Retaining a customer is up to five times more cost-effective than acquiring a new one. Yet, in the world of event marketing, we continue to pour the bulk of our budgets into chasing new visitors instead of nurturing the ones we already have.

In this presentation, Benjamin Havenaar (founder & CEO of Innercrowd, Co-Founder of The Crave Festival, and Co-initiator of Subterra) explores the journey from one-time visitor to life-long superfan. Drawing on real-world examples from his own ventures, he reveals strategies to keep audiences engaged, loyal, and returning year after year.