Founders love events. I get it. When you don’t quite know how to sell yet, sponsoring a trade show or setting up a booth feels like the fastest way to get in front of customers. I’ve seen it happen countless times. The problem? It’s also the fastest way to burn through your budget without really knowing what you got in return.
I’ve talked to enough founders who suddenly realize they’ve spent $300,000 on events in a year. When you ask what deals actually came out of those shows, the answers get fuzzy. The assumption is always the same: events equal pipeline. But if we’re being honest, most of the time, they don’t.
Why the Default Playbook Fails
Too often, we let the event itself dictate our value. Organizers sell us sponsorship packages, branded lanyards, and prime booth spots. We buy them because “that’s just how it’s done.” But at the end of the week, all we have are scanned badges and a few half-interested demos.
That’s not ROI.
Events haven’t changed much in decades. Even after COVID forced a rethink, most companies went right back to the old model. And here’s the crazy part: everyone admits the outcomes haven’t improved, yet they keep running the same motion.
The Backchannel Cheat Code
The best event I’ve attended in the past year had nothing to do with the show floor. It was all about the backchannel. A partner walked me into closed-door meetings happening off the books, and those conversations ended up being the only ones that mattered.
If I’d stuck to the booths and keynotes, the event would have been a complete waste of time and money. That’s the truth no one likes to say out loud: the deals don’t happen on the floor, they happen behind closed doors. And you only get into those rooms if you have the right relationships.
The Sponsorship Illusion
Here’s another lesson: don’t be afraid to push back. I once told an event organizer, “I’m not spending another five grand to send people just to sit in your expo hall. Give me something else. Be creative.” They never called me back.
That told me everything I needed to know. If the only value an event can imagine is a booth, then it’s not an event worth doing. Unfortunately, plenty of vendors keep writing those checks, which is why organizers never feel the need to change.
Why Events Still Persist
So why do events keep thriving if they’re so broken? In some industries, compliance requirements like continuing education (CE) credits guarantee attendance. That’s why some shows in healthcare and dental, for example, aren’t going anywhere.
But a captive audience doesn’t guarantee vendor ROI. Just because the buyers are in the building doesn’t mean you’ll connect with them in a way that matters. That’s on you to figure out.
How to Rethink Events
Here’s how I approach them now:
- Start with partnerships, not packages. Who already has access to the people I want to meet? I’d rather align with them than slap my logo on a banner.
- Measure value by meetings, not impressions. Ten high-quality meetings beat a thousand badge scans. Period.
- Design your own outcomes. Stop waiting for organizers to tell you how to show up. Host a dinner. Piggyback on another gathering. Create the experience yourself.
- Know when to say no. Sometimes the right move is to skip the event entirely. Just because your competitor is there doesn’t mean you need to be.
Founders Beware
Events are seductive. They make you feel busy, visible, even important. But don’t confuse activity with progress. The easy path (just showing up with a booth) is usually the most expensive one you can take.
I’m not saying events can’t be valuable. They can. But only if you control the strategy, build the backchannels, and focus on the conversations that actually move your business forward.
Otherwise, you’re just another company on the show floor, waiting for ROI that never comes.
