Sober Event Marketing: Going Beyond the Open Bar with Jen Van Antwerp

GTM After Hours

In this episode of the GTM After Hours podcast, Mark Bliss speaks with Jen Van Antwerp, founder of Sober in Cyber, about the challenges of networking in alcohol-centric environments and the importance of creating inclusive event experiences. They discuss the shift in alcohol consumption trends, innovative event ideas, and the need for community support networks. Jen shares her insights on marketing strategies for inclusive events and offers advice for event planners and marketers to foster a more welcoming atmosphere for all attendees.
Takeaways

• Many industry events revolve around alcohol, creating pressure for non-drinkers.
• Alternative beverage options can enhance inclusivity at events.
• Younger generations are less interested in drinking culture.
• Creating unique experiences can lead to better engagement at events.
• Event planners should consider the needs of all attendees.
• Inclusivity can lead to better business outcomes.

Sound Bites
"When I would go to a conference, when I would go to a work event, they all pretty much revolve around alcohol."
"How cool would it be to go to a work event where there was literally zero pressure to drink?"
"Having alternative options is awesome, especially ones that almost sneakily kind of look like what everybody else is drinking."
"Liquid Death is so good. It's just water."
"Their marketing is so good. It looks the part."
"It's the little things that make you feel special and unique."

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1. Introduction and Background (00:00:00)

2. The Overemphasis on Alcohol at Events (00:03:36)

3. Creating Engaging Experiences (00:14:18)

4. Sober-Friendly Events and Activities (00:19:19)

5. The Shift Towards Inclusivity (00:29:00)

6. Authentic Connections and Storytelling (00:52:36)

7. Trusting Your Journey (01:00:36)