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In the 41st episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Jonathan Mast, a Kansas City-based marketer who transitioned from digital and social media marketing to event marketing. Jonathan discusses the evolution of event marketing, particularly in the age of AI, and provides valuable tips for anyone looking to make their events memorable and impactful. With more than 17 years of experience across digital media, branding, and external communications, Jonathan brings practical insights for communications professionals looking to sharpen their skills and grow their careers.
CultivatED Marketer Ep. 41 — Why Event Marketing Is Making a Massive Comeback with Jonathan Mast
Jonathan’s path into event marketing was unplanned – but transformative. While working at Sedgwick, he noticed missed opportunities to extend the value of live events beyond the room. That realization sparked new strategies such as post-event video content, live social engagement, and follow-up storytelling that strengthened both external communications and audience trust.
This approach highlights a core principle of effective marketing communications: events shouldn’t end when the doors close. Instead, they can become powerful tools for communication professional development, helping marketers build community, credibility, and long-term engagement.
Jonathan also emphasizes that great event marketing relies on meticulous planning. From logistics to thoughtful details like branded hand towels, every touchpoint contributes to the experience, and to the brand story being told.
The Resurgence of In-Person Events and Career Development Opportunities
As digital tools evolve and misinformation becomes easier to spread, Jonathan believes authenticity is more valuable than ever. To answer the question, “why brands should do in person events,” he echoes Mark Cuban’s prediction that fueled by the desire for genuine human connection, in-person events will continue to rise.
For early-career marketers, event marketing offers hands-on opportunities for professional growth that can accelerate career development. Live events build skills in relationship management, storytelling, leadership, and adaptability – core competencies for anyone pursuing professional development for communications professionals.
Leadership Lessons That Support Professional Growth
Jonathan credits much of his success to mentors who emphasized kindness and confidence over ego. His leadership philosophy, “confidence over cockiness,” aligns closely with sustainable internal communications and team-building practices.
For those navigating their own continuous professional development, Jonathan encourages collaboration, humility, and empathy. These qualities not only strengthen teams internally but also improve how brands show up externally.
Technology, AI, and the Future of Event Marketing Communications
Even in traditional industries like workers’ compensation, Jonathan sees technology reshaping how marketers connect with audiences. From personalized digital experiences to AI-powered insights, adaptive strategies are becoming essential for effective external communications.
Jonathan believes future success lies in blending technology with human insight — an approach that reflects strong continuing professional development and keeps marketers competitive in a rapidly evolving landscape.
With respect to communications and marketing, the group discussed reaching people where they are at and mention of the following generational communications preferences:
Jonathan Mast’s insights underscore the growing importance of event marketing as a strategic pillar of marketing communications and professional growth. By combining thoughtful planning, authentic connection, and evolving technology, marketers can drive meaningful engagement while advancing their own career development.
You can connect with Jonathan on LinkedIn.
01:43 Jonathan’s Career Journey
02:10 Event Marketing Insights
04:17 Early Days of Social Media
08:03 Transition to Event Marketing
14:19 Event Planning Essentials
19:55 Ensuring Timely Delivery of Promised Materials
20:43 The Impact of Technology on Meetings
22:15 Artificial Intelligence and the Milli Vanilli Effect
23:47 The Challenges of Virtual Meetings
25:22 The Future of In-Person Events
26:22 Event Marketing in the Age of AI
35:05 Leadership Lessons and Career Advice
37:23 Final Thoughts on Event Marketing