213: Measurable Events: ROI-Driven Strategy, and Industry Advocacy ft Wendy Porter

Host Anca Platon Trifan interviews Wendy Porter, founder and chief event strategist at Wendy Porter Events, about designing live events that deliver measurable business outcomes.

Porter shares her path from marketing at UnitedHealthcare, starting with an unexpected trade show assignment that grew into major sponsorships and leadership conferences, to launching her firm after a corporate downsizing, now approaching 10 years.

She explains her CEO approach of supporting a subcontractor-based team and building thought leadership, and outlines her Ruby Ribbon Experience Strategy and the THREAD Framework (Touchpoints, Human-centric design, ROI, Experience, Audience, Data) to create intentional, connected, data-captured event journeys.

They discuss fractional “head of events” leadership, shifting organizational mindset from events as expense to investment, and her advocacy through the Live Events Coalition, including congressional outreach, NAICS code reform, job classification work, talent pipeline curriculum, and tariff concerns.

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👉 Episode Notes: https://eventsdemystified.com/

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Sponsored and Produced by Tree-Fan Events Production LLC.

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⁠⁠⁠⁠⁠⁠Original Podcast Music written by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Fable Score Music. ⁠⁠

⁠⁠“Events: demystified” Podcast ⁠⁠is brought to you by ⁠⁠Tree-Fan Events⁠⁠, a leading woman-owned boutique event planning and production agency offering a comprehensive approach to event management and production, with a focus on enhancing the attendee experience with the #FIT4EVENTS™ framework for a holistic event cycle in order to create memorable events. 👉 Leave us a comment about how you think AV and AI will shape the future of events, and share this episode with others in the industry!