As a marketer, I love when I get to attend an event that leaves me feeling informed, energized, and inspired. But I can also recall a few that I struggled to sit through—where I raced for the door before cocktail hour.
I sat down with Account Director and events coordinator extraordinaire Irena Bosworth to get her thoughts on what makes a successful curated event—and how curated events can be a crucial part of the full marketing lifecycle.
Q. What sort of events has Sage helped produce lately?
A. Lately we’ve been partnering with a fantastic client who’s creating intimate events of about 25 guests or so, all of whom are regional business owners. We’ve curated cool exclusive dining events, as well as pro sporting events with on-field experiences, stadium tours, and photo opportunities.
Q. How do you strike the right balance of fun and meeting business objectives?
A. The events are lively, and we make sure guests have a great time. But you have to put the goal first, which is building relationships with prospective clients. These events are opportunities for our client to connect with business owners face-to-face and demonstrate the tremendous value they bring on a more personal level.
Q. What are the keys to creating successful events in 2026?
A. There are a few things. First, your team has to align on a clear objective for the event. Next, there must be a point person for logistics. Don’t leave any detail to chance. Just because you have an event lead at your venue doesn’t mean they handle everything. That venue might not have parking, so you may need to work with a virtual parking company on your own. That sort of thing. And of course, you must make sure people leave with smiles on their faces and full bellies. Were they taken care of? Did they have meaningful conversations? These events have a halo effect and word of mouth goes a long way.
Q. Events are expensive. How else can marketers make them worth it?
A. While a lot goes into planning an event, you need to think beyond the actual day. Something we suggest is to have a well-thought-out plan for capturing content—from photos to videos, to testimonials and soundbites. In-person events are a valuable opportunity to capture content with a long shelf life. It’s worth bringing in your brand or creative team. Then you can maximize bang for your buck in terms of brand storytelling.
Q. What should marketers do after the event?
A. Follow-up is key. Send attendees a quick survey. Get their thoughts on what worked well or where there’s room for improvement. It’s even better if your team can reach out soon after the event with personalized follow-up emails. Thank attendees for coming and get those next steps in motion. Capitalize on that momentum.
Let Sage help make your next event a success
Whether you already have an idea for an event or you’re completely new to event marketing—Sage can be your strategic partner. From conducting research to helping with logistics, we take a hands-on approach to ensure your event is executed flawlessly.