Six months of Event Momentum: What building this has really looked like
Six months ago, I started Event Momentum with a simple belief that good events and brand storytelling deserve to be seen properly. Not just a post here and there in the final weeks, but a consistent presence that builds interest, shows what’s coming, and captures what happens on the day.
Since then, the work has grown in a way that feels steady and real, and a big part of that has been trust. Being asked to support events across the full journey, from shaping how they are positioned beforehand, to capturing live moments on-site, and then turning that into content that continues afterwards. It has meant being part of the event, not just around it.
Some of the most valuable opportunities have come from places you would never plan for. A conversation on a train led to ongoing work, or to people reaching out after quietly following for a while. It has reinforced the idea that showing up consistently matters, even when it feels like it can go unnoticed.
Event marketing works best when working together
Working across both corporate and cultural events has also shaped how I approach things. The settings are different, but the expectation is the same - people respond to what feels genuine and considered, and when the content reflects the real experience, it usually connects.
Obviously, there have been challenges along the way. Some projects cannot be shared, making it harder to present the full picture and promote Event Momentum. And there have been times when the focus has had to shift from creating content to chasing payments. And there are still moments where progress feels slower than expected.
There is also a quieter reality to building something. As previously mentioned, support does not always come from where you expect it to, and, sadly, that still takes some getting used to. At the same time, encouragement often comes from people you barely know, and it really carries more weight than you would think – a like, a share, a comment – all of which amplify the message.
Looking at it properly, though, this is still early. It’s only been six months, which is enough to learn, but not long enough to judge.
The focus now is to keep building, to tell brand stories online, to help more events show up with clarity before they happen, to capture what makes them worth attending while they are happening, and to make sure they leave something behind afterwards.
If you are considering this for your own events or are wondering how to tell your brand’s story (every brand has a different one!), I am always open to a conversation.
Just click on the ‘contact us’ button below.
© eventmomentum.uk
What does Event Momentum do?
Event Momentum supports events with marketing and storytelling before, during and after they happen, helping them attract the right audience and stay visible beyond the event itself.
Why is event storytelling important?
Because most events are only visible for a short window. Strong storytelling helps extend their life, build brand presence, and make future events easier to fill.
What has been the biggest learning in six months?
Consistency matters more than big moments. Showing up regularly, even when it feels quiet, is what leads to opportunities.
Who is Event Momentum for?
Event organisers, venues, and brands who want to grow online, want their events to be better seen, better attended, and remembered afterwards.
About the founder
Event Momentum is led by Kevin McFarlane, an experienced digital and event marketing strategist with a background spanning magazine publishing, corporate digital strategy, paid social and live event promotion. Kevin has worked across corporate conferences, brand activations and cultural events, helping organisations build momentum by turning audience interest into real attendance through clearer storytelling and strategic promotion.