How to Promote Events That Drive Real Results

If you’re tired of pouring time and money into events that don’t move the needle, this session is for you! At this NAMM Idea Center session from The 2026 NAMM Show, Phil Mershon, author of Unforgettable: The Art and Science of Creating Memorable Experiences, shared a practical model for transforming digital buzz into real‑world attendance and post‑event loyalty. 

Drawing on examples from retailers, manufacturers and creative brands, he showed how to design promotions that engaged audiences before, during and after an event. You’ll uncover the psychology behind why people attend, what keeps them engaged and how to convert one-time guests into lifelong fans. Find out how to plan your next clinic, launch or VIP event for maximum impact — and measurable ROI.