Attention Is the New Currency

Sadie Groom, CEO, Bubble Agency

Did you know the average professional checks their email 11 times an hour? Personally, I might do it even more than that, plus Slack, Teams, WhatsApp (both business and personal), LinkedIn (almost an inbox itself), and, for consumer businesses, TikTok and Snap. Every platform is competing for seconds of focus. Attention is the new currency.

At the same time, consumers are more selective about where they invest their time, gravitating toward experiences that feel authentic, relevant, and rewarding. That’s why events, done right, offer unmatched value. They’re not just touchpoints; they’re influence accelerators.

The Challenge: From Routine Events to Relentless Distraction

Before the pandemic, events were relatively straightforward: send an invite, host at a venue, offer food and drink, a few speeches, and done. Some were fancier than others, I’ve hired Liberty’s in London and even built a stage for a band in a swimming pool, but the formula was predictable.

Back then, mobile distractions were fewer, 80% of invitees typically attended, and most stayed the entire time. Today, however, attention is fragmented. Competing notifications, shrinking patience, and hybrid work schedules mean attendees are harder to engage, and even harder to hold.

The Solution: Designing the Event Journey

The answer isn’t bigger budgets; it’s rethinking the journey. An event is not just a day. It’s a continuum, before, during, and after.

Pre-event: Build anticipation.

• Send personalized invites (handwritten if possible, even via post for extra impact).
  
• Tease content on LinkedIn, podcasts, or short videos. I once received a CEO’s personal video greeting before an event, it blew me away.
  
• Share agenda previews or “who’s attending” lists to spark FOMO and exclusivity.

During the event: Engineer energy and connection.

• Keep sessions short and dynamic: five 10-minute talks beat one hour-long keynote.
  
• Encourage interaction with live polls, Q&A, gamified networking. Think TED Talks capped at 18 minutes.
  
• Use immersive environments: lighting, music, and staging that evolve throughout the event.
  
• Design booths for participation: one of our most successful was a giant jigsaw puzzle that people couldn’t resist.
  
• Facilitate networking: AI-driven matchmaking apps, clever badge personalization, or themed poseur tables (we once did music, film, food, and sport tables).
  
• Prioritize inclusivity: accessible design, neurodiverse-friendly spaces, and diverse speakers on stage.

Post-event: Sustain momentum.

• Share event photos within hours so attendees can post them immediately.
  
• Cut talks into snackable clips for social sharing.
  
• Send personalized thank-yous and even outreach to those who didn’t attend.
  
• Sequence follow-ups with photos, articles, or small gifts in the days after.

Case Example: Dreamforce as a Movement

Dreamforce began in 2003 as a modest 1,000-person gathering. Today it hosts 170,000 people from dozens of countries. Why has it scaled so effectively?

• Community at the center: More about customers, partners, and users than just Salesforce.
  
• Scale & spectacle: Concerts, surprise moments, and immersive design.
  
• Relevant content: Sessions always aligned to current business challenges.
  
• Multi-touch access: Hybrid participation to extend reach.
  
• Internal alignment: Structured frameworks like V2MOM make it central to Salesforce culture.
  
• Business impact: ROI is tangible, partnerships formed, customer success showcased.
  
• Philanthropy & values: Sustainability and social good are baked in.
  

Dreamforce works because it transformed from a product conference into a movement. It taps into belonging, inspiration, and connection.

Broader Implications: Measuring What Matters

Events are expensive, so ROI is non-negotiable. Headcount isn’t enough. CMOs and CCOs must track:

• Relevance of attendees: Not just badge scans, but where they are in the buying journey.
  
• Engagement analytics: Dwell time, repeat visits, app usage, meetings booked.
  
• Digital shares: Hashtag use, content amplification, online buzz.
  
• Benchmarking: Compare performance across events over time.
  

Commercial outcomes: Pipeline acceleration, client retention, brand equity uplift.

Takeaways: How to Elevate Events in 2026

Make it personal: Design experiences you’d want to attend.

Start with ICP empathy: Tailor the journey to your ideal customer.

Set goals from day one: Every choice, from venue to menu, should ladder to outcomes.

Consider bold moves: Even temporarily switching off Wi-Fi to earn undivided attention.

Don’t go it alone: Experienced event partners can help navigate the unexpected.

Conclusion: The Future of Events

There was a time when I thought events might disappear altogether. Instead, I now organize, and attend, more than ever. What’s next?

• AI will simplify logistics: from guest list building to matchmaking to automated analytics.
  
• Virtual events will evolve: technology will make them feel more participatory, less passive.
  
• Sustainability will matter more: ethical venues, carbon-conscious travel, and social good will shape choices.
  

At the end of the day, people still buy from people. Face-to-face events remain one of the most powerful opportunities for influence, if designed for attention, authenticity, and impact.