In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Carter Parrish, Leader of Growth / Senior Producer at Robotproof, a creative experiential marketing agency. Carter shares his insights on how brands can extend their reach beyond the trade show floor by creating immersive experiences that engage audiences before they even enter the booth.

Through his work with Samsung and other large brands, Carter illustrates how creating experiences outside the booth can generate buzz, gather valuable data, and create long-lasting connections. Drawing from real-world examples like the Samsung Freestyle Activation at CES 2022, Carter breaks down how 70+ freestylers across Las Vegas helped create a massive activation that not only spread awareness but also led to pre-sales, driving customer engagement and generating conversations both on the street and in the booth.

This episode dives deep into the power of experiential marketing, how to scale these efforts for businesses of all sizes, and the critical role storytelling plays in any successful activation.

• Engaging Outside the Booth: Expanding Your Reach
  • Trade shows are pivotal, but creating experiences outside the booth is key to extending brand exposure. Whether it’s street-level activations or pop-up experiences, getting your brand in front of people before they enter your booth is crucial to building relationships and warming up conversations.
• The Power of Freestylers: Taking Over the Streets
  • Samsung’s Freestyle Activation at CES 2022 is a prime example. Freestylers (think breakdancers, freestyle footballers, and roller girls) were sent into Las Vegas, equipped with QR codes and projectors, creating buzz on the street before consumers even made it to the booth. This organic street-level engagement helped with pre-sales and customer awareness.
• The Future of Experiential Marketing: Innovation & Inclusivity
  • Carter shares insights into the future of experiential marketing, where inclusivity, accessibility, and immersive experiences like VR and neurodiversity considerations are gaining importance. Creating safe spaces for attendees to recharge is becoming a significant trend in the industry.

Carter Parrish’s insights into the power of experiential marketing highlight that success doesn’t just come from booth engagement. By creating immersive, out-of-the-box experiences, brands can connect with consumers on a deeper level, both before and after the event. With the right strategy, any brand—no matter the size—can scale these efforts to drive awareness, engagement, and sales.

👉🏼 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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In this episode of Event Marketer’s Toolbox, we’re taking a step in a bold direction with Caleb Williams, founder of DSCMFRT. Caleb joins hosts Chris Dunn and Dana Esposito to explore the intersection of sneaker culture, corporate gifting, and event marketing.

With an impressive knack for custom footwear, Caleb reveals how sneakers - when designed with intention - can be used as standout branding tools for events. From corporate gifts to trade show giveaways, these one-of-a-kind creations can create buzz, elevate brand identity, and surprise attendees in ways traditional swag cannot. Caleb shares the journey behind his business and how he went from painting Air Jordans in his garage to creating viral sneaker designs for big brands and high-profile clients.

In this lively conversation, we also unveil the Event Marketer's Toolbox x Blue Hive custom sneakers live on air, talking through the design choices, the creative process, and how these shoes could transform your next corporate event.

🔹 Turning Sneakers into Brand Storytelling
Caleb explains how custom sneakers are more than just footwear—they’re a canvas for creative expression and an opportunity for brands to craft a memorable experience.

🔹 Why Social Media Drives Sales for Custom Sneakers
From TikTok to LinkedIn, Caleb shares how his business has leveraged social media for viral success, reaching millions with creative, behind-the-scenes content. TikTok videos showing the customization process often generate more interaction than showcasing the finished product.

🔹 The Art of Corporate Gifting
Custom sneakers are perfect for corporate events, trade shows, and giveaways. Caleb explains how brands like Ibotta, Denver Nuggets, and Seamless AI have used custom sneakers as a tool to surprise clients, employees, and attendees, creating lasting impressions that go beyond traditional swag.

🔹 Building a Brand with Purpose
Starting as a hobby, Caleb’s passion for sneakers and craftsmanship evolved into a full-time business. He shares insights into balancing B2C and B2B work, while staying true to the creative side of the brand.

🔹 Custom Sneakers at Events
Caleb discusses how these one-of-a-kind shoes can be used for attendee engagement, giveaways, or even as a conversation starter at trade shows. Brands are using sneakers to create buzz and draw attention in a crowded marketplace.

Custom sneakers aren’t just a fashion statement, they’re a powerful marketing tool. Whether you’re using them for corporate gifts, trade show giveaways, or building buzz on social media, the creativity and personal touch Caleb brings to each pair makes them unforgettable.

With insights on social media strategies and a behind-the-scenes look at creating custom sneakers, this episode provides invaluable ideas for marketers looking to push the boundaries of branded swag.

👉🏼 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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Event marketing in the pharmaceutical and medical device industries demands precision, responsibility, and an in-depth understanding of compliance.

In this episode, Chris Dunn and Dana Esposito are joined by Dawn Marie Raczka, Executive Vice President of Global Business Development at BlueMed, for a detailed conversation on what makes healthcare events uniquely complex - and why getting them right matters more than ever.

Dawn Marie offers a compelling insider's view of the regulatory landscape, the structural and strategic limitations, and the creative possibilities within pharma event planning.

The episode demystifies terms like ISI and Med Affairs, outlines Sunshine Act responsibilities, and showcases how to balance innovation with obligation.

Whether you’re an experienced exhibitor or new to regulated verticals, this episode delivers a crash course in high-stakes event execution.

• Pharma's High-Stakes Event Landscape

Pharma events are overseen by the FDA with strict rules on ISI, black box warnings, and booth layouts. One compliance mistake can cost millions and tarnish reputations.

• Breaking Down Booth Zones

Commercial, Medical Affairs, and Pipeline areas each have their own layout rules. Even hanging signs must follow regulations—like avoiding commercial product names in non-commercial zones.

• Designing for Scientists, Not Spectators

HCPs (Health Care Professionals) attend events for precision. They seek pipeline updates and efficacy data—not entertainment. Designers must align every touchpoint with this goal.

• The Sunshine Act’s Impact

Also known as Open Payments, the Sunshine Act limits the value of giveaways and mandates full disclosure of any financial transactions with HCPs. Some associations prohibit gifts altogether.

• Organizations that Support You

Industry groups like HCEA and The Exhibitor Advocate offer education, advocacy, and community for navigating union rules, regulatory updates, and strategic planning in medical events.

📌 Dawn Marie’s 3 Takeaways

1. Find the Right Partner – Work with experts who understand compliance, regulatory language, and industry expectations.
2. Build Two-Way Communication – Collaboration between internal teams and external agencies is essential for success.
3. Lead with Passion and Precision – Get the science right, communicate it effectively, and bring the right energy to every project.

This episode reveals the layered complexity of marketing within one of the world’s most regulated sectors. From legal compliance to audience engagement, every detail matters - and every partner must pull their weight. For event marketers looking to excel in pharma, biotech, or medtech, this conversation is essential listening.

👉🏼 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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In this special recap episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito review the learnings from the first 23 episodes of the podcast. With the benefit of having welcomed a variety of industry experts, they've uncovered key themes that have resonated throughout the show. This conversation touches on the biggest takeaways from past episodes, plus a deeper dive into common challenges faced by event professionals today, offering practical advice and solutions.

🔹 Setting Defined Goals for Event Success

One of the recurring themes in past episodes has been the importance of having clear, strategic goals for every event. As Chris Dunn emphasized, having a goal—whether it’s lead generation, brand recognition, or product launch—helps create a clear direction for the event. Dana Esposito added the importance of not just focusing on aesthetics but ensuring the booth design supports the broader goals.

🔹 Content Creation for Evergreen Engagement

Several experts, like Tyson Vasapoli and Brendon Hamlin, have discussed how to create content during events that will continue to serve the brand post-show. Chris explained how using live event content for social media and other marketing efforts after the event can create long-term value, thereby increasing ROI.

🔹 The Role of Sales Enablement and Effective Follow-Ups

The episode with Kayla Drake particularly focused on the crucial post-show follow-up and how sales teams can effectively engage with leads. Chris Dunn shared insights on the importance of knowing when to pass a lead to the sales team, ensuring that the handoff is done smoothly to close more deals.

🔹The Power of Engagement and Storytelling in Exhibits

Dana Esposito brought up a vital point on the need for exhibits to be engaging, not just functional. Liz Lathan and Adam Centamore have shared how storytelling, interactivity, and even gamification are crucial to engaging booth visitors. Designing an exhibit with audience engagement in mind makes a lasting impact and creates a more memorable experience for potential clients.

🔹Strategies to Navigate the Challenges of Tight Budgets

Budgeting has been a recurring theme, with several guests like Jessica Sibila and Marlys Arnold emphasizing how to get creative with limited resources. Chris elaborated on optimizing trade show spending by strategically planning for multiple shows in a year, allowing for a more efficient use of resources.

👉🏼 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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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with field marketing powerhouse Kayla Drake, whose track record includes building high-performing event programs that convert—not just impress.

Kayla shares her blueprint for connecting marketing and sales efforts to drive pipeline from the very first conversation. From aligning with sales pre-show, to leveraging live data on the floor, and creating post-event follow-up strategies that don't feel like spam—Kayla offers practical, no-fluff insights that every marketer (and salesperson) should hear.

This episode is for event marketers tired of measuring success by badge scans and swag tables. Kayla shows how to bring intention, collaboration, and results to your event playbook.

🔹 From Logistics to Revenue
How Kayla transitioned from just executing events to building strategic event frameworks that fuel pipeline.

🔹 The Pre-Show Sales Alignment That Makes All the Difference
Why Kayla builds event briefs for the sales team, and how they use them to prep, partner, and win.

🔹 Field Marketer = Connector
How field marketers can build trust with sales—beyond event-day execution—and act as a critical bridge between teams.

🔹 Don’t Wait for the Debrief
Why real-time data and conversations matter more than end-of-quarter dashboards—and how to act on them fast.

🔹 Tips for First-Time Field Marketers
Kayla shares her advice for navigating the chaos, building credibility, and avoiding burnout in high-pressure roles.

Kayla Drake didn’t just drop tips, she offered a working blueprint for how marketing and sales can align in real-time around events. Her emphasis on strategic collaboration, pre-show planning, and real-time measurement offers a refreshing -and practical- take on field marketing.

If you’re looking to make your events matter beyond the trade show floor, this conversation is a must-listen.

👉🏼 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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How do you make your booth not just seen, but remembered?

In this episode, Chris Dunn and Dana Esposito sit down with trade show veteran Marlys Arnold to explore how strategy, design, and staff training converge to create powerful trade show experiences. With more than two decades in the field, Marlys brings unmatched insights from both the exhibitor and show organizer sides.

“Hope is not a strategy” – Define your purpose

Too many exhibitors operate without a goal. Marlys recounts a $250K exhibit team that “just wanted to show up.” Once they defined a goal, they not only met it—they exceeded it. Having measurable objectives changes everything.

Exhibiting ≠ Task List

Ordering the booth, booking travel, and shipping materials are logistics—not strategy. Exhibitors often miss the bigger picture: What message are you communicating? Who are you targeting?

Booths are experiences, not billboards

Design your booth to engage multiple senses. Let attendees interact with your product or service directly. From quiz touchscreens to pitching cages hitting product walls, the best booths bring the brand to life through interactivity and story.

Align with the show theme & organizer

Too many exhibitors treat trade shows as isolated events. Marlys advises: Use consistent messaging across all marketing platforms and align with the event’s theme. Most importantly, tap into the free resources show organizers offer—from promo tools to speaking slots.

Train your staff—then train them again

A great booth experience crumbles without the right team. Marlys promotes her “10 Commandments of Booth Staffing,” which include basics like no phones or food and knowing your booth’s goals. Even experienced sales reps need purposeful training.

Marlys Arnold reminds us that a trade show booth isn't a checklist—it's a living representation of your brand’s promise. From planning through follow-up, every element should reinforce your core message. The most impactful booths don't just talk—they invite attendees into a story they remember long after the show ends.

👉🏼 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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In this insightful episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito are joined by Jessica Sibila, Executive Director of The Exhibitor Advocate—a nonprofit championing the voice of exhibitors.

With years of hands-on experience and data-backed insights, Jessica takes us inside the real exhibitor experience. From budgeting chaos to communication gaps with show organizers, she lays out the fundamental disconnects facing exhibitors—and what the industry can do to fix them.

You’ll hear practical advice and strategic takeaways for both exhibitors and event professionals looking to improve trade show ROI and attendee experiences.

🔹 Exhibitor Sentiment Is Still Positive—but Misunderstood

70% of exhibitors find value in trade shows, especially for brand awareness and customer connections—but it’s no longer just about leads. Many are shifting their event KPIs and need support that aligns with new expectations.

🔹 Budgeting Is Broken

Exhibitors aren’t just struggling with high costs—they’re struggling with unpredictable costs. Service manuals that arrive 60 days before a show (for booths contracted 18 months earlier) make accurate budgeting nearly impossible.

🔹 ROI Requires Reinvention

Data collection remains a weak spot. As leadership demands measurable ROI, exhibitors are stuck trying to justify intangible benefits like “face-to-face value.” Jessica advocates for a smarter split between revenue-generating and non-revenue spend.

🔹 Exhibits Are Getting Boring

With half or more of budgets going to non-visible services, booth creativity suffers. Attendees notice. Show organizers must recognize this spiral—costs → dull exhibits → poor attendee experience → lower turnout—and start reversing it.

🔹 Advocacy Is Everyone’s Job

Jessica calls on event marketers, exhibit houses, and show organizers to collaborate—and on exhibitors to speak up. She emphasizes the importance of contacting show operations (not just sales) and using tools like The Exhibitor Advocate to be heard.

If you’re an exhibitor, event marketer, or show organizer—this episode is for you. Share it with your team, your clients, or your show partners. Let’s raise the bar together.

👉🏼 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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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Alison French, founder of JoinLTO.com, to unpack how event marketers can ditch reactive booth tactics and instead walk into trade shows with a plan that drives actual revenue.

Most brands show up hoping for the best. Alison shows up with a system—and helps her clients walk out with booked meetings and pipeline to prove it. From building pre-show prospect lists to post-show CRM automation, this conversation breaks down the real work behind successful in-person marketing.

🔗 Bonus: Learn how her tool, ShowScout, helps teams stay organized and accountable while working the floor.

🔹 Booth Traffic ≠ Pipeline

High traffic doesn’t always mean high value. Alison urges marketers to build pre-show outreach plans based on ICPs and decision-maker lists—whether or not those contacts plan to attend.

🔹 Sales & Marketing Must Align—Before the Show Starts

She details how successful teams meet weekly before events to assign key accounts, define CTAs, and align on messaging. “If sales and marketing aren’t speaking the same language pre-show, they definitely won’t post-show.”

🔹 Plan for the Follow-Up Before the Event Begins

Alison explains how post-show email flows and CRM automations should be built before hitting the show floor. No more “we’ll follow up later” disasters.

🔹Video Is Underused—But Critical

Whether it’s matched audience ads or on-site storytelling, video can significantly boost engagement and pre-show visibility. You don’t need a full production crew—just focus and intent.

🔹 Accountability Drives ROI
Have your team track who they meet, what conversations happened, and which outcomes were achieved. “If you sent 5 reps to meet 40 people each, and nobody followed up, what was the point?”

This episode is a masterclass in turning your trade show investment into tangible pipeline.

Alison doesn’t just talk strategy—she offers a real blueprint. From campaign planning to team accountability and post-show execution, she reminds us that ROI isn’t just possible—it’s a choice.

Whether you’re a first-time field marketer or a seasoned CMO, this is one episode you’ll want to bookmark and share with your team.

👉🏼 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

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