Podcast
Event Marketer's Toolbox
Hosted by Chris Dunn · EN
Each episode, host Chris Dunn teams up with a leading event professional to explore the tools, tactics, and trends that drive real results.
Event Marketer’s Toolbox is the definitive playbook for corporate event professionals and trade show marketers.
From first-time marketers to seasoned planners, this show delivers practical solutions to make your events memorable and impactful.
Engage. Excel. Execute.
33episodes
Episodes
Newest firstAll episodes
EMT #45 with Stephen Benedetti - Exhibiting Across Borders: What U.S. Marketers Can Learn from Europe
Nov 601:08:19Tap to summarizeIn 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.’”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. This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn Follow Us on LinkedIn and YouTube Subscribe to our Newsletter!
Transcribe →EMT #12 - Field Marketing That Works: Building Community, Connections & ROI with Vanessa O'Connor
Mar 21, 202500:40:49Tap to summarizeWhy do some events thrive while others struggle to get attendees to show up?In this episode of Event Marketer’s Toolbox, Vanessa O’Connor joins Chris Dunn & Caitlin Carey to break down what makes events worth attending in a world full of distractions. From field marketing strategies to white-glove experiences, Vanessa shares how to create high-impact events that drive engagement, build relationships, and deliver lasting value.Attendees need a reason to show upThe biggest challenge in event marketing today isn’t planning logistics—it’s getting people to commit. Attendees don’t just register for content; they register for connections. When deciding whether to attend an event, one of the first things people ask is: Who else will be there? If they don’t see clear networking or relationship-building opportunities, they’re far less likely to show up.📌 Pro Tip: Promote attendee lists, industry leaders, and curated networking opportunities to increase attendance rates. People want to know they’ll be surrounded by like-minded professionals and valuable contacts.Field marketing is the ultimate engagement toolWith so much of today’s communication happening online, face-to-face interactions are more valuable than ever. Field marketing events, small executive gatherings, and VIP experiences help strengthen relationships in a way that digital marketing never will.📌 Pro Tip: Instead of thinking about events as isolated activations, integrate them into the sales and marketing funnel. Use in-person experiences to warm up leads, re-engage existing customers, and create new business opportunities.The power of personalizationMass invites don’t work. If you want decision-makers and executives to attend your event, you need to personally invite them—and make them feel like they truly belong.📌 Pro Tip: Successful event marketers use:Pre-event calls and tailored outreach to explain why the event is valuable to each guestCurated guest lists that prioritize high-value attendeesPersonalized follow-ups to confirm attendance and reinforce why they should be thereWhite-glove experiences make a differenceThe small details matter. A well-thought-out venue, seating plan, and overall attendee experience can be the difference between an event that feels transactional and one that builds real connections.📌 Pro Tip: White-glove experiences don’t mean expensive. Simple touches—like a personalized welcome, custom event materials, or introductions to the right people—help attendees feel valued and make the event more memorable.ROI isn’t just about closed dealsEvent success isn’t always measured in immediate sales. Building relationships, driving referrals, and creating long-term brand impact are just as important—and often lead to bigger business opportunities down the line.📌 Pro Tip: Shift your event ROI mindset from immediate conversions to long-term influence. Measure success by:New relationships builtFollow-up meetings bookedBrand awareness and credibility gainedA great This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #11 - Beyond the Booth: Creating Meaningful Connections at Trade Shows with Jim Panagas
Mar 14, 202500:43:11Tap to summarizeYour booth is set up, your team is ready—but is your messaging actually stopping attendees in their tracks?In this episode of Event Marketer’s Toolbox, Jim Panagas, founder of Corporatevoice, joins Chris Dunn & Caitlin Carey to break down how to craft messaging that grabs attention, engages attendees, and drives real post-show conversations.Your booth has 3-5 seconds to make an impactIf attendees can’t immediately understand who you are and what you do, they’ll walk right past your booth. Messaging needs to be clear, compelling, and visitor-focused.Stop leading with “May I help you?”Instead of a generic opener, ask attendees why they came to the show, what business challenge they’re trying to solve, or even something fun and unexpected. Conversations should feel natural, not forced.Live engagement is back in a big wayPost-pandemic, attendees crave human interaction. Live presentations, interactive booths, and in-person demos are making a major comeback. Technology is great, but connection is key.Trade shows are a sales tool—but not just for closing dealsA booth should be treated like a temporary branch office, bringing together prospects, partners, and industry peers. It’s a space for relationship-building, not just transactions.Extend event impact beyond the show floorEvent marketers should think about pre-show buzz, live engagement, and post-show follow-up. Video content, social media, and internal communications can all amplify the reach of an event long after it ends.A trade show booth is more than a backdrop—it’s your brand’s story in action. With the right messaging, engagement strategies, and follow-up, your event presence can drive long-term business impact. This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #10 - Why Humor Works: Engaging Attendees & Driving Better Conversations with Jon Selig
Mar 7, 202500:45:18Tap to summarizeMost 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 MarketingTrade 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 ItMost 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 EngagingA 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 wayTraining booth staff to lead with curiosity instead of a pitchCreating an inviting, conversational environment instead of an aggressive sales zoneCrafting the Right Kind of HumorA 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 frustrationsKeep it natural – Over-rehearsed or forced humor can backfire. It should feel conversational, not like a comedy setTest and refine – Not every joke lands. Just like in stand-up, testing different angles helps refine what resonatesBeyond the Booth: Using Humor in Sales & MarketingHumor 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 ratesBreak down barriers in networking and build stronger relationshipsHelp sales teams stand out in competitive industriesHumor 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 Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #9 - Beyond One-Off Events: How to Build Impact, Influence, and Lasting Engagement with Liz Lathan
Feb 27, 202500:43:32Tap to summarizeTurning an event into an engaged, long-term community takes strategy, consistency, and the right approach. In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Caitlin Carey sat down with Liz Lathan, co-founder of Club Ichi, to explore how event professionals can move beyond one-time gatherings and build lasting connections.Events as a Revenue Driver, Not a Cost CenterMany event marketers struggle to justify budgets to leadership. Liz shared how aligning events with the buyer’s journey—from awareness to conversion—helps prove their ROI.The Power of PersonalizationSmall details create big impact. From capturing attendees’ hotel loyalty numbers for VIP treatment to giving them session choices, personalization builds deeper engagement.Creating Year-Round Community EngagementThe 5 S’s of community-building:Show – A top-of-funnel engagement channel (YouTube, podcast, newsletter).Site – A digital hub (Slack, private forum).Series of Gatherings – In-person & virtual events throughout the year.Sounding Board – A small advisory group to guide the community.Shareable Moments – Encouraging members to share their experiences.Audience Acquisition: The Hardest Part of EventsWith attendees waiting until the last minute to register, Liz emphasized the need for 18-21 touchpoints across different channels to drive action.The 5 C’s of Event DesignTo create memorable, community-driven events, focus on:Care – Passion for your event translates to attendees.Collaborate – Give attendees ways to work together.Co-Create – Involve them in shaping the event.Converse – Make sessions interactive, not one-way lectures.Connect – The goal is real, lasting relationships.Liz didn’t just share insights—she provided a blueprint for event professionals looking to build a true community around their events. This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #8 - Building a Customer-Centric Event Experience with Matt Beran
Feb 21, 202500:42:18Tap to summarizeIn this episode of Event Marketer’s Toolbox, Matt Beran, IT service expert and host of Ticket Volume, joins Chris Dunn & Caitlin Carey to break down what separates great events from forgettable ones. With over 23 years in customer service and IT service management, Matt shares his firsthand experience attending and speaking at events worldwide.The Two Essentials for a Great Event – Content and networking. Attendees want valuable learning experiences and opportunities to build real connections. But does your event actually facilitate both?Trade Shows as Team Reunions With remote work on the rise, events are no longer just about meeting prospects—they’re a rare opportunity for colleagues to connect in person. Are you creating spaces that foster deeper relationships?How to Design a Booth That Works Stop overwhelming attendees with too much text and flashy visuals. Your booth should answer one simple question in seconds: "What do you do?"The Best Networking Doesn’t Happen by Accident Events can’t just assume networking will happen in the coffee line. Smart planners design intentional opportunities—from industry-specific lunch tables to structured discussions that get people talking.The Power of Community-Based Marketing The best events don’t end when the doors close. Building a real community around your event ensures that the conversations (and brand impact) continue all year long.A successful event isn’t just about putting people in a room—it’s about creating moments that matter. Whether you’re designing a trade show booth, planning networking opportunities, or thinking about post-event engagement, the key is intentionality. Matt reminds us that the best events feel purposeful, welcoming, and engaging—because when you build a real community, your brand impact lasts long after the event is over. This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #7 - Savor the Experience: Elevating Corporate Events with Culinary Creativity with Adam Centamore
Feb 14, 202500:33:01Tap to summarizeIn this episode of Event Marketer’s Toolbox, Adam Centamore of Eat, Drink, Learn joined Chris Dunn & Caitlin Carey to explore how culinary experiences can elevate corporate events. Adam shared his expertise in designing intentional food and beverage moments that go beyond just serving meals—they create connection, engagement, and storytelling opportunities.Start with the Event’s Purpose Every great culinary experience starts with understanding the event’s goals. Is the food meant to reinforce a brand message? Provide a moment of relaxation between seminars? Encourage networking? Adam emphasizes that asking the right questions upfront helps shape an experience that aligns with the bigger picture rather than just filling a slot in the schedule.Storytelling Through Food Attendees connect more deeply with a meal when they know the story behind it.Adam focuses on highlighting the farmers, artisans, and producers who make the ingredients special. Whether it’s a small-batch cheese maker or a winemaker using sustainable practices, these stories create an emotional connection that transforms eating into an experience.Interactive Culinary Engagements Instead of passive dining, interactive elements can turn food into a team-building opportunity. Adam shared examples like charcuterie board competitions, where teams design their own display based on artistic principles, or trivia-based wine and cheese tastings that get attendees talking and thinking together. These activities drive engagement and create memorable moments.The Shift Away from Alcohol-Heavy Events More corporate gatherings are embracing non-alcoholic beverage options as health-conscious trends rise. Adam discussed how creative mocktails, tea pairings, and coffee cuppings are replacing traditional cocktail hours, giving attendees more inclusive options while still maintaining the elegance and complexity of a well-crafted drink.Food as a Trade Show & Event Activation Tool Attracting attendees to a trade show booth or branded activation is always a challenge, but food is an instant conversation starter. Adam explained how strategically placed chocolate tastings, locally sourced food offerings, and customized culinary experiences can draw people in and connect them with a company’s story in a more engaging way. This episode highlighted how food can be much more than a catering decision—it can be a powerful engagement tool when approached with strategy and creativity.Whether you're hosting a small corporate retreat or a large-scale trade show activation, integrating culinary experiences that are intentional, interactive, and meaningful will leave a lasting impact on attendees.Watch the full episode for more insights from Adam Centamore! This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #6 - Creating AWE-Inspiring Digital Experiences with Tyson V
Feb 7, 202500:42:11Tap to summarizeIn the latest episode of Event Marketer’s Toolbox, hosts Caitlin Carey and Chris Dunn explored the transformative role of digital experiences in trade shows and corporate events. Joined by digital strategist Tyson Vasapoli of Blue Hive Exhibits, they uncovered key insights on how digital elements can enhance storytelling, capture attendee interest, and provide valuable data.Digital is More Than Just ScreensFrom LED walls to interactive touchpoints, every exhibit today has a digital component. But as Tyson pointed out, it’s not about technology for technology’s sake—it’s about integrating digital elements that enhance the storytelling process and create meaningful engagement.Create Moments of Awe and WonderGreat digital experiences captivate audiences by tapping into emotions like awe and curiosity. Tyson shared how an early fascination with Jurassic Park led him to explore digital storytelling, emphasizing the power of immersive and unexpected moments in booth design.Use Digital to Extend Event LifecyclesEvents shouldn’t end when the lights go down. Digital platforms, such as microsites and interactive content, allow attendees to stay engaged before, during, and after the event—providing continuous touchpoints that build long-term relationships.Leverage Data to Optimize EngagementInteractive displays don’t just engage attendees—they collect invaluable insights. Through heat maps and touch interactions, event planners can analyze which content resonated most, helping refine strategies for future activations.Blend Physical and Digital for Maximum ImpactOne of Blue Hive’s standout activations combined a high-tech interactive experience with a simple, tactile element—ping pong balls. Attendees selected a color-coded ball that reflected their interests, allowing exhibitors to capture organic engagement in a fun and seamless way.The conversation reinforced the importance of strategic digital integration in events. It’s not about adding flashy screens—it’s about crafting thoughtful, interactive experiences that resonate with attendees and leave a lasting impression. As the industry evolves, embracing digital in a way that feels natural and purposeful will be key to driving event success. This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #5 - The Storyteller’s Toolbox: Elevating Events with Video with Brendon Hamlin
Jan 30, 202500:47:42Tap to summarizeIn this episode of Event Marketer’s Toolbox, hosts Caitlin Carey and Chris Dunn sit down with Brendon Hamlin of Hamlin Creative to explore the role of video in event marketing. Brendon shares insights from his extensive career in film, television, and experiential marketing, emphasizing how storytelling through video can amplify brand experiences beyond the event itself.Video is More Than DocumentationMany brands treat video as an afterthought, but planning early allows for storytelling that extends the event’s impact rather than just recording what happened.Capturing the Right Moments Requires StrategyOn-site experiences are fleeting. A clear plan and shot list ensure that event video captures the essence of brand interactions instead of just footage.Maximizing Content for Evergreen UseEvent footage isn’t just for a single recap video—it can be repurposed across social media, internal marketing, and future event promotions, making the investment much more valuable.Smartphone Filming Can Work—If Done RightWhile high-end cameras produce the best quality, learning how to properly use a phone for content creation can help brands capture compelling visuals on the fly.Supporting Local Communities Through EventsBrendon also shares the story of Asheville’s recovery from severe flooding, highlighting how video and storytelling played a role in rallying support for small businesses.Great event marketing doesn’t just happen in the moment—it lives on through video. Whether it’s capturing brand activations, customer testimonials, or behind-the-scenes stories, integrating video early in event planning ensures a bigger and longer-lasting impact.Are you incorporating video into your event marketing strategy? This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
Transcribe →EMT #4 - From Strategy to Show Floor: Custom Exhibit Insights with Dana Esposito
Jan 24, 202500:43:07Tap to summarizeIn this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Caitlin Carey are joined by guest Dana Esposito, a seasoned expert in experiential and functional design. Together, they explore the intersection of creativity and strategy in event marketing. Dana shares valuable insights on crafting memorable events, solving client challenges, and fostering trust through storytelling and team building.Start with the ProblemGreat design begins with understanding the client’s specific challenges. Identifying the “why” behind each project sets the stage for meaningful, tailored solutions.Storytelling as a Strategic ToolStorytelling isn’t just creative—it’s a powerful way to connect with audiences and convey brand values. Learn how to infuse your events with narratives that resonate.Teamwork Makes the Dream WorkBuilding a strong team is critical to executing complex events. Open communication and mutual trust ensure every stakeholder is aligned and invested in success.Streamline for SuccessEfficient processes save time and resources, allowing you to focus on delivering impactful experiences. Strategies for simplifying workflows can elevate your event management approach.Think Big with Multi-Show StrategiesA cohesive strategy for multi-trade show programs ensures consistency and maximizes brand impact across multiple events.Chris, Caitlin, and Dana deliver a masterclass in turning creative vision into actionable strategy. By focusing on storytelling, collaboration, and streamlined execution, you can craft events that not only meet but exceed client expectations.For more practical tips and insights, watch the full episode and get inspired to Engage. Excel. Execute. This Show is sponsored by Blue Hive Check out our Live Show Events here: Event Marketer's Toolbox Live Show Subscribe to our Newsletter: Event Marketer's Toolbox Newsletter
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