We’ve all been there, five canapés and one Prosecco deep at an event we’ve joined to learn something new and expand our network. Events are a common part of our professional lives, and for businesses and brands, they’re a crucial part of the marketing playbook.

In today’s hyper-connected world, where digital noise is constant, a strong event strategy can propel your brands far ahead of the competition. 

When we launched Forbes Australia in 2022, our vision extended beyond the pages of a magazine or the pixels on a screen. We knew business media needed a fresh approach, and we also needed to forge new connections within the business community. 

But we had to face a few hard truths. First, young people aren’t walking into a newsagent to buy magazines and a lot of traditional media struggle to engage younger audiences. Secondly, we’re living through a ‘Big Bang’ of content. Information overload has led to attention decline, and people simply aren’t reading as much as they used to.

Brands, including media brands, need to help people slow down and not add to their anxiety and information deluge. How? By curating content that not only informs but also inspires and teaches.

The concept of belonging

At the heart of this strategy is the concept of belonging. In a world increasingly driven by digital interactions, the desire for genuine connection has never been stronger. Whether it’s business leaders, entrepreneurs, investors or creators, people want to be part of something bigger – a place where they feel understood and supported. Instead of merely churning out content and hoping for clicks, engagement or subscription, it’s about building a business community that transcends mere content consumption. 

From the beginning, we saw the Forbes Australia magazine as more than just a publication – it was a portal into a dynamic business ecosystem where various sub-communities could converge and thrive. But how could we create a media company that met consumers’ needs for affiliation, social cohesion, purpose and meaning while preserving a brand that had commanded respect and admiration for over a century? The answer: By focusing on depth over breadth. 

We realised that to survive and thrive in a sea of algorithms, building trust and fostering a genuine sense of community were paramount. From the outset, memberships and events were integral to the strategy. We chose to prioritise meaningful engagement with our audience rather than chase a mass digital audience. 

Not only do events create a tangible, emotional connection with your customers and prospects, but a well-run event can also bring to life your brand values, deepen your understanding of your audience and customer, reset a tarnished brand image, and of course, springboard your sales process. In terms of strategic value to the business, it’s marketing gold.

You build and enrich your data points and reduce reliance on investment to build brand connection and revenue – how many banner ads and social videos does it take to convey the feeling you get when you’re in the room at a great event? Ultimately, it leads to a community of advocates for your brand and increases the long-term value of your customers. 

By understanding the unique needs and aspirations of our diverse audience segments — entrepreneurs and business owners, under-30s, women, billionaires and investors, C-suite executives and business leaders – we have been able to craft events that speak directly to their ambitions, challenges and desires.

Events like the Women’s Summit, Business Summit and the recently announced Icons & Investors Summit are tailored to these groups. This approach ensures that our events aren’t only relevant but also differentiated, offering unique value that – more often than not – our audiences can’t find elsewhere.

What makes a successful event

There are three key steps to setting up a successful events strategy:

1. Embrace community building

One of the most powerful aspects of our event strategy is the ability to provide people with a platform to connect with like-minded individuals. I recently met with a friend who is publishing a book. She mentioned that the two common denominators among people who get published are finishing their stories and being part of a writers’ group.

The same could be said for entrepreneurs. Being able to tap into a group of like-minded people is key; feeling understood and supported on the – sometimes lonely – entrepreneurial journey. 

2. Make the brand accessible

Our events are designed to bring our magazine to life, making icons and heroes accessible to our readers. Featuring cover personalities on stage at events and offering direct interaction opportunities has been a game-changer, enhancing the accessibility and relatability of the brand.

This strategy not only enriches the attendee experience but also strengthens the community fabric, fostering a sense of inclusion and belonging. Figure out your brand’s strengths and play to them. What can you offer in the way of making parts of your brand physically accessible that wouldn’t be possible through a screen?

3. Focus on opportunity and optimism

Events should inspire, whether it’s business leaders pushing boundaries to create a better future or your brand dedicating itself to bringing about sustainable change for its users. By focusing on opportunity and optimism, rather than the doom and gloom often prevalent in mainstream media, you’ll create experiences that people will want to return to. 

In an increasingly digital world, where people are more time-poor than ever, events hold the key to creating a point of difference for your brand. Whether large or small scale, it’s about finding ways in which you can bring people together that will not only have a lasting impact but allow you to showcase what your brand means in a way that is real, tangible and clearly differentiated.

Sarah O’Carroll is the Forbes Australia editor-in-chief. She oversees the brand’s local launch across print and digital platforms. With a strong background in media, she has a track record of launching and growing successful initiatives. O’Carroll is dedicated to creating experiences that inspire change, aiming to deliver a comprehensive and innovative Forbes experience in Australia.

Heidi de Boer is the Forbes Australia group marketing director, where she leads the brand’s marketing strategy and execution. With extensive experience in driving growth and building brand presence, she plays a key role in establishing Forbes Australia as a leading business and lifestyle platform.

Also, read about when O’Carroll first took command of the prestigious title.

Imagery attributed to Forbes Australia.