Footfall is no longer a number organisers can sell against digital channels, according to an events leader. Sharon Roessen, COO of Terrapinn, argues that the meeting is the only unit of event value that produces a figure a marketing director can compare with anything else they buy. Terrapinn runs around 90 events a year – …

Event organizers have long attributed the value of shows to the amount of content they can offer to participants – this has been the status quo for years. This means the more speakers, sessions, panels, exhibits – the better. The belief was that this makes the event more impressive and attractive to potential attendees and …