The Event Show

Show Notes:

Sally interviews serial volunteer Emma Boddington-Stubbs on The Event Show about why she volunteers and what volunteers gain, including fun, friendships, new skills, supplier contacts, and improved communication that has benefited her professional life.

Emma shares volunteer roles ranging from Eat Up Australia’s one-hour cheese-sandwich sessions for schoolchildren to welcoming and supporting people at Brisbane courts through UnitingCare.

They discuss why people may volunteer less, the value of giving time versus money, and how volunteers can soften guest experiences.

Emma outlines what organisers should do to value volunteers: clearly share the why, prepare volunteers with practical details, respect their time, ask for feedback, acknowledge them genuinely, close the loop with outcomes, and plan for volunteer issues and risk management.

00:00 Meet Emma Volunteer Life
01:55 Volunteering Roots and Early Days
03:52 Career Skills from Volunteering
09:04 Why Volunteers Keep Coming Back
10:56 Eat Up Sandwich Shift
16:59 Choosing the Right Gig
19:39 Doing It for Yourself
26:34 Time vs Money Giving
30:43 Volunteer Comms That Work
41:02 Volunteer War Stories
47:00 Volunteer Snubs
47:23 Organiser Chaos
48:48 Offboarding Feedback
50:16 Recognition That Works
52:23 Volunteer Logistics
54:20 Volunteer Visibility
56:20 Courthouse Volunteering
01:03:29 Why We Say Yes
01:03:48 Volunteer Checklist
01:14:24 Risk Management
01:21:20 Raffle Lessons
01:24:03 Final Wrap Up

Early Adopters Are Not Influencers: Rethinking Early Bird Tickets and Event Marketing

Sally reflects on insights from Seth Godin’s This Is Marketing, challenging the assumption that early adopters become long-term buyers or evangelists. She explains that early adopters mainly validate and test an offer by surfacing FAQs, broken links, unclear messaging, and delivery expectations, but they often get bored and do not drive broader sales. Sally reframes early bird tickets as a tool to attract early adopters, while emphasizing the need for a separate, consistent marketing strategy for the larger group that seeks safety, consistency, and proof of value through reviews, social presence, and aligned delivery. She argues promoters must keep up steady value-based promotion throughout, avoid panic-driven “begging” messaging, ensure sales pages enable fast purchasing, and reject misleading scarcity tactics that erode trust.

00:00 Early Adopters Myth
01:22 Early Adopters vs Influencers
02:19 Rethinking Early Bird Pricing
04:13 Early Adopters Test Systems
04:51 Marketing for Safety Seekers
05:30 Sales Page Buyer Types
09:51 Keep Promoting After Launch
11:45 Last Minute Buyers Reality
15:24 Avoid Panic Begging
19:27 Scarcity Marketing Backlash
20:21 Final Takeaways and Books

Freelancing in Events: Identity, Scope Creep, and What We Lose When We Settle for Less

In this episode of The Event Show, I sit down with Nadine Cove to unpack what it really looks like to build a career in events when you have worn every hat, from running an agency to freelancing on festivals in Tasmania. We talk about the identity question of what we even call ourselves, why role lines keep blurring, and how scope creep pulls us into doing more than we were hired to do. Nadine and I compare in person, virtual, and hybrid experiences and what feels missing when events stop being immersive. We also get into the realities that shape delivery now: risk and governance decisions, budget pressure, AV and supplier trust, and how long lead times can amplify stress. Nadine shares lessons from greenfield events, burnout, and redefining ambition after personal loss.

02:30 In Person Versus Hybrid
04:00 Conference Viewing Gap
05:16 Cinema Etiquette Lessons
08:33 Networking Expectations
11:48 Grief and Showing Up
15:15 Burnout and Lead Times
20:35 Freelance Work Style
25:06 Scope Creep Pressures
29:15 Greenfield Events Explained
30:37 Venue Reality Check
32:46 Waste Wake Up Call
34:22 Styling Strengths
37:30 Greenfield Mega Build
39:40 Experience Over Basics
41:38 Risk And Responsibility
45:17 AV Trust Networks
49:09 Freelancer Identity Talk
50:17 Full Service Agency Dream
54:57 Closing And Life Balance
56:24 PS Industry Changes
57:13 Budgets Vs Expectations

Mel Kettle ran 300 events in a single year for Microsoft. One event every working day. She told me this on the podcast this week and I just sat there thinking, how did you survive that.

Turns out, she didn't really. Not without a cost. Mel's experience as a PCO in her 20s revealed an industry that puts on the pressure to keep showing up. Eventually she burnt out with chest pains, blood pressure so high her doctor didn't know how she was still walking around, and a warning that she'd have a stroke before she turned 30 if something didn't change.

In this episode:

•How Mel went from a chance coffee catch-up in Vancouver to running conferences for medical and legal associations, then Microsoft's national events calendar [09:00]

•Why exhaustion and burnout aren't the same thing, and how to tell the difference [39:00]

•The three-stage build of burnout: the small daily shifts, the physical warning signs, and the moment it all catches up [39:30]

•What actually helped Mel recover, from food and movement to boundaries and comedy [44:00]

•Sally's own burnout story, and the moment she realised she's been mis identifying it for 25 years. [42:00]

•Mel's top three recommendations for staying well in a high-pressure industry [52:00]

If you've ever pushed through exhaustion because "that's just the job," this one's worth your full attention. And you can find Mel at www.melkettle.com, including her book Fully Connected, and follow her on LinkedIn (www.linkedin.com/in/melkettle/)

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I recorded this episode from a car park, and it turned into one of my favourite little chats to myself about something we all experience but rarely think about: arrival timing at events. In this episode I share my personal philosophy on when to show up, what's really happening inside the venue before doors open, and, most importantly, how to think about your specific audience's arrival habits when you're planning your own events. Here's what I cover: * Why 30 minutes early is too early, for attendees and organisers alike * My personal sweet spot: the 15-minute early arrival and why it works * How certain audiences will almost always arrive well ahead of schedule, and what to do about it * The simple trick I use to manage early arrivals without disrupting my setup * Why building buffer time into your program is always worth it, even if it feels unfair to the punctual ones If you're planning an event and want to think more strategically about how it all comes together, I'd love to see you at SPONSORSHIFT on Tuesday 21 July. Head to www.sponsorshift.com.au to find out more and grab your spot.

In this episode, I speak with Sarah Eaton, Manager Major Events and Sport at OneMusic Australia, about when events and businesses need a music license and the copyright risks of playing music without permission.

Sarah explains what OneMusic is, how it combines APRA AMCOS and PPCA rights, and how licensing and royalty distribution work for venues and events, including set lists and reporting.

We discuss common scenarios like awards nights, DJs in cafes, live performers at activations, stadium music at AFL games, and misconceptions such as “my event is free,” “I have Spotify,” or “the venue covers everything.”

Sarah outlines typical fee structures and minimums, turnaround times, and how to check coverage and apply via onemusic.com.au.

00:00 Meet OneMusic Sarah

00:55 Why licenses matter

02:37 Music feels free

03:57 APRA AMCOS PPCA

05:25 How royalties get paid

07:05 Sports stadium music

10:20 Awards night checklist

13:38 What it costs

18:07 Find the right license

20:39 Compliance and consequences

22:04 Why licensing helps artists

23:24 International equivalents

24:50 After event responsibilities

25:22 Reporting Unlicensed Events

26:22 Spotify Playlists and Liability

27:44 Cafe DJ and Live Music Licenses

29:25 Event Licensing and Setlists

32:22 Common Licensing Myths

35:17 Spotify for Business Explained

36:19 Venue Coverage and Turnaround

38:16 Enquiries and Dob-In Fears

40:42 Why Royalties Matter

42:49 Final Takeaways and Resources

Direct link to OneMusic website for music licenses for events - https://onemusic.com.au/licences/events

Authenticity vs. Vulnerability in Event Marketing with Cat Matson

You can find Cat Matson at www.linkedin.com/in/catmatson

In this episode of 'The Event Show,' host Sally and guest Cat Matson, a speaking and communication coach, delve into the nuances between authenticity and vulnerability in event marketing. Cat, who works with business owners, public servants, and corporate professionals, shares her insights on finding one's voice and the importance of delivering key messages effectively.

The discussion is prompted by an experiences watching a poorly executed event marketing campaign toll out over 12 months. Cat stresses the importance of maintaining the 'magic' or persona in professional settings while being genuine and relatable. They also explore the effectiveness of behind-the-scenes marketing, sharing do's and don'ts for creating compelling pre-event content.

No-one wants to see how the sausage is made, nor do we want to see the theme park character without their head!

They close with a discussion on what makes events appealing to attendees, emphasizing the significance of offering a holistic experience rather than merely focusing on ticket sales.

00:00 Introduction to Cat Matson
01:07 Authenticity vs. Vulnerability
02:18 The Mascot Rule: Keeping the Magic Alive
02:56 Cat's Journey with Bobby McGee's
06:21 Balancing Authenticity and Leadership
07:29 The Fine Line Between Authenticity and Vulnerability
19:35 Marketing and Authenticity
23:01 What Are People Buying in Events?
27:11 Understanding Audience Experience
28:17 Behind the Scenes of Event Planning
30:37 The Importance of Authenticity in Events
31:17 Challenges and Experiences at South by Southwest
39:09 Effective Marketing Strategies for Events
44:19 Fusion Lunches: Sparking Ideas and Connections
47:18 Final Thoughts on Authenticity and Vulnerability

This episode is for you if you're trying to figure out how or if to use AI when building your personal brand.  It's also for you if you're in a workplace that is holding you back and we discuss ways you can get out of your employment bubble and start building your own personal brand.  The future of your work will depend on it.

<< Join me for an interactive online workshop Wednesday 29 October at 12pm (AEST).  Sign up here >>

In this engaging podcast episode, the host introduces Petra Zinc, a brand and business growth strategist, keynote speaker, and author. Petra specializes in helping executives and founders turn their expertise into authority assets that scale. The conversation delves into Petra's career journey, the importance of seizing 'sliding door' moments, and the evolving landscape of AI and its impact on work. Petra shares insights on the necessity of building a personal brand and using AI tools ethically. The discussion highlights the importance of agency, skill development, and the value of authenticity in personal and professional branding. The episode also addresses the challenges and opportunities presented by AI in the job market and offers practical advice for professionals at all levels to stay relevant and indispensable.

00:00 Introduction to Petra Zinc
00:56 Acknowledging Traditional Owners
01:33 Reconnecting After Years
02:49 Career Shifts and Sliding Door Moments
06:44 The Importance of Human Connection in Storytelling
09:31 Embracing AI in Branding and Marketing
13:35 The Essence of Brand Promise
19:52 Adapting to Market Changes
20:46 Overcoming AI Fears and Ethical Considerations
22:35 Concerns About the Labor Market
23:24 The Role of AI in Workflows
24:08 Challenges in Education and Skill Development
27:21 The Importance of Mindset and Agency
31:22 Building Authority and IP
37:16 Encouragement for Side Hustles
39:27 Final Thoughts and Key Advice

You can find Petra's podcast here - https://www.impaccct.com/trusted-authority-the-podcast

I challenge you to rethink how you create events and experiences for your audience. Currently, people are eager for in-person connections and engaging interactions.

I recall a conversation with someone celebrating both a milestone birthday and their company's anniversary. My advice was to separate the two events to focus on different audiences.

This person's business celebration, for instance, could be transformed into a memorable experience by leveraging their passion for photography and empowerment coaching. Instead of a typical cocktail party, imagine a warehouse transformed into a photographic exhibition using projectors to display stunning images and client stories.

This approach immerses attendees in your world, creating a lasting impact. I encourage you to think creatively about incorporating your personal passions into your events. Whether it's hosting a corporate event on a pickleball court or including pottery wheels for guests to try, these unique elements make your events stand out and be talked about long after they’re over.

Share your creative ideas with me on social media; let’s inspire each other to create unforgettable experiences.

00:00 Introduction: Shaking Up Your Creative Process
00:14 The Importance of In-Person Connections
01:09 A Story of Milestone Celebrations
02:30 Creating Events Around Your Passions
03:32 Innovative Event Ideas
09:07 Making Your Event Memorable
10:54 Challenge: Bringing Personal Passions to Events
11:24 Conclusion and Call to Action

When ticket sales fall short, giving seats away can feel like the only option. But done badly, it risks alienating your paying guests. In this episode, I share stories and strategies for papering the room in ways that protect trust and enhance the event experience.