Smarter Strategies for a Louder World

Last week Situation UK attended the first OnSale conference, a new event dedicated to events and live experience marketing. Over the course of the day, I attended a handful of insightful talks with some of the most brilliant minds in our industry and explored everything from influencer strategy to the power of AI.

While the topics varied, I found one theme remained consistent across the board: connection. Whether it was connecting audiences to stories, fans to influencers, or brands to buzz, authentic human connection emerged as one of the most powerful marketing tools. So, here’s what I took away from the first OnSale conference and why the power of connection will resonate with me:

With AI tools now readily available in everyone’s hands, the amount of content online has exploded. When we launch ads, they don’t just sit alongside our competitors, they’re dropped into a feed filled with memes, holiday photos, influencers, baby pictures, and now AI-generated content. The need for attention has never been greater and that means standing out isn’t just about eye-catching visuals, it’s about being smart with your message, timing, and targeting.

Inviting celebrities to launch events or press nights can be a powerful way to generate buzz. Not only do they help drive social media mentions, but they often lead to valuable press coverage as just having them spotted at an event can impact headlines. However, just like with influencers, it’s not just about star power; it’s about fit. The right celebrity should align with your brand’s tone and audience to make the connection feel authentic. When that alignment clicks, it really pays off. Take Titanique, for example; Amanda Holden and the Heart FM team attended and couldn’t stop raving about it on air. That kind of genuine talk-up is gold for events: free publicity that feels real and builds trust.

We’ve connected with stories since childhood. When it comes to event marketing, embedding storytelling and emotion into creativity is vital. It draws people in and makes your content memorable. However, it’s important to land this from the start as it builds a strong emotional thread. But while emotional impact matters, don’t let your logo or key messages get lost in the narrative as these are ultimately what needs to land.

84% of under-35s lean into the opinions of friends and family when making purchasing decisions. That stat alone is a powerful reminder that connections are king. Influencer marketing, if done right, taps into this by creating the feeling of familiarity. Success hinges not just on engagement metrics and follower count, but also on alignment. The right influencer should reflect your event’s tone and values to build trust and authenticity, unlocking a connection between your brand and audiences.

If there’s one thing OnSale 2025 made clear, it’s that forging real, human connections remains at the heart of successful live experience marketing. In an increasingly cluttered digital space, it’s the emotional connections that stick.