EMT #58 with Lee Ali - The Most Overlooked ROI Driver in Trade Shows: Your Booth Team
Season 2 · Episode 58
Thursday, April 23, 2026 • Duration 59:25
In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Lee Ali, Founder of ExpoStars, to unpack one of the most overlooked drivers of trade show success: your people.
Companies spend thousands—sometimes hundreds of thousands—on booth design, technology, and giveaways. But as Lee makes clear, most are missing the one factor that determines whether that investment actually pays off.
👉 It’s not the booth. 👉 It’s the team inside it.
Drawing from nearly two decades of experience and global insight, Lee breaks down how exhibitors can rethink their strategy—from the ground up—by focusing on human connection, structured engagement, and intentional team design.
1. Your Booth Team Drives 85% of Your Success
2. Start with the Audience, Not the Booth
3. Not All Booth Staff Are Created Equal
4. Trade Shows Are a Performance—Train Like One
5. Vanity Metrics Are Killing ROI
6. The Real Skill Isn’t Selling—It’s Connecting
There’s a tendency in our industry to chase the visible: bigger booths, better tech, more traffic.
But this conversation is a reminder that real impact happens in the invisible moments—the conversations, the connections, the way your team shows up.
If you want better ROI from your events, don’t just upgrade your booth.
👉 Upgrade your approach to people.
👉🏼 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.
EMT #57 with John Dubil - When the Medium Becomes the Message in Event Design
Season 2 · Episode 57
Thursday, April 9, 2026 • Duration 01:00:10
In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with John Dubil, Chief Strategy Officer at Ice 9 Productions, for a deep, real conversation about what actually makes live experiences work.
This isn’t about gear. It’s not about bigger screens. It’s about how message, environment, and technology come together as one.
From 35+ years in the industry — spanning supplier, agency, and client-side — John breaks down what’s changed, what hasn’t, and where most teams still get it wrong.
1. The Medium Isn’t Supporting the Message — It Is the Message
The biggest shift isn’t technological — it’s conceptual.
Too often, teams treat creative, production, and tech as separate pieces. But the reality is:
The environment is the communication
The booth isn’t a backdrop — it becomes the brand
Technology shouldn’t overpower the message, it should complete it
2. Late Collaboration Is the Most Expensive Mistake
One of the strongest points in the episode:
Bringing partners in late doesn’t save money — it does the opposite.
Costs go up
Risk increases
Quality drops
Early collaboration allows:
Better planning
Smarter design decisions
Fewer last-minute fixes
3. The Industry Moves in Cycles — But Relationships Win Every Time
John walks through the pattern the industry keeps repeating:
Fragmentation → Consolidation → Fragmentation again
But regardless of the cycle:
EMT #48 with Chris Dunn and Brendon Hamlin - Built to Be Remembered: Crafting Experiential Moments That Stick
Season 1 · Episode 48
Friday, December 5, 2025 • Duration 01:01:11
Events are full of powerful moments — but only the teams who capture them intentionally turn those moments into long-term value.
In this episode, Chris Dunn sits down with co-host and guest Brendon Hamlin, Founder of Hamlin Creative, to break down how brands can transform trade shows, conferences, activations, and corporate events into content engines that live far beyond show days.
Brendon shares lessons from his early career in TV promo production all the way to leading content teams at large brand experiences. Together, he and Chris explore how content can drive visibility, sales enablement, internal communication, and year-round engagement when it’s done with strategy instead of improvisation.
• The four types of event content every brand should leverage Brand activations, trade shows, events, and conferences — and the unique opportunities each one creates.
• Why trade show booths are “film sets” in disguise How to use booth environments for demos, leadership messages, testimonials, and personalized prospect follow-up.
• How to build a long-term content library with one event Examples from pitch nights, competitions, product showcases, and large internal conferences.
• Vertical-first content strategy Why 9:16 is becoming the dominant format for social and how content teams are adapting.
• The difference between documenting and creating content Real strategy happens before the event, not the week of — and it dramatically reduces cost per video.
• What content teams wish brands planned for earlier From interview lists to social-asset needs, Brendon breaks down how preparation drives ROI.
EMT #47 with Bill Watson - Navigating Labor Rules & Union Realities at U.S. Trade Shows
Season 1 · Episode 47
Thursday, November 20, 2025 • Duration 01:05:02
Episode 47 of Event Marketer’s Toolbox is a clear, practical breakdown of what it really takes to exhibit across the U.S. trade show landscape. Guest Bill Watson, who leads labor operations for Lime IND, joins hosts Chris Dunn and Dana Esposito to unpack the biggest challenges exhibitors face: labor rules, union jurisdictions, venue restrictions, scheduling pressures, and the realities behind rising costs.
Many exhibitors assume labor works the same everywhere—but Bill explains why every city operates uniquely. From Chicago’s strict electrical rules (rooted in historical incidents) to New York’s high-pressure scheduling and Las Vegas’s scale, this episode helps listeners understand why the same booth can behave completely differently from city to city.
You'll hear why expectations often collide with reality, why planning “flow” and buffer time is non-negotiable, and how late decisions trigger cascading delays and extra costs. The hosts and guest also explore how design decisions directly impact budgets, why multi-city programs require adaptive strategies, and what questions every exhibitor should ask long before they arrive on site.
Why labor rules vary from city to city Bill explains how historical incidents, unions, and venue structures shape the wildly different rules exhibitors face.
The hidden impact of scheduling and buffer time Late decisions and tight timelines trigger cascading delays, cost spikes, and operational chaos.
Exhibitor misconceptions vs. real on-site conditions What exhibitors assume will happen doesn’t always align with how labor is scheduled, dispatched, or allowed to work.
How design choices affect labor and cost Materials, height, weight, and complexity change the labor story dramatically—especially in union-heavy cities.
EMT #46 with Craig Rapoza - Why shipping containers are changing the future of event design
Season 1 · Episode 46
Thursday, November 13, 2025 • Duration 01:05:17
How IPME Is Redefining Event Design Through Sustainable Innovation
In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Craig Rapoza, President of Built Rite and Co-Founder of IPME, to explore how shipping containers are transforming the way brands build, move, and scale experiential environments.
From high-impact activations for Audi and Volkswagen to the World Cup 2026 and CES, Craig shares how IPME’s modular, container-based structures deliver sustainable design, efficiency, and creative freedom — all while reducing stress, setup time, and environmental impact.
Listeners will learn how modular architecture is helping brands create smarter, greener experiences that move — literally — from one city to the next.
Design That Moves: IPME’s modular container builds act as self-contained environments — transporting, storing, and transforming into immersive brand spaces in minutes. From rooftop decks to LED walls and bars, every build is engineered for mobility and speed.
The Trojan Horse Advantage: Instead of shipping dozens of crates, IPME structures arrive fully integrated — the container is the booth. As Craig puts it, “We’re adults playing with rectangular cubes,” but these cubes save hours of labor and hundreds of forklift moves per setup.
Sustainability in Their DNA: IPME’s “cradle-to-cradle” philosophy means every build is designed to be reused, repurposed, and reimagined. By upcycling existing containers, they dramatically cut down CO₂ emissions and landfill waste while keeping costs stable.
Faster Builds, Less Stress: Whether it’s a 15-minute forklift move or an 82-day concept-to-completion build for Kia Motors at CES, IPME’s hybrid systems allow for remarkable speed without compromising quality or safety.
EMT #45 with Stephen Benedetti - Exhibiting Across Borders: What U.S. Marketers Can Learn from Europe
Season 1 · Episode 45
Thursday, November 6, 2025 • Duration 01:08:19
In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Stephen Benedetti, International Business Development Director at Heilmayer Messe Design in Munich, Germany, to discuss what it really takes for American exhibitors to succeed in Europe.
Stephen has lived and worked on both sides of the Atlantic, helping brands translate their trade show strategies for an entirely different landscape. From construction rules and costs to design philosophy and cultural nuances, this episode breaks down the why behind the differences — and how understanding them can make or break your next international activation.
1. Design philosophies are fundamentally different. In the U.S., exhibitors design for efficiency, modularity, and speed. In Europe, design is an art form. Booths often use real materials — wood, glass, metal — with higher craftsmanship and integrated hospitality spaces. Stephen explains how these elements shift both expectations and execution.
2. Labor, rigging, and electrical costs operate on a different model. Unlike in the U.S., where union rules dominate show floors, European venues take a more streamlined approach. “There are no electricians in the halls here,” Stephen notes, explaining how this flexibility can lead to more creative and cost-effective builds — if teams plan correctly.
3. Sustainability isn’t a selling point — it’s the standard. European exhibitors approach sustainability as the default. Components are reused, rental systems are optimized, and the entire process focuses on longevity. Stephen highlights how this mindset not only reduces waste but often saves money over time.
4. Cultural fluency is key to success. Language, communication style, and work culture all influence how international projects unfold. Stephen stresses the importance of trust and collaboration: “Give your local partners the freedom to work to their strengths. Don’t just send your design and say, ‘Build this like we did it in the States.’”
EMT #44 with Anders Boulanger - Engage First: Bridging the Attention Gap in Events
Season 1 · Episode 44
Friday, October 31, 2025 • Duration 01:02:40
On this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with speaker, author, and Engagify CEO, Anders Boulanger, to break down how attention becomes connection—and connection becomes real pipeline—at trade shows.
From the “engagement gap” model to practical booth layout fixes, Anders shares how to give attendees a reason to stop, a reason to listen, and a reason to buy. Expect tactics you can use at your next show: building micro-crowds, placing aisle-view presentations, writing sharper booth messages, and training staff so the gains live in the engagement—not just the structure.
Engage before you educate. “It doesn’t matter what you know if people aren’t paying attention.” Anders’ magician’s background taught him that capturing attention is step one; information only lands after that. Think dopamine spikes, curiosity, and crowd dynamics.
Close the Engagement Gap. Attendees are overwhelmed, overbooked, and often overlooked; meanwhile many booth teams are untrained, unmotivated, or unremarkable. Your job is to remove those “uns” with real training and a welcoming presence.
Three bridge-stones: Stop → Listen → Buy. Create an undeniable draw to stop traffic, build meaningful interactions so people stay, and deliver a memorable message that moves them to a next step (demo, meeting, or follow-up).
Design to the aisle, not behind a blockade. Don’t bury the theater; avoid a reception desk blocking the “hot corner.” If you’re running internal talks, set seating where the path of least resistance keeps people watching.
Micro-crowds create macro-gravity. Three people is the “magic number” that turns a few onlookers into a crowd—social proof and FOMO kick in fast.
Right-size your activation. A compact aisle-view presentation (Anders uses an 8-lb portable stage) can outperform big footprint gimmicks and hand-offs cleanly to the demo area.
Budget where it moves the needle. Most spend goes to booth/build; the gains are in engagement—including staff training delivered live, virtually, or on-demand.
EMT #43 with Matt Williams - Turning Trade Shows into Year-Round Relationship Engines
Season 1 · Episode 43
Friday, October 24, 2025 • Duration 01:01:59
In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Matt Williams, the creator of the Plant Grow Harvest framework - a simple, honest approach to social selling that helps sales and marketing teams stop lurking and start connecting.
Matt brings years of experience bridging sales and marketing through authentic relationship building — online and in person. Together, the three dive deep into how LinkedIn and trade shows work hand-in-hand to drive meaningful business growth before, during, and after the event.
If you’ve ever wondered how to make your trade show investment last beyond teardown, or how to align your online brand with your in-person presence, this episode is full of insight, humor, and real-world examples you can start applying right now.
Key Takeaways
1. Relationships Don’t Start on the Show Floor Matt reminds us that trade show success begins long before you arrive. The work you do before the event - commenting, supporting, and engaging on LinkedIn - builds familiarity so people already know who you are when they walk by your booth.
2. Support > Sell “The biggest mindset shift”, Matt says, “is going from being a supplier to a supporter”. When you show up online to add value and celebrate others, your audience becomes more receptive and your conversations more genuine.
3. Create a 90–120 Day Plan Treat your next trade show like a campaign. Use that window to:
Follow and engage with prospects.
Post about the show and tag the event hashtag.
Build your visibility and relevance leading up to your appearance.
EMT #42 with Bob McGlincy - The Invisible Industry: Why Trade Shows Still Matter
Season 1 · Episode 42
Wednesday, October 15, 2025 • Duration 01:01:13
In this week’s episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with industry historian, author, and advocate Bob McGlincy to uncover the incredible scope, history, and impact of the global trade show industry — a trillion-dollar force that too often goes unseen.
Bob shares insights from his book The Invisible Industry and his decades of experience leading operations and teams in live events. From ancient marketplaces to the Crystal Palace and today’s international conventions, he takes us through the evolution of trade shows — and why they remain vital to innovation, human connection, and economic growth.
Visit Bob’s website to learn more about his work and writings: bobmcglincyauthor.com
1. Trade shows are an economic powerhouse. Bob reveals the staggering size of the industry — with 11,000+ shows annually in the U.S. alone, supporting millions of jobs and generating hundreds of billions of dollars in commerce. Events like COMDEX once produced nearly $700 million in local economic impact from a single show.
2. The roots of exhibitions go back centuries. From ancient trading posts to the Frankfurt Book Fair (1462) and the 1851 Crystal Palace Exhibition, trade shows have always driven commerce and collaboration. Bob traces how each generation reinvented the format while keeping the same goal — bringing people together to exchange ideas and opportunity.
3. Trade shows are where innovation debuts. The world’s first looks at air conditioning, the typewriter, color TV, and touchscreen technology all happened on trade show floors. From Colt’s first firearms demos to Apple’s early product unveilings, exhibitions have been launchpads for game-changing innovation.
EMT #41 with Rachel Weeks - The Power of Appreciation: Recognizing Teams That Drive Results
Season 1 · Episode 41
Friday, October 10, 2025 • Duration 58:59
In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Rachel Weeks, a marketing executive with two decades of experience leading growth, transformation, and culture-first teams.
Together, they explore how recognition and appreciation are more than just good leadership — they’re strategic business levers that drive retention, engagement, and real performance.
Rachel shares lessons learned from her time at Reward Gateway and other HR tech companies, explaining how thoughtful appreciation can turn stressful event cycles into high-performing, connected teams.
Whether you’re leading a warehouse crew, a creative team, or an event floor operation, this episode breaks down how to make recognition part of your culture — and why that small shift pays huge dividends.
1. Recognition isn’t a “nice-to-have” — it’s a growth driver. Rachel explains that employee appreciation directly impacts retention, motivation, and productivity. Recognition creates emotional connection and reduces burnout — outcomes that are measurable and proven to affect the bottom line.
2. A “culture of recognition” starts at the top. It’s not about pizza nights or bonus checks — it’s about leadership consistency. CEOs and executives need to model gratitude as part of company values so that recognition becomes baked into everyday workflows, not occasional rewards.
3. Authentic appreciation beats one-size-fits-all. What matters to one team might not resonate with another. Rachel encourages leaders to ask employees what’s meaningful — whether it’s an extra day off, public acknowledgment, or choosing rewards that align with personal interests.
4. Recognition builds belonging — and belonging drives retention. Simple public shout-outs or e-cards tied to company values can make employees feel seen. That sense of belonging helps teams stay motivated through demanding project seasons.
Talent follows culture
Clients follow trust
Great work comes from strong partnerships
4. Technology Has Become More Powerful — and More Efficient
There’s a common perception that AV and production are getting more expensive.
The reality is more nuanced:
Technology has become more capable and more efficient
The impact per dollar has increased significantly
The real cost drivers are often venue fees, labor, and logistics
5. Live Experiences Still Win — Because They’re Human
Despite digital overload, live events continue to grow.
Why?
Shared experiences increase emotional impact
Human interaction drives memory and retention
Energy and spontaneity can’t be replicated
6. Measurement Can’t Be an Afterthought
One of the most practical takeaways:
If you’re not measuring outcomes, you’re missing half the value.
What actions did attendees take?
What business results came from the experience?
What should change next time?
👉 Great experiences happen when people, process, and purpose are aligned.
Not in silos. Not at the last minute. Not driven by tools alone.
👉🏼 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.
If your brand is investing thousands into events, this episode shows you exactly how to extend that impact — from social content to sales follow-up to long-term storytelling.
It’s a roadmap for anyone who wants their event content to work harder, last longer and connect more deeply.
👉 Listen, take notes and start building a content strategy that multiplies your 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.
Regional cost realities across North America Chicago, New York, Vegas, Orlando—they all operate differently, and planning without this knowledge is costly.
Why choosing the right partner changes everything A partner who understands multi-city programs can help avoid blown budgets and on-site surprises.
Whether you're new to trade shows or managing a full North American program, this episode offers practical, experience-driven guidance you can apply immediately.
Exhibiting across North America isn’t complicated because exhibitors lack skill—it’s complicated because every venue has its own history, rules, and pace. Understanding those differences is the key to avoiding surprises, protecting budgets, and delivering a smooth on-site experience. Bill’s insights give marketers and exhibit managers the clarity they need to plan smarter and show up more prepared.
👉🏼 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.
Designing for the Future of Events: From World Cup 2026 activations to modular tasting rooms in Napa, IPME is pushing creative boundaries — making sustainability not just a buzzword, but a functional design choice.
This episode is a masterclass in how innovation and sustainability intersect in experiential marketing. Craig shows that being bold in design doesn’t mean being wasteful — it means thinking smarter, moving faster, and building for the future.
Whether you’re designing an exhibit, a pop-up, or an entire tour, this conversation proves one thing: modular thinking is the new mindset for event pros.
👉🏼 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.
5. Experience and hospitality drive engagement. Trade shows in Europe are as much about relationship-building as they are about sales. Exhibitors invest in welcoming lounges, espresso bars, and conversation spaces. It’s not just about attracting attention — it’s about creating connections.
Exhibiting internationally is more than just a logistical challenge — it’s a mindset shift.
This conversation with Stephen Benedetti pulls back the curtain on what makes European shows tick: deeper craftsmanship, flexible operations, and a genuine culture of sustainability and hospitality.
Whether you’re planning your first overseas activation or refining your global event strategy, this episode is packed with actionable insights to help you design smarter, build stronger, and connect deeper with audiences around the world.
👉🏼 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.
Message like a human. If a passerby can’t quickly tell who you are, what you do, and why it matters, they’ll keep walking. Keep the first read crystal clear.
Events work when people work—when teams spark curiosity, host with intent, and deliver a message that sticks. Take one idea from this episode (hot-corner fix, aisle-view mini-stage, or a tighter first-read) and put it in play at your next show. Then share what changed. Watch the full episode and subscribe for weekly tools, tactics, and trends on Event Marketer’s Toolbox. Engage. Excel. Execute.
👉🏼 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.
4. Events Are Content Gold Mines Brendon and Matt discuss how to use live events to capture authentic content — behind-the-scenes footage, setup shots, and real conversations — to create relatable, evergreen material for months after the show.
5. Follow Up Like a Human Forget the post-show “nice to meet you” email blast. Instead, use personal notes and short video DMs referencing your real conversation. As Matt says: “People remember faces, not follow-ups".
6. Empower Your Team’s Personal Brands Matt urges companies to “weaponize” their employees’ personal brands. People connect with people — not logos. Your team’s authentic voices will outperform polished company posts every time.
7. Play the Long Game This isn’t a 90-day hack. Building trust takes patience. “You can’t throw 10,000 emails through a filter and expect results anymore”, Matt says. “The timeline for trust has been extended — but the return is bigger”.
Matt Williams reminds us that LinkedIn is the modern trade show floor, and the relationships built there can drive real business when approached with patience, empathy and creativity.
👉🏼 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.
4. The human connection is irreplaceable. Despite digital transformation, face-to-face connection remains the ultimate driver of trust, creativity, and business relationships. As Dana Esposito shared during the conversation, “Humans seek experience. We need to feel, see, and connect.” Bob adds, “You can’t replace that with a screen.”
5. It’s time for the industry to be seen. Bob calls trade shows “the invisible industry” because so many — even insiders — underestimate their influence. He shares how advocacy groups like EDPA and EEWDF are educating policymakers and promoting the industry’s impact to ensure it gets the recognition and support it deserves.
Trade shows are more than events — they’re living ecosystems that fuel innovation, creativity, and commerce around the world. As Bob reminds us, “You might not see the industry every day, but you feel its impact everywhere.”
Behind every show floor are thousands of people creating opportunity, building relationships, and keeping the global economy moving — one handshake at a time.
👉🏼 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.
5. Communicate through the chaos. Silence breeds uncertainty. Rachel emphasizes that during periods of change or pressure, communication is the ultimate form of respect and recognition. Even saying, “I know this is tough — we see your effort,” can rebuild trust and motivation.
6. Small acts, big impact. Rachel introduces the “10 Minutes by Friday” rule — if leaders spend just 10 minutes each week to recognize their people, it can shift engagement metrics across the organization.
Recognition isn’t about programs — it’s about people. This episode reminds us that behind every event, campaign, or exhibit build are teams giving their all. When leaders take the time to say thank you, they don’t just motivate — they create momentum.
In a business where deadlines don’t move and pressure runs high, gratitude might just be the most effective management strategy there is.
👉🏼 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.
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