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Event Marketer's Toolbox

Event Marketer's Toolbox

By: Chris Dunn
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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.

© 2026 Event Marketer's Toolbox Economics Marketing Marketing & Sales
Episodes
  • EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities

    EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities
    Jul 9 2026

    Trade shows have always been one of the most powerful channels for building pipeline—but success doesn't happen by chance.

    In this episode of Event Marketer's Toolbox, Chris Dunn and Dana Esposito welcome back returning guest Alison French, founder of Lead to Opportunity (LTO) and creator of ShowScout, for a practical conversation about sales activation, accountability, and how exhibitors can generate more revenue before, during, and after an event.

    Since her first appearance on the show, Alison has refined her approach from simply helping companies capture leads to helping them activate their sales teams around the right prospects. The discussion explores why booth traffic alone isn't enough, how marketing and sales can work together more effectively, and why the companies seeing the strongest event ROI are the ones with a clear strategy long before the exhibit hall opens.


    Great Events Start Before the Show Floor Opens

    One of Alison's biggest messages is that successful events begin well before attendees arrive. Companies should identify their ideal prospects, prepare outreach campaigns, align messaging, and build a plan for connecting with the right people—not simply hope the right attendees walk into the booth.

    Sales Activation Is More Than Lead Capture

    The industry has plenty of badge scanners and lead capture tools. The bigger challenge is making sure sales teams know exactly who they should meet and helping them take action throughout the event.

    Alison explains how sales activation creates accountability before, during, and after the show so exhibitors focus on meaningful conversations instead of collecting names.

    Marketing and Sales Must Work Together

    Marketing often owns event strategy, while sales owns follow-up—but true event success happens when both teams share goals.

    The conversation explores how marketers can provide better visibility into projected revenue, pipeline growth, and sales activity while helping leadership understand the long-term value of trade show investments.

    Relationships Matter More Than Booth Traffic

    Trade shows aren't just about generating leads—they're about building relationships that often develop over months or even years.

    Alison encourages exhibitors to reconnect with existing contacts, use LinkedIn strategically, and continue nurturing conversations long after the event ends because today's conversation may become tomorrow's customer.

    Measure What Really Matters

    Rather than judging success solely by badge scans or booth traffic, Alison recommends measuring:

    • Target account engagement
    • Meetings completed
    • Opportunity creation
    • Projected revenue
    • Sales activity after the show
    • Long-term pipeline contribution

    These metrics tell a much more complete story when leadership asks whether an event delivered ROI.


    Trade show success isn't determined by booth size, giveaways, or even foot traffic. It's determined by preparation, alignment, and consistent follow-through.

    Throughout this conversation, Alison reminds us that event marketing and sales are most effective when they operate as one team—sharing goals, measuring meaningful outcomes, and staying focused on building relationships that create long-term business opportunities.

    Whether you're preparing for your first trade show or managing a global event portfolio, this episode offers practical ideas you can begin implementing immediately to improve sales activation and demonstrate stronger 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.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

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    59 mins
  • EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals

    EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals
    Jun 18 2026
    The events industry powers experiences, drives economic impact, and employs millions of people worldwide. Yet for decades, many of the careers behind those experiences have remained largely invisible.In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin welcome Laura Palker, President of the Events Education & Workforce Development Federation (EE-WDF), and Al Mercuro, Strategic Marketing & Client Engagement at Genesis Exhibits and EE-WDF board member, for a conversation about workforce development, industry visibility, and the future of event careers.The discussion explores how the pandemic exposed major workforce challenges across the live events industry, why attracting new talent has become critical, and how EE-WDF is working to connect students, educators, employers, and policymakers through education, advocacy, and awareness initiatives.The Events Industry Is Bigger Than Most People RealizeOne of the central themes of the conversation is that the events industry remains largely invisible to the public despite its enormous economic impact.Laura shares that during the pandemic, industry leaders realized just how interconnected the events ecosystem truly is. The loss of millions of event industry jobs had ripple effects far beyond trade shows and conferences, impacting communities, families, schools, and local economies.The Pandemic Exposed a Workforce CrisisThe creation of the National Trade Show Alliance—later evolving into the Events Education & Workforce Development Federation—was driven by a simple realization: the industry needed a long-term workforce strategy.As organizations shut down and talent left the industry, leaders recognized that rebuilding would require more than simply reopening events. It would require attracting, educating, and retaining the next generation of professionals.Why the Industry Calls Itself "The Invisible Industry"Many people enjoy concerts, sporting events, festivals, conferences, and trade shows without ever thinking about the thousands of professionals who make those experiences possible.Laura and Al discuss how event professionals often work behind the scenes, receiving little visibility despite being responsible for logistics, production, installation, transportation, technology, and attendee experiences. The challenge now is making those career paths visible to students and job seekers.Creating Awareness Through EducationOne of EE-WDF's most exciting initiatives is the development of educational resources designed to introduce students and educators to careers in events.The organization has created learning tools that showcase the wide variety of jobs available in the industry and is actively building curriculum frameworks to help schools incorporate event-related career pathways into educational programs.Building Bridges Between Talent and OpportunityThe conversation highlights EE-WDF's "Bridges" approach, focused on connecting:TalentEducatorsEmployersGovernment and community leadersBy bringing these groups together, the organization hopes to create sustainable pathways into the industry while helping employers address long-term talent shortages.The Industry Must Tell Its Story BetterPerhaps the biggest takeaway is that event professionals need to become better advocates for their own industry.Whether it's introducing students to career opportunities, educating policymakers about economic impact, or helping families understand what event professionals actually do, visibility remains one of the industry's biggest challenges—and opportunities.The future of the events industry depends on more than technology, innovation, or new venues—it depends on people.Laura Palker and Al Mercuro make a compelling case that workforce development is no longer a future concern; it's a present-day priority. By increasing awareness, strengthening educational pathways, and building stronger connections between talent and opportunity, the industry can ensure that the next generation of event professionals is ready to carry it forward.For event marketers, exhibitors, agencies, suppliers, and industry leaders, this episode is a reminder that investing in people is ultimately investing in the future of events itself.🎧 Listen to the full episode of Event Marketer's Toolbox and learn how you can help build the next generation of event professionals. 👉🏼 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 LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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    1 hr
  • EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change

    EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change
    Jun 5 2026
    The trade show industry continues to evolve, but one challenge remains at the center of nearly every exhibitor conversation: cost.In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito welcome back Jessica Sibila, Executive Director of The Exhibitor Advocate, for a timely discussion about rising exhibition costs, exhibitor advocacy, education, and what it will take to create a more sustainable future for the events industry.One year after her first appearance on the show, Jessica shares how The Exhibitor Advocate has grown to more than 1,300 members and expanded its educational resources, research initiatives, and industry partnerships. The conversation explores the realities exhibitors are facing today, why collaboration is essential across the event ecosystem, and how organizers, suppliers, and exhibitors can work together to improve outcomes for everyone.Rising Costs Continue to Be the Industry's Biggest ChallengeAccording to Jessica, exhibitor costs remain the number one concern across the industry. Through The Exhibitor Advocate's 2025 Annual Survey of Exhibition Rates, exhibitors continue reporting significant increases in material handling, labor, electrical services, and other show-related expenses.These costs directly impact exhibitors' ability to invest in the experiences, activations, technology, and engagement strategies that ultimately drive ROI and attendee value.Exhibitors Need a Seat at the TableOne of the central themes of the conversation is the importance of exhibitors becoming active participants in industry conversations.Jessica explains that many exhibitors direct frustrations toward their exhibit houses or service providers, when in reality many cost-related decisions originate elsewhere in the event ecosystem. Meaningful change happens when exhibitors communicate directly with show organizers and become part of the discussion around long-term event sustainability.Better Partnerships Create Better EventsThe discussion highlights the need for stronger collaboration between exhibitors, organizers, service contractors, and suppliers.When every stakeholder understands the challenges faced by others, it becomes easier to find solutions that improve the overall event experience. The goal is not simply reducing costs, but creating healthier business models that allow exhibitors to invest more in attendee engagement, product demonstrations, and memorable experiences.Education Remains a Critical NeedThe industry continues experiencing workforce shifts, budget consolidation, and new professionals entering event marketing roles.To address these challenges, The Exhibitor Advocate has expanded its educational offerings with templates, benchmarking tools, budgeting resources, sustainability guides, AI education, advocacy templates, and training resources designed to help exhibitors make more informed decisions and communicate more effectively with leadership teams.AI Presents New OpportunitiesJessica also discusses the growing role of AI in event planning and management.From helping exhibitors measure event success to simplifying complex exhibitor service manuals, AI presents opportunities to reduce friction, improve efficiency, and help event professionals make better decisions.Innovation Requires ListeningOne of the most encouraging themes of the episode is that many show organizers are listening.Jessica shares examples of organizers implementing exhibitor advisory councils, conducting exhibitor-specific surveys, and finding creative ways to support exhibitors while maintaining successful events. The shows that actively seek exhibitor feedback are often the ones seeing the strongest long-term growth.Resources Mentioned in This EpisodeWebsite: https://www.exhibitoradvocacy.com/2025 Annual Survey of Exhibition Rates:https://www.exhibitoradvocacy.com/resources/TEA-DWN-ASER-2025Membership Information:https://www.exhibitoradvocacy.com/membership-levelsThis conversation serves as an important reminder that the future of trade shows depends on collaboration.Exhibitors, organizers, suppliers, and service providers all play a role in creating successful events. By improving communication, sharing data, investing in education, and rethinking long-standing business models, the industry has an opportunity to create more sustainable and impactful event experiences for everyone involved.Jessica's message is clear: meaningful change is possible, but it requires exhibitors to become active participants in the conversation. 👉🏼 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 LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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    1 hr and 2 mins
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