In this insightful episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito are joined by Jessica Sibila, Executive Director of The Exhibitor Advocate—a nonprofit championing the voice of exhibitors.

With years of hands-on experience and data-backed insights, Jessica takes us inside the real exhibitor experience. From budgeting chaos to communication gaps with show organizers, she lays out the fundamental disconnects facing exhibitors—and what the industry can do to fix them.

You’ll hear practical advice and strategic takeaways for both exhibitors and event professionals looking to improve trade show ROI and attendee experiences.

🔹 Exhibitor Sentiment Is Still Positive—but Misunderstood

70% of exhibitors find value in trade shows, especially for brand awareness and customer connections—but it’s no longer just about leads. Many are shifting their event KPIs and need support that aligns with new expectations.

🔹 Budgeting Is Broken

Exhibitors aren’t just struggling with high costs—they’re struggling with unpredictable costs. Service manuals that arrive 60 days before a show (for booths contracted 18 months earlier) make accurate budgeting nearly impossible.

🔹 ROI Requires Reinvention

Data collection remains a weak spot. As leadership demands measurable ROI, exhibitors are stuck trying to justify intangible benefits like “face-to-face value.” Jessica advocates for a smarter split between revenue-generating and non-revenue spend.

🔹 Exhibits Are Getting Boring

With half or more of budgets going to non-visible services, booth creativity suffers. Attendees notice. Show organizers must recognize this spiral—costs → dull exhibits → poor attendee experience → lower turnout—and start reversing it.

🔹 Advocacy Is Everyone’s Job

Jessica calls on event marketers, exhibit houses, and show organizers to collaborate—and on exhibitors to speak up. She emphasizes the importance of contacting show operations (not just sales) and using tools like The Exhibitor Advocate to be heard.

If you’re an exhibitor, event marketer, or show organizer—this episode is for you. Share it with your team, your clients, or your show partners. Let’s raise the bar 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.

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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Alison French, founder of JoinLTO.com, to unpack how event marketers can ditch reactive booth tactics and instead walk into trade shows with a plan that drives actual revenue.

Most brands show up hoping for the best. Alison shows up with a system—and helps her clients walk out with booked meetings and pipeline to prove it. From building pre-show prospect lists to post-show CRM automation, this conversation breaks down the real work behind successful in-person marketing.

🔗 Bonus: Learn how her tool, ShowScout, helps teams stay organized and accountable while working the floor.

🔹 Booth Traffic ≠ Pipeline

High traffic doesn’t always mean high value. Alison urges marketers to build pre-show outreach plans based on ICPs and decision-maker lists—whether or not those contacts plan to attend.

🔹 Sales & Marketing Must Align—Before the Show Starts

She details how successful teams meet weekly before events to assign key accounts, define CTAs, and align on messaging. “If sales and marketing aren’t speaking the same language pre-show, they definitely won’t post-show.”

🔹 Plan for the Follow-Up Before the Event Begins

Alison explains how post-show email flows and CRM automations should be built before hitting the show floor. No more “we’ll follow up later” disasters.

🔹Video Is Underused—But Critical

Whether it’s matched audience ads or on-site storytelling, video can significantly boost engagement and pre-show visibility. You don’t need a full production crew—just focus and intent.

🔹 Accountability Drives ROI
Have your team track who they meet, what conversations happened, and which outcomes were achieved. “If you sent 5 reps to meet 40 people each, and nobody followed up, what was the point?”

This episode is a masterclass in turning your trade show investment into tangible pipeline.

Alison doesn’t just talk strategy—she offers a real blueprint. From campaign planning to team accountability and post-show execution, she reminds us that ROI isn’t just possible—it’s a choice.

Whether you’re a first-time field marketer or a seasoned CMO, this is one episode you’ll want to bookmark and share with your team.

👉🏼 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.

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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with seasoned event strategist Marisa Nebosky to break down the realities of budgeting in today’s evolving event landscape. With 2,000+ events under her belt, Marisa brings the kind of real-world, field-tested insights every event professional needs.

From her signature “Good, Better, Best” framework to the need for confident stakeholder conversations, she explores how to plan smarter, reduce stress, and create brand moments that actually convert.

Whether you're trying to stretch a budget or convince leadership to invest more, this episode offers tangible strategies, clear mindset shifts, and valuable resources to elevate how you build and measure event success.

🔹 Good, Better, Best Isn’t Just About Price—It’s About Framing

Marisa shares how presenting multiple design tiers helps stakeholders understand what each dollar buys. By giving visual and experiential clarity to price points, marketers can make the value of each investment feel tangible.

🔹 You’re the Expert—Speak with Confidence

As Marisa puts it, "We do this every day." Knowing your stuff and being able to clearly and confidently communicate trade-offs, timelines, and ROI is what earns stakeholder trust—and bigger budgets.

🔹 Budgets Should Reflect Goals—Not Just Line Items

Are you building brand awareness or pipeline? Marisa stresses the importance of defining success early. Not all ROI is revenue; impressions, engagement, and share of voice are often just as valuable.

🔹 Sustainability is Strategic, Not Just Ethical

From re-using modular booth components to capturing content that has shelf life beyond one show, sustainability means smarter long-term planning and more value for your spend.

🔹 Trusted Partners Are Everything

Working closely with agencies, designers, and fabricators early in the process helps reduce surprises and increase creative solutions.

As Marisa says, “It’s all about open, honest conversations.”

Want to finally feel confident in your event budget conversations? Don’t miss Marisa’s practical tips and candid truths on how to bring clarity, confidence, and strategy to your event planning process.

👉🏼 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.

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In this episode of Event Marketer's Toolbox, hosts Chris Dunn and Dana Esposito sit down with Jennifer O'Hare, CEO and founder of Belle Box Co., a luxury corporate gifting company.

They dive deep into the evolving world of strategic gifting for events — from personalized on-site experiences to thoughtful brand storytelling through gifts.

Jennifer shares her expertise from her background in corporate retail at TJX and how she’s reshaping gifting strategies to drive deeper connections, enhance attendee experiences, and deliver lasting impressions.

Whether you're planning a trade show booth or a full-scale corporate event, this conversation will change how you think about swag, ROI, and the emotional impact of thoughtful gifting.

🔹 Strategic Gifting Is About Storytelling, Not Just Products

Jennifer emphasizes the importance of starting every gifting strategy with a story: What should the gift say about the brand? How should it make the recipient feel? The best gifting strategies weave a consistent narrative throughout the event experience.

🔹 Personalization and Experience Create Lasting Impact

On-site personalization—like hand-stamped leather goods or color-selection activities—turns a simple gift into an interactive, memorable moment that reinforces the event’s theme and brand connection.

🔹 Eco-Friendly and Subtle Branding Matter More Than Ever

Subtle, tone-on-tone branding and sustainability are top priorities. Gifts that don't scream corporate branding are more likely to be used and cherished, aligning with modern values around sustainability and authenticity.

🔹 Budget Smarter, Not Harder

Instead of buying low-cost items for every attendee, Jennifer recommends allocating budgets differently: Invest in higher-end, meaningful gifts for key touchpoints while creating interactive experiences for broader audiences.

🔹 Start Early to Maximize Strategy and Impact

Waiting until a month before an event limits creativity and options. Jennifer encourages event marketers to engage gifting partners 4–6 months out to design fully integrated, strategic campaigns that align with event goals and attendee expectations.

Jennifer O’Hare reminds us that truly impactful events aren't just about flashy booths or catchy slogans—they're about emotional connection.

A well-thought-out gift, designed with purpose and delivered with care, can transform an attendee’s experience and extend the life of your brand long after the event ends.

👉🏼 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.

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In this insightful episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with award-winning journalist and events industry insider Danica Tormohlen to dive into the real-time trends shaping the trade show and live event space in 2025.

With over 25 events already under her belt this year, Danica offers a ground-level view of how both exhibitors and attendees are evolving—from rising expectations to personalization, wellness, hybrid experiences, and the redefinition of value.

This is the episode to listen to if you're planning a trade show presence this year and want to stay ahead of what attendees actually want.

🔹 Younger Attendees Are Redefining the Show Floor

The surge of Gen Z and Millennial attendees is driving a shift toward more experiential, informal, and interactive booth activations. These audiences crave participation, not pitches.

🔹 Personalization Isn't Optional Anymore

Today’s attendees want freedom: to create their own agendas, explore quiet zones, and even customize their meal plans. The era of back-to-back programming is over—attendees need space to connect, decompress, and choose their own journey.

🔹 Exhibitors Are Missing Easy PR Wins

Danica notes too many brands ignore pre-show and on-site PR opportunities. At a minimum, brands should plan:

• A post-show press release
• Live booth content
• Social updates during set-up and on show days

🔹 Creative Networking Beats Traditional Happy Hours

From dirty soda bars to Harley-themed activations and sun salutation yoga, exhibitors and show organizers are pushing past the cocktail hour. Attendees want meaningful moments and healthier options that reflect their values.

🔹 Support for Women in Exhibitions Is Growing

Danica shares insights into the Women in Exhibitions Network – North America, offering education, mentorship, and real connection for women across the industry. Monthly meetups, high-level guests, and in-person events are creating real momentum.

🟧 “You can spend all this time building an amazing booth… but if no one knows you’re there, you’ve missed the opportunity.”

🟧 “Even the more experienced generation wants personalization. We expect what we enjoy as consumers to show up in our business lives too.”

🟧 “It's not about alcohol anymore—it’s about intentional, inclusive experiences. Attendees want options.”

🟧 “We need to talk to top exhibitors sooner and partner up—on keynotes, activations, and shared storytelling.”

Danica Tormohlen gave us a roadmap for where the industry is right now—and where it's heading fast. Whether you’re an exhibitor looking to upgrade your presence or a planner rethinking your strategy, the message is clear: make it personal, make it purposeful, and plan smarter

👉🏼 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.

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In this episode of Event Marketer’s Toolbox, Neil P. Rogers, a marketing and sales expert with over 37 years of experience, shares powerful insights on how small yet impactful gestures can create significant results at trade shows.

Neil draws on his extensive background in sales, promotional products, and his experience as a bartender to offer fresh perspectives on how event marketers can engage attendees and maximize ROI at trade shows.

From using creative pre-show mailers to ensuring proper booth staff training, Neil walks listeners through effective strategies to elevate their event marketing game.

🔹 The Power of Lumpy Mailers (Dimensional Mail)

Lumpy mailers, or dimensional mail, are incredibly effective for grabbing attention and driving traffic to your booth. These physical mailers have an exceptional open rate, as people are compelled to open them due to their unique shape.

“When a box shows up or a dimensional piece of mail, guess what? They're gonna open that thing. The open rate is a hundred percent.”

🔹 Using AI to Enhance Engagement

Neil discusses how combining traditional marketing tactics with AI can make a difference. For example, using a promotional item with a QR code that leads to a chatbot or landing page can encourage more interaction long after the event.

“The engagement starts right away and lasts long after the show.”

🔹 Hospitality at Trade Shows

Treating attendees with the same care and hospitality you’d give a guest at a bar or restaurant can make a lasting impact. This mindset, centered around kindness and attentiveness, translates into better engagement and follow-ups.

“How do you want to be treated? If you've come to a show, how do you want to be treated?”

🔹 Personalization Wins

Small personalized touches, like including the recipient’s name in a piece of promotional material (e.g., a calendar with their name on it), go a long way in making your audience feel valued.

“The sweetest sound somebody ever hears is their name.”

🔹 Post-Show Follow-Up: Go Beyond Emails

Follow up with prospects after the show in a way that makes them feel valued. Sending handwritten notes or including a small “lumpy” piece can differentiate your brand and leave a lasting impression.

“Shoot for a hundred percent. If somebody came by your booth, follow up in some form or fashion. Don’t be lazy.”

Neil P. Rogers offers timeless sales advice that resonates just as much at trade shows as it does in everyday business.

The key takeaway from this episode is simple: small touches, whether it's a lumpy mailer, a personalized gift, or a genuine interaction, can create big results. It’s the little things that make the difference between a forgettable experience and one that drives long-term success.

👉🏼 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.

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In this episode, we dive deep into how to maximize trade show results with Jim Cermak, founder of Trade Show University.

With over 30 years of experience in the trade show industry, Jim shares his insights on everything from goal-setting to booth strategy, helping exhibitors boost their ROI and avoid common pitfalls.

🔹 The Importance of Goal Setting

Jim emphasizes that setting specific, measurable goals is essential for success. Vague goals like “get as many leads as possible” won’t cut it. It’s crucial to define clear targets for each trade show—whether it’s the number of qualified leads, meetings, or competitor research. Jim even developed a specialized course to help exhibitors with goal-setting.

🔹 Understanding Your Audience

Jim underscores the importance of knowing your audience—what are their pain points, needs, and hot buttons? Tailoring your message to meet the needs of the people you're engaging with is vital for making meaningful connections and ultimately driving results.

🔹 Training Your Staff

Every team member should have a clear role at the event. It’s important to delegate tasks so that everyone is contributing to the show’s success, from gathering competitive intelligence to engaging attendees and even helping with follow-ups post-show.

🔹 Marketing to Drive Traffic

Before, during, and after the event, effective marketing is crucial to drive people to your booth. Social media, email lists, and show-specific marketing resources should be utilized to create buzz and increase foot traffic. Don't just rely on the event’s marketing materials.

🔹 Follow-Up Strategy

Jim advises creating a follow-up plan ahead of time. Automate as much as possible but personalize outreach based on the quality of interactions. Timely follow-ups can make the difference between securing a lead and losing out to a competitor.

🔹 Continuous Improvement

Jim encourages exhibitors to continually assess and improve their trade show strategy after each event. Whether it’s modifying booth setup or revising engagement strategies, making adjustments can help improve performance at future events.

• "If you don't set goals for your trade shows, you'll never know if you were truly successful."
• "Set specific, measurable goals that can be tracked and met. It's not just about leads; it's about gathering valuable insights."
• "Every person on your team should know their role and be trained to represent your brand and engage with your audience."
• "You don’t know what you don’t know—reach out to a coach or consultant to make sure you’re covering all your bases."

Jim Cermak’s insights offer practical strategies to help exhibitors and event marketers not only survive but thrive at trade shows.

From setting clear goals and understanding your audience to training your team and creating a robust follow-up strategy, Jim’s roadmap to trade show success will ensure you're maximizing your event investment and making a real impact.

👉🏼 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.

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In this episode of Event Marketer’s Toolbox, Chris Dunn and guest co-host Dana Esposito are joined by B2B growth strategist Ed Marsh for a no-nonsense conversation on where most brands fall short when it comes to making their event investments actually pay off.

From planning ahead to post-show accountability, Ed breaks down how to align sales and marketing to drive measurable results—and what happens when you don’t.

Whether you’re in sales, marketing, or event execution, this episode delivers a framework for transforming trade show tactics into a real business growth engine.

Know Why You’re Going

Too many companies book a booth because "we always do." Ed stresses the importance of aligning your event presence with real business goals.

Are you there to meet existing clients? Generate new leads? Explore partnerships? Recruit talent?

Clarifying your objective not only guides your pre-show planning but also shapes your messaging, KPIs, and team expectations.

Sales Needs a Pre-Show Plan

Ed laid it out clearly: sales shouldn’t just show up—they should show up prepared.

That means identifying strategic accounts, scheduling on-site meetings in advance, and preparing messaging that connects with attendees’ business pain points.

Reps should know who they want to see, what conversations they want to start, and how they’ll stand out from the noise.

Without this, you’re just hoping for traffic—not driving it.

The Booth Is Just One Piece of the Puzzle

What happens at the booth should be part of a larger strategy.

Ed emphasizes that it’s not about having the flashiest booth—it’s about having meaningful conversations.

Train your team to ask better questions and gather deeper insights: Why did someone stop by? What problem are they trying to solve? How urgent is it? That context is gold for post-event follow-up and sales conversion.

Follow-Up Starts During the Event, Not After

Ed points out a major gap: most follow-up begins after the event—by then, you’ve lost momentum.

He recommends activating follow-up workflows during the event while conversations are still fresh.

This can mean sending same-day thank-you emails, scheduling next steps on the spot, or even recording quick personalized videos.

That immediacy reinforces your message and builds trust.

Don’t Just Track Leads—Track Accountability

According to Ed, post-show follow-up is where sales discipline breaks down.

Most teams only follow up on a fraction of their leads. His advice? Treat leads like pipeline opportunities—not just marketing metrics.

Set expectations for timely follow-up, assign clear ownership, and implement tracking systems.

If reps don’t follow through, there should be real consequences. Otherwise, all your event investment goes to waste.

👉🏼 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.

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