The inside scoop on influencer marketing: With Jeff Duncan
We spoke to Jeff Duncan, CEO of Meetingmax and Ingenuity Live (and IMEX America speaker), on how to harness the power of influencer marketing for events.
How did you first become involved in influencer marketing? What inspired you to found Ingenuity Live?
During Covid, I had the rare opportunity to step back from Meetingmax and explore new possibilities. That space gave me the freedom to launch Ingenuity Live, an influencer management company that now runs alongside Meetingmax. What inspired me was the opportunity to free talent from the burden of business tasks so they could focus on what only they can do—creating and entertaining. Our role is to give them that freedom while we handle the rest.
Do you see influencer-led marketing as more effective than traditional event promotion methods? And if so, why?
Absolutely. Traditional methods like TV ads and mass campaigns are fading, while influencers reach laser-focused audiences with authenticity and trust. Influencer-led marketing taps into communities that are highly engaged and aligned with event goals. It’s no longer about casting a wide net—it’s about connecting with the right people, in the right way, through the voices they already follow and believe in.
How do you identify the right influencers for a particular event audience? And what advice would you give to event marketers who are just starting to explore influencer partnerships?
It starts with alignment. Audience demographics, engagement style and brand values all have to connect with the event or destination. We don’t just look at numbers. We look at whether the influencer’s story will resonate with the intended audience. For newcomers, my advice is to focus on fit before reach. A smaller creator with the right audience is often more powerful than a big name with no relevance.
What metrics matter most when evaluating influencers’ impact on events?
Engagement and reach matter, but the real value comes from measurable outcomes like ticket sales, leads generated, or brand lift in perception. For destinations, it’s about seeing if new audiences are considering that location because of the campaign. We evaluate not just the visibility but the influence. Did it move the needle in terms of awareness, intent or attendance? That’s what matters most.
What’s one campaign or collaboration you’ve led that really showcases the power of influencer marketing in events?
Two recent examples stand out. Alysse DeLassandro led a campaign in Madison that opened new eyes to the destination, especially highlighting it as an LGBTQ+ friendly city. Nick and Ant worked with W Hotels during Amsterdam Pride, showcasing the city as a welcoming place to their audience. Both campaigns did more than promote events— they helped reshape how audiences perceived entire destinations. That’s the power of influencers in action.
Looking ahead, how do you see the role of event influencers evolving over the next few years?
Influencers are becoming the new marketing. Their ability to target specific demographics with trust and precision will only grow in importance. In the next few years, I see them moving even closer to the heart of events. They won’t just promote beforehand—they’ll create live content on site, shape experiences and extend the impact far beyond the event dates.
What are you most looking forward to at IMEX America 2025 (apart from your own education session of course!)?
This will be my 10th IMEX America, and every year my highlight is the same—the unexpected conversations. It’s always about the new person I meet, the fresh perspective I gain, or the insight from a session that sparks an idea. The event is a reminder that the right connection at the right moment can change everything.
Las Vegas is a city that knows how to host. What are you personally excited to experience while you’re in town?
Las Vegas never disappoints. The energy is unmatched, and IMEX pulls out all the stops with parties and experiences that reflect the best of what the city can offer. Beyond the conference halls, I look forward to soaking up the atmosphere, reconnecting with colleagues in unforgettable settings, and enjoying the magic that only Las Vegas delivers.
Jeff Duncan at IMEX America
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