Events Aren’t Dead. Your Strategy Is.
Why Brands Must Stop Blaming the Format and Start Rethinking Their Event Approach
Let’s be blunt.
Events aren't the problem. Your strategy is.
Every time someone says, “Events don’t work for us,” what we actually hear is: We didn’t show up with purpose.
At Honest Synergy, we’ve helped startups, scale-ups, and challenger brands across sectors navigate the ever-changing event landscape. And we see the same pattern again and again:
→ Misaligned goals
→ Vanity-driven attendance
→ Over-engineered booths
→ Undertrained teams
→ And zero follow-up.
So no, events aren't dead. But if you’re approaching them like it’s still 2014, your ROI definitely is.
Let’s Start With the Myth: “Events Don’t Deliver ROI”
The number of brands sleepwalking through events is staggering.
They throw five-figure budgets at booth space, design glossy backdrops, print 1000 leaflets… and then hope magic happens.
No targets. No message. No meaningful engagement. Just vibes.
And when the dust settles?
No leads. No insights. No follow-up. Just a sense of “meh.”
It’s not because events have lost value. It’s because your strategy didn’t create any.
Events Are Not Just About Brand Awareness
Sure, a flashy presence gets noticed. But unless that awareness compounds into relationships, pipeline, or insights, it’s just a vanity metric.
Real event ROI looks like:
→ Deals closed faster because of a face-to-face meeting
→ Investors remembering your founder from a panel
→ A game-changing partnership struck at a drinks reception
→ A brand mention in a trade publication the next day
→ Insight that shapes your next product release
The best events are growth accelerants - but only if you plan like it.
Why Startups Especially Can’t Afford to Wing It
Startups operate with lean budgets and high stakes. You can’t afford for events to be a guessing game.
Here’s what we tell our startup clients:
Every pound must pull weight.
That doesn’t mean spend less - it means spend smarter. A £10K activation can outperform a £50K one if it’s laser-targeted.
One event, one goal.
Trying to do everything dilutes everything. Know your stage, audience, and product-market fit - then tailor your event play accordingly.
Growth is the outcome, not the theme.
Too many startups attend to “be seen.” Visibility is not value unless you convert it. Your team needs talking points, tactics, and follow-through.
“But We Tried Events and It Was a Flop…”
Let’s deconstruct a few common scenarios:
“We spent £30K and got barely any leads.”
Did you define your ICP beforehand? Was your booth attracting decision-makers, or just passers-by?
“The team said no one wanted to talk.”
Were they trained to open conversations, not just pitch? Did you give people a reason to engage?
“It was hard to stand out.”
Did you differentiate with relevance or just rely on graphics? Did your presence offer value - demos, insights, exclusives?
“We didn’t have time to follow up.”
Then you weren’t ready to attend. Follow-up is half the return. No plan = no pipeline.
Most flops aren’t about the event. They’re about poor planning, undercooked strategy, and internal misalignment.
Brutal truth? Yes. But also very fixable.
Real Talk: If You Don’t Have a Strategy, Stay Home
This is your permission slip not to attend if it’s not strategic.
→ No more “we go every year”
→ No more “we just want to have a presence”
→ No more “we’ll figure it out when we’re there”
If you can’t articulate who you’re targeting, how you’ll engage them, and what happens after - save your money.
Ready to Rethink Events?
If you're tired of pouring budget into booths with no return - let's change that.
If you're scaling fast and need your event plan to match - we’re here.
If you want your brand to show up sharp, strategic, and memorable - let’s talk.
Because events aren’t dead. Your strategy just needs a rebirth.