Epic Events Podcast with
Chloe Richardson

The Events Industry Doesn’t Just Have a Content Problem. It Is Too Afraid To Be Memorable

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  • Chloe Richardson

    Chloe Richardson is one of the event industry’s leading voices on measurement, with 17+ years of experience across organizers, corporates, and suppliers on five continents. She helps global event teams move beyond vanity metrics and use practical frameworks to prove event impact, communicate value, and make smarter decisions.

About the Episode

Are we creating events people actually remember, or are we just filling rooms and calling it success?

In this episode, Muhammad Younas sits down with Chloe Richardson to discuss why the events industry needs to take measurement, content, and memory more seriously. Chloe explains that a busy room is not proof of impact. Registrations, footfall, booth scans, and app downloads can show activity, but they do not show whether people remembered the message, changed behavior, or took action after the event.

The conversation also gets into a bigger issue. Many events are still relying on the same formats, the same panels, and the same long presentations, even though attendees want to be more involved. Chloe shares why networking often feels more valuable right now, not because content does not matter, but because event content has become too passive and predictable.

You’ll hear how event teams can start designing with more intention. That means setting objectives early, measuring what matters, and creating moments people can actually recall weeks or months later. If your event strategy still depends on “it went really well,” this episode is a useful reset.

Key Takeaways:

  • Define 3 to 5 clear objectives before the event so you know exactly what success should prove.
  • Measure behavior change by asking what attendees did differently after the event, such as booking a meeting, using a product, or changing a process.
  • Track memory by surveying attendees right after the event, then again 2 to 3 months later to see what they still remember.
  • Move beyond footfall by asking whether attendees understood your message, trusted your brand more, or took a next step.
  • Measure brand perception by asking the same survey question before and after the event on a simple 5-point scale.
  • Make content more memorable by replacing long panels with formats where attendees can contribute, discuss, and share what they know.
  • Focus on the start and end of the event because those moments are easier for attendees to remember.
  • Share event results in the language each stakeholder cares about: cost efficiency for finance, brand impact for marketing, and pipeline progress for sales.
  • Build one reporting template for every event so your team can compare results and create internal benchmarks.