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Latest updates from Gevme + fresh finds from the events world:

• Live from IMEX Frankfurt — sessions you won’t want to miss (Save your spot)

• Too many events, too little strategy? Here's what to do!

• A paid ads trick most event marketers overlook

• The early (creepy) history of facial recognition at events

Catch Us At IMEX Frankfurt | May 20-22

We’re bringing the industry’s best to booth G265 at IMEX! 

Come by and join us for some exciting sessions on the latest innovations in events. 

May 21, 2025; Wednesday

2 pm | AI-Driven Sustainability | Alexander Alles (NZCE, JMIC) will share how AI is making sustainability guidelines easier for event planners to follow with Sustainability Hub for Events (SHE).

2:35 pm | Data-Driven Event Success | Jonathan Easton will break down how to use AI and data to measure what actually works so you can run smarter, more successful events. Catch him in the panel discussion at the Research Pod.

3 pm | Spark: AI Reimagined for Event Pros | Keerat Singh will introduce Spark (our event productivity tool built by event profs, for event profs) to speed up planning tasks like content creation, repurposing, and idea generation. More time for strategy, less time lost to busywork.

May 20-22, 2025 | IMEX Campfire

Spark / Snapsight Answer Your AI Questions | Got questions about AI tools for event content, workflows, or team use cases? Swing by our daily Q&A sessions on Spark and Snapsight.

Stop by Booth G265 and see what’s new in event tech and sustainability.

Fresh Finds

Too Many Events, Too Little Strategy

Attendance is up, but strategy’s lagging behind. Julius Solaris points out a growing problem: too many events, not enough intention.

In the rush to boost numbers, we’re missing what really matters — understanding what attendees actually want and proving impact with strong KPIs.

His advice? Don’t just fill the room. Show up with something different and build a case that protects your role and your event’s relevance.

This Week's Event Tip

Use "Lookback Windows" in Paid Retargeting Ads

Most marketers run retargeting ads to people who visited their event site recently — say, in the last 7–14 days. But here’s the trick: set up a lookback window for 90–180 days, then segment and retarget past visitors just before your next event cycle begins.

Why it works:

These users showed interest months ago, so they’re already primed. Targeting them right before ticket sales or a new campaign launch increases conversion at lower ad costs — because they’re warm leads but no longer being aggressively targeted by others.

Event Tech Trivia

Facial recognition was tested at events before it was mainstream (and it freaked people out)

Back in 2015, a British festival experimented with facial recognition to spot known troublemakers in crowds. It kind of worked — but attendees weren’t told ahead of time, so privacy watchdogs tore it apart. This led to a push for more transparent data policies in event tech years before GDPR came in swinging.

Image courtesy of ITV

Expect the unexpected, but not at your event.

Gevme turns “What if?” into “What’s next?”

Have a suggestion? Hit reply and fill us in.

See you next week,

Team Gevme

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