How On Sale Group Markets Events in the Attention Economy

How On Sale Group Markets Events in the Attention Economy

Author: Bizzabo March 9, 2026 Duration: 27:25

In this episode of Event Experience by Bizzabo, host Rachel Moore speaks with Dawn Farrow, founder of On Sale Group, about the realities of marketing live experiences in today's attention economy.

Dawn shares her unconventional path from performer to agency founder and the lessons she learned building a marketing agency dedicated to live events. The conversation explores what makes event marketing uniquely challenging, convincing audiences to spend time and money on experiences they don't technically "need."

Rachel and Dawn also discuss how marketers are navigating major shifts in advertising, ticketing legislation, and emerging technologies like AI. In today's landscape, event marketers must go far beyond creative execution; they analyze data, adapt quickly to uncertainty, and often forecast trends to keep campaigns effective.

Dawn also highlights the importance of community within the event marketing profession. She encourages marketers to build strong peer networks through industry groups and in-person events. She also shares how her WhatsApp community, newsletter, and the Global Institute of Experience Marketing help support professionals working in the fast-evolving experience economy.

What you'll learn

  • Why marketing live experiences is uniquely difficult in the attention economy, and why audiences must be convinced to buy something they don't strictly need.

  • How event marketers adapt to constant changes in advertising technology, algorithms, and consumer behavior while managing limited budgets.

  • Why community, peer learning, and in-person networking are essential for growth in the event marketing industry.

For transcripts, mentions, and more, visit: www.bizzabo.com/podcast/on-sale-group-marketing-events-attention-economy

 


Ever wondered what really happens behind the curtain of a massive conference or a groundbreaking product launch? Event Experience, presented by Bizzabo, pulls back that curtain entirely. This isn't about abstract theory; it's a direct line to the people who've actually built the stages, managed the chaos, and captivated thousands. Each episode sits down with a different Event Experience Leader, those individuals responsible for shaping how we gather and connect. You'll hear firsthand accounts-the unexpected hurdles, the last-minute saves, and the strategies that turned a simple gathering into a memorable phenomenon. Conversations dive deep into the practical realities of event marketing and management, exploring how to genuinely engage an audience and, crucially, how to define and measure success beyond just ticket sales. The podcast serves as a collective masterclass, distilling hard-won wisdom from the trenches of global events. If you're involved in bringing people together, whether for a corporate function or a sprawling festival, these candid stories and actionable insights will change how you approach your next project. Tune in to learn from the best, so you can leave your own audience talking long after the lights come up.
Author: Language: English Episodes: 100

Event Experience
Podcast Episodes
Cultivating event team success and longevity with Ashley Ronkowski [not-audio_url] [/not-audio_url]

Duration: 31:36
In this episode, Event Experience host Rachel Moore interviews Ashley Ronkowski, a seasoned event professional with extensive experience in event planning and marketing. Ronkowski shares her comprehensive approach to eve…
Building an iconic festival experience with SXSW's Hugh Forrest [not-audio_url] [/not-audio_url]

Duration: 31:28
In this episode, host Rachel Moore sits down with Hugh Forrest, the Co-president and Chief Programming Officer of SXSW. With roughly 35 years of experience with SXSW, Forrest explores the evolution of this monumental eve…