Events have the power to influence brands on multiple levels. When done correctly, they can lead to improved brand recognition, increased customer loyalty, and higher sales, all while giving your brand a competitive advantage.
In this e-book you'll learn:
- The key benefits of using events to enhance your brand.
- Proven strategies for building stronger brands through events.
- How to effectively leverage event technology to boost your branding efforts.
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The year 2025 marks a turning point in how companies approach events. No longer just an afterthought in the marketing plan, events are becoming a strategic cornerstone in business development. New demands from attendees, technological advancements, and stricter regulations are reshaping the industry. At Trippus, we’ve identified five key trends that every event organizer needs to stay on top of – to stay ahead of the curve and create impactful events that truly make a difference.
More organizations are viewing events as a crucial tool in their sales strategies. According to Forbes, 65% of B2B marketers believe that events generate the most qualified leads. It’s not just about generating leads during the event – proper follow-up is essential to turn those leads into real business. A study published by Exploding Topics shows that 83% of companies include in-person events in their strategy, seeing them as a profitable investment – further underscoring the power of events.
On the consumer side, the impact is just as strong. EventTrack reports that 85% of consumers are more likely to purchase a product or service after attending a live event. It’s all about creating immersive experiences that bring people closer to a decision. When participants get to experience a company’s offerings firsthand, understand their values, and interact with sales representatives, the impact is profound.
A clear example comes from the automotive industry: a single test drive is valued at around SEK 3,000 per person, as 78% of purchasing decisions are directly influenced by the experience.
Today’s attendees expect events to be tailored specifically to them. The “one size fits all” approach is no longer effective. People want relevant content, speakers who understand their challenges, and interactive formats that foster engagement.
The trend is clear: niche, specialized events are perceived as more valuable than broad, generic ones. Target a specific audience – for instance, “CMOs in SaaS” rather than “everyone in marketing.” Include interactive elements like Q&A sessions, roundtable discussions, or case-based formats to create a sense of personal relevance.
For organizers catering to multiple audiences, it's essential to segment communication effectively. For example, HR and marketing professionals may both benefit from an event focused on employer branding – but they approach the topic from very different perspectives and need tailored messaging to match.
To run a successful event in 2025, the attendee experience must take center stage. Time is a limited resource, and every minute needs to deliver value.
Attendees are asking for:
According to Eventbrite, 63% of organizers believe attendees prefer smaller, more intimate gatherings. Programs should be concise, relevant, and include space for meaningful interaction. This can mean well-planned breaks for knowledge sharing or digital matchmaking to facilitate connections.
Trust is a key ingredient for successful events – and that trust is built on security. In 2025, digital and physical security will be more important than ever.
Digital security involves GDPR compliance, multi-factor authentication (MFA), and EU-based data storage. Attendees must feel confident that their personal information is handled securely.
On-site safety includes access control, permissions management, and real-time attendance tracking, enabling swift action in the event of incidents.
Secure payments require systems that comply with PCI DSS standards to protect sensitive cardholder data.
In June 2025, the EU Accessibility Act takes effect. For the events industry, this means everything from booking forms and interfaces to color schemes and image alt-texts must be accessible to people with disabilities.
This includes:
Check out our guide on how to make your event accessible ->
The trends for 2025 show that successful events require more than just a great agenda. You need to think strategically, meet rising attendee expectations, prioritize both security and accessibility – and most importantly, create experiences that are genuinely relevant.
