Explorez tous les épisodes du podcast Event Marketing: Redefined
Plongez dans la liste complète des épisodes de Event Marketing: Redefined. Chaque épisode est catalogué accompagné de descriptions détaillées, ce qui facilite la recherche et l'exploration de sujets spécifiques. Suivez tous les épisodes de votre podcast préféré et ne manquez aucun contenu pertinent.
Rows per page:
50
1–50 of 201
Titre
Date
Durée
Ep 114 | From Event Leads to Sales: Getting In The Right Rhythm With Your Sales Team
06 Nov 2024
00:47:03
Event marketers often invest significant time and money into conferences and trade shows, only to see leads go cold because of delayed follow-up. How can you avoid losing these valuable opportunities?
With the average time to follow up on leads being over 11 days, many companies miss out on potential sales because the leads have already moved on. The longer you wait, the harder it becomes to convert those leads into sales, causing you to lose out on revenue and growth.
In this episode, Matt talks to Zach Barney, Co-founder and CEO of Mobly, about why immediate follow-up is crucial for success. Zach shares strategies for speeding up lead engagement, aligning marketing and sales teams, and using technology to improve follow-up processes—all of which lead to faster conversions.
Here’s what you’ll take away:
✅ How following up on leads within hours can dramatically increase conversions.
✅ What common mistakes companies make in post-event lead management.
✅ Practical advice on syncing marketing and sales efforts for better results.
Don’t let your event leads go cold—listen to this episode for proven strategies to accelerate follow-up and boost your sales.
Ep 113 | Have People Stopped Using Events To Find New Solutions?
30 Oct 2024
00:35:27
Matt Kleinrock, CEO of Rockway Exhibits + Events, sits down with Pablo Gonzalez to tackle the big question: is discovery at trade shows dead, or have we just been doing it wrong?
In this episode, Matt shares an unexpected insight from a prospect who avoids vendors all year—except when she’s ready to explore solutions at trade shows. This simple idea flips the script on how and when discovery actually happens in person and points to a critical truth: some industries still rely on face-to-face interactions, but it’s all about how you set the stage.
They get into:
🔑 Recognizing which event formats foster real discovery (and which don’t). 🤝 Why in-person discovery works well in some industries, from physical products to complex supply chains. 💡 How to rethink sponsorships to leave a lasting impact (hint: it’s more than a logo on a tote bag). 🚫 The need for authenticity: no one wants another “pitch disguised as a session.”
Discovery at events is alive—but only if you bring intention to your setup and avoid the outdated playbook. If you’re ready to see real results from your next trade show, this episode is packed with ideas that actually work.
Ep 104 | Lessons Learned at Event Marketing Congress 2024
28 Aug 2024
00:55:27
Every event marketer knows the struggle of finding relevant, peer-driven education that truly addresses the challenges of today's landscape. Event Marketing Congress 2024 was born out of this very need.
We realized that as the value proposition of events evolves, so too must the opportunities to learn, grow, and connect with peers at a higher level. We didn’t just talk about it; we did it. And in doing so, we created a space where top minds could come together, share their insights, and redefine what event marketing can be.
But pulling off an event like this wasn’t without its challenges. However, these challenges became opportunities for innovation and success.
Join host Matt Kleinrock, Pablo Gonzalez, CEO of Be The Stage, and Mollie Stahl, Senior Account Executive at Rockway Exhibits + Events, as they unpack the most valuable lessons from the Event Marketing Congress 2024.
Here’s what you’ll learn:
✅How to align content and event strategy to minimize risks ✅Actionable tips on how to directly link your events to measurable results ✅Why peer-driven education is key to staying ahead
And more!
Don’t miss out—your next big idea could be one insight away.
Ep 32 | The Future of Event Marketing: Shifting the Marketing Landscape Through Innovative Experiential Activations with Frank Moran
12 Apr 2023
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 31 | Branded Environments: A Breakdown of the Publix Plaza Case Study From Concept to Completion
05 Apr 2023
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 30 | From Virtual to Face-to-Face: How Events Can Help You Build a Stronger Community with Sam Zelitch
29 Mar 2023
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 29 | How to Create Immersive Experiences That Generate Revenue
22 Mar 2023
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 28 | LIVE Q&A w/ Rockway Exhibits: Insider Tips On How To Crush Your Next Tradeshow
15 Mar 2023
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 27 | What's a Popcast? Successful Tradeshow & Podcast Strategies To Promote Your Business.
08 Mar 2023
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 26 | Event Trends 2023: Tactics, Technologies and Influencers with Jonathan Kazarian
01 Mar 2023
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 25 | How to Make Sure Your Tradeshow Booths Are Engaging: Practical Examples for 2023 with Mollie Stahl
22 Feb 2023
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 24 | Experiential Marketing: Increase Your ROI and Get Customers Talking About Your Brand with Dan Gingiss
15 Feb 2023
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 23 | Biggest Mistakes to Avoid in Graphic Design for Tradeshows (And How to Do It Greatly)with Yanique DaCosta
08 Feb 2023
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 103 | Adding Strategy to Planning: Creating Events That Drive Results With Rachel Russell
21 Aug 2024
00:52:32
Ever feel like you’re juggling a million things when planning an event?
Let's be real, we all want our events to be memorable and impactful. Whether you're handling intimate dinners or massive trade shows, getting it right is essential.
But here's the kicker – most of us are struggling with tight budgets, limited time, and the pressure to make every detail perfect.
That’s why we’re bringing you Rachel Russell, a seasoned event planner who's been through it all. She’s currently the Assistant Director, Brand, Marketing and Communications at EY and leads the Entrepreneur Of The Year® Greater Los Angeles program, recognizing top business leaders globally.
Rachel's experience includes spearheading the transition from in-person to virtual events during the pandemic, delivering a first-class client experience and building brand eminence.
Tune in and learn:
✅ How to keep your sanity while balancing strategic planning and detailed execution. ✅ Smart ways to maximize impact despite budget constraints and time limitations. ✅ Time management tips to make sure every detail aligns with your vision.
Rachel's journey is packed with insights and real talk that will inspire you to elevate your event planning game. This is the episode you don’t want to miss if you’re ready to take your events from good to mind-blowing!
Ep 22 | How Virtual and Hybrid Events Are Changing the Industry with Mark Kilens
01 Feb 2023
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 21 | Win the Tradeshow Before You Go: Pre-show and Post-show Marketing Tips with Bobby Harris
25 Jan 2023
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 20 | A Shift in Tradeshows: How Smaller More Intimate Events Close Your Pipeline with Sonia Murphy
18 Jan 2023
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 19 | Make Connections That Count: Why Intimate Smaller Events Are on the Rise in 2023
11 Jan 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 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
04 Jan 2023
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 17 | Behind the scenes of a Fortune 100 Tradeshow Product Launch: 3M/Post It Extreme Notes
28 Dec 2022
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
Ep 16 | Empowering Exhibitors to Unlock Their Full Trade Show Potential with Jessica Sibila
21 Dec 2022
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 15 | How To Plan An Event That Is Inclusive And Reflective Of Your Audience With Cooper Cheatham
14 Dec 2022
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 14 | The Power of Experiential Marketing: Engineering Serendipity for Your Brand with Kamil Tyebally
07 Dec 2022
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 13 | How To Use Storytelling To Bring Strategic Brand Partnerships To Life with Aiyana Parks
30 Nov 2022
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 102 | How to Maximize ROI in Event Marketing With François Fournier
14 Aug 2024
00:42:52
With the return of in-person events, companies are under intense scrutiny to prove that every dollar spent is driving tangible results.
But, calculating and maximizing ROI isn't just about tallying up sales numbers—it's about understanding the deeper impact of every conversation and interaction that happens at your events.
So we’ve brought in François Fournier, Director of Global Events at DTN and a seasoned event marketing strategist with over 20 years of experience. François, who oversees around 75 trade shows and conferences annually, shares his insights and unique methodology, including the concept of the "Cost of Conversations.”
François and Matt dive into:
✅Discovering why not all event interactions are created equal and how to measure the true impact of meaningful business conversations.
✅How François's method can help you work backwards from desired outcomes to create a focused and effective event plan.
✅The common mistakes companies make when calculating ROI and how to avoid them to ensure your event dollars are well spent.
If you’ve ever felt overwhelmed by the complexity of proving your event’s ROI, or you’re eager to fine-tune your strategy in this post-pandemic landscape, this episode is exactly what you need!
Ep 12 | Filling Sales Pipelines (That Close) At Trade Shows: A 2023 Playbook w/ Travis Stanton, Editor in Chief at Exhibitor Magazine
23 Nov 2022
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 11 | A tradeshow story worth listening to for all event marketers
16 Nov 2022
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 10 | The Evolution of Experiential Marketing with Joe Rivers
09 Nov 2022
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 9 | Are Tradeshows A Bad Use of B2B Marketing Dollars?
02 Nov 2022
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 8 | Outdoor Events And Experiential Activations That Mean Business with Matt Andrews and Brian Baker
26 Oct 2022
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 7 | A Walk Through of How We Created a 5,600 sqft Outdoor Brand Activation That Was A Huge Hit For Our Customer Publix
19 Oct 2022
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 6 | 5 Part Framework for Building Successful Brand Experiences [Trade Show Booths, Brand Activations, & Events
12 Oct 2022
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 5 | How to create an RFP for your next tradeshow booth that guarantees you find the right partner to elevate your tradeshow marketing program
05 Oct 2022
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 4 | Designing bad ass immersive brand experiences with Chief Creative Officer Jeff Ocasio
28 Sep 2022
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 3 | Brand Activation Review of the American Express US Open Sponsorship with Mollie Stahl
21 Sep 2022
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 101 | Finding Mentors and Nurturing Mentorship for Event Marketers: A Real Story From Our Community
07 Aug 2024
00:45:35
Mentorship is often touted as a crucial component of professional growth, but what does it actually look like in practice, especially in the events industry?
We all know the journey to success can be challenging, filled with uncertainties and questions—and that's exactly where having a mentor can make all the difference.
Morgan Wood, Marketing and Events Manager at Q-PAC, reached out to us in search of guidance, and we immediately thought of Gerilynn Marburger, Director of Global Events at Hewlett Packard Enterprise, whose passion for mentorship was evident from our very first live show with her.
Gerilynn's enthusiasm to help Morgan set the stage for a meaningful mentorship journey that we can't wait to share with you.
In this episode, you'll discover:
✅ How to establish clear goals and expectations in a mentoring relationship
✅ The real challenges and triumphs of maintaining a mentor-mentee relationship, from imposter syndrome to breakthrough moments
✅ Tips on how to approach potential mentors and make the most out of your mentorship experience
And more!
This isn't just another conversation about professional development; it's a real, raw, and relatable story that underscores the highs and lows of finding and nurturing mentorship.
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 1 | Breaking down Gym Sharks incredibly successful brand activation in London with Mollie Stahl
07 Sep 2022
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!
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.
Ep 100 | Reduce Event Overwhelm With These Supplier Negotiation Strategies With Heather Schneider
31 Jul 2024
00:48:17
Welcome to the 100th episode of “Event Marketing: Redefined”!
Since our inception, our mission has been to build a community for event marketers, providing a space to learn, connect, and grow. We’ve been advocating for strategic, intentional event marketing that drives real results, and it's only fitting that for this special episode, we focus on reducing event overwhelm—a topic that resonates with so many of our listeners.
Event marketers are constantly balancing an ever-growing list of tasks while striving to create memorable experiences, and they often face pressure to do more with less. But with limited resources and increasing expectations, managing the logistics and execution can become overwhelming.
Join us as Heather Schneider, the Event Operations Manager at Tyler Technologies, shares her wealth of knowledge. With over ten years of experience, Heather has led the operational strategy for over 800 annual trade shows and is renowned for her strategic implementation and leadership in the events industry.
She joins Matt to discuss:
✅ Proven supplier negotiation strategies to help you stay organized and reduce stress.
✅ The importance of creating playbooks and standardizing processes for event planning.
✅ How to cultivate genuine, beneficial partnerships with vendors for long-term success.
Tune in to gain valuable insights from Heather and get practical tips to manage your event workload more effectively.
Ep 99 | The 5 Core Concepts Of 2024 Event Marketing: What People Want, How To Deliver It, And The New Way To Measure It - Matt & Pablo Compilation
24 Jul 2024
00:50:10
As we continue to bring you the best insights in event marketing, we pulled out the 5 most fundamental concepts to modern event marketing. Join Matt Kleinrock and recurring guest, Pablo Gonzalez, as they break down what people want these days, and how to deliver on it, know if you're doing it right, and get the support you need from your team.
In this episode, you'll hear:
✅ What Attendees Are Begging For: the value prop at events has shifted. If you're not giving people what they actually want right now, they're not coming back. ✅ Delivering An Experience: showing up without thinking about the exact experience you are going to deliver is the same as burning money. We discuss a two step framework for it. ✅ ROI Measurement vs Pipeline Impact: If you're just measuring leads and direct sales, you're setting yourself up for unpredictable results, but if you set out to measure pipeline impact, you'll build a compounding advantage.
Matt and Pablo bring their dynamic chemistry and deep industry knowledge to this episode, making it both informative and engaging. Tune in to gather actionable insights that you can implement right away.
Ep 98 | How to ACTUALLY Define “Experiential”? With Kassidy Gala Carpenter
17 Jul 2024
00:51:42
The term "experiential" is frequently tossed around in the event marketing industry, but what does it really mean? And how has its interpretation evolved over the years?
Everyone talks about providing an experience, but the true essence of what makes an event memorable often gets lost. Sensory and emotional elements blend to create a holistic experience, and human connections play a vital role. However, understanding and applying these elements can be challenging.
In this episode, we’ve invited Kassidy Gala Carpenter, Director of Global Events at World Fuel Services, to break down the real definition of "experiential" and share the practical applications and challenges she has faced.
She and Matt will discuss:
✅ Tailoring experiential strategies to different event scales and types. ✅ Practical steps to create a memorable event experience from start to finish. ✅ Metrics and feedback mechanisms to measure the success of experiential elements.
And more...
Don't miss this opportunity to peel back the curtain on what truly makes an event experiential!
Ep 97 | Blueprint For Great RFP's, 5 Great Booth Themes, & 10 Revenue Rules For Trade Shows - Matt & Mollie Compilation
10 Jul 2024
00:58:06
As we approach our 100th episode and gear up for the first-ever Event Marketing Congress, we're bringing you a special compilation of the best moments from our show. Join Matt Kleinrock and Mollie Stahl as they revisit some of the most impactful episodes that have shaped our approach to event marketing.
In this episode, you'll hear:
✅ Blueprint for Crafting Great RFPs: Discover essential steps for creating compelling RFPs that get the best responses.
✅ Creative Booth Themes: Explore innovative booth themes from CES and other trade shows to make your booth unforgettable.
✅ Top 10 Revenue Rules for Trade Shows: Learn strategies for pre-show marketing, lead capture, follow-up, and more to maximize ROI.
Matt and Mollie have great chemistry and a wealth of experience, making this episode both informative and engaging. Tune in to gather actionable insights that you can implement right away.
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"
Ep 96 | From Corporate Events to Community Building: Changing the Focus
03 Jul 2024
00:47:44
Event marketers are always looking to create impactful and engaging experiences. They pour immense effort into planning and executing events that resonate with attendees. But, often the focus is on the logistics and external elements, overlooking the vital aspect of fostering genuine connections among participants. This can leave events feeling mechanical and attendees disengaged.
On this week’s episode of “Event Marketing: Redefined,” host Matt Kleinrock sat down with Liz Lathan, Co-Founder and CMO of The Community Factory. Liz brings a wealth of knowledge from her 20-year career in corporate events and her passion for creating engaging, community-focused experiences.
They discussed:
✅ How to transition from focusing solely on event logistics to prioritizing attendee engagement and connection.
✅ How to design events that cater to both extroverts and introverts, making sure everyone feels included and valued.
✅ Practical tips for integrating community-building activities into your event planning process to enhance attendee experience and satisfaction.
By shifting the focus from mere attendance to meaningful participation, event marketers can create more impactful and memorable events that attendees will be eager to return to!
Ep 95 | What People Want From Events Now and How to Do It With Pablo Gonzalez
26 Jun 2024
00:51:51
We keep talking about how the value prop of events has changed and we need to adapt, but if we can see who started figuring this out, we can start to understand how to execute our event strategies better.
That’s why it’s time we take a deep dive into what we know people are asking for and who is out there creating the events people want.
Matt Kleinrock, CEO of Rockway Exhibits + Events, is hosting a conversation about it with our show’s producer, chief ideator, and live event fanatic, Pablo Gonzalez, to discuss:
✅ The one thing event audiences crave and continue to invest in
✅ Who is hosting events that fit the demand (and what they’re doing right)
✅How Rockway is executing an innovative event strategy in line with what THEY believe events should be like
We’d love to hear what you’re hearing people ask for, who you think is doing it right, and what you think about our ideas on it.
Tune in to this edition of Event Marketing: REDEFINED!
Ep 112 | The 2 Biggest Pain Points In Events & How To Handle Them + Weekly Insights With Matt Kleinrock
23 Oct 2024
00:54:59
Event marketers today face growing challenges—proving ROI, keeping attendees engaged after the event, and getting the most out of smaller booth spaces. In this episode of Event Marketing: Redefined, Matt Kleinrock, CEO of Rockway Exhibits + Events is joined by Coty Adams, they talked about these challenges head-on and uncovers practical strategies that can help you overcome them and achieve real results.
They discuss:
✅ Why measuring ROI has become more complex—and how leading companies are simplifying it with hybrid events, content repurposing, and smart data use. ✅ The true value of trade shows: It’s not just about scanning badges or giving out swag, but building meaningful relationships that drive pipeline growth. ✅ Real-world case studies showing how Rockway clients are making small booths deliver big results and stronger connections. ✅ Key insights from BizBash's must-read list for event pros—perfect for anyone looking to elevate their skills, master hospitality, and create unforgettable, high-impact experiences. ✅ Practical tips for designing impactful small booths: Learn how to create memorable interactions in limited spaces and make every square foot count.
If you’re looking for new ways to measure ROI, boost engagement, or maximize the potential of your event space, this episode is packed with valuable insights you can put into action.
Ep 94 | Rebuilding Connections in Event Marketing with Tara Jones at ExhibitorLIVE 2024
19 Jun 2024
00:19:28
Event marketing thrives on connections and creativity. We’re all about learning and adapting, especially post-COVID. But with lower attendance and tighter budgets, making an impact has become tougher. That’s why connecting with peers and sharing innovative ideas is more important than ever.
Matt Kleinrock, CEO of Rockway Exhibits + Events, sat down with Tara Jones during EXHIBITORLIVE 2024. Tara is a seasoned event professional, and in this episode, she shares her journey of reconnecting with the industry.
What you'll learn:
✅ Creative ways to make a big impression with small booths and tight budgets. ✅ How to build relationships that drive new ideas and knowledge sharing. ✅ Navigating the challenges of event marketing with fewer resources
Ep 93 | Earning the Right to Innovate at Your Events With Kat Leong
12 Jun 2024
00:54:03
Creating memorable and innovative events is a challenging goal for many event marketers. Crafting experiences that stand out while securing leadership buy-in and balancing budgets can feel like an insurmountable task.
And many marketers dream of transforming their events with unique and engaging elements. But the journey to achieving this level of innovation is fraught with obstacles.
Getting stakeholder approval, navigating early rejections, and balancing traditional elements with fresh ideas require strategic thinking and persistence.
So we’re bringing in Kat Leong, an accomplished event specialist with over a decade of experience in the B2B and hospitality industries. As the Director of Corporate Events at Gainsight, Kat has played a pivotal role in producing flagship events like Pulse, Pulse Europe, and CxO Summit.
Her expertise in creating unforgettable event experiences and her proven track record make her insights invaluable for anyone looking to innovate in event marketing.
You'll learn:
✅ How Pulse transformed from a small conference to a major, creatively unique event. ✅ Effective strategies for securing leadership buy-in for creative ideas. ✅ Ways to balance traditional event elements with innovative executions to create standout experiences.
Tune in to discover how to earn the right to innovate at your events and make your event marketing strategies impactful.
Ep 92 | Getting the Most Out of Your Tradeshow Investment with Minal Shah
05 Jun 2024
00:46:34
Participating in trade shows can be a significant investment, but too often, companies fail to see the return they hoped for. And with trade shows being one of the most substantial marketing expenses, many companies are under pressure to justify the costs.
But simply showing up with a booth and some promotional material is no longer enough.
So, to help us navigate this complex landscape, we’ve invited Minal Shah, Manager, Global Strategic Events at Salesforce.
With a rich background in marketing, including her roles at Benjamin Moore and as an intern in the Office of the First Lady at the White House, Minal brings a wealth of experience that will leave you with actionable insights that drive real results.
Matt talks to Minal about:
✅ How to ensure all departments, from sales to digital marketing, are on the same page and equally invested in the success of your trade show presence.
✅ Practical tips on planning ahead, designing modular booths, and negotiating sponsorships to maximize your budget.
✅ Innovative ways to create a memorable experience for attendees that goes beyond the typical trade show setup.
Don’t miss out on this episode – your next successful trade show is just a listen away!
Ep 91 | Outdoor Brand Experience Execution: From Concept To Completion With Mollie Stahl
29 May 2024
00:34:38
As summer approaches in the US, more brands are turning to outdoor activations to engage their audiences. We're bringing back this timely episode to share insights on how to create an impactful outdoor brand experience.
In this episode of 'Event Marketing: Redefined,' we feature Mollie Stahl, Senior Account Executive at Rockway Exhibits + Events, who provides a detailed walkthrough on conceptualizing and executing outdoor brand experiences.
Mollie and Matt Kleinrock revisit the project with Publix, where the team created a successful outdoor branded environment at the Amalie Arena in Tampa.
They discuss:
✅ The steps to creating a successful outdoor brand experience ✅ The importance of understanding a client's purpose, audience, branding, and goals before starting any design work ✅ The key documents and reference points used throughout the process
This episode is packed with valuable insights for anyone looking to make a lasting impression with their outdoor activations.
Tune in to learn how to connect with your audience in meaningful ways and create memorable brand experiences.