20. Creating Events Everyone Talks About and No One Wants to Miss

2.15pm – 5.30pm CEST, 30 June 2025 ‐ 3 hours 15 mins

Room: X1-3

Deepdive Session

Crafting events that members and the sector prioritise

This interactive session led by Sasha Frieze – author and award-winning events producer, and producer of over 500 association conferences - will examine the essential strategies, models, and approaches to create events where insight meets influence. Events that become the go-to gatherings for your members and the wider sector.

In this session, we’ll review a blueprint to help you shape meaningful must-attend events and share experience and learning with your peers. Questions include:

• How do you design for transformation, and who is the transformation for?  Meeting the needs of participants, sponsors, your organisation and your sector.
• Putting the participants at the heart of the event story, and crafting their journey to achieve change that delivers value
• Do you have clarity on your event’s deep purpose?
• What types of content and experiences do participants want?
• Understanding competition mapping over competition tracking

This isn’t a lecture - it’s a collaborative session shaped by expert input and your voice. Immersive discussions form the core of this workshop:

• Understanding the blueprint and key themes
• Snapshot review of participant’s events, based on survey information (+/- 6 weeks prior to the event)
• Roundtable structured discussions
• Break
• Group reflection and experience-sharing session
• Workshop session – action plan for your events
• Review and wrap-up

Expect a responsive format, shaped by who’s in the room and what matters to them.

Speakers

Sasha Frieze

Managing Director, The Business Narrative, Author, The Chief Event Officer’s Playbook

Find out more

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Sasha Frieze

Managing Director, The Business Narrative, Author, The Chief Event Officer’s Playbook

Sasha Frieze FRSA FCIM is an award-winning event strategist and consultant, who’s delivered 1,000+ events in 30+ years, and is the author of The Chief Event Officer’s Playbook – how to create transformational events,

Sasha has worked for decades with clients across associations, media owners, conference and exhibition companies, corporates, and non-profits including: the United Nations Foundation, The Guardian, The BMJ, the Open Data Institute, the British Society for Immunology and the Royal College of Anaesthetists.

Sasha is a Fellow of the Chartered Institute of Marketing and The Royal Society of Arts, a NED of the British Society for Haematology and a visiting lecturer in event management at The University of Westminster.

: https://thebusinessnarrative.com/
: sashafrieze