The Digital Marketing Podcast Using Events To Build Movements, Not Moments with Kelvin Newman
Jul 12, 2024
Kelvin Newman, mastermind behind BrightonSEO, shares insights on transforming events into movements that inspire lasting impact. Topics include evolving BrightonSEO, pivoting events during COVID-19, creating memorable experiences, and the acquisition of search marketing events.
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From Pub Meetups To 4,000 Attendee Conference
- Brighton SEO started in a pub room for ~30 people and grew through progressively larger venues to 4,000 attendees from 50 countries.
- Kelvin moved from running agency meetups to scaling regular twice-yearly conferences and launching San Diego by testing demand and venues.
COVID Revealed Alternative Event Business Models
- COVID forced many event organisers to pivot to publishing, memberships or virtual events, revealing alternative revenue and community strategies.
- BrightonSEO did virtual talks but prioritized returning to in-person because the core value was face-to-face connection and networking.
Events Became Team Gathering Points After Remote Work
- Remote and hybrid work changed event purpose: teams now use conferences as scheduled opportunities to gather, align and socialise.
- Agencies treat events like annual parties or working weeks to concentrate meetings then disperse team members globally.