INTRODUCTION

If you're a Marketing Professional, director or CMO working in the live experience economy, we can be candid about the problem with most conferences. You sit through sessions on B2B pipelines, e-commerce funnels or FMCG brand campaigns. The entire day becomes a translation exercise: how does this apply to selling experiences? By the time you're back at your desk, most of your notes need significant adaptation before they're even useful.

This is expensive. It's time consuming. And it consistently falls short of what you hoped to achieve.

On Sale Live was built on a different premise entirely. It's the only annual confex created specifically for marketing, sales, ticketing and communications leaders in live and ticketed experiences. At On Sale Live, the sector is not the context. It's the whole point of why the event exists.

Every speaker, session and case study comes from the ticketed experience economy.

Not adapted from another sector. Not loosely relevant with a bit of goodwill applied. Actually, from this world which is full of incredible talent and experience top draw from.

When the programme covers dynamic pricing for experience venues, the conversation is not definitional. It's practical. Which models are working right now. Where the operational friction sits. What the revenue implications look like in real productions and venues.

When marketing vs ticketing alignment comes up, and it always does because the commercial cost of misalignment is significant, the people in the room have lived it. The conversation is specific and immediately relevant to how you work.

The room itself is the asset.

One of the things I hear most consistently from attendees is that the people you're with matters as much as what's on stage. The peer learning model here is not incidental. It's structural. The format generates real conversation and future opportunities not passive consumption of polished presentations.

You're sitting alongside your actual peers. Marketing professionals from theatre, immersive, visitor attractions, festivals. People carrying the same revenue pressure, navigating the same audience behaviour shifts, justifying the same campaigns to sceptical finance professionals. Those conversations are hard to replicate anywhere else. They tend to produce insight that is directly applicable rather than interesting in principle.

Revenue frameworks, not motivation.

Experience marketing development done well makes you more commercially effective. Not in a motivational way. In a measurable way.

The programme at On Sale Live is built around frameworks that practitioners have tested in real productions, real venues and real campaigns. Audience growth strategies, channel mix decisions, pricing models and creative approaches that drive conversion rather than just awareness. Marketing professionals who attend regularly tell me the density is real. Not every session applies to every context, but the ratio of actionable to aspirational is higher than at any other event I'm aware of in this sector.

Specialist training for experience marketers.

Cross-sector learning is your competitive advantage

Theatre professionals sitting alongside festival marketers. Museum heads of marketing in conversation with escape room operators. Immersive experience leads comparing notes with touring attraction teams. This matters commercially. The audience behaviour driving success in one part of the experience economy often signals what is coming elsewhere. Develop your marketing team's skills with the GIEM.

The segmentation approaches from West End theatre apply, with adaptation, to festivals and live music. The strategies that worked in visitor attractions three years ago are relevant to immersive experiences today. You will not find this cross-sector depth at a general marketing conference or at a vertical event that stays in its lane. Explore the experience marketing conference 2026.

Written and published by Dawn Farrow’

ON SALE LIVE | onsale.live

15 May 2026, King's Cross, London.

ON SALE LIVE takes place on one day, designed to give you the commercial intelligence and peer connections you need to stay ahead. If you're deciding which conference to attend this year and your work is in the experience economy, this is where your development budget belongs. Not because it's the biggest event on the calendar. Because it's the most relevant one. Attend On Sale Live May 2026.