Welcome to the SPIN October 2025 Newsletter with contributions by:
Stephanie Veiga - author, SPINner and All Around SPIN Supporter!!!!
Shawna Suckow, SPIN Founder and Scary Good Entrepreneur
And, more SPIN news (a mini-SPIN and SPINCon news) !!!
October Articles
🕷️ The Real Horror Show: Terrors in Everyday Land
Written by Stephanie Veiga while hiding from her to-do list
✨ You Plan Brilliant Meetings. Let’s Make Sure the Right People Know It.
By Shawna Suckow, SPIN Founder, Global Marketing & Customer Behavior Speaker
👻 The Phantom RSVP - How Do You Manage and Feel Comfortable with Your Headcount? Here are the Nightmares that Keep you Awake at Night and Options that Can Ease the Scary Unknown.
Curated and written by Carolynn Santos, Executive Director, SPIN
🕷️ The Real Horror Show: Terrors in Everyday Land
Written by Stephanie Veiga while hiding from her to-do list
✨ You Plan Brilliant Meetings. Let’s Make Sure the Right People Know It.
By Shawna Suckow, SPIN Founder, Global Marketing & Customer Behavior Speaker
👻 The Phantom RSVP - How Do You Manage and Feel Comfortable with Your Headcount? Here are the Nightmares that Keep you Awake at Night and Options that Can Ease the Scary Unknown.
Curated and written by Carolynn Santos, Executive Director, SPIN
🕷️ The Real Horror Show: Terrors in Everyday Land 🕷️
Written by Stephanie Veiga while hiding from her to-do list
Ah, October. That magical time of year when everything smells like pumpkin spice and childhood trauma, and we collectively pretend that 22-foot skeleton in our neighbor’s yard is festive instead of alarming (especially since it’s there all year now, and it’s still dressed up as the Easter bunny, but I digress).
Sure, people say Halloween is scary, but let’s talk about the stuff that actually keeps us up at night. Stuff that makes our hearts race faster than a slasher villain in orthopedic sneakers. I’m talking about REAL horrors. The professional poltergeists. The corporate creeps. That nagging voice inside your head that kind of sounds like you, but a little more possessed.
Let’s crack open the haunted junk drawer and take a look. Shall we?
Ah, October. That magical time of year when everything smells like pumpkin spice and childhood trauma, and we collectively pretend that 22-foot skeleton in our neighbor’s yard is festive instead of alarming (especially since it’s there all year now, and it’s still dressed up as the Easter bunny, but I digress).
Sure, people say Halloween is scary, but let’s talk about the stuff that actually keeps us up at night. Stuff that makes our hearts race faster than a slasher villain in orthopedic sneakers. I’m talking about REAL horrors. The professional poltergeists. The corporate creeps. That nagging voice inside your head that kind of sounds like you, but a little more possessed.
Let’s crack open the haunted junk drawer and take a look. Shall we?
1. Making The Phone Call
You know the one. That "just wanted to check in" call that’s been on your calendar for 4 MONTHS and 6 reschedules. You’ve rehearsed your intro more than your voicemail greeting and still, you stare at your phone like it’s a Ouija board and you’re not sure if you will summon that potential client OR Beelzebub himself!
And then... voicemail. Every. Time. Which is fine. It gives you more time to spiral about your tone and whether you sounded like a hostage or a confident human being. So be it… (but pretty sure there was a hint of desperation in my voice, whatevs).
2. The BIG Hairy To-Do List
You meant to get a head start. You saw “The List”, and then you gently back away like it’s a spider dangling from the ceiling. This list has become a sentient being. It knows your weaknesses. It FEEDS off your fear, heck it may have even grown real teeth! It is there though, and it’s been lurking like a cryptid with a clipboard.
But hey, even the scariest to-do monsters get smaller when you poke them with action (or a stick). Pick a task! Any TASK, for the love of Pete, and just attempt taking action on it for like 30-seconds, and you’ll likely find that it disappears from the list like that vision you catch from the corner of your eye that you swore was a 2’ troll running from your bedroom into the bathroom (wait a minute, this is analogy is getting a little too real…) Anywho, just pick a task and start, but preferably not the one that requires a spreadsheet. You’re brave, not reckless.
You know the one. That "just wanted to check in" call that’s been on your calendar for 4 MONTHS and 6 reschedules. You’ve rehearsed your intro more than your voicemail greeting and still, you stare at your phone like it’s a Ouija board and you’re not sure if you will summon that potential client OR Beelzebub himself!
And then... voicemail. Every. Time. Which is fine. It gives you more time to spiral about your tone and whether you sounded like a hostage or a confident human being. So be it… (but pretty sure there was a hint of desperation in my voice, whatevs).
2. The BIG Hairy To-Do List
You meant to get a head start. You saw “The List”, and then you gently back away like it’s a spider dangling from the ceiling. This list has become a sentient being. It knows your weaknesses. It FEEDS off your fear, heck it may have even grown real teeth! It is there though, and it’s been lurking like a cryptid with a clipboard.
But hey, even the scariest to-do monsters get smaller when you poke them with action (or a stick). Pick a task! Any TASK, for the love of Pete, and just attempt taking action on it for like 30-seconds, and you’ll likely find that it disappears from the list like that vision you catch from the corner of your eye that you swore was a 2’ troll running from your bedroom into the bathroom (wait a minute, this is analogy is getting a little too real…) Anywho, just pick a task and start, but preferably not the one that requires a spreadsheet. You’re brave, not reckless.
3. The Social Scroll of Doom
You’re just checking in. Casual scroll. Just five minutes max you say to yourself as you press that social media app button on your phone. Then, suddenly, without warning you’re sinking like a horse in quicksand, but it is too late, now you’re in someone’s polished morning routine. There they are, already on their third project of the day, and you’re still wondering if you put deodorant on both sides. (and yes, I went there with the horse… this is supposed to be a scary article for goodness sakes!)
Newsflash: no one’s posting their chaos. Nobody’s showing the emotional support iced coffee they cried into at 10 a.m. So be kind to yourself. Their feed isn’t their full story. And you, my friend, are doing just fine even if your desk looks like a crime scene. Remember, you are enough, you have enough, and you DO enough! There, scary monster slain!
You’re just checking in. Casual scroll. Just five minutes max you say to yourself as you press that social media app button on your phone. Then, suddenly, without warning you’re sinking like a horse in quicksand, but it is too late, now you’re in someone’s polished morning routine. There they are, already on their third project of the day, and you’re still wondering if you put deodorant on both sides. (and yes, I went there with the horse… this is supposed to be a scary article for goodness sakes!)
Newsflash: no one’s posting their chaos. Nobody’s showing the emotional support iced coffee they cried into at 10 a.m. So be kind to yourself. Their feed isn’t their full story. And you, my friend, are doing just fine even if your desk looks like a crime scene. Remember, you are enough, you have enough, and you DO enough! There, scary monster slain!
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4. The Junk Drawer Reckoning
Oh look. The Drawer. The one you swore you’d clean in March. Inside: one rogue battery, sixty pens from random hotels – none of them work, and a tangled ball of string that might be plotting something. PLOTTING I’m telling you! This drawer holds your secrets. But what if… hear me out… it didn’t? What if it was functional? I know. Unhinged. But imagine opening that drawer and actually finding what you need instead of a flashback to 1986. (That’s right I said 1986! Because it was only like 19 years ago) |
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5. Enter, the Insidious Instinct (Cue Dramatic Thunderclap)
Sometimes the scariest thing isn’t the to-do list or the awkward client call. It’s that creepy little whisper from your gut that says, “Hey… maybe don’t.”
Because trusting your instinct? That’s real fear. No spreadsheet to hide behind. No calendar excuse. Just you, your suspiciously insightful intuition, and the uncomfortable truth that you probably already know what to do. You’re not saying no. You’re curating.
Some decisions are made with only internal messages. And that’s fine.
In Conclusion, You’re Crushing It (mic drop like a hot possessed potato inserted here):
So, this month, embrace the spooky. Laugh at the creepy. Be the weirdo who owns their weirdness. And remember: the real horror isn’t failure. It’s pretending you’re not human.
Sometimes the scariest thing isn’t the to-do list or the awkward client call. It’s that creepy little whisper from your gut that says, “Hey… maybe don’t.”
Because trusting your instinct? That’s real fear. No spreadsheet to hide behind. No calendar excuse. Just you, your suspiciously insightful intuition, and the uncomfortable truth that you probably already know what to do. You’re not saying no. You’re curating.
Some decisions are made with only internal messages. And that’s fine.
In Conclusion, You’re Crushing It (mic drop like a hot possessed potato inserted here):
So, this month, embrace the spooky. Laugh at the creepy. Be the weirdo who owns their weirdness. And remember: the real horror isn’t failure. It’s pretending you’re not human.
SPIN Events
!!! SPIN miniCon !!!
Thursday, 11/13/25
11:00 am, Central - 1:30 pm, Central
Online - Zoom Webinar
✨ We Are Full of Gratitude! ✨
Join us for the SPIN miniCon, a virtual gathering designed to bring our community together in celebration, connection, and appreciation. This bite-sized experience packs in thought-provoking conversations, fresh industry insights, and plenty of SPIN’s signature magic—all in one energizing session. Whether you’re here to learn, network, or simply recharge with your peers, the miniCon is our way of saying thank you for being part of the SPIN family. Let’s come together to share knowledge, spark ideas, and move into the season with gratitude and inspiration.
Registration Fee: $0
Join us for SPIN miniCon & receive a discount of $50.00 on your SPINCon January 2026 registration
Register Here!
Thursday, 11/13/25
11:00 am, Central - 1:30 pm, Central
Online - Zoom Webinar
✨ We Are Full of Gratitude! ✨
Join us for the SPIN miniCon, a virtual gathering designed to bring our community together in celebration, connection, and appreciation. This bite-sized experience packs in thought-provoking conversations, fresh industry insights, and plenty of SPIN’s signature magic—all in one energizing session. Whether you’re here to learn, network, or simply recharge with your peers, the miniCon is our way of saying thank you for being part of the SPIN family. Let’s come together to share knowledge, spark ideas, and move into the season with gratitude and inspiration.
Registration Fee: $0
Join us for SPIN miniCon & receive a discount of $50.00 on your SPINCon January 2026 registration
Register Here!
SAVE THE DATE
SPINCon 2026
January 4 -6, 2026
We are in discussions with two possible locations for the next SPINCon - West coast.
Please place a soft hold for these dates on your calendar and an announcement will be coming soon. We cannot wait to see you in person!
Want to join the Planning Committee? Our next call is Wednesday, October 15, 2:00 pm, Central.
Reach out to Carolynn is you'd like to be included in the planning.
SPINCon 2026
January 4 -6, 2026
We are in discussions with two possible locations for the next SPINCon - West coast.
Please place a soft hold for these dates on your calendar and an announcement will be coming soon. We cannot wait to see you in person!
Want to join the Planning Committee? Our next call is Wednesday, October 15, 2:00 pm, Central.
Reach out to Carolynn is you'd like to be included in the planning.
✨ You Plan Brilliant Meetings.
Let’s Make Sure the Right People Know It. ✨
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By Shawna Suckow (SPIN Founder, Global Marketing & Customer Behavior Speaker)
You turn chaos into choreography at every event. You’re a meeting’s superhero…but when it comes to marketing yourself or your business? I know most planners struggle with that. And with the economy doing crazy things these days, “word of mouth” alone is not a strategy, and now’s the time to elevate your visibility. The Problem You know how amazing you are, but do you stand out from your competitors in a meaningful way when it comes to telling your story? If your website still says something like “full-service planning for all your event needs,” I need you to promise me something: change it immediately. That sentence is so overused, it makes your brilliance invisible because you blend into the Sea of Sameness. The Fix You don’t need a complete marketing overhaul. Or bells. Or whistles. What you do need? |
Real-Talk Marketing: Say what you actually do. Use specifics. Use personality. Own your brilliance. But above all, evoke emotion. Do NOT just list features and benefits!!! Those do nothing today to help you stand out, because every planner claims the same (whether accurate or not, in some cases). Here’s what this can look like:
Client Education: Your clients don’t just need meetings. They need to justify meetings more than ever.
One Powerful Question: Ask every client: “What internal win would make this meeting a success for you personally?” Then help them get it. Then market that.
So What Now?
And if you want a little pep talk or some marketing straight talk, I’m your gal. Just reach out.
- “We helped a pharma client rebook 3 years’ worth of cancelled meetings in two weeks with zero vendor fallout, zero penalties, and zero new gray hairs (for them, at least!).”
- “Our events have 94% repeat attendee rates because we obsess over experiences, crystal-clear communications, and an attention to detail that would impress even your picky Aunt Julie.”
- Remember that time your meeting didn’t go so well, or was way over budget and fell short on strategy? We fix all that.
Client Education: Your clients don’t just need meetings. They need to justify meetings more than ever.
- Start sending simple, periodic updates on industry trends, attendee engagement stats, and budget ROI. Educate them so nothing will surprise them.
- Be the reason they look smart in the boardroom when they talk about the “why” of the meeting, not just the “how.”
One Powerful Question: Ask every client: “What internal win would make this meeting a success for you personally?” Then help them get it. Then market that.
So What Now?
- Research your top five competitors and how they describe what they do. Don’t repeat a single phrase they use. Figure out your own unique way to describe YOUR brilliance in a way that is unmistakably YOU. Everyone is craving more realness and less perfect, polished professionalism these days.
- Update Your LinkedIn to reflect your new voice and verbiage.
- Send one “thought leadership” email to your best client with stats they can re-use.
- Change your homepage headline to something that sounds like a real person wrote it.
And if you want a little pep talk or some marketing straight talk, I’m your gal. Just reach out.
SPIN Announces the Strategic Alliances Program
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We are excited to announce our first alliance is with Talkadot!
Find the Right Speaker Every Time Talkadot makes it easy to discover your perfect speaker match by using feedback from over 11,000 speakers and over a million data points. Our tool leverages our unique database and AI to match you to the perfect speaker for any topic, budget, or audience size, Talkadot helps you book with confidence. Best of all, there’s no cost or obligation, just smarter, data-driven matches. Here’s how it works for SPIN and SPINners: SPIN receives a small percentage for each speaker a SPINner member books. SPIN will provide the SPINner a $100. rebate that can be sent directly to the member, their organization, or you can donate your referral fee back to SPIN. Here is SPIN's referral link for your use. Please reach out to Carolynn with any questions. |
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👻 The Phantom RSVP - How Do You Manage and Feel Comfortable with Your Headcount? Here are the Nightmares that Keep you Awake at Night and A Few Options that Can Ease the Scary Unknown. 👻
Curated and written by Carolynn Santos, Executive Director, SPIN
You’ve seen it. The person who swore they were attending, confirmed the menu choice (vegan, of course), and then vanished into thin air come event day. No call. No email. Just… poof, gone. The real horror isn’t the ghosting—it’s the additional charges on the catering bill and 14 leftover hummus wraps glaring at you like a shrived up old bag of bones. So what do you do?
Here are a couple of ideas to protect your sanity and your headcount:
In the new world of AI sneaking into events you have to wonder… are those RSVP’s a bot or a real human? A bot - one of those annoying internet spiders crawling around looking for an opportunity to register for an event to ‘hype’ your attendee count or trying to find a back door into your attendee list? Some of the registrations are easy to weed out - an odd sounding name or an obviously fake name, but others can be more deceiving. How do you weed out the bots (without the cost of an exorcism)?
Give these options a try the next time you build a registration page:
Your attendees expect a certain number of people to be in attendance and their engagement could be impacted negatively when less people are in the room than was expected. What is the negative impact and cost to the attendee experience? How do you overcome the negativity and save the perceived event value to the attendee experience?
These tactics can be a great way to keep spirits high when your seats go empty at the event:
The frustrating part is the impact on the budget and the waste of food. You spent weeks, maybe months (depending on event size) planning menus, timing, staff and all the while closely watching your shrinking budget and lack of options. Can you count on the kitchen to supply 5% over the count? Can you use that amount and adjust your numbers a bit lower to lessen the impact of the budget? Where do you land with your final headcount? What happens to the leftover food?, - that is a whole other can of rotten worms to think about!
Here are a couple of helpful options on how to tame the budget beast (and have less of the leftover waste [this could attract some goblins]):
So, the next time you find yourself haunted by phantom RSVPs, remember this: you’ve got more than garlic and holy water at your disposal. You have strategy, foresight, and a toolkit of tricks to outsmart the ghouls of no-shows, bots, budget blowouts, and half-empty rooms. Event planning will always come with a few bumps in the night, but with preparation (and a touch of irreverent magic), you can turn frights into delight — and make sure your attendees leave feeling enchanted, not spooked. Keep these handy tips close by!
The Phantom RSVP - Use layered commitment tactics (tiered deadlines, deposits, and transparency) to minimize ghosting and protect both your budget and your sanity.
The Bot Invasion - Strengthen your registration defenses with verification tools, unique codes, and bot-busting tech to ensure your headcount is made of humans, not phantoms.
The Half-Empty Room - Reframe and reconfigure — by adjusting room setup, amplifying interaction, and highlighting intimacy, you can transform low turnout into a high-value attendee experience.
The Budget & Food Waste Curse - Balance risk and sustainability by planning smarter headcounts, flexible menus, and food rescue strategies — turning waste into goodwill while saving money.
You’ve seen it. The person who swore they were attending, confirmed the menu choice (vegan, of course), and then vanished into thin air come event day. No call. No email. Just… poof, gone. The real horror isn’t the ghosting—it’s the additional charges on the catering bill and 14 leftover hummus wraps glaring at you like a shrived up old bag of bones. So what do you do?
Here are a couple of ideas to protect your sanity and your headcount:
- Tiered RSVP Deadlines: Require an early RSVP, then a reconfirmation closer to the event date. Think of it as a séance — only the truly committed spirits will show up twice.
- Deposit = Commitment: For higher-cost events, a small registration fee or refundable deposit works like garlic to a vampire. Those who pay are less likely to disappear.
- Communicate the Cost of Ghosting: Gently let attendees know that every unclaimed seat means wasted catering and lost opportunity for someone else. A little transparency can scare off the flakes.
In the new world of AI sneaking into events you have to wonder… are those RSVP’s a bot or a real human? A bot - one of those annoying internet spiders crawling around looking for an opportunity to register for an event to ‘hype’ your attendee count or trying to find a back door into your attendee list? Some of the registrations are easy to weed out - an odd sounding name or an obviously fake name, but others can be more deceiving. How do you weed out the bots (without the cost of an exorcism)?
Give these options a try the next time you build a registration page:
- CAPTCHA as Your Silver Bullet: Add a simple “I’m not a robot” gate to your registration form. Sure, it’s mildly annoying, but it scares off 90% of the spambots.
- Email Verification Ritual: Require registrants to confirm via a unique email link. If the inbox isn’t real, neither is the RSVP.
- Limit Autopilot Attacks: Use unique registration links or codes for specific audiences (especially with partner promotions). That way, random crawlers can’t sneak through the cracks.
- Bot-Busting Software: Many registration platforms now include AI-driven fraud detection. Think of it as your Ghostbusters squad, quietly zapping the digital phantoms before they haunt your headcount.
Your attendees expect a certain number of people to be in attendance and their engagement could be impacted negatively when less people are in the room than was expected. What is the negative impact and cost to the attendee experience? How do you overcome the negativity and save the perceived event value to the attendee experience?
These tactics can be a great way to keep spirits high when your seats go empty at the event:
- Reframe the Narrative: Spin it! Smaller crowd = more intimate access to speakers, more networking opportunities, more direct interaction. Attendees walk away feeling like they got a VIP séance instead of a half-empty horror show.
- Room Reanimation (a.k.a. Space Tricks): Shrink the room setup — pull chairs in tighter, use soft seating, or create cabaret rounds instead of classroom rows. Fewer bodies, but fuller energy. Nobody needs to know you banished 20 chairs to the storage crypt.
- Interactive Hauntings: Lean into engagement tools — polls, games, live Q&A, or group challenges. If attendees are actively participating, they won’t notice the missing souls.
The frustrating part is the impact on the budget and the waste of food. You spent weeks, maybe months (depending on event size) planning menus, timing, staff and all the while closely watching your shrinking budget and lack of options. Can you count on the kitchen to supply 5% over the count? Can you use that amount and adjust your numbers a bit lower to lessen the impact of the budget? Where do you land with your final headcount? What happens to the leftover food?, - that is a whole other can of rotten worms to think about!
Here are a couple of helpful options on how to tame the budget beast (and have less of the leftover waste [this could attract some goblins]):
- Lean on the 5% Rule: Many venues automatically prep 3–5% over. Confirm this early with your catering team and adjust your final count slightly lower to balance risk vs. waste. Think of it as a secret potion in your budget cauldron.
- Right-Size Your Menu: Choose buffet or action-station style service when possible. Flexible service means less risk of counting every single hummus wrap like a cursed relic.
- Partner with Food Rescue Heroes: Build goodwill by donating leftover meals to local shelters or food banks. That way, what could’ve been a haunting waste becomes a community blessing.
- Staff & Crew Treats: Never underestimate the happiness boost of feeding your AV crew, volunteers, or venue staff with extra portions. They’ll feel appreciated, and you’ll avoid tossing good food into the graveyard of garbage bins.
So, the next time you find yourself haunted by phantom RSVPs, remember this: you’ve got more than garlic and holy water at your disposal. You have strategy, foresight, and a toolkit of tricks to outsmart the ghouls of no-shows, bots, budget blowouts, and half-empty rooms. Event planning will always come with a few bumps in the night, but with preparation (and a touch of irreverent magic), you can turn frights into delight — and make sure your attendees leave feeling enchanted, not spooked. Keep these handy tips close by!
The Phantom RSVP - Use layered commitment tactics (tiered deadlines, deposits, and transparency) to minimize ghosting and protect both your budget and your sanity.
The Bot Invasion - Strengthen your registration defenses with verification tools, unique codes, and bot-busting tech to ensure your headcount is made of humans, not phantoms.
The Half-Empty Room - Reframe and reconfigure — by adjusting room setup, amplifying interaction, and highlighting intimacy, you can transform low turnout into a high-value attendee experience.
The Budget & Food Waste Curse - Balance risk and sustainability by planning smarter headcounts, flexible menus, and food rescue strategies — turning waste into goodwill while saving money.
SPINners - Newsletter Guest Writers Needed
As the SPIN newsletter is being relaunched we would like to ask our SPIN Community to consider being a guest writer for an upcoming edition. Each month we'll have a theme and can provide topics and talking points for the article. As a writer your voice will be heard in the Community and beyond, providing you with professional development while showcasing your thought leadership on the subject. Please register your interest here.
Recommend Sponsors & Receive a Referral Fee!!!
Dear SPINners – we are actively doing outreach for year-round SPIN Sponsors for 2026 and beyond.
If you know of a hospitality industry organization - hotel, supplier, supporter - please send contact information to Carolynn [email below]. If the Sponsor signs on with SPIN the SPINner will receive a $100 referral bonus that goes right into your pocket.
Winner-winner chicken dinner. Send contact details to [email protected].
If you know of a hospitality industry organization - hotel, supplier, supporter - please send contact information to Carolynn [email below]. If the Sponsor signs on with SPIN the SPINner will receive a $100 referral bonus that goes right into your pocket.
Winner-winner chicken dinner. Send contact details to [email protected].
Road Tripping in New England
