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Key Takeaways:
- AI has raised the value of a real human face: As AI generated copy spreads everywhere, Charlie argues it has become more obvious, not less, when something was actually made by a person, and that gap is where trust now lives.
- Marketing has moved from a seasonal spike to a 365 day conversation: EasyFairs no longer treats the event as a two or three day window followed by months of quiet; the audience is engaged with content year round.
- Camera confidence comes from familiarity: People get comfortable on camera fastest when they're asked to talk about what they already discuss every day, not to become a different, more polished version of themselves.
- A 60 second highlight email beat every other send in the campaign: A simple round up of video screenshots, framed as "why you should attend in 60 seconds," produced the best click through and open rates of the whole Paris Packaging Week campaign.
Part 1. Business to Humans: Why AI Slop Is Making Real Faces More Valuable
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Chris opens by referencing a B2B marketing conference he'd just attended, where talk after talk framed the industry's direction as "B2H": business to humans, set against a backdrop of eroding trust in an AI saturated market. Charlie agrees that event marketing, built on getting people together in person, cannot afford to feel machine made. She argues AI is genuinely useful for analysis and formatting, but that the moment it starts writing the questions or the answers, it breaks the community connection events are supposed to build.
Key Insight: The more AI content floods a market, the more valuable and noticeable a genuinely human voice becomes.
Part 2. Why Attending an Event Is a Harder Sell Than Ever
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Charlie zooms out on just how much competition events are up against for people's attention and time. She points to exhibitors weighing a real chunk of limited marketing budget, plus staff time and resources, against everything else pulling at their focus, and visitors having to justify to a boss or team why a full day out of the office is worth it. Her read: it's not that people care less about events, it's that busier lives and more options mean every event now has to earn its place on the calendar.
Key Insight: In a world with endless demands on people's time, showing up to an event is no longer a given, it's something you have to actively earn.
Part 3. From Two-Day Spike to 365-Day Story
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The conversation moves to how the buying and attending decision has changed since COVID, and how EasyFairs restructured its marketing rhythm as a result. Charlie describes the old cycle of a pre-event push followed by months of silence, and explains why that no longer matches how audiences actually engage with an industry day to day. She traces her own shift toward posting as an individual rather than through the branded event page, and how that unlocked far more direct engagement than the corporate account ever did.
Key Insight: Stop treating your event as a two or three day spike and start building a year round conversation your audience can actually join.
Part 4. Getting a Reluctant Team Comfortable on Camera
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Chris raises a common resistance point: colleagues, especially outside event teams, who don't want to go on camera. Charlie explains EasyFairs' approach of only ever asking someone to talk about what they already discuss every day, whether that's an event director introducing a show or a salesperson on an exhibitor form, rather than pushing them into unfamiliar technical territory. The result, she says, is content that reads as confident because the person genuinely knows the subject, not because they were coached to perform.
Key Insight: Ask people to talk about what they already know, not to become a different, more polished version of themselves on camera.
Part 5. The Paris Packaging Week Playbook: Content That Outlives the Show
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Charlie walks through EasyFairs' flagship event, Paris Packaging Week, and how the team refused to let the campaign die the moment the doors closed. Fresh videos went up after the show: personal thank yous, previews of 2027, and reminders to complete the visitor survey, replacing the usual approach of simply swapping in next year's dates. Charlie shares that a simple email of video screenshots, pitched as "why you should attend Paris in 60 seconds," became the best performing send of the entire campaign, so much so that EasyFairs is now rolling the same format across other shows. She also flags an often overlooked audience: exhibitors, who face a bigger, higher stakes decision than visitors and respond strongly to seeing the actual salesperson behind an inquiry form before a single call takes place.
Key Insight: Treat the end of your event as the start of the next content cycle, not the end of the campaign.
Part 6. Don't Overcomplicate It: Charlie's Advice for Getting Started
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Closing out, Charlie's advice to any team starting from zero is simple: don't wait for a fully planned year long campaign. EasyFairs began with nothing more than phone recordings in the office. Chris adds that teams often overthink video because of past bad experiences with expensive, over-produced content that nobody watched, and that the low stakes, fast moving nature of social content means there's little downside to just starting.
Key Insight: You don't need a camera crew or a content calendar to start, you need one phone and a willingness to hit record.
Summary
Across the conversation, one theme holds steady: the antidote to an increasingly AI saturated market isn't more polish, it's more people. Easyfairs' results, from a single high performing email to warmer exhibitor conversations, all trace back to the same decision: put a real, familiar face in front of the audience at every stage of the journey, not just the ones marketing usually optimises for. For any event team wondering where to start, Charlie's answer is the same one that worked for her: pick up a phone, talk about what you already know, and build from there.
