Event Marketer's Toolbox

Interactive screens, games, digital content, and new technology can attract attention on the trade show floor—but attention alone isn’t the goal. In Episode 68 of The Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Zaadia Spencer to talk about creating interactive event experiences with a purpose. Zaadia shares why event marketers should start with the objective before choosing the technology. Is the goal to educate attendees, generate leads, increase booth traffic, start better conversations, or understand what prospects are actually interested in? Once that is clear, the experience can be designed around it. The conversation explores gamification and interactive experiences, including how they can reduce friction and give attendees a more natural way to engage with a brand. But as Zaadia points out, even the best activation needs to make sense for the brand, the audience, and the message. They also discuss the opportunity to extend engagement beyond the show floor through digital media kits and trackable content. Instead of handing someone a brochure and hoping they read it, digital tools can provide insight into what content a prospect viewed, what caught their attention, and what they returned to after the event. That information can give sales teams valuable context for more relevant follow-up conversations. The episode also tackles ROI and return on experience, why the attendee journey shouldn’t end when the show closes, and the importance of bringing technology and event partners into the planning process early. The takeaway is simple: Don’t add technology just to say you have technology. Start with the problem you’re trying to solve, create an experience that makes sense, and think about how that interaction will continue after the event. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

What does it really take to turn an empty convention hall into a functioning trade show—and why do some of those seemingly simple services cost what they do? In this episode of The Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Marc Ghafoori, SVP of Client Experience at Heritage, for an “Ask Me Anything” conversation about the role of the General Service Contractor (GSC) and what event marketers should know about the work happening behind the scenes. Marc breaks down why strong project management can help control costs, how last-minute decisions affect labor and logistics, and why even the most complicated exhibits can run smoothly when everyone communicates early. The conversation also explores the relationship between GSCs, exhibit houses, show organizers, and other event partners—and why bringing those teams into strategic conversations earlier can create a better experience for exhibitors and attendees. Chris, Brendon, and Marc also look at how organizers are rethinking the traditional trade show floor by integrating education, networking, content, and experiences into the exhibit environment. Marc’s final advice is simple: pursue a partner, not just a vendor. The right partners understand what you’re trying to accomplish, help anticipate problems, and work alongside you to make the entire program stronger. 🎧 Listen to the full episode for a practical look behind the curtain at what really makes a trade show happen. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

The trade show floor Robert Laarhoven entered in 1984 looks very different from the one event marketers know today. Exhibits were largely divided between traditional custom builds and portable displays. Graphics were produced through processes that now feel almost unimaginable. Modular systems had yet to reshape the industry, and the role of an exhibit house was far more focused on building the physical booth than on the broader marketing strategy surrounding it. In Episode 66 of The Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Robert for a conversation that spans more than four decades of exhibit industry history. Robert shares how he entered the business with almost no trade show experience, helped introduce modular exhibit solutions to the U.S. market, witnessed the growth of the rental model, became the first systems-focused president of EDPA, and watched exhibit companies evolve into partners expected to understand marketing strategy, audiences, ROI, sustainability, and the entire attendee experience. But this episode isn’t only a walk down memory lane. It’s a conversation about what the industry’s past can teach us about its future—and why the ability to adapt, build relationships, and keep learning remains just as important today. 1. There’s No Such Thing as an Overnight 40-Year Career Robert’s entry into the trade show business wasn’t carefully mapped out. After college, he initially planned to work in his father’s business. A trip to the Netherlands to see what his uncle was doing eventually introduced him to the exhibit industry, and in 1984 he started selling a portable display system in the United States with little more than an industry directory and a willingness to knock on doors. Many exhibit houses turned him away. Some gave him a chance. From there came expansion, successes, financial challenges, new businesses, new products, and plenty of lessons. 2. Modular Systems Changed More Than How Booths Were Built One of the central conversations in the episode is the evolution from portable displays and traditional custom fabrication toward modular systems. Robert remembers a time when portable and custom exhibit companies occupied very different parts of the industry. Early modular products started bridging that divide, but scaling those systems to larger exhibits could still mean managing an enormous number of panels, extrusions, and individual components. That changed as products such as Delta Matrix entered the market. After seeing the system used successfully in Europe, Robert and his business partner traveled to Belgium and secured North American distribution rights around 2000. Then the industry faced another major disruption: 9/11. 3. The Best Exhibit Isn’t Necessarily All Custom or All Modular The discussion also challenges the idea that designers need to choose between creativity and efficiency. Robert describes older custom exhibits that featured beautiful architectural forms and craftsmanship, while acknowledging the efficiency and flexibility modern systems provide. His point isn’t that one approach should replace the other. The opportunity is to use each where it makes sense. A designer might use modular systems for meeting rooms or structural elements that need to be efficiently installed and reused, while incorporating custom fabrication, LED, graphics, and other elements where they create greater impact. Ultimately, the objective isn’t to prove whether something is “custom” or “system.” It’s to create an engaging environment that helps the exhibitor achieve its goals while being smart about how the experience is produced. 4. Exhibit Houses Aren’t Just Building Booths Anymore Perhaps one of the most important changes discussed in the episode has nothing to do with physical exhibit construction. The expectations placed on exhibit partners have changed. Chris points out that when he entered the business, building an impressive booth could largely be the goal. Today, conversations start much earlier: Who is the target audience? What personas are attending? How does the experience connect to the company's broader marketing program? And ultimately, what business result should the investment produce? Robert traces this thinking back to early conversations about integrated marketing and explains why it has become even more important today. Trade shows compete with every other marketing channel for budget. If companies can't demonstrate a return, those dollars can move somewhere else. That means an exhibit partner's responsibility increasingly includes helping clients get more business value from their trade show investment—not simply delivering the physical environment. 5. Industry Relationships Can Shape an Entire Career Another recurring theme throughout the episode is mentorship. Robert initially joined EDPA because he saw it as an opportunity to access potential customers. But once he began attending conferences, his perspective changed. He realized he wasn't there simply to sell. He was there to learn. Robert recalls being able to contact established industry leaders, ask questions, and receive advice despite running a much smaller company. Those relationships became an informal education and eventually led him to serve on the EDPA board and become the association's first systems-focused president in 1998. For an industry built around face-to-face experiences, it's fitting that some of Robert's most important career lessons came from simply being in the room with people willing to share what they knew. 6. The Trade Show Floor Will Change Again If there's one lesson four decades of exhibit history makes clear, it's that today's solution won't remain today's solution forever. Robert expects the trade show floor of 2035 to look significantly different from today's environment, just as today's floor looks dramatically different from 1985. Static environments have already given way to motion, sound, LED technology, digital content, and experiences that engage multiple senses. Robert expects that evolution to continue, with today's walls, systems, and LED tiles eventually replaced by technologies and materials that may be lighter, easier to work with, and more immersive. But innovation alone won't protect the industry. Robert also warns about the continued rise in exhibiting costs. Ultimately, exhibitors fund the ecosystem. If participating becomes too expensive relative to the value they receive, those marketing dollars can move into private events, direct marketing, or entirely different channels. As he puts it, the industry has to be careful not to “kill the goose that laid the golden egg.” 7. For the Next Generation: Show Up Robert closes the episode with advice that is remarkably simple. Show up. Go to the conference. Walk the trade show floor. Meet people. Ask questions. Keep an open mind. And most importantly, learn how to engage with people. Technology will continue changing the industry, but Robert believes human engagement remains fundamental. He reminds younger professionals that everyone in an organization plays some role in sales, regardless of their job title, because trust and relationships still influence who people choose to work with. His message also extends to industry veterans approaching the next stage of their careers: don't underestimate the value of decades of institutional knowledge. That experience can become mentorship for the professionals who will build whatever comes next. Robert Laarhoven's career offers a rare view of an industry continuously reinventing itself. Portable displays became modular systems. Modular systems helped reshape rental programs. Graphics evolved. Sustainability became part of the design conversation. Exhibit houses expanded from builders into broader marketing partners. And the trade show floor itself became more dynamic, digital, and experiential. None of those changes happened overnight. And whatever comes next probably won't either. The larger lesson from Robert's story is that longevity in this industry comes from staying curious enough to recognize change, practical enough to adapt to it, and connected enough to learn from the people around you. For younger professionals entering the industry, there is enormous opportunity as a generation of experienced leaders begins passing the torch. For those who've spent decades building the industry, there's an equally important opportunity to pass along the knowledge that can't be found in a manual. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

Event marketers have believed in the power of face-to-face experiences for decades. But as budgets grow and leadership asks tougher questions about marketing spend, belief alone is no longer enough. In Episode 65 of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Dax Callner, Founder and President of the Event Marketing Measurement Association (EMMA), and Christopher Kappes, EMMA Board Member and longtime event industry leader, to tackle a challenge the industry has struggled with for decades: how do we consistently and credibly prove the business value of events? The conversation goes beyond simply calculating ROI. Dax and Christopher discuss why event measurement needs shared standards, how marketers can measure the potential they create rather than taking responsibility for sales that happen months or years later, what the industry can learn from unsuccessful events, and how EMMA is working to make measurement knowledge accessible to everyone.  1. Believing in Events Is No Longer Enough Events are an expensive marketing channel, and the people controlling budgets are increasingly asking marketers to demonstrate why that investment is worthwhile. Dax explains that measurement serves two purposes. First, it provides credible evidence that helps defend event investment. Second, it gives marketers the information they need to continuously improve their programs. Knowing what worked—and what didn't—allows teams to make changes and show stakeholders how those changes affected performance.  2. The Industry Needs a Common Measurement Language One of the reasons event measurement remains difficult is that organizations, agencies, and suppliers often use their own methodologies. EMMA wants to establish a shared foundation. What began around 2017 as a group of experienced practitioners working through the measurement problem has evolved into a nonprofit organization focused on three areas: standards, advocacy, and education. EMMA's goal isn't to prevent agencies or brands from developing their own approaches. It's to establish fundamentals that the entire industry can understand and use, making credible measurement knowledge more accessible instead of keeping it behind agency walls.  3. Measure the Potential Your Event Creates One of the most practical distinctions in the episode is between event-generated potential and eventual closed revenue. Dax shares an example from his work measuring automotive events. By examining buying signals, lead qualification, and other indicators, the team could project millions of dollars in potential revenue generated by an event. That distinction matters because the event team doesn't necessarily control what happens six months or a year later. Sales teams, dealerships, and other parts of the organization are responsible for converting those opportunities. For event marketers, the job is to understand and demonstrate the quality and value of the potential being handed back to the business.  4. Bad Results Are Still Valuable Data Measurement isn't only useful when an event performs well. The conversation includes an example where an event didn't deliver the expected results. Instead of hiding the problem, the team used the data to identify what went wrong and explain how they would fix it. That transparency ultimately strengthened the client relationship and led to additional work. As Dana points out during the discussion, failures provide information that can make future events better. Measurement gives teams the evidence to understand those failures instead of relying on assumptions.  5. Better Measurement Requires Better Industry Transparency Measurement also raises a larger question about the relationship between exhibitors and show organizers. Christopher discusses the difficulty exhibitors sometimes face getting clear information about who is attending an event. Without accurate audience information, brands have a harder time evaluating whether they're reaching the right people and whether an event deserves continued investment. The group argues that better measurement can create healthier conversations between organizers and exhibitors. If an event consistently fails to deliver the audience exhibitors need, continuing to invest without addressing the problem isn't sustainable.  6. EMMA Is Building Education, Benchmarks, and Standards for What's Next A major part of EMMA's next chapter is education. The organization is developing a comprehensive event measurement certification program with 13 modules, designed to give event professionals hands-on measurement training. EMMA is also working toward a benchmark database that would aggregate anonymized industry data, allowing marketers to better understand what "good" performance actually looks like.  Another planned research initiative will examine the long-tail impact of events by reconnecting with attendees six and twelve months later to understand what they actually did after an experience: whether perceptions changed, purchases happened, loyalty increased, or other behaviors followed.  The larger goal is to give the industry a credible source of truth rather than forcing every marketer to solve measurement independently. For years, event professionals have known intuitively that face-to-face experiences create value. But intuition becomes much harder to defend when budgets are scrutinized and every marketing channel is expected to demonstrate performance. The opportunity isn't simply to find a better ROI formula. It's to build a more consistent approach to defining objectives, measuring behaviors and perceptions, understanding attendee value, learning from failures, and communicating event impact in language the rest of the business understands. EMMA's work toward shared standards, accessible education, certification, benchmarks, and long-term research could help give event professionals a stronger foundation for doing exactly that. And as Dax emphasizes near the end of the episode, measurement doesn't necessarily require a massive budget—there are economical and even free ways to start collecting better evidence.  🎧 Listen to the full episode of Event Marketer's Toolbox to hear Dax Callner, Christopher Kappes, Chris Dunn, and Dana Esposito explore what better event measurement could mean for marketers, exhibitors, agencies, and the industry as a whole. If measurement is still the part of your event strategy that gets pushed to "later," this conversation is a good place to start changing that. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

Trade shows remain one of the most effective channels for building relationships and generating pipeline—but a successful event program is about much more than having the biggest booth on the show floor. In this episode of Event Marketer's Toolbox, hosts Chris Dunn and Brendon Hamlin welcome back Kayla Drake, field marketing advisor, speaker, and event career coach, for a practical discussion on how event marketers can create meaningful experiences that move business forward. Building on her previous appearance, Kayla shares actionable strategies for thinking beyond the traditional exhibit booth. From wrapper events and hospitality activations to post-show follow-up and sales alignment, she explains how marketers can create experiences that generate stronger conversations, deeper relationships, and measurable revenue. If you're looking for ideas that go beyond collecting badge scans and focus instead on creating real business opportunities, this episode delivers practical playbooks you can begin using at your very next event. Bigger Lead Numbers Don't Always Mean Better Results One of the central themes of the conversation is that event success shouldn't be measured by lead volume alone. While booths play an important role in brand awareness and demand generation, they're not always the best investment for every company or every event. Kayla explains that, in many cases, meeting ten high-value target accounts can produce significantly more pipeline than collecting hundreds of cold leads. The key is understanding your objectives before committing to an event and designing experiences around your ideal customer profile (ICP), rather than simply maximizing traffic. Think Beyond the Booth with "Wrapper Events" One of Kayla's favorite strategies is creating experiences that complement a major trade show rather than relying solely on the exhibit floor. She shares examples of: Coffee shop buyouts Executive dinners Wellness activations Hospitality lounges Partner events Off-site networking experiences These "wrapper events" create natural environments where conversations happen organically instead of immediately leading with a product pitch. The result is a more memorable experience for attendees and higher-quality meetings for sales teams. The Real Work Begins After the Trade Show A booth conversation is only the beginning. Kayla emphasizes that follow-up is where most opportunities are won—or lost. She recommends uploading leads immediately, following up within days, and using content such as webinars, blogs, podcasts, and videos to continue nurturing prospects while the event is still fresh in their minds. Instead of treating trade shows as one-time interactions, marketers should build a structured follow-up process that moves attendees toward meaningful sales conversations. Align Marketing and Sales Around Target Accounts Strong field marketing depends on close collaboration with sales. Rather than planning events in isolation, Kayla encourages marketers to sit down with sales teams before an event and identify their highest-priority accounts. Together they can build personalized experiences for those customers—from booth demonstrations to executive dinners and additional marketing touches throughout the event week. This account-based approach helps marketing directly support sales while creating measurable influence on pipeline and revenue. Measure Success Through Pipeline, Not Just Attendance Throughout the discussion, Kayla returns to one consistent message: event marketers should understand the numbers behind every event. She walks through calculating expected ROI, setting realistic revenue goals, aligning sales follow-up expectations, and communicating results transparently. If an event isn't generating business, marketers shouldn't be afraid to acknowledge it and explore different approaches such as partnered events or wrapper events instead of repeating the same strategy year after year. Investing in the Next Generation of Event Marketers Toward the end of the episode, Kayla shares her next chapter: launching her own field marketing advisory and event career coaching business. After more than 13 years building field marketing programs for companies including Apollo, StackAdapt, Udemy, and Autodesk, she's now focused on helping early- and mid-career event marketers develop the practical skills often missing from traditional career paths. It's a fitting close to a conversation centered on sharing playbooks, building stronger event strategies, and helping the industry continue to grow. One of the biggest themes from this episode is that successful event programs aren't built around collecting the most leads—they're built around creating the right conversations. Kayla challenges event marketers to rethink how they measure success by focusing on pipeline, relationships, and thoughtful experiences that serve the right audience. Whether it's an executive dinner, a hospitality lounge, or simply a stronger follow-up strategy, the goal remains the same: create opportunities that help sales succeed and deliver measurable business results. For anyone responsible for trade shows, field marketing, or experiential programs, this episode offers practical ideas that can be adapted immediately, regardless of company size or budget. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

The trade show industry continues to evolve, but one challenge remains at the center of nearly every exhibitor conversation: cost. In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito welcome back Jessica Sibila, Executive Director of The Exhibitor Advocate, for a timely discussion about rising exhibition costs, exhibitor advocacy, education, and what it will take to create a more sustainable future for the events industry. One year after her first appearance on the show, Jessica shares how The Exhibitor Advocate has grown to more than 1,300 members and expanded its educational resources, research initiatives, and industry partnerships. The conversation explores the realities exhibitors are facing today, why collaboration is essential across the event ecosystem, and how organizers, suppliers, and exhibitors can work together to improve outcomes for everyone. Rising Costs Continue to Be the Industry's Biggest Challenge According to Jessica, exhibitor costs remain the number one concern across the industry. Through The Exhibitor Advocate's 2025 Annual Survey of Exhibition Rates, exhibitors continue reporting significant increases in material handling, labor, electrical services, and other show-related expenses. These costs directly impact exhibitors' ability to invest in the experiences, activations, technology, and engagement strategies that ultimately drive ROI and attendee value. Exhibitors Need a Seat at the Table One of the central themes of the conversation is the importance of exhibitors becoming active participants in industry conversations. Jessica explains that many exhibitors direct frustrations toward their exhibit houses or service providers, when in reality many cost-related decisions originate elsewhere in the event ecosystem. Meaningful change happens when exhibitors communicate directly with show organizers and become part of the discussion around long-term event sustainability. Better Partnerships Create Better Events The discussion highlights the need for stronger collaboration between exhibitors, organizers, service contractors, and suppliers. When every stakeholder understands the challenges faced by others, it becomes easier to find solutions that improve the overall event experience. The goal is not simply reducing costs, but creating healthier business models that allow exhibitors to invest more in attendee engagement, product demonstrations, and memorable experiences. Education Remains a Critical Need The industry continues experiencing workforce shifts, budget consolidation, and new professionals entering event marketing roles. To address these challenges, The Exhibitor Advocate has expanded its educational offerings with templates, benchmarking tools, budgeting resources, sustainability guides, AI education, advocacy templates, and training resources designed to help exhibitors make more informed decisions and communicate more effectively with leadership teams. AI Presents New Opportunities Jessica also discusses the growing role of AI in event planning and management. From helping exhibitors measure event success to simplifying complex exhibitor service manuals, AI presents opportunities to reduce friction, improve efficiency, and help event professionals make better decisions. Innovation Requires Listening One of the most encouraging themes of the episode is that many show organizers are listening. Jessica shares examples of organizers implementing exhibitor advisory councils, conducting exhibitor-specific surveys, and finding creative ways to support exhibitors while maintaining successful events. The shows that actively seek exhibitor feedback are often the ones seeing the strongest long-term growth. Resources Mentioned in This Episode Website: https://www.exhibitoradvocacy.com/ 2025 Annual Survey of Exhibition Rates: https://www.exhibitoradvocacy.com/resources/TEA-DWN-ASER-2025 Membership Information: https://www.exhibitoradvocacy.com/membership-levels This conversation serves as an important reminder that the future of trade shows depends on collaboration. Exhibitors, organizers, suppliers, and service providers all play a role in creating successful events. By improving communication, sharing data, investing in education, and rethinking long-standing business models, the industry has an opportunity to create more sustainable and impactful event experiences for everyone involved. Jessica's message is clear: meaningful change is possible, but it requires exhibitors to become active participants in the conversation. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

What keeps someone passionate about live events after 35 years in the industry? In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with industry veteran Dave Brown for a candid conversation about career growth, exhibit systems, problem-solving, and the evolution of experiential marketing. What began as a discussion about modular exhibits quickly turned into a broader conversation about adaptability, creativity, and why live events continue attracting people who thrive on challenge and change. Why live events are built for problem-solvers and fast thinkers Dave Brown’s unexpected entry into the exhibit industry in 1991 The importance of curiosity, communication, and asking questions How exhibit “systems” evolved from portable displays into sophisticated build materials Why the line between modular and custom exhibits has become increasingly blurred How brands prioritize flexibility, sustainability, transportation, and outcomes over construction methods The growth of outdoor activations and experiential marketing beyond the trade show floor Why innovation in live events always starts with solving customer problems This episode is a thoughtful look at how the live events industry continues evolving while still being driven by the same core principles: creativity, adaptability, relationships, and problem-solving. Watch or listen to the full episode of Event Marketer’s Toolbox with Chris Dunn, Dana Esposito and Dave Brown. Engage. Excel. Execute. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, host Chris Dunn sits down with Bethany Murphy, Head of Events at SentinelOne, for a practical conversation about the evolving role of event marketing. With nearly 25 years of experience across brands like LogMeIn, Drift, Akamai, SixthSense, and SentinelOne, Bethany shares how modern event teams are moving beyond logistics and becoming key drivers of pipeline, customer engagement, and business growth. Chris and Bethany discuss how to build intentional event portfolios, measure ROI more effectively, align events to different stages of the funnel, and navigate today’s growing budget pressures. In This Episode Why events now sit at the intersection of brand, demand, and relationships The difference between lead quantity and lead quality How to strategically evaluate which events are worth the investment When companies should consider launching their own proprietary events Why events should be treated as year-round campaigns instead of one-time moments Measuring source pipeline, influenced pipeline, meetings, and event ROI How rising costs are reshaping event strategy and budget planning Creative ways event marketers can stand out without overspending Events today are about much more than booths and badge scans. This episode highlights how strategic planning, intentional experiences, and strong business alignment can turn events into powerful growth drivers. Watch or listen to the full episode of Event Marketer’s Toolbox for more insights from Chris Dunn and Bethany Murphy. Engage. Excel. Execute. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Lee Ali, Founder of ExpoStars, to unpack one of the most overlooked drivers of trade show success: your people. Companies spend thousands—sometimes hundreds of thousands—on booth design, technology, and giveaways. But as Lee makes clear, most are missing the one factor that determines whether that investment actually pays off. 👉 It’s not the booth. 👉 It’s the team inside it. Drawing from nearly two decades of experience and global insight, Lee breaks down how exhibitors can rethink their strategy—from the ground up—by focusing on human connection, structured engagement, and intentional team design. 1. Your Booth Team Drives 85% of Your Success 2. Start with the Audience, Not the Booth 3. Not All Booth Staff Are Created Equal 4. Trade Shows Are a Performance—Train Like One 5. Vanity Metrics Are Killing ROI 6. The Real Skill Isn’t Selling—It’s Connecting There’s a tendency in our industry to chase the visible: bigger booths, better tech, more traffic. But this conversation is a reminder that real impact happens in the invisible moments—the conversations, the connections, the way your team shows up. If you want better ROI from your events, don’t just upgrade your booth. 👉 Upgrade your approach to people. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with John Dubil, Chief Strategy Officer at Ice 9 Productions, for a deep, real conversation about what actually makes live experiences work. This isn’t about gear. It’s not about bigger screens. It’s about how message, environment, and technology come together as one. From 35+ years in the industry — spanning supplier, agency, and client-side — John breaks down what’s changed, what hasn’t, and where most teams still get it wrong. 1. The Medium Isn’t Supporting the Message — It Is the Message The biggest shift isn’t technological — it’s conceptual. Too often, teams treat creative, production, and tech as separate pieces. But the reality is:  The environment is the communication   The booth isn’t a backdrop — it becomes the brand   Technology shouldn’t overpower the message, it should complete it  2. Late Collaboration Is the Most Expensive Mistake One of the strongest points in the episode: Bringing partners in late doesn’t save money — it does the opposite.  Costs go up   Risk increases   Quality drops  Early collaboration allows:  Better planning   Smarter design decisions   Fewer last-minute fixes  3. The Industry Moves in Cycles — But Relationships Win Every Time John walks through the pattern the industry keeps repeating:  Fragmentation → Consolidation → Fragmentation again  But regardless of the cycle:  Talent follows culture   Clients follow trust   Great work comes from strong partnerships  4. Technology Has Become More Powerful — and More Efficient There’s a common perception that AV and production are getting more expensive. The reality is more nuanced:  Technology has become more capable and more efficient  The impact per dollar has increased significantly   The real cost drivers are often venue fees, labor, and logistics 5. Live Experiences Still Win — Because They’re Human Despite digital overload, live events continue to grow. Why?  Shared experiences increase emotional impact   Human interaction drives memory and retention   Energy and spontaneity can’t be replicated  6. Measurement Can’t Be an Afterthought One of the most practical takeaways: If you’re not measuring outcomes, you’re missing half the value.  What actions did attendees take?   What business results came from the experience?   What should change next time?  👉 Great experiences happen when people, process, and purpose are aligned. Not in silos. Not at the last minute. Not driven by tools alone. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with David T. Stevens to explore a topic that is often misunderstood in the events industry: wellness. But this conversation is not about surface-level perks. It’s not about adding a massage chair to a lounge, offering goat yoga because it looks good on Instagram, or checking the “wellness” box because it feels trendy. Instead, David makes the case that wellness is a business strategy—one that directly affects learning, engagement, retention, belonging, and ultimately, performance. From agenda design and nutrition to social connection and sleep, he explains how events can produce better outcomes when they are built around the way people actually function.  David, who calls himself a “20-year recovering corporate event marketer and planner,” now leads Olympian Meeting, which he describes as the world’s first wellness-first events agency. Their philosophy is simple but powerful: they do not produce “wellness events.” They produce corporate meetings, conferences, sales kickoffs, and incentive programs—while using wellness as the lens that drives stronger business outcomes.  What makes this episode especially valuable is that David brings science, practicality, and event experience together in a way that feels immediately usable. He breaks down how things like overpacked agendas, poor food choices, lack of recovery time, and weak networking design can work against the very goals event professionals are trying to achieve. The result is one of the more thought-provoking EMT conversations to date—especially for planners, marketers, and brand leaders who want their events to do more than just look good on paper. If you’re designing conferences, trade shows, sales meetings, or any kind of live experience, this episode is worth your time. Listen to the full conversation, share it with your team, and ask yourself one simple question before your next event: What is the real intention behind this experience — and are we designing it with purpose? Follow Event Marketer’s Toolbox for more conversations with the people shaping the future of events. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive  📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Christopher Dorn, Managing Director of Idea International, to explore what it really takes to produce trade show programs across the Asia-Pacific region. With nearly three decades in the industry and over half his career spent living and working in Japan, Dorn brings a rare perspective on global exhibitions—from cultural differences in business decision-making to the logistical realities that Western exhibitors often overlook. The conversation begins with Dorn’s unlikely path into the trade show industry—starting in exhibit design in the Midwest before moving to Japan, where he eventually built his own business supporting global exhibitors entering the Asia-Pacific market. From those early days navigating language barriers and building a professional network from scratch, Dorn learned a key lesson that still shapes his work today: success in international exhibitions starts with curiosity and adaptability. As the conversation unfolds, the hosts dig into the operational and cultural nuances of exhibiting outside North America. Dorn explains how decision-making in countries like Japan often relies on consensus rather than the fast-moving, individual-driven approach common in the U.S. Understanding these dynamics can mean the difference between a smooth project and a frustrating one. The discussion also highlights how trade shows themselves differ across markets. In Japan, for example, exhibitions often function more like relationship-building festivals—what Dorn describes as matsuri—rather than high-pressure sales environments. Companies attend to strengthen networks, build trust, and move conversations forward over time rather than expecting immediate deals. Beyond culture, Dorn walks through the practical considerations that American exhibitors must navigate when bringing a booth program overseas—from structural limitations and venue infrastructure to production methods and storage costs. Many exhibitors assume they can replicate their North American booth designs globally, but Dorn warns that assumptions are the fastest way to run into problems. Ultimately, the episode is both a strategic and tactical guide for anyone considering international exhibitions. Whether it’s understanding local expectations, adapting designs to venue constraints, or building the right partnerships on the ground, Dorn emphasizes that preparation and communication are critical. For event professionals exploring the Asia-Pacific region, this conversation offers a rare behind-the-scenes look at how global exhibition programs actually come together. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with Mark Johnson, Founder & CEO of Star Exhibits and former owner of ExhibitorLIVE, to discuss leadership, legacy, and the evolving power of live events. Mark shares the inside story of how ExhibitorLIVE was at risk of shutting down — and why he stepped in to preserve it for the industry. The conversation explores the transition to IAEE, the importance of CTSM and continuing education, and why collaboration across associations strengthens the entire exhibitions ecosystem. They also dive into a bigger theme: why face-to-face experiences are becoming even more valuable in the age of AI. As digital noise increases, authenticity, trust, and community matter more than ever. Key topics: The history and impact of ExhibitorLIVE Saving a 40-year industry institution IAEE partnership and what it means for the future Education, certification, and industry leadership Why live events are evolving — not declining If you're in trade shows, experiential marketing, or the events industry, this episode is a reminder: investing in education, community, and collaboration is how we move the industry forward. Listen in — and we’ll see you on the show floor. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Marc LeDuc, a conference innovator with over three decades of experience building large-scale B2B and technical conferences. Marc brings a rare, behind-the-curtain perspective on how conferences are actually created — from identifying real audience gaps to architecting content that fuels engagement long after the doors close. Rather than treating conferences as one-off events, Marc challenges organizers to think in terms of problem-solving, long-term impact, and community building. This conversation explores what separates good conferences from unforgettable ones, why content must be integrated earlier in the planning process, and how event teams can survive — and even thrive — when everything goes sideways. A conference is born from a problem, not a venue Marc explains that the strongest conferences begin by identifying gaps in the market — what audiences aren’t getting elsewhere — and validating those gaps before a single speaker is booked. Content is the backbone, not the afterthought From session arcs to speaker strategy, Marc breaks down what “content creation” really means in the conference world and why it must align with long-term learning, not just show-day agendas. The 365, 24/7 mindset Conferences should be one moment in an ongoing engagement cycle. Webcasts, podcasts, articles, and community touchpoints before and after the event are what create lasting value. ROI goes beyond spreadsheets Marc challenges traditional ROI thinking and introduces the importance of Net Promoter Score, audience advocacy, and long-tail business impact when measuring success. Managing chaos when everything changes From speaker cancellations to weather disasters, Marc shares real stories about pivoting under pressure — and why experience, preparation, and teamwork matter more than perfect plans. Cross-functional collaboration wins Conferences succeed when content, sales, marketing, AV, and leadership are aligned — not siloed. Marc emphasizes learning each other’s roles to unlock better outcomes This episode is a masterclass in thinking differently about conferences. Marc LeDuc reminds us that great events aren’t defined by square footage or production value — they’re defined by clarity of purpose, quality of content, and the ability to create momentum beyond the show floor. For event marketers, planners, exhibitors, and content teams alike, this conversation is a powerful reminder that conferences don’t end when attendees leave — that’s when the real work begins. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

Season 2 is officially here — and EMT kicks off 2026 with a deep dive into AI, automation, and what “real ROI” can look like when you capture the conversations happening on the show floor. Chris Dunn (BlueHive Exhibits) and Brendon Hamlin (Hamlin Creative) are joined by Jordan Walker and Hunter McKinley, co-founders of Backtrack, an AI note-taking tool built specifically for live events.  You’ll hear why teams forget most of what they hear within a day, how “speed to lead” can make or break post-show momentum, and how conversation capture can turn fuzzy anecdotes into real, usable reporting — without losing the human part of events. “Humans do the human things, robots do the robot things.” The goal isn’t replacing connection — it’s removing busywork so teams can stay present on-site.  The real ROI problem: you can’t improve what you can’t remember or measure — and teams often leave shows with vibes… not usable data. Speed-to-lead wins deals: the first follow-up is 3–5x more likely to move to the next step than waiting until later.  Privacy is a feature, not an afterthought: “be a good human and always ask,” with opt-in rates around 90% when done transparently. How to start using AI without getting stuck: “start with fun, then work” — low-stakes experiments that teach you the tools before you automate the serious stuff. As Event Marketer’s Toolbox kicks off Season 2, this episode sets the tone for 2026: smarter tools, stronger relationships, and more intentional event strategy. If you care about improving follow-up, proving value, and keeping events human in an increasingly automated world, this conversation is a must-listen. Listen to the full episode, share it with your team, and start thinking about one place in your event workflow where AI could give you back time — without taking away connection. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

Episode 50 marks the Season One finale of Event Marketer’s Toolbox. Hosts Chris Dunn, Brendon Hamlin and Dana Esposito come together for a special recap episode, reflecting on the ideas, conversations, and guests that shaped the show’s first year. Instead of introducing a new guest, this episode revisits standout moments from across the season, reacting to key insights and sharing what they’ve learned along the way — about events, relationships, community, and what really drives meaningful experiences. 🔑 Key Takeaways from the Season Community first: Great events (and great brands) are built on trust, consistency, and genuine connection — not just attendance. Human-centered design matters: From “warm hug” experiences to intentional layouts, the best events make people feel something. Flexible teams win: Fractional and project-based models allow brands to bring in the best talent without unnecessary overhead. Know your brand DNA: Successful exhibits and activations start with clarity around audience, purpose, and identity. Relationships over transactions: Authentic engagement — on LinkedIn, on the show floor, and beyond — builds trust faster than any pitch. Content extends impact: Capturing and repurposing event moments turns one experience into long-term value. 💬 Memorable Quotes “A great event should feel like a warm hug from your industry.”  — MK Granados“You’re getting the best of the best — that’s the power of flexibility.”  — Katie Wengenroth“People don’t want to be sold to. They want real conversations.”  — Matt Williams 🔚 Final Thoughts This episode brings Season One to a close by highlighting a simple truth: events that work are intentional, human, and built around relationships. The hosts look ahead to 2026 with gratitude, curiosity, and excitement for what’s next. 🎧 Subscribe and stay tuned — Event Marketer’s Toolbox returns in January with more real conversations and actionable insights. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

In this episode, Chris Dunn and Brendon Hamlin sit down with Katie Wengenroth, Founder of KVT Events, to explore the mindset, structure and strategy behind building high-impact events. With 15+ years across agencies and SaaS giants — HubSpot, LogMeIn, Outreach — Katie breaks down how intentional planning, strong relationships and clear goals shape better outcomes long before production begins. From producing HubSpot’s early Inbound Conferences to designing Outreach’s Women in Sales Summit in Napa, Katie shares how she builds events people want to attend — experiences rooted in clarity, community, authenticity, and brand alignment. She also opens up about entrepreneurship, motherhood, choosing meaningful work and how the event landscape is shifting toward fractional, contract and project-based roles. A strategic, honest and relatable conversation for event pros at every stage of their careers. Your early career becomes your foundation — Katie explains how agency logistics work gave her the operations discipline she still relies on today. Relationships drive everything — Most of her business now comes from referrals; she attributes this to prioritizing good people over perfect opportunities. Design events with intention, not habit — Don’t “just show up.” Start with goals, target persona, purpose, and desired outcomes. Create experiences worth traveling for — Her Women in Sales Summit succeeded because it delivered connection, safety, and authenticity — not just content. Speaker strategy should align with values — Outreach secured Mel Robbins not with money, but with personalization and listening to what mattered to her. ROI must be defined before the event — Pipeline isn’t the only metric; follow-up, lead tracking, sentiment, and long-term brand impact matter. Fractional and freelance work are rising — With shrinking headcount and growing demands, companies increasingly rely on flexible expert talent. This episode is a reminder that great events don’t start with production — they start with clarity, intention, and a deep understanding of your audience. Katie’s journey shows how relationships, strategy, and authenticity not only make events stronger, but create careers that evolve with you. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

Events are full of powerful moments — but only the teams who capture them intentionally turn those moments into long-term value. In this episode, Chris Dunn sits down with co-host and guest Brendon Hamlin, Founder of Hamlin Creative, to break down how brands can transform trade shows, conferences, activations, and corporate events into content engines that live far beyond show days. Brendon shares lessons from his early career in TV promo production all the way to leading content teams at large brand experiences. Together, he and Chris explore how content can drive visibility, sales enablement, internal communication, and year-round engagement when it’s done with strategy instead of improvisation. • The four types of event content every brand should leverage Brand activations, trade shows, events, and conferences — and the unique opportunities each one creates. • Why trade show booths are “film sets” in disguise How to use booth environments for demos, leadership messages, testimonials, and personalized prospect follow-up. • How to build a long-term content library with one event Examples from pitch nights, competitions, product showcases, and large internal conferences. • Vertical-first content strategy Why 9:16 is becoming the dominant format for social and how content teams are adapting. • The difference between documenting and creating content Real strategy happens before the event, not the week of — and it dramatically reduces cost per video. • What content teams wish brands planned for earlier From interview lists to social-asset needs, Brendon breaks down how preparation drives ROI. If your brand is investing thousands into events, this episode shows you exactly how to extend that impact — from social content to sales follow-up to long-term storytelling. It’s a roadmap for anyone who wants their event content to work harder, last longer and connect more deeply. 👉 Listen, take notes and start building a content strategy that multiplies your event ROI. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

Episode 47 of Event Marketer’s Toolbox is a clear, practical breakdown of what it really takes to exhibit across the U.S. trade show landscape. Guest Bill Watson, who leads labor operations for Lime IND, joins hosts Chris Dunn and Dana Esposito to unpack the biggest challenges exhibitors face: labor rules, union jurisdictions, venue restrictions, scheduling pressures, and the realities behind rising costs. Many exhibitors assume labor works the same everywhere—but Bill explains why every city operates uniquely. From Chicago’s strict electrical rules (rooted in historical incidents) to New York’s high-pressure scheduling and Las Vegas’s scale, this episode helps listeners understand why the same booth can behave completely differently from city to city. You'll hear why expectations often collide with reality, why planning “flow” and buffer time is non-negotiable, and how late decisions trigger cascading delays and extra costs. The hosts and guest also explore how design decisions directly impact budgets, why multi-city programs require adaptive strategies, and what questions every exhibitor should ask long before they arrive on site. Why labor rules vary from city to city Bill explains how historical incidents, unions, and venue structures shape the wildly different rules exhibitors face. The hidden impact of scheduling and buffer time Late decisions and tight timelines trigger cascading delays, cost spikes, and operational chaos. Exhibitor misconceptions vs. real on-site conditions What exhibitors assume will happen doesn’t always align with how labor is scheduled, dispatched, or allowed to work. How design choices affect labor and cost Materials, height, weight, and complexity change the labor story dramatically—especially in union-heavy cities. Regional cost realities across North America Chicago, New York, Vegas, Orlando—they all operate differently, and planning without this knowledge is costly. Why choosing the right partner changes everything A partner who understands multi-city programs can help avoid blown budgets and on-site surprises. Whether you're new to trade shows or managing a full North American program, this episode offers practical, experience-driven guidance you can apply immediately. Exhibiting across North America isn’t complicated because exhibitors lack skill—it’s complicated because every venue has its own history, rules, and pace. Understanding those differences is the key to avoiding surprises, protecting budgets, and delivering a smooth on-site experience. Bill’s insights give marketers and exhibit managers the clarity they need to plan smarter and show up more prepared. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!

How IPME Is Redefining Event Design Through Sustainable Innovation In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Craig Rapoza, President of Built Rite and Co-Founder of IPME, to explore how shipping containers are transforming the way brands build, move, and scale experiential environments. From high-impact activations for Audi and Volkswagen to the World Cup 2026 and CES, Craig shares how IPME’s modular, container-based structures deliver sustainable design, efficiency, and creative freedom — all while reducing stress, setup time, and environmental impact. Listeners will learn how modular architecture is helping brands create smarter, greener experiences that move — literally — from one city to the next. Design That Moves: IPME’s modular container builds act as self-contained environments — transporting, storing, and transforming into immersive brand spaces in minutes. From rooftop decks to LED walls and bars, every build is engineered for mobility and speed. The Trojan Horse Advantage: Instead of shipping dozens of crates, IPME structures arrive fully integrated — the container is the booth. As Craig puts it, “We’re adults playing with rectangular cubes,” but these cubes save hours of labor and hundreds of forklift moves per setup. Sustainability in Their DNA: IPME’s “cradle-to-cradle” philosophy means every build is designed to be reused, repurposed, and reimagined. By upcycling existing containers, they dramatically cut down CO₂ emissions and landfill waste while keeping costs stable. Faster Builds, Less Stress: Whether it’s a 15-minute forklift move or an 82-day concept-to-completion build for Kia Motors at CES, IPME’s hybrid systems allow for remarkable speed without compromising quality or safety. Designing for the Future of Events: From World Cup 2026 activations to modular tasting rooms in Napa, IPME is pushing creative boundaries — making sustainability not just a buzzword, but a functional design choice. This episode is a masterclass in how innovation and sustainability intersect in experiential marketing. Craig shows that being bold in design doesn’t mean being wasteful — it means thinking smarter, moving faster, and building for the future. Whether you’re designing an exhibit, a pop-up, or an entire tour, this conversation proves one thing: modular thinking is the new mindset for event pros. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!