after the event.

Before the event, the focus should be on outreach, awareness and meeting setting. This includes targeted communication, campaign activity and making use of digital platforms linked to the event.

During the event, the focus shifts to execution. This includes the quality of interactions, consistency of messaging and effective coordination between team members.

After the event, the emphasis is on follow-up, lead management and ongoing engagement. This stage often determines whether opportunities are converted or lost.

When these three phases are connected and planned as a single programme, events become a much more effective growth channel.

The importance of properly briefing your team

Strong execution depends heavily on how well internal teams are prepared.

A point that resonated across the discussion was that many teams arrive at events without a clear brief. This can lead to inconsistent messaging, missed opportunities and a lack of confidence when engaging with prospects.

Teams should be properly briefed in advance on key messages, target accounts, objectives and expected outcomes. This ensures that everyone represents the brand consistently and understands their role in achieving results.

Preparation also helps teams engage more confidently. When individuals understand the purpose of the event and the value they are expected to drive, conversations become more focused and effective.

Maintain a high standard of execution

Execution remains one of the most important factors in event performance. Small details can have a significant impact.

This includes how conversations are handled, how prospects are welcomed, how information is captured and how consistently the brand is represented.

The difference between an average event and a high-performing one often comes down to discipline and consistency. Teams that approach events with a structured plan and clear expectations tend to deliver stronger outcomes.

Focus on meaningful measurement and return on investment

Events represent a significant investment, and that investment needs to be measured properly.

Vanity metrics such as footfall or number of scans provide limited insight into true performance. More useful measures include meetings held, pipeline generated, opportunities influenced and revenue closed.

It is also important to track how event-driven opportunities progress over time. Not all value is immediate, and many relationships develop over months rather than weeks.

Clear reporting helps marketing teams demonstrate their impact and supports more informed decision making around future investment.

Structured and timely follow-up is critical

A consistent issue across many organisations is the gap between event activity and follow-up.

The period immediately after an event is when interest is highest, yet it is often where momentum is lost. Leads should be reviewed, categorised and prioritised quickly, with clear ownership and next steps.

Timely and relevant follow-up improves conversion rates and ensures that opportunities are not missed. It also reinforces the professionalism of the brand.

Simple tools and processes can support this, but the key is consistency and speed.

Events deliver both short-term and long-term value

Finally, it is important to recognise that events deliver value in different ways.

Some outcomes are immediate, such as meetings, opportunities and pipeline. Others develop over time, including brand awareness, trust and long-term relationships.

A balanced approach to measurement helps reflect this. Focusing only on immediate results can undervalue the role events play in building a stronger market presence.

The session was led by an experienced panel who shared practical perspectives from across the industry.

Reflecting on the discussion, Nico Röper commented:
“There is nothing else like the #MiMCrowd to bring marketing together, share expertise and knowledge. It is a great initiative and I enjoyed the session.”

Moderated by Rebecca Bridgen, the conversation brought together insights from across events, media, technology and commercial teams, highlighting the importance of marketing in supporting broader business growth.

HUGE thanks go to our brilliant session contributors:
Rebecca Bridgen, Innov8 Social
Eva Margrethe Hessen, TradeWinds
Sidsel Norvik, Nor-Shipping
Karen Martin, ShipMoney
Andy Ford, Wake Media
Nicole Lyons, Wärtsilä