HOW TO BUILD AN IRL EVENTS STRATEGY

Summary from the TLDR Marketing newsletter

In-person events can be powerful marketing tools, but only if they align with a startup's audience, go-to-market motion, and existing strengths. Events should be evaluated like any other marketing channel, using clear frameworks that consider fit, expected ROI, and whether the team has the right resources to execute well. Success depends on treating events as full campaigns, with strong creative, content, and follow-up. Coverage and composition are key to choosing the right events: high coverage brings reach, while high composition ensures relevance. Events fail when handled by the wrong people, are overly sales-driven, or lack brand alignment, so thoughtful planning and execution are critical.