Events can be a key part of a business's growth strategy by generating leads, cross-selling opportunities, building brand awareness and community, and educating the market. The Growth Hub in Gloucestershire chose to focus on events early on as networking events were found to be one of the most profitable promotional tactics. To create a high-return event, thorough planning is needed around event setup, marketing, execution, and follow-up. Measuring events' return on investment is also important to determine their effectiveness.