{"id":58619,"date":"2025-01-13T11:35:16","date_gmt":"2025-01-13T19:35:16","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=58619"},"modified":"2025-03-13T06:57:25","modified_gmt":"2025-03-13T13:57:25","slug":"from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson","status":"publish","type":"post","link":"\/us\/en\/blog\/from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson\/","title":{"rendered":"From 0 to 20,000 attendees: Event marketing insights from Jay Schwedelson"},"content":{"rendered":"<p><em>Part of <a href=\"https:\/\/events.ringcentral.com\/events\/beyond-the-venue-event-marketing-bootcamp\">Beyond the Venue: Event Marketing Bootcamp<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Event marketing isn\u2019t without its challenges. From dealing with low turnout to making your event stand out in a sea of competitors, the process can test even the most seasoned marketer. But it doesn\u2019t have to be a guessing game.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/schwedelson\/\"><span style=\"font-weight: 400;\">Jay Schwedelson<\/span><\/a><span style=\"font-weight: 400;\">\u2014a marketing visionary behind some of the most successful virtual events\u2014is sharing his proven strategies to make your events work for your business. Having grown his own virtual conference to a staggering 24,000 attendees, Jay knows what it takes to drive engagement, deliver value, and, yes, keep things interesting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s break down his top insights <\/span><span style=\"font-weight: 400;\">from our recent <\/span><a href=\"https:\/\/events.ringcentral.com\/events\/beyond-the-venue-event-marketing-bootcamp\"><span style=\"font-weight: 400;\">Event Marketing Bootcamp<\/span><\/a><span style=\"font-weight: 400;\">, in his conversation with <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jordarno\/\"><span style=\"font-weight: 400;\">Jordan Arnold<\/span><\/a><span style=\"font-weight: 400;\"> (Head of Global Sales &amp; Strategy at RingCentral), <\/span><span style=\"font-weight: 400;\">into actionable steps for your next event.<\/span><\/p>\n<h3 class=\"heading h3\"><b>Rethinking webinars<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Jay makes one thing clear: the word &#8220;webinar&#8221; could be holding you back. \u201cThe actual word is a boat anchor,\u201d he says. Instead of relying on a tired format, shift the focus to what truly resonates with your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">His advice?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Highlight the <\/span><i><span style=\"font-weight: 400;\">topic<\/span><\/i><span style=\"font-weight: 400;\"> first, not the format.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use engaging terms like \u201clive event\u201d or \u201cvirtual workshop.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Emphasize the value attendees will gain, and make that value obvious upfront.<\/span><\/li>\n<\/ul>\n<h3 class=\"heading h3\"><b>Building experiences that stand out<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">How do you get people excited? Simple: offer something different. Infuse your event with personality and tangible takeaways. Jay puts it this way: &#8220;If your event feels like you&#8217;re just reading off a PowerPoint about industry updates or best practices, no one is coming to your next one.&#8221;<\/span><\/p>\n<h3 class=\"heading h3\"><b>The importance of brutal honesty<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Jay\u2019s team uses what he calls the <\/span><i><span style=\"font-weight: 400;\">\u201cDoes It Suck?\u201d<\/span><\/i><span style=\"font-weight: 400;\"> committee: a no-holds-barred process for evaluating ideas. As harsh as it may sound, this approach ensures that every concept or session aligns with audience expectations and drives engagement. Consider building your own internal feedback mechanism to ensure quality without compromise.<\/span><\/p>\n<h3 class=\"heading h3\"><b>Redefining monetization<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Charging admission isn\u2019t the only path to ROI for virtual events. In Jay\u2019s model, he keeps events free for attendees to broaden reach, while giving sponsors meaningful ways to engage with a highly targeted audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One tactic? Sponsors can ask custom registration questions to generate qualified leads\u2014a win-win for both event organizers and sponsors looking for high-value prospects.<\/span><\/p>\n<h3 class=\"heading h3\"><b>Optimizing for speaker impact<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The days of promoting events with static thumbnails and bland bios are long gone. Jay\u2019s approach prioritizes action from speakers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few of his top strategies:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ask speakers to produce 30-second tips or teaser videos in advance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Require them to promote the event on their own social channels.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make promotional efforts part of the speaker agreement.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Speakers, no matter their level of prominence, need to contribute to the event\u2019s visibility. Setting clear expectations ensures everyone has skin in the game.<\/span><\/p>\n<h3><b>Solving the on-demand dilemma<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s tempting to make event recordings available forever, but according to Jay, that might diminish live attendance. Instead, he recommends an \u201cearned on-demand\u201d model: require attendees to participate in the live event for a set amount of time (e.g., 60 minutes) to unlock access to recordings. This approach builds FOMO while encouraging deeper live engagement.<\/span><\/p>\n<h3><b>Final advice: Push boundaries<\/b><\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-58622 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/12\/Screenshot-2024-12-19-at-4.05.32PM.png\" alt=\"RingCentral Events Beyond the Venue: Event Marketing Bootcamp\" width=\"2048\" height=\"1123\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Jay\u2019s overarching reminder to event marketers? Stop following the same well-trodden paths. Play the game differently by rethinking traditional formats, embracing creativity, and actively experimenting with new ideas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your next virtual event doesn\u2019t have to look like everyone else\u2019s. With Jay\u2019s advice in mind, you\u2019re positioned to create experiences that are engaging, effective, and, most importantly, memorable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking for more insights? Jay\u2019s upcoming 100% free virtual event, <\/span><a href=\"https:\/\/www.eventastic.com\/\"><i><span style=\"font-weight: 400;\">Eventastic<\/span><\/i><\/a><span style=\"font-weight: 400;\">, hosted by Guru Media Hub, is the world\u2019s largest event about events, offers even more actionable strategies to elevate your approach. Don\u2019t miss it, happening on June 5-6, 2025.<\/span><\/p>\n<p><a href=\"https:\/\/www.eventastic.com\/\"><img decoding=\"async\" class=\"alignnone wp-image-58641 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2025\/01\/image.png\" alt=\"RingCentral Events Eventastic\" width=\"2966\" height=\"1042\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Missed our Event Marketing Bootcamp? Sign up and watch the replay of the entire conversation with Jay.<\/span><\/p>\n<p><a href=\"https:\/\/events.ringcentral.com\/events\/beyond-the-venue-event-marketing-bootcamp\"><span style=\"font-weight: 400;\">Watch the replay<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Part of Beyond the Venue: Event Marketing Bootcamp Event marketing isn\u2019t without its challenges. From dealing with low turnout to making your event stand out in a sea of competitors, the process can test even the most seasoned marketer. But it doesn\u2019t have to be a guessing game. Jay Schwedelson\u2014a marketing visionary behind some of &#8230;<\/p>\n","protected":false},"author":1067,"featured_media":58621,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18390,43333],"tags":[254],"class_list":["post-58619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-and-collaboration","category-events","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>From 0 to 20,000 attendees: Event marketing insights from Jay Schwedelson<\/title>\n<meta name=\"description\" content=\"Watch the Event Marketing Bootcamp replay, where you&#039;ll learn how to create engaging, effective, and memorable experiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From 0 to 20,000 attendees: Event marketing insights from Jay Schwedelson\" \/>\n<meta property=\"og:description\" content=\"Watch the Event Marketing Bootcamp replay, where you&#039;ll learn how to create engaging, effective, and memorable experiences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-13T19:35:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-13T13:57:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2024\/12\/Blog-image-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ben Wu\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ben Wu\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson\/\"},\"author\":{\"name\":\"Ben Wu\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/93f884df532ae1a94215111783ed21f3\"},\"headline\":\"From 0 to 20,000 attendees: Event marketing insights from Jay Schwedelson\",\"datePublished\":\"2025-01-13T19:35:16+00:00\",\"dateModified\":\"2025-03-13T13:57:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson\/\"},\"wordCount\":663,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/from-0-to-20000-attendees-event-marketing-insights-from-jay-schwedelson\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2024\/12\/Blog-image-1.png\",\"keywords\":[\"marketing\"],\"articleSection\":[\"Communication &amp; 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