Explore every episode of Event Marketing: Redefined
Dive into the complete episode list for Event Marketing: Redefined. Each episode is cataloged with detailed descriptions, making it easy to find and explore specific topics. Keep track of all episodes from your favorite podcast and never miss a moment of insightful content.
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15 Aug 2022
Introducing Event Marketing Redefined
00:04:06
Brands create events based on what they want, instead of what their customers want. There is no foundations, principles, or best practices for face-face marketing success. This forces event marketers, like you, to figure out what running a successful trade show or event is like.
Trade shows and event marketing are often the biggest line item in marketing budgets. Yet many companies have no idea if their face-face marketing strategy at these events are effective, impactful or generating ROI. This problem seems to exist because, for the most part, face-face marketing is not taught.
But we are here to help! Welcome to “Event Marketing: Redefined” a show where we teach YOU how to create immersive and meaningful face to face marketing experiences- that drive real results for your business.
We imagine a world where brands create immersive and meaningful face- face marketing experiences- that drive real results.If you feel the same, you might be one of us! We are brand experience creators that share one thing in common: we’re committed to changing the way businesses think about face-face marketing.
We want to immerse people through an experience- not passively selling a service or product. We are on a mission to create memorable moments that build relationships through storytelling and building brand affinity.
Building booths are a commodity, but creating lasting impressions and unique, meaningful impressions on your clients is a necessity. In a world where the industry is evolving and marketing is rapidly changing, one thing will always remain the same- the life changing experiences we create and share face to face.
“Event Marketing: Redefined'' is hosted by trade show, and event marketing expert, Matt Kleinrock of Rockway Exhibits + Events.
07 Sep 2022
Ep 1 | Breaking down Gym Sharks incredibly successful brand activation in London with Mollie Stahl
00:28:49
People often think of brand activations as complex, multi-faceted affairs that require a lot of planning and coordination. But the truth is, they can be quite simple!
At its core, a brand activation is just marketing to your buyer persona in person, solving their problems, and appealing to their emotions. But of course, none of that is possible without a strong foundation.
As an event marketer, you need to have a clear understanding of your business and what you stand for. You need to have a deep insight into your customer and what they want and need. And most importantly, you need to have values that you truly care about. Once you have all of that in place, strong brand activations will naturally follow.
An example of a brand activation that meets the latter criteria, was the recently promoted Gymshark “pop-up barbershop”- creatively dubbed as “Deload”.
The temporary barber shop provided a “non-judgemental safe space” for men to open up to professional mental health care trained barbers- while they received a free trim. An interesting touch to this activation was the fact that Gymshark partnered with two incredible mental health charities, “Calm” in the UK and “JED” in the USA. But why?
According to their team, “ ‘Deload’ is part of Gymshark’s expansive mental health initiative, existing to “deliver a stream of positive information, guidance and entertainment, that boosts you when you're at your mental best, and supports you when you're not.”
The Deload Barbershop brand activation went viral and was extremely popular.
In this episode of Event Marketing: Redefined, Matt Kleinrock and Mollie Stahl, discuss three reasons why this Gymshark brand activation so creative, authentic, and successful:
Core Values Driven: The activation was created and built based on one of Gymsharks main core values. It was both customer focused and relevant to an inherent emotional need/belief of their internal culture and targeted buyer persona.
Branded and Aligned with a Good Cause: Most brand activations are executed with a customer centric mindset. But being customer centric, may not always mean having a charity or deeper impact associated with the activation. The unique men’s mental health focus of this activation added that next-level touch to the campaign.
Focused and Strategic Execution: Gymshark is a branding rockstar. Their intent and their “why” behind the activation was crystal clear. They spoke not only to their core customers, active males, but also their family life and problems. The vulnerability of the topic provided a way for their target audience to immediately connect emotionally with both the brand and the activation.
From the location, to targeted partnerships, and tactful execution, it’s clear that there was intensive research done for this brand activation. Prior to even considering what services would be offered, or what the activation would look like, they focused on what the activation would feel like. So if you're looking to make your brand activation wildy successful, remember the importance of intimately understanding your customer base. It's the secret sauce to success!
Introducing the world premiere of Event Marketing Redefined!
Face-face marketing is not taught. Brands create events based on what they want, instead of what their customers want. This forces event marketers, like you, to figure out what running a successful trade show or event is like.
We are brand experience creators that share one thing in common: we’re committed to changing the way businesses think about face-face marketing.On this show, we will bring together Event marketers and experts to create immersive and meaningful marketing experiences that drive real results.
Our inaugural show will feature host:
Matt Kleinrock, COO of Rockway Exhibits + Events
Interviewed by Executive Show Producer:
Pablo Gonzalez, Founder of Be the Stage
We discussed about:
- The 5-Step Framework of a successful tradeshow - Why Spending too much on Trade shows is viewed as necessary evil - What It takes to come up with a Good Trade Show - The Foundations that create successful outcome - And what this show is all about!
Don't miss out on all the good stuff that is coming your way!
Ep 3 | Brand Activation Review of the American Express US Open Sponsorship with Mollie Stahl
00:35:04
Sponsorships AND brand activations have to be customer centric. Why? We need to understand why the customer is there, what they need, what they value, positioning it around these questions. Most companies don’t know if their brand activations actually solved a common customer problem.
But not American Express!
AMEX reserved and opened up 10,000 reservations for their card holders only, in partnership with this event, they solved a problem for their customer outside of what the card does. They dared to go past the bare minimum to connect and provide a perk for their customer.
On this episode of Event Marketing Redefined, Matt and Mollie review the American Express brand activation for the US Tennis Open, The company had multiple activations live for the U.S.
Matt and Mollie dissect if the activation was successful by asking the following questions:
- What should companies do AFTER they sponsor the event? Is sponsoring alone enough? - What specific events should companies sponsor and activate and bring MORE value at the physical event as well?
They walk through the entire sponsorship from a face-face standpoint to explain why it is successful and how it provided value to their customer base at the US open.
This is called Brand activation! Brand activation is important because it creates an emotional connection between your product or service and the consumer. In today's business world, customers are constantly bombarded with information and choices. Brand Activation strategies make it possible to stand out from the crowd and create lasting relationships with customers by providing them with creative and memorable experiences.
When done right, brand activations can build brand equity, drive sales, and improve customer loyalty. So kudos to American Express for nailing their Brand Activation strategy at the US Open Sponsorship!
This episode is a great idea and example of a successful brand activation you can learn from and take ideas from to apply for yourself.
Ep 4 | Designing bad ass immersive brand experiences with Chief Creative Officer Jeff Ocasio
00:53:31
Everyone craves creativity and wants incredible design, but how does creativity really come about for a project? But more importantly, once you get there, how do you make an immersive and memorable experience for your brand or event?
Design is subjective, but great design is not. Great design takes process, listening, vision and talent. While creativity and ideas are important, having a solid strategy and process to execute is just as important.
The key is to understand that the brand or event is the star of the show, not the design. Design should support the brand and be an extension of the brand's voice. It should also be strategic, taking into account all touch points of the brand or event journey. And finally, it should be executed flawlessly with attention to detail. When all of these elements come together, THAT’s when great design happens.
By understanding the event brand, objectives and target audience, we can develop a creative approach that aligns with the business goals to produce an impactful event. In this episode of Event Marketing: Redefined, I'm bringing you the most bada** creative designer I knows, my friend and colleague, Jeff Ocasio. Creative Officer of Rockway Exhibits, Jeff will dive into the trade secrets of what makes a brand experience successful.
This episode featured event marketing topics like:
- How to get the most out of your design agency - Trends in event/brand design - Tips for marketers from a design expert - How to create immersive spaces - Technology and what role it plays in design for event marketing - If you have a room full of our clients, what would you want them to leave knowing? - Why process creates incredible design
If you have been craving creativity or a fresh perspective on your marketing strategy, this episode is for you!
Ep 5 | How to create an RFP for your next tradeshow booth that guarantees you find the right partner to elevate your tradeshow marketing program
00:49:14
A bad RFP will deter good companies from bidding on your business. A good RFP and an understanding of how to navigate the process will lead you to finding the right tradeshow partner and elevate your tradeshow marketing.
On this episode, we breakdown the do's and dont's of creating an RFP for your next tradeshow booth.
- How do you find the right partner? - How do you put yourself in a position to work with the best companies who can help elevate your tradeshow and event marketing program?
Ep 6 | 5 Part Framework for Building Successful Brand Experiences [Trade Show Booths, Brand Activations, & Events
00:48:56
A majority of people in the industry aren’t actually taking many steps to stand out and create an IMMERSIVE experience. There is a difference between “I went to that thing” and “I just EXPERIENCED a thing”. Too many marketers are rushing the process and not considering their intent and planning out their event strategy.
We often just go through the motions for our events and are focused on getting the job done.
But here's the thing: Everybody wants to create engaging and meaningful brand experiences- and the ideas for doing so are abundant.
But in order to do that, you need to implement a process, and create foundation, to really ensure you ARE creating exceptional brand experiences.
I will dive deep into this 5 part framework to explain:
1 the why 2 the customer 3 the brand 4 the engagement 5 the goals and objectives
This 5 part framework is our proven method and strategy for doing just that!
Ep 7 | A Walk Through of How We Created a 5,600 sqft Outdoor Brand Activation That Was A Huge Hit For Our Customer Publix
00:43:06
A while ago one of our customers, Publix, asked us to help with them outdoor brand activation. They wanted to do something different, meaningful, and impactful.
What followed was one of our most ambitious projects and biggest lessons for the team at Rockway.
This episode is the first place where we'll chat in detail about it.
If you want to learn:
- How we built a 5,6k ft brand activation for Publix. - What frameworks we used to turn an ambitious vision to a reality. - How to carry out a successful brand activation.
Ep 8 | Outdoor Events And Experiential Activations That Mean Business with Matt Andrews and Brian Baker
00:48:58
Outdoor events, pop up activations and experiential marketing campaigns are taking off 🚀 in the post covid world.
However, unlike before, the outdoor events of the roaring 2020s and the times beyond will have to be more creative, more immersive, and look far different than the ones we used to see
In other words, event marketers need to brush up on their skills!
To help you navigate this new landscape of possibility, we're having a discussion with the VP of Sales of Highmark TechSystems, Matt Andrews, and the company's Vice President and Creative Leader, Brian Baker!
Here's what we talked about:
- The most effective and unique outdoor usage Matt and Brian have seen yet. - The current trends in outdoor event marketing. - Mobile tours: Are they working? And what are they exactly? - What to do as a first-time outdoor events planner.
Learn what’s creatively possible, and what’s actually working, with the experts and leading brand agencies in the industry.
We are incredibly excited to present you this episode of Event Marketing: Redefined!
Ep 9 | Are Tradeshows A Bad Use of B2B Marketing Dollars?
00:23:23
There is a huge argument to be made out there that trade show marketing is a waste or misuse of money for most B2B companies.
But contrary to popular belief, trade shows ARE still as prevalent as ever- from busy conventions, expanding shows, to cities investing millions into convention centers for the future, companies are turning to trade shows to get face to face with their most desirable customers.
In this episode of “Event Marketing: Redefined” we cover five ways your brand can stand out and execute the best trade show strategy possible:
1. Choose your trade shows wisely. Exhibit at the right shows, find niche shows and don’t go to shows that don’t produce any results.
2. Develop an intentional strategy with goals and objectives. One that revolves heavily around your customer/audience.
3. Create a “campaign” type experience that you benchmark, adjust, show to show or year to year to find optimal results or maximize experience for customer. (Brands do this in all other forms of marketing but not regularly in trade shows and I don’t know why)
4. Focus on your customer/audience. Create an experience that will drive them value. Value comes in all forms and context matters, especially at events. Be mindful of why your customer is there.
5. Use trade shows and being aisle to aisle with your competitors as a chance to differentiate. What makes you you? What makes you different? How can you “position” yourself?
Trade shows are there for the taking- if you do them right.
But this strategy also might NOT be for you.
There’s only ONE way to find out what event marketing strategy is best for you: Tune in to this special episode featuring Matt Kleinrock CEO of Rockway Exhibits + Events to learn more!
Ep 10 | The Evolution of Experiential Marketing with Joe Rivers
01:03:42
A recent study on event marketing shows: "91% of consumers reported they would be more inclined to purchase the brand's product or service after participating in a brand activation or experience...
and 40% felt they become more loyal to the brand!"
That's why Experiential Marketing has gone from a niche part of the marketing world to an industry projected to grow like crazy in the coming years.
But while the numbers are showing this massive success, not many people in the industry are talking about how to execute them successfully.
Why? Well, the category is still in development and there weren't many "experiences" going on over the last couple years (I wonder why!?)
However, this is already changing as face to face events and hybrid experiences are back in full swing.
That's precisely why Matt Kleinrock had to bring Joe Rivers from MC², one of LinkedIn's most well-known experiential marketing ambassadors, to the next episode of "Event Marketing: Redefined".
They talked about:
- How experiential marketing came to be. - Why this small niche will grow and globalize. - How to execute experiential marketing strategies and tactics - How Joe got into experiential marketing and why he thinks it's going to be one of marketing's most exciting trends for the future.
So if you want to be one of the people who ride the wave of experiential marketing early and profit from a rising category, you DON'T want to miss this episode!
Ep 11 | A tradeshow story worth listening to for all event marketers
00:19:55
I've got a story to tell (*in my best "Biggie Small" voice*). It's a tradeshow story about one of our first opportunities to work with a major, up-and-coming brand for their tradeshows.
20x20 booth, big idea, uniquely themed concept, plenty of budget. Sounds great right?
Well, there are some lessons in this story that I think all event marketers can learn from when managing their brand's tradeshows.
Tradeshows require intention, purpose, strategy, knowledge of shows and so much more. It's not always as it seems to be.
In this episode of Event Marketing Redefined, you will learn from me, Matt Kleinrock [CEO @ Rockway Exhibits and Events]:
- What to look for when researching tradeshows - How to approach new tradeshows - When to exhibit big and when to exhibit small - Renting vs purchasing exhibits - Why creating strategies around your customer is not what you think it is
If you want to learn how to change the way you market face-face, this episode is for you! I can promise there will be at least one or two mic-drop moments in THIS one.
Ep 12 | Filling Sales Pipelines (That Close) At Trade Shows: A 2023 Playbook w/ Travis Stanton, Editor in Chief at Exhibitor Magazine
01:07:47
Trade shows are changing rapidly. The event space too. It's not uncommon to see people fail because they use a 2019 playbook in the year 2022.
That's a bit of the harsh reality. Trade show methods and strategies, or at least the ones most people use, are still living in the past - we can thank COVID for that.
It's time to invent a new way of doing tradeshows (because the old way frankly just doesn't cut it anymore) - it's for that reason we started this show and why Matt Kleinrock, CEO of Rockway Exhibits + Events, is featuring guests like Travis Stanton.
Travis Stanton is the Editor in Chief of EXHIBITOR Magazine, the award-winning leader in trade shows and corporate event marketing education.
Here's what we covered on this episode of Event Marketing Redefined:
- Why Tradeshows are changing and the new way of implementing tradeshows. - How to create a genuine connection between a creator and an audience. - How to train staff effectively for your tradeshow event. - The 2023 tradeshow playbook: What to look for, trends, etc. - And much more!
Do you want to take your tradeshow to the next level? If so, you don't want to miss this interview!
Ep 13 | How To Use Storytelling To Bring Strategic Brand Partnerships To Life with Aiyana Parks
00:39:47
Storytelling builds a powerful and emotional connection between brands and customers, but HOW is it done right?
We answer this question (and more) in this knowledge-packed episode of “Event Marketing Redefined”, by speaking with Aiyana Parks from Condé Nast, a global media company that publishes GQ, Vanity Fair, and Architectural Digest, among other publications.
Join Matt Kleinrock, CEO of Rockway Exhibits + Events, and Aiyana Parks, as we explore how to utilize storytelling to bring strategic brand partnerships to life—specifically in the event space. As Condé Nast puts it, "We exist to create and champion the exceptional."
With this mindset, Aiyana always aims to take it a step further when it comes to knowing their audience and goals for each brand.
It’s particularly inspiring learning how she led the company through overcoming the challenge of creating compelling activations in the midst of the pandemic.
A sneak peek of what we covered:
- Bringing the story to life from a brand perspective - How to create synergy from a customer research standpoint - How to align customers and goals - An insight into Condé Nast’s process for creating events - Why it’s essential to be involved in every phase of the event
If you are ready to learn how to engage with your ideal audience, and the secret sauce of creating a story for events, to bring YOUR strategic partnerships to life, this episode is for you!
Ep 14 | The Power of Experiential Marketing: Engineering Serendipity for Your Brand with Kamil Tyebally
00:37:17
Unpopular opinion: Experiential marketing is a term that's loosely thrown around.
It makes us wonder- do people understand everything that goes into this marketing strategy?
Is the constant fixation on going viral or doing the bare minimum to make customers happy a disservice to the core of what "experiential" is supposed to be?
To get the answer to this question: we've invited Kamil Tyebally to peel the layers on this topic and talk about the essential basics for creating better experiences. [And what experiential marketing is meant to be].
Kamil is the founder of Early Spring, an experiential agency. A firm believer in "engineering serendipity", he values the concept of people wanting to be seen, heard, and understood.
He will share his thoughts on the following:
- What does a narrative-driven experience look like? - The triangular strategic foundation: audience, customer, culture - 2 things most successful brands have - How Maslow's Hierarchy of Needs helps you better understand your audience - Why listening to feedback at events works
Building an environment that fosters a sense of connection and community gives way to special moments people can remember for a long time.
Learn from a wealth of information and get a glimpse behind the curtains on the research and strategy side of experiential marketing. You're in for a treat, so catch this latest episode of "Event Marketing: Redefined"!
Ep 15 | How To Plan An Event That Is Inclusive And Reflective Of Your Audience With Cooper Cheatham
00:36:35
With all the noise and clutter people are exposed to on a daily basis, the right messaging can get lost or diluted. But lately, an empathetic and compelling movement has taken center stage as brands and companies are now incorporating diversity and inclusivity into their strategies.
Adopting this approach may be a gamble, but when the result is a more potent, more meaningful bond between you and your audience… how can we create events that make people feel represented and included?
We recently had the pleasure of hosting Cooper Cheatham from Perrier on our show, "Event Marketing: Redefined," in which he discussed the significance of cultivating the ultimate holistic guest experience.
As a Brand Activation Manager, he’ll share with you:
- How Perrier effectively harnessed the reach of influencers - The process of integrating their brand into cultural moments - Why diversity and inclusivity are beneficial - How having diverse speakers offers multiple perspectives and helps people break free of traditional patterns
It’s easy to fall into a bandwagoner mindset, but what matters is how you marry the synergies between your brand, the partner, and the event to really ensure activations go well.
Find out what it takes and more by tuning into this episode!
Ep 16 | Empowering Exhibitors to Unlock Their Full Trade Show Potential with Jessica Sibila
01:00:21
Remember at the beginning of 2022, there was real excitement to jump back into face-to-face events? Well stats show that once exhibitors went back, they got sticker shock from how much it was all costing—from shipping materials to paying for labor.
That’s why “Event Marketing Redefined” is excited to bring on Jessica Sibila to help break through those barriers!
Not only is she a seasoned marketer and a social impact professional, Jessica also serves as the Executive Director of The Exhibitor Advocate.
Her association speaks to the younger audience and those inexperienced in the industry—helping them understand what the issues are and that they have a voice.
Together with Matt Kleinrock, CEO of Rockway Exhibits, they’ll discuss:
- What is happening right now for exhibitors? - How important education is in this industry and where opportunities lie? - Budgets and how event marketers are spending - Why there is a need to innovate and make event marketing an irreplaceable marketing channel - And much more!
Our dream is to change the world together… one trade show at a time. So if you want to unlock your full trade show potential, bring your issues, struggles, and questions to the table. You DO NOT want to miss this eye-opening episode!
Ep 17 | Behind the scenes of a Fortune 100 Tradeshow Product Launch: 3M/Post It Extreme Notes
00:27:10
You have a new product or service to launch, the team is set, and the budget approved. But when it's time to execute, all you hear is crickets. You find yourself stuck - clueless about how to proceed.
We are all too familiar with this reality in our industry, which is precisely why we brought Mollie Stahl—Senior Account Executive at Rockway Exhibits + Events—back to discuss a project that inspired us to think outside the box.
When Post-it® approached our team for the launch of Extreme Notes, not only did they want to do three shows - they wanted it to be completely experiential. Their request? Create an atmosphere where Extreme Notes were used real-time in actual challenging conditions.
In the end, we came up with design layouts and concepts that mimic using these products at a construction site and commercial kitchen. So how did everything come to be from concept to completion?
In this episode of "Event Marketing Redefined", Matt and Mollie break down the process of product launching from scratch. They discussed the following in detail:
- How do experience and application go hand-in-hand? - Why theming and immersing people connects the dots and enhances the launch - How do you create a theme through product usage? - What important roles do engagement and details play in successful launches? - How to approach exhibit builders and agencies even when you don’t have any idea
This informative episode is for anyone eager to learn that with some careful planning and strategic implementation, you can launch your new offering with confidence and ensure it reaches its full potential in the marketplace.
Connect with Mollie:
On her LinkedIn: https://www.linkedin.com/in/molliestahl/
Connect with Me:
On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/
🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
04 Jan 2023
Ep 18 | The Modern Tradeshow: How to Survive and Thrive in the New Era of Event Marketing with Debbi Kemp Sr Manager Experience MKG for Canon Medical Systems
01:00:16
Tradeshows are a tried-and-true strategy in the marketing mix. But as the times shift, so does the need to change how we do event marketing overall.
Will you stay ahead of the game and evolve? Or will you remain steadfast and stick to the methods that have worked for you in the past?
For this episode of "Event Marketing: Redefined", it’s an honor to bring on an award-winning expert to share her insights. Matt Kleinrock, CEO of Rockway Exhibits and Events, will be joined by the brilliant and innovative Debbi Kemp, whose ingeniousness and imagination have taken Canon Medical Systems USA’s experience marketing to remarkable heights.
We’ll cover the following:
- All about the RSNA Tradeshow booth - How the Canon Cross America Tour went: an in-depth Recap - What the current trends are in the trade show industry - Why there are 3 must-do strategies to implement in order to achieve event marketing success - How and why tradeshows need to evolve
Navigating the new era of event marketing doesn’t have to be daunting. Come and learn from one of the best in the industry. You won’t regret tuning in!
Ep 19 | Make Connections That Count: Why Intimate Smaller Events Are on the Rise in 2023
00:38:46
Tradeshows are here to stay. It will always remain a vital component of the marketing strategy. But as events continue to change and adapt, the bigger question we need to be asking is: how are you taking it a step further and elevating your own brand?
In this episode of “Event Marketing: Redefined,” I’ve invited again one of Rockway’s Senior Account Executives, Mollie Stahl, to join me as we take a closer look into the emerging trend of microevents.
From mobile tours to themed lunches, we’ll discuss why it’s become a popular alternative or addition to traditional tradeshows.
Not only that, Mollie and I will break down how we executed a microevent for the National Association of Manufacturers (NAM) - what elements did we add that made it stand out among other events? What did our customer feedback tell us? And most importantly, how did it contribute to NAM's success story?
Other exciting topics we'll explore include:
- The biggest trending themes in events: intimacy, experience and engagement - Why smaller events are more challenging (but also rewarding when done right) - The questions you need to ask and what to consider when building out microevents - A brief look into other small events we’ve worked on
More and more event marketers are leveraging these types of events as a way to build relationships, increase brand awareness, expand opportunities for engagement, and ultimately grow their business.
So don't get left behind—press play to up your event marketing game!
Ep 20 | A Shift in Tradeshows: How Smaller More Intimate Events Close Your Pipeline with Sonia Murphy
00:56:32
Event marketing has been redefined and it's all about creating meaningful, impactful relationships with prospects.
While large tradeshows put your message out there on a grander scale, smaller and more intimate events have become more important than ever. These personal experiences give you the chance to really connect and build relationships that will pay off for years to come—some of which may even result in successful deals.
Today, Sonia Murphy joins us on the show to uncover why taking the time to meet people where they are and curating experiences that bring everyone together is an essential and pivotal shift in the industry.
A tactical strategist in event marketing, planning, and management, Sonia has helmed successful events in her career and now serves as the Director of Event Marketing at SOCi, Inc. - where she continues to demonstrate her capability for producing inspiring results.
Some points she’ll tackle with Matt Kleinrock, CEO of Rockway Exhibits and Events:
- How to find better results at smaller, more intimate tradeshows and events - Why it’s important to get on the same page as sales - The process of going through the funnel more efficiently - On having a deeper impact while closing business
It's no longer enough to just show up - it's about being present, active, and engaged with those who are attending. So if your goal this year is quality over quantity, you don’t want to miss this episode!
Ep 21 | Win the Tradeshow Before You Go: Pre-show and Post-show Marketing Tips with Bobby Harris
00:45:47
With more competition on the show floor and shorter attention spans, having an optimal marketing strategy can be essential for a successful event.
But with all of the new tools and tactics available, it's often tough to decide which ones are most suitable for each stage of your campaign.
That’s why you need to hear what an expert like Bobby Harris has to say on crushing your next event marketing efforts!
Not only is he someone that the Rockway Exhibits + Events team trusts and works with, Bobby also has more than fifteen years of experience in his field and founded Hey! Digi, a digital advertising and marketing agency.
He joins Matt Kleinrock to geek out on:
- What an effective pre-show marketing strategy looks like - How to engage attendees during the show - Best post-show practices that can drive qualified leads - How to build trust equity at events - And much more!
If you want to ace your next tradeshow, but don’t know how - tune in for actionable advice on this latest episode of Event Marketing: Redefined!
Ep 22 | How Virtual and Hybrid Events Are Changing the Industry with Mark Kilens
00:56:01
Let’s face it: events are evolving and taking on the virtual and hybrid route.
But as more businesses incorporate these strategies into their marketing mix, you’re probably scratching your head wondering… “Where do I even begin?”
That’s why we’ve brought on Mark Kilens to give event marketers some ammunition to think better and differently!
Mark has gone far in the marketing industry, having built HubSpot Academy from the ground up to working as VP of Content and Community at Drift. Now he’s the first-ever CMO of Airmeet, a leading virtual and hybrid event platform
He shared his expertise and talked about:
- Current struggles in the in-event space - Why a diversified event portfolio is essential - How to build a connection and relationship nowadays (versus 3 years ago) - Maximizing reach or relevancy
Don't miss the chance to join the dialogue on how virtual and hybrid events play a big role.
Whether you just need to understand the basics or would like in-depth knowledge, connect with us in this episode!
Ep 23 | Biggest Mistakes to Avoid in Graphic Design for Tradeshows (And How to Do It Greatly)with Yanique DaCosta
00:32:39
When planning for your tradeshow booth, brand activation, or any other environment… the main goal is to always create an immersive atmosphere. Graphics are a pivotal aspect of the success of this execution, but they are frequently an element that many event marketers don't get right.
Matt Kleinrock, CEO of Rockway Exhibits and Events, noticed this recurrent issue while walking the show floor. To address this common problem, he has invited an individual with more than 12 years of design experience who helps Corporate Event Planners, Tradeshow Managers and Event Organizers get consistent, reliable outsourced graphic design services.
Yanique DaCosta is the Founder and Owner of YKMD Visual Communication, and a recognized leader in the graphic arts community.
We've got the pleasure of having her on “Event Marketing: Redefined” today to discuss her thoughts on the following:
- The need for making sure graphics all tie in together - 3 things impactful copy should do - Philosophy of good design - What to remember when designing for physical spaces - What to look for when hiring an event graphic designer
At the end of the day, great design should encourage your target audience to take a very specific action.
So if you’re curious about how your business or brand can create an environment that fosters the behavior that you’re looking for… this episode is packed with all the “designspiration” you need!
Ep 24 | Experiential Marketing: Increase Your ROI and Get Customers Talking About Your Brand with Dan Gingiss
01:06:56
Experience is more than just a feel-good buzzword—it bonds people together, and when done right, can make all the difference for your brand. Through experience, you are able to tell your story and connect with customers on a deeper, emotional level.
However, as experiential marketing is increasingly becoming a sought-after strategy in the events sphere, it’s getting trickier to stand out. So how can you create an experience that drives real results and keeps them coming back for more?
On this edition of “Event Marketing: Redefined,” we are delighted to have Dan Gingiss - a keynote speaker and author of “The Experience Maker: How to Create Remarkable Experiences That Your Customers Can’t Wait to Share.”
After spending over two decades leading companies in both Customer Experience and Marketing, Dan is going to let us in on their secret to success!
He'll be touching upon topics such as:
- How event marketers should be reverse engineering the experiences they create - The WISER framework (and how it applies in events) - How to focus on experience and know what strategies to implement - And much much more!
Don't miss out - listen in now for an insightful look at what it takes to make a successful experience that sticks and clicks.
Ep 25 | How to Make Sure Your Tradeshow Booths Are Engaging: Practical Examples for 2023 with Mollie Stahl
00:42:01
To be successful at a tradeshow, event or activation, you can't just set up a booth, cross your fingers and hope for the best. People these days want engagement.
It’s about making meaningful connections with potential customers and clients, and it starts with interesting and exciting content that leaves a lasting impression. The key is to create an experience that will draw people in and keep them hooked from start to finish.
But effective engagement can become a tall order—especially when you’re pressed for time.
So to help you get those creative juices flowing, Matt Kleinrock, CEO of Rockway Exhibits + Events, has re-teamed with Mollie Stahl, Senior Account Executive, to discuss what good engagement looks like.
They walk through some notable examples—from projects they have worked on to standouts they have seen on the show floor. They explore ways to create memorable engagement and analyze how it works as well as how it can be applied.
Other topics they touch on include:
- Why you need a framework before talking about an engagement idea - From theming to your brand story: the importance of tying everything in - How activating and stimulating senses play a huge part - And much more
Whether you're an exhibitor, event marketer, event planner, or just curious about the power of engagement, this latest episode of Event Marketing: Redefined will have something for everyone.
Ep 26 | Event Trends 2023: Tactics, Technologies and Influencers with Jonathan Kazarian
00:57:22
2023 is shaping up to be a groundbreaking year for the event industry, as strategies and technologies are evolving rapidly to meet the ever-changing needs of event marketers and attendees.
We’re now seeing limitless possibilities emerge—innovating the way people engage and experience. But this constant shift can be overwhelming for those who are striving to keep up, so wouldn't it be helpful to have a better understanding of the current state of events? Or a closer look into some of the biggest trends we should be aware of?
That’s why we’re bringing on Jonathan Kazarian, Founder and CEO of Accelevents, to shed light on where we stand and what to expect.
Both passionate about events, Jonathan joins Matt to talk about:
- How events are regaining a priority with the C-Suite (hint: the fall of paid search and paid social) - Why the rise of AI-generated content will only drive people to seek out events - Influencers becoming the #1 channel for event promotion - The new norm of mobile event apps - And much more!
This year is sure to bring an exciting wave of event trends, so we must be prepared to meet these demands. It's an episode of “Event Marketing: Redefined” brimming with knowledge and information you absolutely don't want to miss!
Ep 27 | What's a Popcast? Successful Tradeshow & Podcast Strategies To Promote Your Business.
00:23:43
Tradeshows and podcasts share some things in common.
Both bridge the gap between businesses and audiences, create engagement, foster meaningful relationships, and build a personal connection through storytelling and conversation.
But have you ever thought of putting the two together?
Despite the misconception that tradeshows are no longer relevant, many companies are embracing them more than ever with a fresh, creative perspective. In addition, podcasts are becoming increasingly popular, presenting a unique opportunity to capitalize on both strategies to promote your business.
Matt Kleinrock, CEO of Rockway Exhibits + Events, recently featured on the Amazon Strategist Show. He joins Founder and CEO of Seller Candy, John Cavendish, as they talk about maximizing experience and results in light of the Prosper Show—a renowned conference and tradeshow for established Amazon sellers.
They cover the basics such as:
- Mapping with purpose and intention to achieve maximum impact - How to strategize as a new exhibitor - Keeping track of accurate booth metrics
This is a great example that you can leverage podcasts to enhance your presence at tradeshows. In fact, we're planning to do the same thing again as Matt and his good friend, Pablo Gonzalez of Be The Stage, are hosting special episodes of “Event Marketing: Redefined” at Exhibitor Live this coming April 24 to 26!
Ep 28 | LIVE Q&A w/ Rockway Exhibits: Insider Tips On How To Crush Your Next Tradeshow
00:46:56
Are you ready to take your tradeshow presence to the next level?
As the events sphere progresses and evolves, it’s easy to fall into the trap of practices that are out of date and unimaginative. Settling for this kind of conformity only leads to mediocrity, so it’s up to you to persistently strive for better outcomes if you want your event to reach its full potential.
To help you do that, we’ve prepared a special LIVE Q&A!
Hang out with Matt Kleinrock, CEO of Rockway Exhibits + Events, as he breaks down his framework on how to maximize your tradeshow experience and thrive in an increasingly competitive environment. This will be an interactive episode where everyone can share their insights and learn from each other.
Join the conversation on:
- Why brand messaging and differentiation matter - How to bake messaging into every aspect of the tradeshow (pre, during and post) - Putting thought and strategy into the booth design, layout, and experience - And much more
It’s going to be an exciting hump day Q&A on “Event Marketing: Redefined” - show up, ask away, and get insider knowledge on how to crush your next tradeshow!
Ep 29 | How to Create Immersive Experiences That Generate Revenue
00:58:07
Have you ever wondered how to turn customers into brand advocates? The secret lies in creating immersive brand experiences—and no, this isn't just for tradeshows!
Crafting an effective and impactful immersive brand experience that leads to revenue can be a challenge. That’s why Matt Kleinrock, CEO of Rockway Exhibits + Events, joins Pablo Gonzalez on the B2B Community Builder Show to discuss the ways to make sure your brand stands out from the noise.
Matt revealed how companies have:
- Cut costs on tradeshow displays by crafting unique brand experiences - Boosted their ROI at tradeshows with immersive tactics - Kept clients and potential customers engaged throughout the year following their live events - Plus, a whole lot more!
This episode has the tools you need to maximize your ROI and leave your customers with a lasting impression.
Get ready to transform your events into a powerful revenue-driving machine!
Ep 30 | From Virtual to Face-to-Face: How Events Can Help You Build a Stronger Community with Sam Zelitch
00:41:21
Community is an integral part of our lives. We flourish when we have a supportive, engaged, and vibrant community around us. Having a strong community is advantageous, both on a personal and business level. But how do events contribute to building it?
Matt Kleinrock, CEO of Rockway Exhibits + Events, delves deeper into this subject alongside Sam Zelitch, a Community Manager at Squarespace.
As a staunch advocate of the vital role events play in cultivating community spirit, this approach has enabled Sam and his team to organize enjoyable and successful events.
Key points to look out for:
- Why community is important - How events help build community and why community helps events - What Circle Live is about and the process of creating it - Why the metaverse can never replace real-life (hint: the value of face-to-face interpersonal relationships)
Press play on this episode of “Event Marketing: Redefined” as they explore the world of community building and discover how events can help facilitate stronger connections between individuals.
Ep 31 | Branded Environments: A Breakdown of the Publix Plaza Case Study From Concept to Completion
00:34:38
Brands are increasingly opting for branded environments as a way of making their presence known in communities or locations frequented by their customers.
However, it requires a thorough understanding of the community and brand goals to accomplish this successfully.
This is exactly what our team did when we collaborated with Publix for yet another ambitious project. With multiple creative and strategy sessions that spanned the course of several months, we created an outdoor branded environment for Publix at the Amalie Arena in Tampa that was well-received by the locals.
Mollie Stahl, Senior Account Executive, is featured again on “Event Marketing: Redefined” to walk you through conceptually and strategically how the Rockway team went about this.
She and Matt Kleinrock revisit:
- How the Publix Plaza came about (from concept to completion) - Why you need to understand a client's purpose, audience, branding, and goals before beginning any design work - What kind of document we used as a reference point throughout the process
Definitely a project that’s one for the books!
Want to learn the importance of taking time to understand your customer and finding ways to engage them where they are? Then this episode is a must-listen for you.
Ep 32 | The Future of Event Marketing: Shifting the Marketing Landscape Through Innovative Experiential Activations with Frank Moran
00:51:27
Experiential marketing is one of the most dynamic fields in the world of marketing, but how can you stay ahead of the curve and make sure that you're taking advantage of new opportunities?
In this episode of “Event Marketing: Redefined,” Matt Kleinrock explores with Frank Moran some of the amazing opportunities for event marketers to push boundaries and create unique, out-of-the-box experiences.
Frank founded The Experiential Group (TXG), a full service experiential production agency that specializes in bringing brands to life through extraordinary experiences. His team has executed experiential programs for big names such as Sony, Samsung, L’Oreal, Nike, Burger King, Sprint, Unilever, ESPN, and Tesla just to name a few.
Three things to look forward to:
- A rundown of different experiential activations that sit far outside the box - How to supercharge your event marketing with powerful, game-changing strategies - Why creating unforgettable, unconventional experiences matter
From pop-up shops to mobile activations to technology-driven campaigns and robotics, we’re uncovering the revolutionary possibilities of experiential marketing in today's world.
Prepare to be empowered, inspired to think differently, and unleash your creativity like never before!
Ep 33 | How To Navigate The Chaos And Execute Unforgettable Events with Kate Patay
00:56:26
Events come with a unique set of challenges—the badge of honor associated with stress and last-minute changes. Despite the excitement that comes with it, organizing an event can be daunting, especially when things don't go as planned.
Nobody wants to be the one who's panicking and running around at the last minute. So how do you make sure your event goes off without a hitch, stands out, and leaves a lasting impression on attendees?
We’ve invited a prominent industry professional on the show to walk you through executing high-level events. Kate Patay, CPCE, is the Director of Engagement at Terramar and is known globally for unique events, strategic partnerships, and impactful experiences.
Some of her achievements include the coveted Pacesetter Award from the Events Industry Council and the NACE Icon Award. She’s also recognized as one of the Top 25 Women Who Run Events by Eventcombo.
Kate has a lot of insight to share! Such as:
- An overview of the challenges faced by event planners and marketers - Unforgettable events she has produced, created and worked on - Applicable strategies on how to handle stress and navigate chaos - And much more
Seasoned or novice, you don’t want to miss this episode of “Event Marketing: Redefined” as we take you behind the scenes to help you make sure your next event is a hit!
Ep 34 | The Art of Negotiating With Hotels: What Event Marketers Need to Know About Booking Venues with Bethany Coleman
00:57:37
Securing the ideal venue for events can be a daunting task in our world and we understand that booking the perfect location is critical to its success. But when it comes to negotiating with hotels, it can be a challenging and even nightmarish experience.
That’s why we’ve invited an award-winning event and marketing manager to help us navigate this complex process. Bethany Coleman is the Director of Event Management at The Institute of Internal Auditors Inc. and has worked in the industry for over three decades.
Her portfolio boasts a diverse range of events, spanning from modest gatherings of 50 attendees to large-scale productions with 200K participants, with budgets ranging from $10K to $10M.
She and Matt Kleinrock, CEO of Rockway Exhibits + Events, talk about:
- The process of negotiating an event - The importance of defining your event goals before approaching hotels - The key criteria to evaluate when selecting a venue - Negotiating advice for event managers and event marketers - And much more
Don't miss out on the latest episode of "Event Marketing: Redefined"! Get ready to receive practical tips and valuable insights on how to effectively negotiate with hotels to achieve your event objectives. Bethany's expertise and experience will surely leave you wowed. Tune in now!
Ep 35 | How to Use Data to Transform Exhibits and Events: A Deep Dive Discussion with Joe Federbush
00:59:11
Data plays a critical role in exhibits and events because it provides valuable insights into attendee behavior, preferences, and engagement. By collecting and analyzing data, we can make informed decisions about every aspect of an event, from marketing and promotion to the design of the exhibits and activities.
But even though we’re aware of utilizing data for improvement, the process itself can seem quite complex, overwhelming, and daunting. How do you weed out what’s useful and what isn’t? Where do you begin? Is there an optimal tool that can make things easier?
We’ve invited a lauded leader in this space to address your most pressing questions on data-driven strategies.
Joe Federbush is the president of EVOLIO Marketing, Inc., a full-service market research firm that aims to assist marketers in developing the best brand experiences that have a significant impact on their businesses and careers.
He will be a guest on “Event Marketing: Redefined” to discuss:
- How Evolio leverages data to create effective strategies for companies looking to optimize their exhibits and events - Establishing benchmarks, measuring results and creating KPIs - What areas exhibitors should be focusing on, what they are missing and what they need to do better - And much more
Don’t be the last to find out how you can successfully align your events to your business strategy to make sure they deliver effective results!
Ep 36 | Tradeshows Evolve: How Organizers Are Giving Participants a Better Experience with Nicole Bush
01:02:42
Are you still stuck in the same old tradeshow mentality? Are you reminiscing about the "good old days" before COVID hit and longing for things to go back to the way they were?
Well, times HAVE changed. We’ve been catapulted into a sudden shift in the events space, and if you're still holding onto outdated strategies, you'll be left behind.
Tradeshows are not what they used to be, and the value they provide has evolved due to digital advancements and constant innovation. Attendees are more discerning than ever before, and a stale event is the last thing you want people to remember.
So, how can we as an industry drive meaningful value and create an unforgettable experience that attendees will find worth their time, money, and effort?
In this episode of "Event Marketing: Redefined," we're thrilled to welcome Nicole Bush, the communications and media officer for AHR Expo.
With over 15 years of experience in strategic communications, she works across the HVACR industry segments to create and share content, promote education, and facilitate experiences for all industry stakeholders.
She and Matt Kleinrock, CEO of Rockway Exhibits + Events, will explore:
- The evolution of tradeshows: what shows, organizers and associations are doing to make tradeshows a win for everybody going - Challenges faced by large conference organizers and associations - Resources to help get better results at tradeshows or make things go smoother - What are the things exhibitors can leverage from their events, organizers, and associations? - And much more
With so much to discuss, you won't want to miss out on this engaging conversation!
Insights from Exhibitor Live 2023 | Day 1 On The Show Floor w/ Matt Kleinrock
00:22:53
We went to ExhibitorLIVE - the trade show about the trade show industry- set up a our podcast at the Rockway Exhibits + Events booth and interviewed some of the top thought leaders in our industry.
We'll be releasing all our conversations in a special series on the show.
This is Matt Kleinrock, the CEO of Rockway Exhibits and Events, on day 1 talking about what he's looking forward to on the show, plus:
- his vision for elevating the role of event marketers - addressing their challenges - providing solutions.
Gain valuable insights into the future trends and shifts in the event marketing landscape.
Don't miss these engaging conversations with the brightest minds in the trade show industry at Exhibitor Live 2023.
Ep 37 | The Event Insider: Unpacking Data, Associations, and Event Marketing Strategies with Rich Vallaster
01:00:08
Are you curious about what it's like to get inside the mind of an expert who lives and breathes events and tradeshows? What if you could take part in a well-rounded conversation about this exciting industry?
It's not enough to rely on the same old playbook every year and expect the same results. That's why we're thrilled to bring you this episode, where Matt Kleinrock sits down with Rich Vallaster, CEM, DES, the Director of Marketing, Live Events and the Trade Show Wonk at A2Z Events–Personify.
Rich has a wealth of knowledge about the industry—he has spent the bulk of his career in the events business, from large-scale outdoor experiences to some of the largest tradeshows and conferences.
He is also an appointed member of the Center for Exhibition Industry Research (CEIR) Council and an active member of the International Association of Exhibitions & Events (IAEE) and the Professional Convention Management Association (PCMA).
No matter how experienced you are, there's always more to discover, unpack, and learn. Join them as they chat about:
- What exhibitors fear the most right now - Sustainability in events - Using data to effectively engage with the audience and market to millennials - The future of events post-pandemic: shifts, changes, what’s worrisome and what’s exciting - And much more!
Get an insider's perspective on what it takes to plan and execute successful events in today's rapidly changing landscape.
Marketing Sound And Smell On The Trade Show Floor | Insights from Exhibitor Live 2023 Ep 2 w/ Beyanka Soleymanian
00:33:14
Beyanka Soleymanian joined us for a mixer on the night before ExhibitorLIVE started, and it was clear she had learned a thing or two about event marketing throughout her career.
She's done everything from music festivals to experiential audio exhibits, and we knew we were lucky to get her to come share some stories about it live from the trade show floor.
We got into:
- the high risk/high reward factor of demo-ing an audio product at your booth - how to measure brand awareness generated at shows - the importance of the senses when creating an experience - much more!
Spend some time listening to Beyanka, then go connect with her on LinkedIn so you can start building your network of talented event marketers.
24 May 2023
Ep 38 | How IBM Is Building Narrative And Intentional Design Into Their Events with Erin McElroy
01:02:10
In today's rapidly evolving world, the landscape of events and marketing is experiencing a significant paradigm shift, creating a pressing need for businesses to adapt and connect with customers in meaningful ways.
Amidst this changing landscape, the rise of experiential marketing has emerged as a powerful trend. It offers businesses a remarkable opportunity to go beyond traditional marketing approaches and deeply engage their audience. By infusing intentionality into their strategies, businesses can harness the power of experiential marketing to its fullest potential, driving tangible and significant results that resonate with their target audience.
Tune in to this enlightening episode of “Event Marketing: Redefined” as we dive into the world of events and experiential marketing with our special guest, Erin McElroy, who is the Program Director of Executive Programs & Event Experience at IBM.
From being featured as one of the 25 Women Who Rule the Event Industry to speaking at the Experiential Marketing Summit in 2019 and 2020, Erin is decorated with multiple accolades and is highly regarded in her field.
She and Matt Kleinrock discuss:
- How she came from a product background at IBM and how that really allowed her to accelerate in the event and experiential marketing side of things - Making the connection from products to experiences and events, as well as exploring the power of intention in today's hot trend of experiential marketing. - The art of intentionality: discover how to create experiences that truly resonate with your audience. - And more
With her extensive knowledge, remarkable track record, and wealth of experience in the realm of events and experiential marketing, Erin's insights are invaluable for anyone seeking a deeper understanding of this dynamic field.
Questions To Ask To Incorporate Sustainability In Your Events | Live On The Show Floor From ExhibitorLIVE w/ Hannah Parsley
00:28:23
Hannah Parsley is a Jill of all trades as the Marketing Communications Manager at ZwitterCo.
She came to ExhibitorLIVE looking for ideas about how to be more sustainable within her event marketing strategies, shared great insights into how to go about doing that.
We also talked:
- Pre-show marketing - Aligning sales and marketing - The importance of a mentor for your career - and much more!
This was a great conversation with the type of event marketer we love to have on the show!
Ep 39 | Rev Up Your Revenue with Digital Experiences: A Guide to Virtual Events with Belinda Joseph
00:49:14
The events world is a dynamic one, making it an exciting industry to be a part of despite its demanding and fast-paced nature.
In-person events are still here to stay as they offer a unique and irreplaceable opportunity to connect and interact, while virtual events have gained tremendous popularity in recent times.
The hybrid event space on the other hand challenges event professionals when it comes to striking the right balance between in-person and virtual components to create a seamless and inclusive experience for attendees.
We can never have too many conversations about this as there are so many layers we still have yet to explore, which is why we’ve brought on someone who is passionate about producing experiences—regardless of the event she has worked on.
Belinda Joseph is the Head of Events and Community at Goldcast, a digital event platform for B2B marketers. She has nearly 15 years of experience in marketing program management for Fortune 500 companies.
So if you’re thinking of executing in-person, virtual, or hybrid, how do you ensure that you’re running more engaging events to drive revenue?
Belinda shares:
- Guidance on how to get people to show up to events - Getting started with virtual and how to strategize - Choosing the types of events for your brand depending on the funnel stage - Why brand awareness is important to a degree (but you can't hang your hat on that) - And much more!
The future of events continues to unfold, and by embracing the possibilities presented by in-person, digital, and hybrid experiences, you hold the power to create extraordinary moments that resonate with your audience. Learn more by tuning in to this timely conversation!
Capturing Data Through Engagement Techniques | Live On The Show Floor From ExhibitorLIVE w/ Ryan Schefke
00:19:39
We met Ryan Schefke the moment we registered for our show.
More accurately, we met his software, Captello, because they provided the engagement platform for ExhibitorLIVE.
As luck would have it, they also happened to be exhibiting right next to Hotel Rockway, so we struck up a conversation, and realized immediately that Ryan needed to come on the show.
This is an interesting conversation about:
the next generation of engagement on the show floor
capturing data without interrupting conversations
knowing your customer
with Ryan who is an extremely knowledgeable and like-able guy!
For the best trade show booth strategy in the business- intentional design, great customer service, and no more sleepless nights- go to Rockway Exhibits + Events
11 Jun 2023
The Language of Event Marketers | Live On The Show Floor From ExhibitorLIVE w/ Kodi Morton
00:15:39
Kodi Morton came to ExhibitorLIVE to learn from their CTSM program and find community with her people, event marketers.
Lucky for us, we found HER!
This was a great conversation with a real event pro on the show floor talking about the formation of an event marketer, the trends on the show floor, and the "path to promotion town".
We need more of these conversations!
For the best trade show booth strategy in the business- intentional design, great customer service, and no more sleepless nights- go to Rockway Exhibits + Events
Ep 40 | How to Create an Experiential Tradeshow Booth Strategy that Connects with Your Audience with Ian McGonnigal
00:55:35
Are you tired of seeing attendees walk past your tradeshow booth without a second glance?
Tradeshows can pose a tough challenge to event marketers: it’s a unique opportunity to showcase your brand and engage with potential customers, but you only have a limited time to leave a lasting impression.
To stand out from a sea of booths, you need to be intentional about crafting an experiential booth strategy that connects with attendees on a deeper level.
That’s why in this episode of “Event Marketing: Redefined,” Ian McGonnigal joins Matt Kleinrock, CEO of Rockway Exhibits + Events, to discuss practical and applicable steps to get started. Ian is an experiential and event marketing expert with 30 years of strategic marketing leadership in multiple industries.
With an impressive 13-year career at renowned agencies like Jack Morten and George P. Johnson, Ian has honed his expertise and now stands at the helm of his own venture, Experiential Executive LLC.
Learn the following:
- How to think about strategy - Actionable steps to effectively execute and craft your own strategy for events and tradeshows - Why it pays to have an experiential tradeshow booth nowadays - Measurement and analytics - And much more
Take part in this discussion as we uncover the art of crafting an experiential tradeshow booth strategy that resonates with your audience, leaving a lasting impression that goes far beyond the event itself.
Ep 41 | The Value Of Tailoring Your Message To The Specific Event (And How To Execute It) with Tavar James
00:49:38
What distinguishes a great event marketer from a good one is their strategic thinking and intentionality towards their brand's narrative.
Great event marketers tailor their messaging to fit each specific event, rather than relying on a single message that has worked in the past for multiple events. They go above and beyond a "good enough" mindset and put in the necessary effort, ultimately achieving exceptional results.
It's not every day you come across individuals who think on a different level, and Tavar James is certainly one of them.
When Matt Kleinrock, CEO of Rockway Exhibits + Events, had a conversation with James as the Global Head of Events & Sponsorships at Riskified, he was blown away by the thought-provoking dialogue.
Not one to be held back by the odds stacked against him, Tavar's inspirational rise to the top from the hospitality industry to events, as a minority, only fueled his passion to, in his own words... “bring people together in creative and strategic ways to engage and amplify a brand's message...whatever that message may be."
On this episode of "Event Marketing: Redefined," they discuss:
- How he moved up the ranks as a minority in event marketing - Asking the right questions to get promoted - What to do when you’re worried about cuts to your event budget - What it takes to be a successful event marketer in today's industry - And much more!
Any event marketer who wants to understand and navigate the upcoming challenges and opportunities should definitely watch or listen to this conversation.
Connect with Tavar:
On his LinkedIn: https://www.linkedin.com/in/tavarjames/
Connect with Me:
On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/
🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
21 Jun 2023
Ep 42 | Getting The Message Right: The Key To Success With Experiences with David Fischette
00:45:16
To make an experience truly unforgettable, it's not enough to rely solely on the event itself.
The key to success lies in crafting a compelling message that effectively communicates your brand's story and goals. Without a powerful and persuasive message, your experience might fall short of making a lasting impact.
For those curious about the intricacies of messaging strategy, we've got a special treat for you as we welcome David Fischette on this episode of “Event Marketing: Redefined.”
David is the Founder, CEO, and Chief Creative at Go West Creative (GWC). He has over 38 years of experience helping big global brands in telling their stories so they can better relate to their target audiences and motivate them to take action.
He joins Matt to discuss:
- Crafting messaging and seamlessly integrating it into experiential strategy - How to tell a story and narrative through activations - Virtual and event production - And much more!
If your to-do list this year involves refining your messaging and creating experiences that resonate and leave an impactful impression, this is the place to be.
Connect with David:
On his LinkedIn: https://www.linkedin.com/in/david-fischette-0119b3/
Connect with Me:
On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/
🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
23 Jun 2023
Bringing Trade Show Lessons Back To Your Team w/ Jennifer Ramczyk Live from ExhibitorLIVE
00:12:08
Jennifer Ramczyk was like so many of your buyers- a one person team at a trade show looking to get educated on what is happening in the industry, trying to find new ideas, and hopefully make a few connections to add to her network… all while needing to come home with a compelling reason for why she should return to ExhibitorLIVE with her boss.
Understanding that mindset will help you as an event marketer, and you’ll also get some ideas for why you may or may not want to bring your team to ExhibitorLIVE next year.
Ep 43 | A Step-by-Step Guide to Building Your Event Marketing Program From the Ground Up with Rebecca Abram
00:44:06
Executing events the right way can greatly benefit a brand or company and have a significant impact. But with multiple components involved, it can be challenging to create an event from scratch without losing sight of your objectives or missing crucial details.
How do you ensure you are setting the event up for success, rather than failure?
To guide us through the intricate yet rewarding process, we have Rebecca Abram, who serves as the Sr. Strategic Events Marketing Manager at Calendly and has landed a 6-figure deal since joining the company. With her expertise, she is actively involved in building Calendly’s event program from the ground up.
In this engaging episode of "Event Marketing: Redefined," she shares her know-how on:
- The steps involved in building an event from the ground up - Diving deep after establishing the WHY and SMART goals - How to track and identify people in the pipeline - Creating sales alignment, despite its challenges. - What the creative process looks like
In Rebecca's words, if events are executed properly, they are a "great proof point for helping to build out the rest of the program as you are starting to train internal teams on the value and function of events."
Stick around if you're eager to learn more, as this conversation is bound to offer valuable insights for everyone!
Capturing Leads With Interactive Digital Experiences At Your Booth w/ Eitan Magid Live On The Show Floor At ExhibitorLIVE
00:15:05
Discover how Popshap, a leading interactive solution provider, is transforming trade show booths and brand experiences with its cutting-edge Digital Interactive Touchscreen Kiosks.
In this episode of Event Marketing: Redefined, Matt Kleinrock interviews Eitan Magid, CEO of Popshap, as they discuss the trending use of interactive screens, software customization, ROI tracking, and the importance of engaging attendees in the digital age.
If you're an event marketer looking to enhance your company's presence and attract high-value leads, this episode is a must-watch.
Ep 44 | The Difference Between Experiential Marketing Strategies Between Agencies, Associations, or Brands with Nancy Touhill
00:41:24
Today we delve into the fascinating world of experiential marketing strategies across diverse sectors—agencies, associations, and brands.
In this captivating discussion, we are joined by Nancy Touhill, the Global Head of Event Marketing at LexisNexis Risk Solutions.
Nancy brings a wealth of experience to the table, having worked across multiple domains throughout her career. From her agency roots to her association involvement, and now spearheading event marketing for a brand, she offers an invaluable perspective.
Gain unique insights into how these entities approach event marketing, discover the key differentiators, and unlock the secrets to success in this dynamic industry.
What she discussed with Matt:
- How her career path shaped her ability to thrive in the fast-paced event marketing industry - The crucial relationship between events, marketing and sales - Evaluating strategy on a case-by-case basis - Key takeaways from her previous roles - And much more!
Tune in to this episode of “Event Marketing: Redefined” that's sure to inspire and enlighten!
Connect with Nancy:
On her LinkedIn: https://www.linkedin.com/in/nancy-touhill-2a419831/
Connect with Me:
On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/
🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
07 Jul 2023
CTSM Program Takeaways w/ Marsha Bivins Live From The Trade Show Floor At ExhibitorLIVE
00:14:11
One of the biggest reasons we heard event marketers were coming to ExhibitorLIVE is the CTSM program they offer to level up your career.
Marsha Bivins was one of those vent marketers, and she joined us to share a bunch of really practical takeaways from what she’s learning, and what she’s planning to implement.
Ep 45 | Implementing B2C Creative Brand Strategies In B2B Event Marketing with Rob Drury
00:56:50
B2C events and activations are known for pushing the boundaries of creativity, igniting memorable experiences, and captivating audiences with their out-of-the-box ideas and unique approaches.
In today’s fiercely competitive landscape, where brands are vying for attention and striving to make lasting impressions, B2B events have the opportunity to draw inspiration from the B2C playbook.
That’s why we have invited Rob Drury, founder of Cartwheel & Co., an experiential and integrated marketing agency, to join us on the podcast and draw from his extensive experience working with B2C brands.
With a remarkable track record spanning over two decades, he was the creative mind behind some of the buzziest immersive activations and events like SXSW and San Diego Comic Con.
In this episode, they'll discuss:
- The innovative and distinct nature of B2C events and activations - The relevance of B2B events adopting B2C approaches - The importance of prioritizing ideas over design in creative event work - The ROI potential of brand activations and digital reach post-events - Strategies for maximizing collaborations between companies and event marketing partners
Tune in to this latest offering of “Event Marketing: Redefined” and revolutionize your B2B event marketing strategies with B2C creativity and insights from an industry expert.
Revolutionizing Trade Show Experiences through Collaboration and Advocacy with Jessica Sibila Live On The Show Floor At ExhibitorLIVE
00:20:36
Join me, Matt Kleinrock, as I sit down with the incredible Jessica Sibila, the Executive Director of The Exhibitor Advocate, in a riveting conversation. Together, we dive deep into the world of trade shows and the pivotal role of amplifying exhibitor voices. We explore the critical need for collaboration among exhibitors, show organizers, and suppliers to drive real change in the industry.
Get ready to discover the innovative solutions we discuss to address rising costs, enhance communication, and unlock unparalleled value for exhibitors and event marketers alike. Jessica shares practical resources and tools offered by The Exhibitor Advocate, empowering exhibitors to navigate challenges and achieve resounding success in this dynamic marketing channel.
Don't miss out on this enlightening conversation as we uncover the power and potential of exhibitors in shaping the future of trade shows.
Trade Show Booth Success: Expert Strategies and Trends with Nicole Maves Live On The Show Floor At ExhibitorLIVE
00:10:34
Join me, Matt Kleinrock, as I delve into the world of event marketing redefined with Nicole Maves, a seasoned Trade Show & Event Specialist, during our exciting coverage of Exhibitor Live.
In this engaging conversation, Nicole shares her experiences and valuable insights on the latest trends, challenges, and strategies in the trade show industry. Discover how she navigates international shows, deals with freight challenges, and leverages technology, including social media, to make events successful.
Don't miss out on this informative discussion that offers practical advice for both seasoned professionals and budding event marketers.
Ep 46 | Building a High-Performance Event Marketing Team | Best Places To Lead w/ Jerry Macnamara
00:47:42
On this special episode of “Event Marketing: Redefined,” we’re featuring another podcast that Matt Kleinrock, CEO of Rockway Exhibits + Events, guested on.
He recounts with his good friend and mentor, Jerry Macnamara of “Best Places to Lead,” his journey of leading and guiding the company through the COVID pandemic and coming out stronger than ever.
Prior to the pandemic, Rockway was an average to good business. But when COVID hit, they faced unprecedented challenges that threatened their very existence.
They had a conversation about:
- How Matt led his team through challenging times - Why profitability ensures success - The importance of aligning incentives and delivering on promises - The truth of what it takes to build a strong company culture - Why event marketing is just another underutilized marketing channel - And much more
Leadership is not immune to challenges; even the best can stumble. This episode is a must-listen if you want to learn how to become a better leader and navigate through crises.
Ep 47 | The Biggest Risk to an Event Marketer’s Career: Forgettable Events With Phil Mershon
00:51:22
As event marketers, our ultimate goal is to create impactful experiences that resonate with attendees long after the event concludes. We invest countless hours in meticulous planning, thoughtful design, and innovative execution… but in a fast-paced and ever-evolving industry, there is a looming risk that can potentially hinder our career growth—forgettable events.
Hosting forgettable events can have far-reaching consequences, not only affecting one’s professional reputation but also eroding the trust of both clients and attendees, potentially limiting future opportunities.
Understanding the critical distinction between unforgettable and forgettable events is essential. That's why we've enlisted the expertise of Phil Mershon, the Director of Experience at Social Media Examiner, to help us gain valuable insights into this subject.
Phil is not only a seasoned speaker and trainer but also the author of "Unforgettable: The Art and Science of Creating Memorable Experiences," showcasing his passion for designing unforgettable moments.
Tune in to learn:
- Key characteristics that distinguish unforgettable events from forgettable ones - The event and audience brainstorming process - How to use technology and social media to elevate the event experience and create unforgettable moments - And much more!
This is a fun conversation that will stay with you for a long time! Listen as we unravel the secrets to creating unforgettable events and explore the profound impact it can have on the career of every event marketer.
Experiential Marketing Unplugged: How Personal Connections Transform Brands with Tiana Magdamo Live On The Show Floor At ExhibitorLIVE
00:15:34
Join us for a captivating conversation with Tiana Magdamo, a seasoned event marketer, as she shares her insights and experiences in the ever-evolving world of event marketing.
In this interview, we explore the significance of experiential marketing, its role in creating brand experiences that transcend traditional metrics, and the power of forging genuine connections with audiences.
Discover the strategies and secrets behind executing successful trade show booths, captivating audiences, and leveraging technology while preserving the essential human element in an increasingly tech-driven landscape.
Whether you're an event marketing enthusiast or a seasoned professional, this interview will inspire you to rethink your approach to event marketing and redefine your strategies for an impactful and engaging future. So tune in to gain valuable insights that will help you stay ahead in the dynamic world of event marketing.
Ep 48 | Pre & Post Show Marketing Strategies For Maximum ROI with Doug Foley
01:04:48
It’s easy to get caught up in the excitement and buzz surrounding the days you spend at a show or event. But what many fail to recognize is that the true driving force behind your return on investment lies within the other 362 days of the year. It's during these seemingly ordinary days that the groundwork for success is laid, and yet, it often goes unnoticed and unmentioned.
Take trade shows as an example: they’re a fantastic opportunity for companies to showcase their products or services and connect with potential customers. However, one crucial aspect that is often overlooked is the implementation of pre and post-show marketing strategies. These strategies play an instrumental role in achieving success, yet they frequently take a backseat to flashy exhibits and gimmicks.
Do you have a compelling campaign in place to drive quality attention to your booth? What happens when the show wraps up?
Join us on "Event Marketing: Redefined" as Doug Foley, President of Giant Goat, an acclaimed digital marketing agency specializing in custom, data-driven strategies, shares his expertise with his college friend and host, Matt Kleinrock. With features on Entrepreneur and Forbes, Doug brings a wealth of knowledge to the table.
Known for his hit podcast, "The Happiness of Pursuit," where he explores how ordinary individuals transformed their passions into extraordinary lives, Doug is also the #1 Amazon Best-Selling author of "Breakout Blueprint: How to Find Your Passion, Take Action, and Build a Lifestyle Business."
They'll cover:
- Driving targeted traffic to your booth (with a formula for successful emails) - Crafting the ideal follow-up strategy - Leveraging advanced data from shows and organizers - Thinking like a marketing executive when choosing events - Plus, many more invaluable insights!
It is vital to recognize the immense impact that effective pre and post-show marketing can have on a company’s overall results. By prioritizing these strategies, you can maximize your visibility, engagement, and ultimately your success at trade shows.
Elevating Experiences and Maximizing ROI with Jaclyn Gilio Live On The Show Floor At ExhibitorLIVE
00:18:08
Join us for an insightful conversation with Jaclyn Gilio, a Marketing Events Specialist from VertexOne, as we explore the world of event marketing redefined. We dive into Jaclyn's journey as a CTSM candidate, her quest to find a new exhibit house for VertexOne, and her pursuit of innovative ways to showcase and amplify their software.
Discover the importance of creative engagement, driving qualified leads, and the exciting trend of immersive booth experiences. Learn how return on experience (ROX) takes center stage in Jaclyn's strategy, making events memorable and impactful for attendees.
Gain valuable tips on networking, event planning, and creating memorable booth experiences that leave a lasting impression on your audience. Tune in to explore the future of events and the power of making connections beyond the trade show floor. Don't miss this engaging episode filled with practical insights from an event marketing expert!
Ep 49 | Thinking Like a Marketer: How to Tie Trade Shows to Business Goals | Skift Meetings Podcast with Miguel Neves
00:46:16
This is a message we'll never tire of repeating: the key to trade show exhibit success lies in thinking like a marketer, and it requires intention and strategy.
In this special episode, Matt Kleinrock, CEO of Rockway Exhibits + Events, was a guest on another podcast. Together, they explore the art of building a brand through trade show exhibits and events.
Skift Meetings, a podcast for event professionals, showcases the industry's leading innovators, delves into the latest advancements in event technology, offers insightful case studies of successful events, and presents novel perspectives on event design.
Matt sits with Miguel Neves, sharing invaluable insights on creating a powerful and impactful trade show experience that aligns with your business goals.
They cover these topics:
- Thinking like a marketer to build a brand and drive real results - The power of intentional in-person events - Rockway Exhibits + Events' transformation from exhibit house to a strategic partner, creating booths aligned with business goals - And much more
This episode is packed with valuable trade show tips and practical advice that will change how you approach creating a successful exhibit experience.
Designing Immersive Experiences: A Game-Changer for Event Marketers with Dave Walens Live On The Show Floor At ExhibitorLIVE
00:24:18
Join Matt Kleinrock as he sits down with industry veteran and CEO of Exploring Inc., Dave Walens, in this captivating interview.
Discover the latest trends in the event marketing industry, including the resurgence of in-person events, the power of immersive experiences, and the evolving role of design. Get insights into how Walens' company, ID3 Group, is redefining brand experiences through custom-themed environments, innovative technology, and a forward-thinking approach.
Find out how technology, AI, and a creative workforce are shaping the future of event marketing, and learn about the importance of thinking bigger to stay ahead in this dynamic industry. If you're an event marketer looking to elevate your brand experiences and drive results, this conversation is a must-watch.
Ep 50 | Resetting Event Marketing Standards: Disrupting the Traditional Approach and Changing the Narrative with Aaron Kaufman
01:00:52
The world of event marketing stands at a pivotal crossroads. Traditional approaches, once hailed as the gold standard, have become stagnant and fail to leave a lasting impact. It's time to confront the elephants in the room and break free from the suffocating shackles of 'this is how it's always been done.'
As an industry, we bear the responsibility to address deep-rooted problems that have plagued us for too long. Sweeping them under the rug is no longer an option. We must shine a light on the challenges we face and find innovative solutions that propel us forward.
For this vital conversation, we needed a guest with tenacity and conviction. That's why we invited Aaron Kaufman, an influencer, speaker, and President at Fifth Element Group Inc. His exceptional insights have earned him a well-deserved spot among The 100 Most Influential People in the Event Industry.
Teaming up with Matt Kleinrock, CEO of Rockway Exhibits + Events, they fearlessly delve into:
- A fresh and unfiltered perspective on the event industry - Overcoming outdated standards, guidelines, and barriers to entry that hinder progress - Unraveling the overall problems plaguing the event and trade show world - And much more!
Get ready for an episode of “Event Marketing: Redefined” that dares to be honest, forward-thinking, and unapologetically bold.
Evolving Trade Show Experiences with Danica Tormohlen Live On The Show Floor At ExhibitorLIVE
00:13:55
Dive into the dynamic world of event marketing as Matt Kleinrock engages in a captivating conversation with Danica Tormohlen, the driving force behind Exhibitor News Network. Danica brings her 25 years of industry expertise to the forefront, offering a fresh perspective on the ever-evolving landscape of trade show booths and brand experiences.
Join us as we explore the latest trends, industry challenges, and innovative strategies that are shaping the future of event marketing. From cutting-edge design trends to navigating budget constraints and the powerful resurgence of in-person events, Danica provides invaluable insights that shed light on the path forward for exhibitors and event marketers.
Tune in for an engaging discussion that reimagines the way we approach event marketing and discover how Exhibitor News Network is paving the way for a new era of success.
Ep 51 | From Idea to Design: How Experiential Tradeshow Booths Come to Life With Donnie Miller
00:54:51
Everyone is trying to be more experiential these days and have great ideas around it, but few people know what it takes to bring those ideas to life.
That's why we'll be talking about going from idea to design on the next stop of the Event Marketing: Redefined Summer Tour!
Our host, Matt Kleinrock, has decided to bring in his most trusted resource for designing experiential trade show booths: Donnie Miller, the Creative Director at Rockway.
Donnie has a unique gift of being able to take a great idea, bring stakeholders together, and show how everything will come together around a common objective... and he's going to show exactly how he does that!
You'll learn:
- How to build support around a concept in order to get it built - What needs to happen in order to make an experiential theme turn into a narrative that attendees will understand and tell as a story - How to include experiential in with all the other things your booth needs to accomplish without becoming too busy - and more!
Bring your notebooks and thinking caps because this will be one of the most practical shows we've done yet! Great questions are welcome.
Strategies for Elevating Trade Show Value with Clare Conway Live On The Show Floor At ExhibitorLIVE
00:23:33
Join us for an illuminating discussion as we delve into the art of elevating trade show value with the dynamic insights of industry veteran, Clare Conway. This session unveils powerful strategies to transform your trade show experience into a high-impact engagement platform.
Discover how to conquer challenges such as lead retrieval, lead generation, and ROI tracking, while aligning sales and marketing efforts for maximum impact. Clare Conway's expertise shines as she shares her vision for the future of trade shows, integrating technology, interactive experiences, and innovative sponsorship options.
Tune in to gain actionable insights that will revolutionize your event marketing approach, all in the company of one of the industry's leading voices. Don't miss this opportunity to redefinetrade show success.
Ep 52 | Empowering Companies and Promoting Diversity in Event Activations | Eventist365 Podcast with Yanique DaCosta
00:31:59
Do you want to know how to create enriching and comprehensive brand experiences for event and trade show attendees that also promote diversity and inclusivity?
In this episode of Yanique DaCosta's podcast "Eventist 365," Matt Kleinrock, CEO of Rockway Exhibits + Events, shares his insights and experience on the topic. Through Yanique's show, you can discover how professionals in the corporate event industry navigate the chaotic event world to transform their ideas into memorable experiences.
Some of the things they discussed:
- Matt’s top brand activation projects and the creative process involved - How to encourage team members to step out of their comfort zones and achieve extraordinary results - Using leadership positions in the event industry to promote diversity and inclusivity among workforce and attendees - The must-attend event for every event marketing professional or planner
Yanique was a previous guest on “Event Marketing: Redefined,” where she and Matt delved into the nuances of design in event marketing. Be sure to check out episode 23, titled "Biggest Mistakes to Avoid in Graphic Design for Tradeshows (And How to Do It Greatly)," if you haven't already listened to it.
Designing Immersive Brand Experiences at Trade Shows with Christina Piedlow Live On The Show Floor At ExhibitorLIVE
00:25:03
In this special episode, we're thrilled to have Christina Piedlow, President & CEO at TPG Trade Show & Event Marketing. Join your host, Matt Kleinrock, in an engaging discussion to dive deep into the art and science of creating unforgettable brand experiences in the dynamic world of trade shows.
Discover proven strategies and innovative approaches that can transform your trade show presence from ordinary to extraordinary. Explore the importance of pre-event planning, interactive booth designs, and engaging content development that captivates your target audience. Learn from real-world examples and success stories that demonstrate the impact of immersive experiences on brand perception and ROI.
Whether you're an event marketer, business owner, or simply curious about the future of trade show marketing, this video offers invaluable insights and practical tips to help you craft memorable brand experiences that leave a lasting impression.
Join us on this journey to unlock the secrets of designing immersive brand experiences and stay ahead in the competitive world of trade shows. Don't miss out—hit that play button and elevate your trade show game today!
Ep 53 | Event Design: Current Trends, Newest Innovations, and What Is Coming with MigueI Neves
00:45:49
As the industry bounces back from the pandemic, event planners and marketers are grappling with important questions: Where do we go next in this rapidly evolving landscape? How can we navigate the rising costs that have become prevalent in 2023? What exactly does the 'new normal' look like?
Matt Kleinrock reunites with Miguel Neves in this exciting episode of “Event Marketing: Redefined” as they share their insights, helping listeners gain a solid understanding of the industry's potential for success amidst challenges.
Miguel is the Editor-in-Chief at Skift Meetings and a renowned figure in the meetings and events sector. Skift Meetings, a trusted publication, serves as the compass for global meetings and event professionals, offering guidance and inspiration about innovation in the meetings industry.
With a pulse on the event tech sector and a strong presence in the global online event professional community, Miguel brings a wealth of knowledge and experience to the table.
They both touch on:
- The idea of pipeline impact - Top trends currently occupying the minds of event planners - The impact of Gen Z and Millennials as emerging buyers in the events space - Importance of interpersonal relationships in the event experience - The role intentional design plays
Tune in to learn from industry experts, expand your knowledge, and equip yourself with the tools needed to thrive in the dynamic world of events!
LinkedIn Mastery: Elevating Your Trade Show Presence with JD Gershbein Live On The Show Floor At ExhibitorLIVE
00:15:57
Welcome to Event Marketing Redefined, where we explore the latest strategies and insights to help you succeed in the world of trade shows and event marketing. In this episode, we're diving deep into the power of LinkedIn and how it can transform your trade show presence.
Our special guest, JD Gerstein, founder of Owlish Communications and a pioneer LinkedIn strategist, shares his expertise on leveraging LinkedIn for trade shows and brand experiences. Whether you're an executive, business owner, entrepreneur, or part of a high-performing sales team, JD's insights are invaluable.
Discover how to craft a compelling LinkedIn profile that resonates with your ideal clients and prospects. JD reveals the secrets to using LinkedIn not just as a networking tool, but as a content creation and engagement platform. Learn why building relationships on LinkedIn is crucial for your trade show success and how to avoid the common pitfalls.
Join us on this journey to LinkedIn mastery and take your trade show presence to new heights. JD Gerstein's advice and actionable tips will leave you inspired and ready to make LinkedIn a cornerstone of your event marketing strategy.
Tune in now to elevate your trade show game with LinkedIn mastery!
Ep 54 | Crafting the Perfect RFP For Your 2024 Trade Show And Event Budgets with Mollie Stahl
00:45:12
When you're in the market for vendors, partners, and a company to work with, you want the best. You need someone who can not only handle your problems but also elevate your business to new heights. It's important to have a dependable partner, one that you can proudly showcase on the show floor.
While having an ideal partner with all these traits isn't always possible, when it does happen, it underscores the importance of your RFP process. Do you really need to stick to the same old approach?
In episode five, we explored the dos and don'ts of crafting an RFP for your next tradeshow booth. It was such a hit that we couldn't resist a part two! We've invited Mollie Stahl, Senior Account Executive at Rockway Exhibits + Events, a trusted resource, to join us again.
This time, she and Matt talk about:
- Why a typical RFP just isn’t cutting it anymore - Key questions to consider when crafting your RFP - What you should be thinking about when going out to RFP - Ideal process and biggest pet peeves
Start rethinking RFPs so you can get the best results. You do not want to miss out!
Ep 55 | Picking the Right Mix of Events: The Event Portfolio Planning Strategy With Nicola Kastner
00:56:10
Are you feeling overwhelmed when it comes to choosing the right events for your company? With so many options available, it can be challenging to determine where to invest your limited budget and resources—especially when you’re just starting out.
Selecting the perfect blend of events that align with your objectives and yield maximum results can be a tough process to crack. That's why we've invited an expert to help you navigate through it all!
Nicola Kastner, an award-winning event marketing strategist and one of the world’s most recognized experts in building effective event strategies, will be joining us. She has been named one of Event Marketer’s 2019 B2B Dream Team and Women In Events 2018.
As an independent consultant, Nicola helps clients transform their business objectives into tangible outcome-driven event experiences and stand out from the competition.
Here’s a preview of the topics they will cover in this episode of “Event Marketing: Redefined”:
- How to approach portfolio planning - Strategies for selecting the optimal mix of events that align with company objectives - Determining when a hosted event is a better choice compared to a third-party event - Understanding which events and trade shows fill the top, middle, and bottom of your sales pipeline/funnel
Our goal is to help you gain the confidence and knowledge needed to make well-informed decisions that drive your company's growth.
If you share the same goal for yourself, tune in to this next stop of our Summer Tour!
Ep 56 | Content Creation & Repurposing for Trade Show Campaigns with Christina Piedlow
01:04:26
In our modern, fast-paced world, trade shows require a constant presence. Given the digital era we're in, crafting a compelling trade show campaign involves more than just setting up a booth and handing out brochures – creating and repurposing great content are now vital to making trade shows truly effective.
So how can you determine which content to share and which channels to use in order to boost visibility and reinforce important messages?
We'll be discussing this with Christina Piedlow, the President and CEO of TPG Trade Show + Event Marketing – an acclaimed agency that boasts a track record of over 25 years in delivering successful digital and immersive experiential programs to top brands.
Christina is well-versed in content strategies and guides a team of creative professionals. Together, they harness the power of social, digital, and interactive platforms across client experiences, trade shows, events, and ongoing marketing endeavors.
We're down to our second-to-last stop of the Event Marketing: Redefined Summer Tour! So get ready to dive into a pool of inspiration as we learn:
- Developing content strategy for before, during, and after the trade show - Extending trade show impact with repurposed content - Using email to stay connected with attendees after the event - Effective trade show campaigns using content creation and repurposing
Ep 57 | Getting Your Stakeholders Buy In For Your Trade Show And Events Program With Chloe Richardson
00:59:32
You can have the best ideas for your events program and a rock-solid execution plan, but if you can't get stakeholder buy-in, none of it will happen.
That's why we're bringing on a guest that takes pride in making it easy to prove the value of your event marketing strategy - Chloe Richardson.
As VP Senior Corporate Relations at Explori, she is on a mission to simplify the measurement of event impact.
Her accomplishments include recognition in notable lists such as Eventex's 100 Most Influential People in the Events Industry 2022 and Glisser's Most Influential Women in the Events Industry 2021, among others.
Together with host, Matt Kleinrock, they will talk about:
- Why executives told her event marketing careers are dying and how she used it as an advantage - How to deal with the pressure to cut costs in your event program - What event teams are doing wrong when measuring brand awareness and how to do it right - How to go from anecdotes to measurable data beyond leads
Don't be one of those people who lack answers because they're busy juggling multiple tasks and extinguishing fires, leaving no time to step back, view an event comprehensively, and contemplate strategic approaches.
Ep 58 | Event Marketing vs Event Planning: Going Beyond Logistics to Creating Experiences With Beyanka Soleymanian
00:40:30
In the dynamic world of event management, two key roles play a vital part in creating memorable experiences: the event planner and the event marketer.
While both positions work towards achieving successful events, they differ in their primary responsibilities and challenges. So, what sets these roles apart? And for the few who navigate both, what does that entail?
After having Beyanka Soleymanian on one of our ExhibitorLIVE 2023 specials, we just had to bring her back for a chat about what it's really like juggling two roles in the event world – being both a planner and a marketer.
Beyanka, currently the Marketing Manager at Nureva Inc., boasts an impressive 17-year career in event marketing. With her undeniable skills and unique talents, she has mastered the art of breathing life into events and making sure attendees remember them for a long time to come.
She rejoins Matt for a fun conversation on:
- Biggest distinctions between an event marketer and an event planner - Mindset shifts and insider tips on both fronts - The often-overlooked third element of the job - Strategies for pitching to leadership - How color psychology and lighting can influence immersive experiences
Whether you're deep into event planning, diving headfirst into event marketing, or wearing both hats, give this episode a listen for some valuable insights from a seasoned event professional like Beyanka.
Ep 59 | Increasing The Sustainability Of Your Trade Shows And Events with Al Mercuro and Marley Finnegan
00:52:32
Sustainability is one of the biggest topics in the trade show and events industry, and the demand is only growing, but even when you have the best intentions as an event marketer, it can feel overwhelming to get started.
That's why we're bringing you not just one, but two experts to help you get more sustainable regardless of your starting point!
Join us for a panel on sustainability with Marley Finnegan, Al Mercuro, and Matt Kleinrock where we'll discuss:
- How to overcome the paralysis by analysis and just start making your events more sustainable - What little, medium, and big things you can do to make trade show booths or events more environmentally friendly - Which ways you can nudge your suppliers to get more sustainable options - And much more!
Marley Finnegan, the founder of PURPOSE, is a passionate sustainability professional and climate tech founder. With over 150 hours of certifications and a GRI Certified Sustainability Professional, she exhibits a palpable drive to innovate and assist organizations in evolving their sustainability strategies.
Al Mercuro is a member of the Sustainability Committee of the EDPA and head of the subcommittee working on exhibit guidelines for sustainable built exhibits. He is also a member of the Event Safety Alliance, just to name a few. He is considered by some as the “Jedi Master of Trade Shows.”
Come and pick the brains of the people leading the charge for sustainability in event marketing!
Ep 60 | Get More Mileage From Your Events Through Content With Amanda Johnson
00:39:31
Imagine the exhilaration of putting in all the time, effort, and resources into planning and executing a successful event. But it's often over in the blink of an eye, leaving you with a sense of bittersweet satisfaction.
As you triumphantly check it off your to-do list, a sigh of relief escapes you. However, a lingering realization sets in - there's untapped potential waiting to be discovered beneath the surface of your event.
What if you could extend an event’s lifespan and maximize its impact?
Enter content creation.
In this week’s episode of “Event Marketing: Redefined” we explore the power of content in driving event-led growth and how you can get more mileage from your events by leveraging the versatility and distribution potential of content.
Matt had the opportunity to sit down with Amanda Johnson, the Head of Content Marketing at Splash, an innovative event marketing platform.
Amanda is a skilled storyteller who creates impactful narratives and strategies that effectively drive pipeline and revenue. Her exceptional talents have earned her the Gold and Platinum Hermes Creative Awards.
Hear them talk about:
✅ Tips for creating engaging event content ✅ Overcoming content creation challenges and crutches ✅ Planning stories and narrative: developing content with available resources ✅ How to measure success in content marketing
No matter your event, this episode offers insights on using content as a catalyst for success. Tune in to discover how harnessing content creation can elevate your event-led growth strategy.
Ep 61 | Small Tweaks To Make For Big Results: Behavioral Psychology For Event Marketing With Victoria Matey
00:40:13
In the fast-paced world of event marketing, success lies in understanding the psychology of your target audience. By incorporating research-backed scientific principles into your strategy, you can yield significant results in driving better events.
But introducing and implementing behavioral psychology techniques may face resistance from traditional marketers who are skeptical about its effectiveness.
That's why we've invited an expert to promote a change in mindset and education, highlighting the impact of behavioral psychology on event marketing success. In this episode, Matt talks to Victoria Matey, an event psychology advisor and co-founder of Matey Events, a business event consultancy.
Victoria believes experiences start in people's minds. She uses her knowledge of human behavior to make it easier for event professionals to create outstanding events.
Tune in to hear them dive into:
✅ Event challenges that can be solved with science-based solutions ✅ Why hacks are not the way to apply event psychology ✅ Psychological mechanisms that drive people's motivation ✅ The five research-backed north stars to guide your event’s success
It's time to harness the power of behavioral psychology and create unforgettable experiences for your audience. Don’t miss out on this insightful discussion!
Ep 62 | Building A Modern Event Marketing Strategy From Scratch with Jon Wolff
00:43:01
Event marketers often find themselves juggling multiple responsibilities and facing high expectations. It can sometimes feel like they have a target on their back, with so much demanded from them, including executing strategies and delivering measurable ROI.
But what if you were tasked with building a modern event marketing strategy from scratch? This daunting challenge requires a unique level of expertise, and we've brought in someone who knows it all too well.
Jon Wolff is a Global Events Manager at Lenovo. Lenovo, renowned for its hardware products, now seeks to expand its footprint in solutions and services. In order to achieve this, they have enlisted someone of Jon's caliber to develop a comprehensive plan, roadmap, and strategy.
In his second appearance on "Event Marketing: Redefined," he shares:
✅ How he approaches his role and how did he go from there ✅ How he strategically looks at events ✅ Why having just a booth sets them up for failure ✅ Effective engagement tactics ✅ Plus, much more!
Gain valuable insights, practical tips, and proven strategies that will empower you to excel in your role and deliver exceptional results.
Learn from Jon's experience and expertise - hit that play button now!
Ep 63 | Global Event Marketing Exec Panel: 2024 Program and Career Goals Discussion
00:53:38
Event marketers are given a lot of responsibility (often >50% the marketing budget!), and expected to juggle multiple roles, but we've learned one thing they all wish to get more: mentorship.
That's why we're ECSTATIC to host this panel of global events management rock stars to share their wisdom with you (and amongst themselves) about:
✅ What they are trying to accomplish in 2024 ✅ How they are currently working on their career ✅ What helped them get to where they are
When we thought of building a community from a podcast for and by event marketers, a panel like this was a big goal.
Matt is joined by Jon Wolff, the Global Events Manager (SSG) at Lenovo, and he's also reunited with Nancy Touhill, who serves as the Director of Global Event Marketing at LexisNexis Risk Solutions, and Tavar James, the Senior Director and Global Head of Field Marketing and Events at Riskified.
On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/
🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
22 Nov 2023
Ep 64 | AI, Community, and Partnerships: the Changing Landscape for Event Marketers With Will Curran
00:53:32
The event industry is filled with shifts and changes. What may have been effective in 2019 may no longer be relevant today, and the solutions we use now may be outpaced by even better options in the future. Despite this, there are major trends emerging focused on community, AI, and partnerships.
When it comes to each trend's role, there's much to explore. What do they mean for those in the industry and how can they be incorporated for success?
That's why we're excited to introduce our next guest, Will Curran. As the Head of Klik at Bizzabo, he is at the forefront of revolutionizing wearable event technology. Will has been recognized as one of the most influential figures in the meetings and events sector, and has received honors such as being named one of the 40 under 40 event industry leaders and 35 entrepreneurs under 35.
Get ready to learn:
✅ The important role community plays in the event industry. ✅ Leveraging AI as a tool for community building, event marketing, planning, and more. ✅ Key steps to establishing and maintaining successful event partnerships
Show up, curious, to gain insights from an industry influencer!
Ep 65 | Integrating Event Software With CRM With Becca Mazur
00:34:57
As the landscape of in-person, hybrid, and virtual events continues to evolve, understanding how to seamlessly integrate event software with your CRM is a game-changer for any business or organization—so much so that it’s not just an option but a strategic necessity.
In this latest offering from “Event Marketing: Redefined,” we step into the dynamic world of event technology with Becca Mazur. Becca has recently taken on the role of Senior Principal Consultant on the Cvent Consulting team at Cvent.
Boasting more than 15 years of experience in event leadership, she has successfully navigated both agency and client perspectives. Before her tenure at Cvent, Becca spearheaded Event Technology Strategy at Cognizant.
She and Matt talk about:
✅ How to integrate event software (and where to start) ✅ Using event software to demonstrate value of events to leadership ✅ Unpacking the effectiveness of event software ✅ And more
Don't miss this opportunity to stay ahead in the ever-evolving world of events. Tune in today!
Ep 66 | B2B Corporate Events: Strategy, Design & Experience With Amanda Ma
00:42:03
Corporate events offer great opportunities for B2B organizations to connect with their target audience, build relationships, and drive business growth. But organizing and executing these events successfully requires a strategic approach, combined with thoughtful design and immersive experiences.
That's why we've invited Amanda Ma to help you elevate your B2B event playbook.
Amanda is the Founder and CEO of Innovate Marketing Group, an award-winning event management agency.
Collaborating with renowned brands such as TikTok, Google, and East West Bank, Amanda and her team have established themselves as one of the most sought-after event firms in the industry.
She's here to share her wisdom on the following:
✅ Ideal timing for hosting a B2B corporate event ✅ Benefits of hosting company-owned events ✅ The critical role of feedback loops from event attendees ✅ The winning IMPACT process for successful events ✅ Integrating attendee journey and event experience into event design
Don't miss out on this insightful discussion! Tune in now.
Ep 67 | Organizing Chaos and Streamlining Processes in Your Trade Show Program With Dia Kelly
00:38:59
Have you ever felt overwhelmed by the chaos of managing an event and trade show program? The constant juggling of tasks and the pressure to deliver outstanding results can be daunting—especially for newcomers who have to pick up the pieces.
To bring order, streamline processes, and transform chaos into a systematic approach, we have invited Dia Kelly, a seasoned trade show expert and the Trade Show & Events Manager at Crawford & Company.
We're thrilled to have her on the show, bringing in her 30+ years of proven experience. She'll be sharing invaluable insights on:
✅ Coming in after COVID and gathering research to understand the foundation of each show ✅ How she managed to bring their trade show program all together ✅ How she organized and created a little system within ✅ Plus, much more!
If your goal is to make your event and trade show program a well-oiled machine, this is the episode for you. Press play today!
Ep 68 | User Conferences That Drive Real Value and Create Opportunities With Bethany Murphy
00:52:32
The value prop of the trade show used to be that they owned the list of ideal buyers you would love to meet, but that has changed. Thanks to technology, we now have the option to reach our buyers ourselves.
That leaves event marketers with a new question to ask themselves:
Should we attend someone's event, or host our own user conference?
That’s why it is crucial to understand how to create a successful user conference that delivers value to both the company and the attendees.
To help you understand how to do it, we're bringing Bethany Murphy, Senior Director of Events at 6sense, to our next LIVE show!
Recently named to Eventible's Top Event Marketers of 2022 list, Bethany will join us to talk about:
✅ How she executed a 1000-person US conference ✅ Handling tricky situations when things don’t go as planned ✅ The thought process and timelines behind every user conference ✅ Effective budget management ✅ And more
Planning or managing a user conference? Whether you're just starting, feeling stuck in the process, or simply curious - here’s your chance to learn the strategies for making your conference a success. Don't pass this up!
Ep 69 | Unwrapping Insights From 2023 and Looking Forward With Guest Host Pablo Gonzalez
01:01:49
With 67 episodes and some side content sprinkled in, along with 65 amazing guests so far..."Event Marketing: Redefined" has blossomed into a vibrant community for event marketers. It's a place where the eager, the curious, and the knowledge-hungry gather to listen, learn, and share.
But this is just the beginning… As the festive season draws near, we embark on a merry journey of reflection and anticipation.
Our CEO (and part-time Santa), Matt Kleinrock, will be joined by our podcast producer (and Santa's little helper), Pablo Gonzalez, as we unwrap insights, learnings, and trends from this year.
We’ll chat about:
🎁 The role of the event marketer today 🎁 What are the go-to tactics we are seeing more of? 🎁 Future of the industry and what needs to happen 🎁 And much more!
So, grab a mug of steaming hot cocoa, slip into your coziest Christmas sweater, and join us as we jingle all the way into the most wonderful time of the year, filled with boundless inspiration and festive cheer!
Ep 70 | Booth Staffing Strategies to Get More Leads, Follow up Better, and Increase ROI With Marlys Arnold
00:44:48
In the post-COVID business landscape, the demand for exhibitor education is more pressing than ever.
However, despite its relevance, it often takes a back seat. As turnover in trade show positions increases, professionals are being thrown into the fire without adequate training.
That’s why we’re starting the year on a strong note! In our first episode of 2024, we've enlisted the expertise of Marlys Arnold, a seasoned trade show consultant and author of two books: "Build a Better Trade Show Image" and "Exhibit Design That Works: Create a Trade Show Display That Gets Noticed & Gains Clients."
She delivers key insights on:
✅ The ten commandments of booth staffing ✅ The Exhibitor Education Manifesto: why exhibitors must prioritize education ✅ Defining the elements of effective lead management and post-show analysis for companies ✅ And much more
Whether you're a seasoned pro or a novice, equip yourself for success on the exhibition floor. Don't just adapt; thrive!
Ep 71 | Making Sure Your Tradeshow Booths Are Engaging: Proven Ideas From The Vault
00:42:01
To be successful at a tradeshow, event or activation, you can't just set up a booth, cross your fingers and hope for the best. People these days want engagement.
It’s about making meaningful connections with potential customers and clients, and it starts with interesting and exciting content that leaves a lasting impression. The key is to create an experience that will draw people in and keep them hooked from start to finish.
But effective engagement can become a tall order—especially when you’re pressed for time.
So to help you get those creative juices flowing, Matt Kleinrock, CEO of Rockway Exhibits + Events, has re-teamed with Mollie Stahl, Senior Account Executive, to discuss what good engagement looks like.
They walk through some notable examples—from projects they have worked on to standouts they have seen on the show floor. They explore ways to create memorable engagement and analyze how it works as well as how it can be applied.
Other topics they touch on include:
- Why you need a framework before talking about an engagement idea - From theming to your brand story: the importance of tying everything in - How activating and stimulating senses play a huge part - And much more
Whether you're an exhibitor, event marketer, event planner, or just curious about the power of engagement, this latest episode of Event Marketing: Redefined will have something for everyone.
This is a replay from one of our most popular episodes of 2023. Dive back in and get more gold from our past experience!
Ep 72 | Greatest Hits: Experiential Marketing, Increasing ROI, and Brand Word of Mouth with Dan Gingiss
01:06:56
As the events industry continues to evolve as fast as ever, the experience you deliver has never been more important... but we keep seeing the same people repeat the same mistakes of the past.
That's why we decided to bring back one of our most popular episodes from last year, and share this conversation with Dan Gingiss - a keynote speaker and author of “The Experience Maker: How to Create Remarkable Experiences That Your Customers Can’t Wait to Share.”
After spending over two decades leading companies in both Customer Experience and Marketing, Dan let us in on their secret to success!
He touched upon topics such as:
- How event marketers should be reverse engineering the experiences they create - The WISER framework (and how it applies in events) - How to focus on experience and know what strategies to implement - And much much more!
Don't miss out - listen in now for an insightful look at what it takes to make a successful experience that sticks and clicks.
Ep 73 | The Data That Can Prove (And Predict) the Value of Your Events with Mark Brewster
00:57:44
We all know events walk a tightrope, especially when stakeholders scrutinize every penny and the environmental impact of corporate decisions is under a magnifying glass.
But time and time again, the persistent challenge lies in the elusive measurement of event success. The absence of a reliable framework jeopardizes companies' ability to showcase the ROI of event marketing, raising doubts about the continued significance of these engagements.
For our kickoff live show in 2024, we're handing the mic to Mark Brewster, CEO and Founder of Explori. He's here to uncover the challenges in the trade show and event industry caused by the lack of measurement.
With over 12 years of expertise, Explori's platforms have empowered event professionals with essential data and insights, enabling them to create better, more impactful events.
Learn about:
✅ Why measurement has always been a hard problem to solve ✅ What is at stake if we don’t act on it ✅ Effective ways to prove the value of event marketing
Join us as we navigate complexities, demystify challenges, and explore practical solutions for a data-driven future in event marketing.
Ep 74 | Climbing the Event Marketing Career Ladder: Tips From HPE’s Global Events Director with Gerilynn Marburger
00:59:02
Navigating the event marketing industry can be a challenging yet rewarding journey. But one major hurdle is the notable lack of mentorship, often leaving many aspiring professionals to chart their own paths without experienced guidance.
That’s why we’ve invited someone who is passionate about changing this narrative.
Gerilynn Marburger, Hewlett Packard Enterprise's Global Events Director, is a globally recognized event strategist with over 25 years in the event industry.
Despite the challenges, she has successfully navigated her way up the career ladder, leveraging a unique blend of strategy, organization, and thoughtful planning.
She will share:
✅ The three important skills that played a key role in her career ✅ How to embody the mindset of putting oneself in the customer's shoes ✅ How a lack of mentorship in the field shaped her journey and why it's vital for the industry's growth ✅ Practical advice for young professionals in event marketing ✅ And more
Don't miss this opportunity to learn from one of the best in the business!
Gerilynn's advice could be the ladder you need to climb to new heights in your event marketing career.
Ep 75 | The Best Booth And Engagement Strategies We’ve Seen In The Past 12 Months with Mollie Stahl
00:35:26
Crafting unforgettable trade show experiences is both an art and science, and incorporating themes, experiential design, and storytelling is essential for engaging attendees.
But, many brands struggle to make their booths stand out, often missing the mark on creating memorable interactions.
That’s why Matt Kleinrock and Mollie Stahl, Senior Account Executive at Rockway Exhibits + Events, team up again to offer unique insights and strategies for developing trade show experiences that are not just seen but REMEMBERED.
By the end of the episode, you will learn:
✅ How to design trade show booths that tell a story and engage attendees on multiple levels. ✅ The importance of aligning booth design with brand narrative to create a cohesive and impactful experience. ✅ Creative strategies for making your trade show presence memorable and effective in driving brand engagement.
Tune in to transform your trade show strategy and presence from dull to dynamic!
Ep 76 | SNEAK PEEK - ExhibitorLIVE Training: How To Grow Social Media From Events & Grow Events From Social Media
01:13:22
As you've probably heard, we used this podcast as the main activation for our booth at ExhibitorLIVE last year, and we had some incredible results. It went SO well that ExhibitorLIVE invited us back to teach event marketers how we did it.
But we know that not everyone in our community will have the chance to be there, so we're going to give you a sneak preview to the training!
Matt Kleinrock, CEO of Rockway Exhibits + Events, will once again be joined by Pablo Gonzalez, our show producer who led the activation last year, to teach you:
✅ What your company needs to think about before podcast in a trade show booth can even begin to make sense ✅ How to execute it properly- from booth design to running the show to getting the right guests on it ✅ Who the stakeholders you need buy in from are, and how to get them onboard to execute this thing successfully
This will be our dress rehearsal before the big event in Nashville, and would LOVE your feedback to make this as impactful for a room of event marketers as possible.
Join us LIVE, let us know what you think, and walk away with everything you'll need to run this play, yourself!
Ep 77 | Using AI for Measurement, Validation, and Stakeholder Buy in With Nick Borelli
00:53:33
When the buzz around AI in event marketing reaches a fever pitch, it's easy to wonder: Are we trading authentic connections for automation? And while there's no denying AI's efficiency and innovation, many fear it may eclipse the human touch that turns gatherings into memorable experiences.
But here's the thing: AI in events is all about enhancement, not replacement.
Nick Borelli steps into the spotlight in this episode to explore exactly that. It's not every day we have an AI expert on board, and this is just part one of his special feature on “Event Marketing: Redefined”.
While part two will show us AI and tools like ChatGPT in action for event marketers, in this episode, Nick, the Marketing Director at Zenus, reveals:
✅ How AI can streamline event planning, saving time and resources. ✅ The importance of shifting from linear to iterative thinking in event planning. ✅ Creative ways AI can boost attendee engagement and satisfaction.
Tune in for a blend of expert insight and practical advice on navigating the AI revolution in event marketing.
Ep 78 | From Exhibitor to Moment Maker: A Playbook for Winning Your Industry’s Heart
00:35:20
It’s the week of EXHIBITORLIVE, and we did something fun on a Sunday night!
In this special episode of “Event Marketing: Redefined,” Matt Kleinrock, CEO of Rockway Exhibits + Events, sits down with Andrew Smallwood, Chief Customer Officer at Second Nature, to discuss the groundbreaking strategies that have led his team to win Partner of the Year six times.
Amidst a sea of competitors, Andrew's approach to events as vital sales and marketing strategies, rather than just costs, has set a new standard. But the challenge of standing out in a crowded field required innovative tactics, from VIP experiences to unique branding moves like their signature purple suits.
That’s why through creativity, deep customer engagement, and strategic risk-taking, Andrew shares how they've not only captivated their ideal clients but also fostered a culture of excellence that others strive to emulate.
Listen to learn:
✅ How to create VIP experiences that transform clients into brand champions. ✅ Strategies for building deep, meaningful relationships with clients beyond the event floor. ✅ The importance of brand differentiation and how unique, bold choices make a lasting impression.
Whether you're looking to elevate your current strategies or seeking inspiration to overhaul your event marketing approach, this episode is your gateway to becoming an industry standout!
Ep 79 | Successful Sponsorship and Standout Strategies for Small Booths at Events
00:47:12
Event spaces and budgets greatly differ, and achieving a significant impact is a universal challenge for marketers and organizers, requiring creativity and strategic insight, especially in the face of limited resources or small booths.
But traditional methods of sponsorships and booth design often don't deliver, leaving many questioning how to distinguish themselves in a competitive event landscape without overspending.
That's why this week’s episode of “Event Marketing: Redefined” features a conversation with Kodi Morton, a seasoned marketing and events specialist at Bruker Scientific with over 16 years at Bruker Corporation.
Kodi shares valuable insights from her EXHIBITORLIVE sessions, including:
✅ Aligning sponsorships with your brand's messaging and objectives. ✅ Strategies for making small booths memorable. ✅ The benefits of the Certified Trade Show Marketer (CTSM) program for education and networking.
Don't let booth size or budget constraints curb your event’s success. Tune in to learn how turning limitations into strengths can give you an edge in the competitive event marketing landscape!
Ep 81 | Upping Your AI Skillset: Live Demo Using AI Tools for Event Marketing
00:55:26
The digital age has transformed how we market events, bringing tools and technologies that promise to make our jobs easier and our events more engaging. And the advent of AI has opened up a new frontier for creativity and efficiency, offering event marketers a powerful ally in crafting memorable experiences.
But despite its potential, many in the industry remain on the sidelines, unsure how to harness AI's capabilities or integrate these tools into their strategies effectively.
We understand these struggles all too well, which is why we’re doing something a bit different!
Nick Borelli, Marketing Director at Zenus and instructor for the Event Leadership Institute’s Enhancing Events with AI Course, is coming on the show to cut through the complexity to provide you with a hands-on demonstration of AI in action.
This episode will feature:
✅ A live screenshare demonstration of ChatGPT, showcasing real-time applications ✅ Insights on using AI to enhance event marketing strategies ✅ A case study walkthrough
This is not just another webinar. It's an interactive experience designed for the curious, the forward-thinkers, and the trailblazers in event marketing.
Don't miss this opportunity to engage with an AI expert!
13 Mar 2024
Ep 80 | SPECIAL TOWN HALL: Re-Live & Re-Cap Lessons Learned at EXHIBITORLIVE This Week With Mandy Glenwright
00:57:49
We are fresh off the floor at EXHIBITORLIVE, and want to share the experience with those of you that couldn’t make it, plus relive a little of the magic with those of you that were there.
But we don’t want to do it alone!
That’s why when we ran into Mandy Glenwright on the floor… and she made it real clear that she was doing well thought out, tactical reckon on everything happening… we decided to invite her to share her takeaways and make this an open town hall!
Join us we review:
✅ What the number one thing we heard Event Marketers have been asked to do this year, and how we think they should approach it ✅ Mandy’s biggest takeaways from the classes and show floor ✅ How ExhibitorLIVE changed their format this year, and whether we think it benefited the attendees or exhibitors ✅ Hopefully, YOUR takeaways from the show!
Town Hall means instead of webinar, we’ll be on a Zoom call, able to see everyone’s faces, and if you raise your hand, we can bring you on screen to give your biggest takeaway.
Don’t miss the chance to learn from your fellow Event Marketers as they share their takeaways on the show!
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