Everything You Need to Know about Competitive Analysis for Events

Hamilton Hamilton

Are you looking to make your next brand event truly unique and innovative? Start by mapping the territory. Strategic competitive analysis lets you see the whole picture—where brands are playing it safe, where they're taking risks, and most importantly, where they're leaving opportunities on the table. In addition to your events, this analysis is valuable for identifying which industry events and trade shows warrant your participation and investment. In this guide, we walk you through the steps of analyzing competitor events and turning market intelligence into experiences that command attention. 

What is competitive analysis for events?

Competitive analysis systematically evaluates and researches events attended and hosted by other companies in your industry or market. It specifically looks at what events competitors are attending/hosting and which trade shows they're exhibiting at. The research process helps build a clear picture of the current event landscape in your market to inform your event strategy and participation decisions.

Benefits of Analyzing the Competition

A thorough competitive analysis of brand events helps organizations identify unique opportunities and avoid costly mistakes. By studying what others are doing, companies can spot underserved audience segments or innovative formats that have not been explored. 

Additionally, competitive analysis saves time and resources since companies learn from both the successes and failures of others. It provides real-world insights into which event elements resonate with audiences, which industry trade shows attract the most qualified leads, what price points the market will bear, and which formats drive the strongest engagement. Market intelligence helps brands determine where to allocate their event budget for maximum impact and ROI. It also helps organizations make data-driven decisions about their event strategies while minimizing the risk of investing in approaches that have already proven unsuccessful in their industry.

How to Do a Competitive Analysis for Your Next Event

To conduct a competitive analysis for your next event, follow these steps:

  1. Start with competitor identification and create a detailed tracking system. Build a spreadsheet or database that lists all relevant competitors in your space and any events they have hosted in the past 12-24 months. Also, track which trade shows, conferences, and industry events they regularly attend as exhibitors or sponsors. Include both direct competitors and adjacent companies whose events target similar audiences. Document basic information like event names, dates, locations, and formats (virtual, hybrid, or in-person).
  2. Conduct an in-depth analysis of the core elements of each event. Examine their event websites, social media presence, and marketing materials. Document key components, including ticket pricing, available attendance numbers, target audience segments, and overall positioning. Study their programming structure – keynote speakers, session tracks, workshop formats, and special features like VIP experiences or networking opportunities. For trade shows, analyze their booth size, location, staffing levels, and any special promotions or experiences they offer attendees.
  3. Analyze the technical and experiential aspects of each event. Look at their choice of venue or virtual platform, production quality, and any innovative technologies implemented. Note how they handle registration, check-in, and audience engagement. Pay attention to their sponsor integration, exhibitor experiences, and any unique features that set them apart.
  4. Study their marketing and promotion strategies. Track their announcement timing, promotional campaigns, email marketing approaches, and social media tactics. Note their messaging themes, visual branding, and how they position their event's value proposition. Record their media partnerships, influencer collaborations, and content distribution strategies.
  5. Gather and analyze attendee feedback and results. Search for public reviews, social media comments, and published case studies or success metrics. Look for patterns in both positive and negative feedback. Document attendance trends, audience engagement levels, and publicly shared ROI metrics.
  6. Create a detailed gap analysis based on your findings. Identify underserved audience segments, unmet needs, or innovative approaches that haven't been tried in your market. While the most popular events may seem the most appealing, consider looking for emerging or niche industry events where your competitors haven't established a presence yet. Look for opportunities to differentiate your event through unique formatting, content approaches, or experiential elements. Note any common pain points or challenges you could solve with your event.
  7. Synthesize your research into actionable insights. Develop clear recommendations for your event based on competitor successes and failures. Create a prioritized list of industry events and trade shows that offer the best potential return based on competitor participation patterns and audience quality. Identify specific opportunities to innovate and stand out while maintaining elements that work well in your market. Create a strategic framework that leverages these insights to inform your event's positioning, programming, and promotion strategies.

Maintain this as a living document that you regularly update—track changes in competitor approaches, new entrants to the market, and evolving audience preferences. Monitor shifts in which industry events gain or lose competitor participation and adjust your exhibition strategy accordingly. Use ongoing analysis to refine and improve your event strategy continuously.

Partner with Hamilton for Research and Competitive Analysis

Good and exceptional events often differ in how well you understand and act on competitive insights. But gathering intelligence is just the beginning—you need a partner to transform these findings into immersive experiences that resonate with your audience. When you combine strategic analysis with creative innovation, your events stand apart.

Hamilton is a full-service experiential and event marketing agency with a 75-year legacy creating immersive brand experiences for companies worldwide. We design, produce, and execute integrated experiences – exhibits, events, environments, and digital solutions – that drive meaningful connections between brands and their audiences.

To learn more, contact Hamilton today.