エピソード

  • 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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    1 時間
  • 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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    1 時間 1 分
  • 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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    1 時間 2 分
  • EMT #65 with Dax Callner and Chris Kappes - Building the Future of Event Measurement

    EMT #65 with Dax Callner and Chris Kappes - Building the Future of Event Measurement
    2026/08/07
    Event marketers have believed in the power of face-to-face experiences for decades. But as budgets grow and leadership asks tougher questions about marketing spend, belief alone is no longer enough.In Episode 65 of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Dax Callner, Founder and President of the Event Marketing Measurement Association (EMMA), and Christopher Kappes, EMMA Board Member and longtime event industry leader, to tackle a challenge the industry has struggled with for decades: how do we consistently and credibly prove the business value of events?The conversation goes beyond simply calculating ROI. Dax and Christopher discuss why event measurement needs shared standards, how marketers can measure the potential they create rather than taking responsibility for sales that happen months or years later, what the industry can learn from unsuccessful events, and how EMMA is working to make measurement knowledge accessible to everyone. 1. Believing in Events Is No Longer EnoughEvents are an expensive marketing channel, and the people controlling budgets are increasingly asking marketers to demonstrate why that investment is worthwhile.Dax explains that measurement serves two purposes. First, it provides credible evidence that helps defend event investment. Second, it gives marketers the information they need to continuously improve their programs. Knowing what worked—and what didn't—allows teams to make changes and show stakeholders how those changes affected performance. 2. The Industry Needs a Common Measurement LanguageOne of the reasons event measurement remains difficult is that organizations, agencies, and suppliers often use their own methodologies. EMMA wants to establish a shared foundation.What began around 2017 as a group of experienced practitioners working through the measurement problem has evolved into a nonprofit organization focused on three areas: standards, advocacy, and education.EMMA's goal isn't to prevent agencies or brands from developing their own approaches. It's to establish fundamentals that the entire industry can understand and use, making credible measurement knowledge more accessible instead of keeping it behind agency walls. 3. Measure the Potential Your Event CreatesOne of the most practical distinctions in the episode is between event-generated potential and eventual closed revenue.Dax shares an example from his work measuring automotive events. By examining buying signals, lead qualification, and other indicators, the team could project millions of dollars in potential revenue generated by an event.That distinction matters because the event team doesn't necessarily control what happens six months or a year later. Sales teams, dealerships, and other parts of the organization are responsible for converting those opportunities.For event marketers, the job is to understand and demonstrate the quality and value of the potential being handed back to the business. 4. Bad Results Are Still Valuable DataMeasurement isn't only useful when an event performs well.The conversation includes an example where an event didn't deliver the expected results. Instead of hiding the problem, the team used the data to identify what went wrong and explain how they would fix it. That transparency ultimately strengthened the client relationship and led to additional work.As Dana points out during the discussion, failures provide information that can make future events better. Measurement gives teams the evidence to understand those failures instead of relying on assumptions. 5. Better Measurement Requires Better Industry TransparencyMeasurement also raises a larger question about the relationship between exhibitors and show organizers.Christopher discusses the difficulty exhibitors sometimes face getting clear information about who is attending an event. Without accurate audience information, brands have a harder time evaluating whether they're reaching the right people and whether an event deserves continued investment.The group argues that better measurement can create healthier conversations between organizers and exhibitors. If an event consistently fails to deliver the audience exhibitors need, continuing to invest without addressing the problem isn't sustainable. 6. EMMA Is Building Education, Benchmarks, and Standards for What's NextA major part of EMMA's next chapter is education.The organization is developing a comprehensive event measurement certification program with 13 modules, designed to give event professionals hands-on measurement training. EMMA is also working toward a benchmark database that would aggregate anonymized industry data, allowing marketers to better understand what "good" performance actually looks like. Another planned research initiative will examine the long-tail impact of events by reconnecting with attendees six and twelve months later to understand what they actually did after an experience: whether ...
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    59 分
  • EMT #64 with Kayla Drake - Creative event strategies that drive pipeline, not just attendance

    EMT #64 with Kayla Drake - Creative event strategies that drive pipeline, not just attendance
    2026/07/26
    Trade shows remain one of the most effective channels for building relationships and generating pipeline—but a successful event program is about much more than having the biggest booth on the show floor.In this episode of Event Marketer's Toolbox, hosts Chris Dunn and Brendon Hamlin welcome back Kayla Drake, field marketing advisor, speaker, and event career coach, for a practical discussion on how event marketers can create meaningful experiences that move business forward.Building on her previous appearance, Kayla shares actionable strategies for thinking beyond the traditional exhibit booth. From wrapper events and hospitality activations to post-show follow-up and sales alignment, she explains how marketers can create experiences that generate stronger conversations, deeper relationships, and measurable revenue.If you're looking for ideas that go beyond collecting badge scans and focus instead on creating real business opportunities, this episode delivers practical playbooks you can begin using at your very next event.Bigger Lead Numbers Don't Always Mean Better ResultsOne of the central themes of the conversation is that event success shouldn't be measured by lead volume alone. While booths play an important role in brand awareness and demand generation, they're not always the best investment for every company or every event.Kayla explains that, in many cases, meeting ten high-value target accounts can produce significantly more pipeline than collecting hundreds of cold leads. The key is understanding your objectives before committing to an event and designing experiences around your ideal customer profile (ICP), rather than simply maximizing traffic.Think Beyond the Booth with "Wrapper Events"One of Kayla's favorite strategies is creating experiences that complement a major trade show rather than relying solely on the exhibit floor.She shares examples of:Coffee shop buyoutsExecutive dinnersWellness activationsHospitality loungesPartner eventsOff-site networking experiencesThese "wrapper events" create natural environments where conversations happen organically instead of immediately leading with a product pitch. The result is a more memorable experience for attendees and higher-quality meetings for sales teams.The Real Work Begins After the Trade ShowA booth conversation is only the beginning.Kayla emphasizes that follow-up is where most opportunities are won—or lost. She recommends uploading leads immediately, following up within days, and using content such as webinars, blogs, podcasts, and videos to continue nurturing prospects while the event is still fresh in their minds.Instead of treating trade shows as one-time interactions, marketers should build a structured follow-up process that moves attendees toward meaningful sales conversations.Align Marketing and Sales Around Target AccountsStrong field marketing depends on close collaboration with sales.Rather than planning events in isolation, Kayla encourages marketers to sit down with sales teams before an event and identify their highest-priority accounts. Together they can build personalized experiences for those customers—from booth demonstrations to executive dinners and additional marketing touches throughout the event week.This account-based approach helps marketing directly support sales while creating measurable influence on pipeline and revenue.Measure Success Through Pipeline, Not Just AttendanceThroughout the discussion, Kayla returns to one consistent message: event marketers should understand the numbers behind every event.She walks through calculating expected ROI, setting realistic revenue goals, aligning sales follow-up expectations, and communicating results transparently. If an event isn't generating business, marketers shouldn't be afraid to acknowledge it and explore different approaches such as partnered events or wrapper events instead of repeating the same strategy year after year.Investing in the Next Generation of Event MarketersToward the end of the episode, Kayla shares her next chapter: launching her own field marketing advisory and event career coaching business.After more than 13 years building field marketing programs for companies including Apollo, StackAdapt, Udemy, and Autodesk, she's now focused on helping early- and mid-career event marketers develop the practical skills often missing from traditional career paths.It's a fitting close to a conversation centered on sharing playbooks, building stronger event strategies, and helping the industry continue to grow.One of the biggest themes from this episode is that successful event programs aren't built around collecting the most leads—they're built around creating the right conversations.Kayla challenges event marketers to rethink how they measure success by focusing on pipeline, relationships, and thoughtful experiences that serve the right audience. Whether it's an executive dinner, a hospitality lounge, or simply a stronger follow-up strategy, the ...
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    1 時間 1 分
  • EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities

    EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities
    2026/07/09

    Trade shows have always been one of the most powerful channels for building pipeline—but success doesn't happen by chance.

    In this episode of Event Marketer's Toolbox, Chris Dunn and Dana Esposito welcome back returning guest Alison French, founder of Lead to Opportunity (LTO) and creator of ShowScout, for a practical conversation about sales activation, accountability, and how exhibitors can generate more revenue before, during, and after an event.

    Since her first appearance on the show, Alison has refined her approach from simply helping companies capture leads to helping them activate their sales teams around the right prospects. The discussion explores why booth traffic alone isn't enough, how marketing and sales can work together more effectively, and why the companies seeing the strongest event ROI are the ones with a clear strategy long before the exhibit hall opens.


    Great Events Start Before the Show Floor Opens

    One of Alison's biggest messages is that successful events begin well before attendees arrive. Companies should identify their ideal prospects, prepare outreach campaigns, align messaging, and build a plan for connecting with the right people—not simply hope the right attendees walk into the booth.

    Sales Activation Is More Than Lead Capture

    The industry has plenty of badge scanners and lead capture tools. The bigger challenge is making sure sales teams know exactly who they should meet and helping them take action throughout the event.

    Alison explains how sales activation creates accountability before, during, and after the show so exhibitors focus on meaningful conversations instead of collecting names.

    Marketing and Sales Must Work Together

    Marketing often owns event strategy, while sales owns follow-up—but true event success happens when both teams share goals.

    The conversation explores how marketers can provide better visibility into projected revenue, pipeline growth, and sales activity while helping leadership understand the long-term value of trade show investments.

    Relationships Matter More Than Booth Traffic

    Trade shows aren't just about generating leads—they're about building relationships that often develop over months or even years.

    Alison encourages exhibitors to reconnect with existing contacts, use LinkedIn strategically, and continue nurturing conversations long after the event ends because today's conversation may become tomorrow's customer.

    Measure What Really Matters

    Rather than judging success solely by badge scans or booth traffic, Alison recommends measuring:

    • Target account engagement
    • Meetings completed
    • Opportunity creation
    • Projected revenue
    • Sales activity after the show
    • Long-term pipeline contribution

    These metrics tell a much more complete story when leadership asks whether an event delivered ROI.


    Trade show success isn't determined by booth size, giveaways, or even foot traffic. It's determined by preparation, alignment, and consistent follow-through.

    Throughout this conversation, Alison reminds us that event marketing and sales are most effective when they operate as one team—sharing goals, measuring meaningful outcomes, and staying focused on building relationships that create long-term business opportunities.

    Whether you're preparing for your first trade show or managing a global event portfolio, this episode offers practical ideas you can begin implementing immediately to improve sales activation and demonstrate stronger event ROI.


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

    This Show is sponsored by Blue Hive

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

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
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    59 分
  • EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals

    EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals
    2026/06/18
    The events industry powers experiences, drives economic impact, and employs millions of people worldwide. Yet for decades, many of the careers behind those experiences have remained largely invisible.In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin welcome Laura Palker, President of the Events Education & Workforce Development Federation (EE-WDF), and Al Mercuro, Strategic Marketing & Client Engagement at Genesis Exhibits and EE-WDF board member, for a conversation about workforce development, industry visibility, and the future of event careers.The discussion explores how the pandemic exposed major workforce challenges across the live events industry, why attracting new talent has become critical, and how EE-WDF is working to connect students, educators, employers, and policymakers through education, advocacy, and awareness initiatives.The Events Industry Is Bigger Than Most People RealizeOne of the central themes of the conversation is that the events industry remains largely invisible to the public despite its enormous economic impact.Laura shares that during the pandemic, industry leaders realized just how interconnected the events ecosystem truly is. The loss of millions of event industry jobs had ripple effects far beyond trade shows and conferences, impacting communities, families, schools, and local economies.The Pandemic Exposed a Workforce CrisisThe creation of the National Trade Show Alliance—later evolving into the Events Education & Workforce Development Federation—was driven by a simple realization: the industry needed a long-term workforce strategy.As organizations shut down and talent left the industry, leaders recognized that rebuilding would require more than simply reopening events. It would require attracting, educating, and retaining the next generation of professionals.Why the Industry Calls Itself "The Invisible Industry"Many people enjoy concerts, sporting events, festivals, conferences, and trade shows without ever thinking about the thousands of professionals who make those experiences possible.Laura and Al discuss how event professionals often work behind the scenes, receiving little visibility despite being responsible for logistics, production, installation, transportation, technology, and attendee experiences. The challenge now is making those career paths visible to students and job seekers.Creating Awareness Through EducationOne of EE-WDF's most exciting initiatives is the development of educational resources designed to introduce students and educators to careers in events.The organization has created learning tools that showcase the wide variety of jobs available in the industry and is actively building curriculum frameworks to help schools incorporate event-related career pathways into educational programs.Building Bridges Between Talent and OpportunityThe conversation highlights EE-WDF's "Bridges" approach, focused on connecting:TalentEducatorsEmployersGovernment and community leadersBy bringing these groups together, the organization hopes to create sustainable pathways into the industry while helping employers address long-term talent shortages.The Industry Must Tell Its Story BetterPerhaps the biggest takeaway is that event professionals need to become better advocates for their own industry.Whether it's introducing students to career opportunities, educating policymakers about economic impact, or helping families understand what event professionals actually do, visibility remains one of the industry's biggest challenges—and opportunities.The future of the events industry depends on more than technology, innovation, or new venues—it depends on people.Laura Palker and Al Mercuro make a compelling case that workforce development is no longer a future concern; it's a present-day priority. By increasing awareness, strengthening educational pathways, and building stronger connections between talent and opportunity, the industry can ensure that the next generation of event professionals is ready to carry it forward.For event marketers, exhibitors, agencies, suppliers, and industry leaders, this episode is a reminder that investing in people is ultimately investing in the future of events itself.🎧 Listen to the full episode of Event Marketer's Toolbox and learn how you can help build the next generation of event professionals. 👉🏼 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 LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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    1 時間
  • EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change

    EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change
    2026/06/05
    The trade show industry continues to evolve, but one challenge remains at the center of nearly every exhibitor conversation: cost.In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito welcome back Jessica Sibila, Executive Director of The Exhibitor Advocate, for a timely discussion about rising exhibition costs, exhibitor advocacy, education, and what it will take to create a more sustainable future for the events industry.One year after her first appearance on the show, Jessica shares how The Exhibitor Advocate has grown to more than 1,300 members and expanded its educational resources, research initiatives, and industry partnerships. The conversation explores the realities exhibitors are facing today, why collaboration is essential across the event ecosystem, and how organizers, suppliers, and exhibitors can work together to improve outcomes for everyone.Rising Costs Continue to Be the Industry's Biggest ChallengeAccording to Jessica, exhibitor costs remain the number one concern across the industry. Through The Exhibitor Advocate's 2025 Annual Survey of Exhibition Rates, exhibitors continue reporting significant increases in material handling, labor, electrical services, and other show-related expenses.These costs directly impact exhibitors' ability to invest in the experiences, activations, technology, and engagement strategies that ultimately drive ROI and attendee value.Exhibitors Need a Seat at the TableOne of the central themes of the conversation is the importance of exhibitors becoming active participants in industry conversations.Jessica explains that many exhibitors direct frustrations toward their exhibit houses or service providers, when in reality many cost-related decisions originate elsewhere in the event ecosystem. Meaningful change happens when exhibitors communicate directly with show organizers and become part of the discussion around long-term event sustainability.Better Partnerships Create Better EventsThe discussion highlights the need for stronger collaboration between exhibitors, organizers, service contractors, and suppliers.When every stakeholder understands the challenges faced by others, it becomes easier to find solutions that improve the overall event experience. The goal is not simply reducing costs, but creating healthier business models that allow exhibitors to invest more in attendee engagement, product demonstrations, and memorable experiences.Education Remains a Critical NeedThe industry continues experiencing workforce shifts, budget consolidation, and new professionals entering event marketing roles.To address these challenges, The Exhibitor Advocate has expanded its educational offerings with templates, benchmarking tools, budgeting resources, sustainability guides, AI education, advocacy templates, and training resources designed to help exhibitors make more informed decisions and communicate more effectively with leadership teams.AI Presents New OpportunitiesJessica also discusses the growing role of AI in event planning and management.From helping exhibitors measure event success to simplifying complex exhibitor service manuals, AI presents opportunities to reduce friction, improve efficiency, and help event professionals make better decisions.Innovation Requires ListeningOne of the most encouraging themes of the episode is that many show organizers are listening.Jessica shares examples of organizers implementing exhibitor advisory councils, conducting exhibitor-specific surveys, and finding creative ways to support exhibitors while maintaining successful events. The shows that actively seek exhibitor feedback are often the ones seeing the strongest long-term growth.Resources Mentioned in This EpisodeWebsite: https://www.exhibitoradvocacy.com/2025 Annual Survey of Exhibition Rates:https://www.exhibitoradvocacy.com/resources/TEA-DWN-ASER-2025Membership Information:https://www.exhibitoradvocacy.com/membership-levelsThis conversation serves as an important reminder that the future of trade shows depends on collaboration.Exhibitors, organizers, suppliers, and service providers all play a role in creating successful events. By improving communication, sharing data, investing in education, and rethinking long-standing business models, the industry has an opportunity to create more sustainable and impactful event experiences for everyone involved.Jessica's message is clear: meaningful change is possible, but it requires exhibitors to become active participants in the conversation. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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    1 時間 2 分