It's time for event organizers to shift away from the mindset of sheer attendance numbers.

Just because you're measuring something (like foot traffic), doesn't mean it really matters.

Warwick Davies isn't afraid to challenge many long-held assumptions in the events industry, and we dive deep into several of those in this episode, including:

• Why trade shows need to shift from selling space to selling access
• What exhibitors should be asking about events they're considering
• How to find your most profitable audience
• What the biggest growth problem is (hint: it's not marketing!)

Trade shows aren’t simply events … they’re like final exams where exhibitors are put to the test on what works and what doesn’t.

And nobody should be thrown into that situation without being fully prepared.

That’s why exhibitor education is critical.

Ever wonder why some exhibits draw crowds while others get ignored?

It’s not luck. It’s science.

Specifically, it’s behavioral economics.

I invited one of my favorite authors, Melina Palmer, to break down the brainy secrets behind attendee actions and how every element at your show can affect their behavior.

You’ll learn how to:

• Design experiences that sync with attendees’ brains
• Offer moments of surprise & delight
• Lean into stories and emotion (Spoiler alert: You are not the hero!)
• Master the art of follow-up
• End on a high note