10 Crucial Factors PR Experts Consider for Large-Scale Event Production
"PR Experts: How do you determine if a client’s event concept is strong enough to justify large-scale production?"
Here is what 10 thought leaders had to say.
Test Event Value Through Audience and Newsworthiness
We start by asking two questions: Is this event truly newsworthy? And who actually needs to be in the room? A flashy idea doesn't mean much if it doesn't serve a clear audience or tie into something timely. We look for a real reason for the event to exist—whether it's a product milestone, a partnership with broader relevance, or a moment that aligns with a larger industry shift.
From there, we assess how much amplification it can realistically get—media interest, partner engagement, attendee quality—not just quantity. If we're stretching too hard to make the story land, it's usually a sign to scale back or rethink the format. A strong event should stand on its own without needing to be oversold.
Justin Mauldin, Founder, Salient PR
-------------------------------------------
Quantify Marketing ROI Before Investing Production Dollars
My approach comes from running marketing campaigns where production costs can make or break ROI - I've learned to evaluate concepts through a quantitative lens that strips away the excitement and focuses on math.
When I managed eDrugSearch.com's entire internet marketing department for 10 years, we had to justify every dollar spent against measurable outcomes. I developed a simple test: if the concept can't demonstrate a clear path to 3x production cost recovery within 90 days through trackable metrics, it's not ready for large-scale investment.
At CinchLocal, I apply this same framework to roofing clients' marketing events. Before recommending any major production spend, I audit their current lead generation baseline - if they're getting 15 leads monthly at $200 cost per lead, an event concept needs to prove it can deliver at least 45 additional qualified leads to justify a $3,000 production budget.
The strongest concepts always solve a specific customer problem rather than just creating buzz. One roofing client wanted a flashy trade show booth, but after analyzing their pipeline, we redirected that budget into storm damage response videos that generated 300% more emergency repair calls during weather season - measurable impact beats impressive production every time.
Cary Byrd, Founder, CinchLocal
-------------------------------------------
Budget, Media Appeal, and Uniqueness Drive Events
The first thing I usually look at is, does it actually make sense given their budget and the resources they have? Because great ideas can quickly fall apart if there is no support behind the scenes like money, people, and time.
Then I ask, "Is this something the media would care about? Would people talk about it online?" And if I think the idea doesn't have some kind of built-in hook, then it's harder for it to go big in the future. I look for a strong visual element, a timely theme, or a clear emotional angle, and if any of them is missing, I have to back off.
I also try to think about what others in the same space have done. If something really flopped for a competitor, that usually tells me we should pause and figure out why. No need to repeat mistakes. But if a similar event did well, that gives us a starting point. Then we ask, "How can we do this in our own way, something that actually feels fresh, not just a copy?"
There is a mix of gut-check, audience value, and practical things. If I can see all three, only then do I move forward.
Eric Sornoso, Co-founder, Mealfan
-------------------------------------------
High Buyer Interest Trumps Social Media Metrics
As a fly fisherman and CEO of Caddis Solutions, I've found the best test for any event concept is whether it creates "high buyer interest" - a metric we value far above typical social media outcomes. In the financial advisory space, we've seen this play out through our Sponsor Method which pairs advisors with nonprofits to leverage Google ad grants.
The strength of an event concept lies in its adaptability. Just like matching a fly to changing water conditions, successful events must adjust to participant engagement in real-time. We train financial advisors to read the room and tactically adjust their language when working with high-net-worth prospects - the same principle applies to events.
One specific example: when we helped a financial advisory firm sponsor a nonprofit fundraiser, we measured success not by attendance but by qualified prospect engagement. The event generated 31% more high-value conversations than traditional marketing approaches because it addressed a genuine community need while showcasing the firm's values.
The ROI question is crucial. We've found that events justifying large-scale production typically deliver at least twice the investment in Google ad exposure while simultaneously building authentic community connections. This dual benefit creates what we call a "dynamic sales funnel" rather than the static straight-line journey most marketing teams expect.
Jeff Mount, CEO, Caddis Solutions
-------------------------------------------
Target Specific Audiences for Measurable Event ROI
As the founder of SVZ, I've learned that successful event concepts need to deliver measurable ROI beyond just "brand awareness." When evaluating event production scale, I focus on whether the concept creates authentic connections with the specific audience segment you're targeting.
For our luxury yacht charter client, we didn't pursue broad-reach events. Instead, we created highly curated experiences for a select group of luxury lifestyle influencers with proven UHNWI audiences. This targeted approach generated $250K+ in direct charter bookings within 60 days - far outperforming traditional marketing channels.
With Visit Arizona, we monitored real-time engagement during their digital experience launch. When we noticed high mobile traffic on location pages, we quickly optimized media-heavy elements - reducing load times by 40% and directly improving engagement metrics. This data-driven approach applies equally to physical events.
The strongest event concepts have built-in measurement frameworks. For XR Extreme Reach, we A/B tested multiple versions of value propositions before their launch event, moving from tech-forward language to clarity-first messaging ("Make every brand moment matter"). This pre-event testing improved conversion by 17% and informed how we structured the launch experience.
Scott Van Zandt, Founder & CEO, SVZ
-------------------------------------------
DPC Events Must Solve Real Healthcare Problems
I evaluate event concepts through the DPC lens: will this genuinely connect patients with transparent healthcare or just create more insurance-industry noise? Strong concepts focus on patient education—like 'How to Fire Your Insurance Company' workshops that attract 200+ attendees versus generic 'wellness fairs' that draw crickets. I look for measurable outcomes: can we convert 15% of attendees into $89/month DPC memberships through authentic relationship-building rather than corporate healthcare marketing? Events must solve real problems, not just fill conference rooms with people seeking free blood pressure checks. That's how DPC brings care back to you.
Wayne Lowry, Founder, Best DPC
-------------------------------------------
Content Longevity Determines True Production Value
As a podcast host ranked in the top 2.5% globally with over 500 episodes produced, I've found that evaluating event production value comes down to content longevity potential. When clients propose event concepts, I first assess whether the content can be repurposed across multiple platforms - this is crucial for ROI justification.
For example, when transitioning from music production to podcasting, I created show-specific jingles and sound effects that improved production value while maintaining brand consistency. This relatively small production investment dramatically increased listener retention by 31% and made the content more shareable.
The strongest justification for scaled production comes when the event concept generates multiple content types simultaneously. My podcast pro-production team now captures video, audio, and written content from a single recording session - tripling the content output with minimal additional cost.
I've found the magic metric is "evergreen potential" - will this content still attract audience 6-12 months later? Our most successful client events are those designed with both immediate impact and long-term findy in mind, particularly those optimized for SEO that continue driving traffic months after production.
Favour Obasi-ike, Project Scheduler, Work & PLAY Entertainment
-------------------------------------------
Test Event Appeal Before Full-Scale Investment
We ask one question early on: "Would people care about this if no one paid them to show up?" If the answer feels shaky, we pause. A strong event idea usually solves a problem or taps into a clear desire, like learning something useful, making the right connections, or getting access they can't find elsewhere.
We also test the concept in small ways before going all-in. That might mean floating the idea on social media, checking RSVPs for a virtual preview, or asking past attendees what would make it worth their time. If interest is lukewarm, we know it's time to tweak the hook or scale it back.
Matias Rodsevich, Founder & CEO, PRLab | B2B Tech PR Agency
-------------------------------------------
Match Production Scale to Cross-Platform ROI Potential
At Open Influence, I evaluate event concepts through a creator-first lens. Does the production create meaningful engagement opportunities that align with both brand goals and audience expectations? Our 2025 Digiday award-winning campaign succeeded because we matched production scale with anticipated ROI and engagement metrics.
When advising clients on production investments, I look for cross-platform potential. Our most successful large-scale productions generate content that works across multiple channels - what we call a "create once, publish everywhere" strategy. This approach maximizes the investment by ensuring assets can be repurposed from long-form video to short snippets for different platforms.
Production value should match audience expectations for your industry. For our finance clients like Fidelity, we invested in higher production value with Mayim Bialik because the subject matter (retirement planning) demanded credibility signals. Conversely, for fashion and beauty campaigns, we often recommend authentic, raw aesthetics that perform better with Gen Z audiences.
The strongest indicator for green-lighting large productions is measurable business impact. When we produced virtual fashion events during COVID, we tracked not just impressions but conversion metrics. This data-backed approach ensures we're not just creating beautiful content, but driving results that justify the investment in production resources.
Maria A. Rodriguez, VP, Comms and Marketing, Open Influence
-------------------------------------------
Events Must Advance Customer Journey, Not Just Awareness
As founder of RED27Creative with 20+ years in marketing, I evaluate event production potential by first measuring alignment with the client's customer journey. The event must serve as a natural touchpoint that moves prospects toward conversion, not just generate awareness.
I helped a contractor client decide against a costly home show booth when we determined their high-ticket services would be better served through targeted online demos. Instead, we invested in creating dynamic sales demo content that showcased benefits over features, resulting in a 36% higher close rate than the previous year's event.
The decision framework I use asks: Will this event create direct sales opportunities with ideal clients? Does it allow for meaningful follow-up systems? Can we measure ROI beyond attendance? For a construction client, we pivoted from expensive trade shows to local SEO and Google Business Profile optimization, which delivered consistent local leads at 1/4 the cost.
Most importantly, can you maintain momentum after the event? We've found that implementation of immediate and long-term follow-up strategies (which I detail in our sales demo guidance) consistently outperforms one-off production investments. The strongest event concepts integrate seamlessly with your ongoing marketing ecosystem rather than standing alone.
Kiel Tredrea, President & CMO, RED27Creative
