『The Event Marketer's Toolbox』のカバーアート

The Event Marketer's Toolbox

The Event Marketer's Toolbox

著者： Chris Dunn
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Each episode, host Chris Dunn teams up with a leading event professional to explore the tools, tactics, and trends that drive real results.

The Event Marketer’s Toolbox is the definitive playbook for corporate event professionals and trade show marketers.

From first-time marketers to seasoned planners, this show delivers practical solutions to make your events memorable and impactful.

Engage. Excel. Execute.

© 2026 The Event Marketer's Toolbox マーケティング マーケティング・セールス 経済学
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  • EMT #68 with Zaadia Spencer - Turning Event Conversations Into Content That Keeps Working

    EMT #68 with Zaadia Spencer - Turning Event Conversations Into Content That Keeps Working
    2026/09/17

    Interactive screens, games, digital content, and new technology can attract attention on the trade show floor—but attention alone isn’t the goal.

    In Episode 68 of The Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Zaadia Spencer to talk about creating interactive event experiences with a purpose.

    Zaadia shares why event marketers should start with the objective before choosing the technology. Is the goal to educate attendees, generate leads, increase booth traffic, start better conversations, or understand what prospects are actually interested in? Once that is clear, the experience can be designed around it.

    The conversation explores gamification and interactive experiences, including how they can reduce friction and give attendees a more natural way to engage with a brand. But as Zaadia points out, even the best activation needs to make sense for the brand, the audience, and the message.

    They also discuss the opportunity to extend engagement beyond the show floor through digital media kits and trackable content. Instead of handing someone a brochure and hoping they read it, digital tools can provide insight into what content a prospect viewed, what caught their attention, and what they returned to after the event. That information can give sales teams valuable context for more relevant follow-up conversations.

    The episode also tackles ROI and return on experience, why the attendee journey shouldn’t end when the show closes, and the importance of bringing technology and event partners into the planning process early.

    The takeaway is simple: Don’t add technology just to say you have technology. Start with the problem you’re trying to solve, create an experience that makes sense, and think about how that interaction will continue after the event.


    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
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  • EMT #67 with Marc Ghafoori - Why Event Marketing Needs a Better Seat at the Table

    EMT #67 with Marc Ghafoori - Why Event Marketing Needs a Better Seat at the Table
    2026/09/07

    What does it really take to turn an empty convention hall into a functioning trade show—and why do some of those seemingly simple services cost what they do?

    In this episode of The Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Marc Ghafoori, SVP of Client Experience at Heritage, for an “Ask Me Anything” conversation about the role of the General Service Contractor (GSC) and what event marketers should know about the work happening behind the scenes.

    Marc breaks down why strong project management can help control costs, how last-minute decisions affect labor and logistics, and why even the most complicated exhibits can run smoothly when everyone communicates early.

    The conversation also explores the relationship between GSCs, exhibit houses, show organizers, and other event partners—and why bringing those teams into strategic conversations earlier can create a better experience for exhibitors and attendees.

    Chris, Brendon, and Marc also look at how organizers are rethinking the traditional trade show floor by integrating education, networking, content, and experiences into the exhibit environment.

    Marc’s final advice is simple: pursue a partner, not just a vendor. The right partners understand what you’re trying to accomplish, help anticipate problems, and work alongside you to make the entire program stronger.

    🎧 Listen to the full episode for a practical look behind the curtain at what really makes a trade show happen.


    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
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  • EMT #66 with Robert Laarhoven - What 40 Years in the Exhibit Industry Can Teach Us About What’s Next

    EMT #66 with Robert Laarhoven - What 40 Years in the Exhibit Industry Can Teach Us About What’s Next
    2026/08/20
    The trade show floor Robert Laarhoven entered in 1984 looks very different from the one event marketers know today.Exhibits were largely divided between traditional custom builds and portable displays. Graphics were produced through processes that now feel almost unimaginable. Modular systems had yet to reshape the industry, and the role of an exhibit house was far more focused on building the physical booth than on the broader marketing strategy surrounding it.In Episode 66 of The Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Robert for a conversation that spans more than four decades of exhibit industry history.Robert shares how he entered the business with almost no trade show experience, helped introduce modular exhibit solutions to the U.S. market, witnessed the growth of the rental model, became the first systems-focused president of EDPA, and watched exhibit companies evolve into partners expected to understand marketing strategy, audiences, ROI, sustainability, and the entire attendee experience.But this episode isn’t only a walk down memory lane. It’s a conversation about what the industry’s past can teach us about its future—and why the ability to adapt, build relationships, and keep learning remains just as important today.1. There’s No Such Thing as an Overnight 40-Year CareerRobert’s entry into the trade show business wasn’t carefully mapped out.After college, he initially planned to work in his father’s business. A trip to the Netherlands to see what his uncle was doing eventually introduced him to the exhibit industry, and in 1984 he started selling a portable display system in the United States with little more than an industry directory and a willingness to knock on doors.Many exhibit houses turned him away. Some gave him a chance.From there came expansion, successes, financial challenges, new businesses, new products, and plenty of lessons.2. Modular Systems Changed More Than How Booths Were BuiltOne of the central conversations in the episode is the evolution from portable displays and traditional custom fabrication toward modular systems.Robert remembers a time when portable and custom exhibit companies occupied very different parts of the industry. Early modular products started bridging that divide, but scaling those systems to larger exhibits could still mean managing an enormous number of panels, extrusions, and individual components.That changed as products such as Delta Matrix entered the market.After seeing the system used successfully in Europe, Robert and his business partner traveled to Belgium and secured North American distribution rights around 2000. Then the industry faced another major disruption: 9/11.3. The Best Exhibit Isn’t Necessarily All Custom or All ModularThe discussion also challenges the idea that designers need to choose between creativity and efficiency.Robert describes older custom exhibits that featured beautiful architectural forms and craftsmanship, while acknowledging the efficiency and flexibility modern systems provide.His point isn’t that one approach should replace the other.The opportunity is to use each where it makes sense.A designer might use modular systems for meeting rooms or structural elements that need to be efficiently installed and reused, while incorporating custom fabrication, LED, graphics, and other elements where they create greater impact.Ultimately, the objective isn’t to prove whether something is “custom” or “system.” It’s to create an engaging environment that helps the exhibitor achieve its goals while being smart about how the experience is produced.4. Exhibit Houses Aren’t Just Building Booths AnymorePerhaps one of the most important changes discussed in the episode has nothing to do with physical exhibit construction.The expectations placed on exhibit partners have changed.Chris points out that when he entered the business, building an impressive booth could largely be the goal. Today, conversations start much earlier: Who is the target audience? What personas are attending? How does the experience connect to the company's broader marketing program? And ultimately, what business result should the investment produce?Robert traces this thinking back to early conversations about integrated marketing and explains why it has become even more important today.Trade shows compete with every other marketing channel for budget. If companies can't demonstrate a return, those dollars can move somewhere else.That means an exhibit partner's responsibility increasingly includes helping clients get more business value from their trade show investment—not simply delivering the physical environment.5. Industry Relationships Can Shape an Entire CareerAnother recurring theme throughout the episode is mentorship.Robert initially joined EDPA because he saw it as an opportunity to access potential customers. But once he began attending conferences, his perspective changed.He ...
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