Most trade show booths look the same—generic pitches, aggressive badge scanning, and forced conversations. But what if humor could change that?

In this episode of Event Marketer’s Toolbox, Jon Selig, a former enterprise sales pro turned stand-up comedian, joins Chris Dunn & Caitlin Carey to explore how humor can break the ice, make brands more memorable, and create real engagement at events.

Why Humor Works in Event Marketing

Trade shows are overwhelming—attendees walk past hundreds of booths in a single day.

Humor can stop them in their tracks, create an emotional connection, and make interactions feel natural rather than forced.

When done right, humor grabs attention, establishes trust, and makes people more likely to engage with your brand.

The “Pitch-Slap” Problem & How to Fix It

Most exhibitors start conversations by immediately launching into a sales pitch—what Jon calls a “pitch-slap.” It’s a surefire way to turn people off.

Instead, humor can help disarm prospects, create curiosity, and lead into a real conversation.

The goal isn’t to tell a joke for the sake of it, but to use humor to make the prospect feel seen and understood.

How to Make Trade Show Booths More Engaging

A flashy booth alone won’t draw in the right people—your messaging and approach matter more.

Jon breaks down simple ways exhibitors can use humor to stand out in a crowded room:

Using fun, attention-grabbing signage that highlights customer pain points in a relatable way
Training booth staff to lead with curiosity instead of a pitch
Creating an inviting, conversational environment instead of an aggressive sales zone

Crafting the Right Kind of Humor

A well-placed joke can make your brand more approachable and memorable, but humor needs to be strategic and relevant:

Make it about the audience – The best humor is rooted in your prospects’ challenges and frustrations
Keep it natural – Over-rehearsed or forced humor can backfire. It should feel conversational, not like a comedy set
Test and refine – Not every joke lands. Just like in stand-up, testing different angles helps refine what resonates

Beyond the Booth: Using Humor in Sales & Marketing

Humor isn’t just for the trade show floor—it can be a powerful tool across sales outreach, email campaigns, social media, and presentations.

Jon shares how well-crafted humor can:

Make cold emails more engaging and increase response rates
Break down barriers in networking and build stronger relationships
Help sales teams stand out in competitive industries

Humor isn’t about being a stand-up comedian—it’s about connecting with your audience in an authentic, human way.

Whether at a trade show, in sales outreach, or on a keynote stage, using humor to highlight shared challenges makes your brand more relatable, engaging, and unforgettable.

This Show is sponsored by Blue Hive

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EMT #10 - Why Humor Works: Engaging Attendees & Driving Better Conversations with Jon Selig