Event Everything by Eventastic

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

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MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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Speed to registration is one of those event marketing moves that costs you nothing and can lift registration rates past 25% if you actually run it. Jay Schwedelson, founder of Eventastic and GURU Media Hub, hosts this solo episode, walking through the mechanics of incentivizing fast registration without leaning on discounts. He also gets into why most event marketers are leaving easy numbers on the table by sending event promos only during weekday business hours. If you run webinars, virtual events, or in-person conferences, and you're still rerunning last year's promo playbook with the year switched, queue it up.

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✅ The Topic

What's the registration-boosting move most event marketers are skipping, and why is your send schedule leaving population on the table?

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📌 What You'll Learn

• Run speed to registration with content instead of discounts: tell the first 200 (or 300) registrants they get on-demand access, and watch how fast people sign up
• Set the speed to registration cap above your typical registration count so the offer feels exclusive without limiting your final turnout
• Replace the generic "register in the next 48 hours for a discount" copy with content incentives like industry reports, survey results, or toolkits
• Send weekend and nighttime emails for event promo, since different segments of your database open at different times
• Benchmark off-hour email performance against itself, not against your weekday 11 AM open rate
• Run social promo for your event on weekends and at night to reach followers who scroll outside business hours
• Stop running last year's promo plan with the year changed; that's the biggest fail in event marketing

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

ㅤ

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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AI can summarize your keynote in 30 seconds. So why would anyone spend four hours of their day to watch it live? On Episode 18 of Event Everything by Eventastic, host Kristin Nagle asks Brent Turner, Executive Vice President of Strategy and Solutions at Opus Agency, why participation is the answer. Brent comes at this from 15 years across digital, advertising, and live experience design. He breaks down the two questions every event leader needs to answer right now: why live, and why together. He also explains how voice interfaces and Google's AI Mode are shifting what audiences expect from a session, and what that means for the formats event leaders keep defaulting to.

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👤 Guest Bio

Brent Turner is Executive Vice President of Strategy and Solutions at Opus Agency, a global event and brand experience agency that works with companies including Salesforce, AWS, Microsoft, and Google. Based in Boston, Brent moved into events about 15 years ago after a career across digital startups, advertising agencies including Ogilvy, and a stint as Chief Digital Officer at MIT. He writes about brand movements, dopamine culture, and AI's effect on event design.

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✅ The Event Question

Inspired by a recent Opus Agency post: why is the future of events participation, and why does that matter for event leaders right now?

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📌 What You'll Learn

• Use the "why live, why together" test on every session you're designing. If a format can't answer both, redesign it before it ships.
• Watch for the moment "this keynote could have been an AI summary" appears in your post-event survey. That comment is the signal your content design needs to shift toward participation.
• Build sessions where attendees ask questions, not just hear statements. That's where voice and Google's AI Mode are taking audience interaction next.
• Apply participation across the full agenda, not just one panel. From the keynote through every breakout, the design should assume the audience wants to be involved.
• Run the one-hand summary test: if a session can be summarized on one hand, you've made an expensive YouTube video, not a live event.
• Lean on participation when retention matters. People remember what they helped create more than what they sat through.

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🎭 The Ridiculous Question

If you had to survive on one gas station food for a month, what are you choosing? Brent picks peanut M&Ms: sweet, salty, chocolate-as-dairy logic, and peanut protein. He has firmly never had the gas station hot dog.

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🔗 Links / Resources Mentioned

• Opus Agency — Brent's company website
• XO — Opus Agency's monthly newsletter (mentioned by Brent)
• brentturner.is — Brent's personal site and newsletter

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

ㅤ

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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🔗 Links / Resources Mentioned

• Stephanie Baiocchi on LinkedIn
• endlesscustomers.com — IMPACT's Endless Customers System site, where you can find Stephanie's event

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The question driving this episode sits right at the intersection of events and revenue: where do most companies go wrong when trying to use events to generate inbound sales? Kristin Nagle brings in Stephanie Baiocchi to answer it, and the answer cuts straight to the root. Most teams, whether they're hosting, attending, or sponsoring, show up without a documented process. That means follow-up decisions get made on the spot, contacts fall through the cracks, and no one knows who to call or when.

Stephanie walks through exactly what a documented process looks like: how to label attendees, when to act, and how to tie everything from booth design to printed materials back to one clear call to action.

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👤 Guest Bio

Stephanie Baiocchi is Senior Director of Membership & Events at IMPACT, a sales and marketing coaching company built around the Endless Customers System™. She has nearly 20 years of experience in events, starting in campus activities and moving through HubSpot User Groups in Chicago to running IMPACT's sales and marketing training conference twice a year. She also serves on the Executive Board of the Ravinia Festival Associates Board.

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✅ The Event Question

Asked by Kristin Nagle.

Where do most companies go wrong when trying to use events to generate inbound sales?

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📌 What You'll Learn

• Whether you're hosting, attending, or sponsoring, the most commonly skipped step is building a documented process before the event, not scrambling to create one after.
• A documented process means deciding in advance how you'll label attendees who showed up and those who didn't, and what specific action follows each group.
• When the process is written down ahead of time, your team stops thinking of ideas on the spot and starts executing. That frees them up for real one-to-one follow-up and better conversations during the event itself.
• Everything at the event, whether it's booth design, a talk, or printed materials, should connect back to a specific call to action that lives inside that process.
• After the event, review the process, refine what didn't work, and use the same foundation next time.

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🎭 The Ridiculous Question

Kristin asked Stephanie to pick one for herself and her attendees: unlimited coffee, free snacks, or bottomless cocktails.

Stephanie chose snacks. Her reasoning: snacks keep you going, especially at a single-track, all-day event where everyone's in the same room. Kristin followed up with a tip from a previous guest: hors d'oeuvres should be two chews, max. At events, you're always mid-conversation.

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

ㅤ

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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🔗 Links / Resources Mentioned

• Courtney Stanley's website: courtney-stanley.com
• Courtney on social: @courtneyonstage
• Dare to Interrupt podcast (search on your platform of choice)

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If you've ever been asked to host a panel or present at a conference for the first time and immediately felt the dread set in, this episode is for you. Kristin Nagle sits down with Courtney Stanley, global keynote speaker and executive presence coach, to answer the question first-time moderators wrestle with most: what's the one thing you need to know before you take the stage?

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Courtney's answer covers why nerves are completely normal (and what happens to them once you're actually up there), why memorizing every line is working against you, and how the best speakers think about their role before they ever open their mouths. It's part mental game, part preparation strategy, and part mindset shift.

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👤 Guest Bio

Courtney Stanley is a global keynote speaker, executive presence coach, and the creator and host of Dare to Interrupt, a podcast featuring influential women in the events, hospitality, and tourism industry. She is the youngest person ever elected to Meeting Professionals International's (MPI) International Board of Directors and co-founded #MeetingsToo, the industry movement to prevent sexual misconduct at events. As CEO of Courtney Stanley Consulting, LLC, she has spent over 15 years helping professionals lead more authentically and speak with genuine confidence from the stage.

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✅ The Event Question

Asked by: Kristin Nagle, Host

The question: With all of your experience, what's one tip that you'd give anyone hosting or moderating their first session?

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📌 What You'll Learn

• The time leading up to taking the stage is the hardest part. Once you're in flow and in conversation, you'll fall into a cadence that feels more natural than you expected. Know that going in.

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• Public speaking is a mental game. Breathing through the nerves and staying as present as possible is the single best thing you can do, not just for yourself but for the people you're there to serve.

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• Know your material at about 80%. If your slides went down and your notes disappeared, you should be able to carry yourself through. That remaining 20% isn't a gap: it's what lets you ebb and flow, handle the unexpected, and actually be with your audience instead of just delivering at them.

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• Over-scripting is a trap. Spending weeks memorizing line by line, slide by slide, puts the priority on getting content out rather than being truly present in the room. Audiences can feel that difference, and they tune out.

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• Make the whole experience about the audience. Use situational awareness, social awareness, and emotional intelligence to pulse-check the room in real time. Are they excited? Zoning out? Distracted? The answer to that question should be shaping what you do next.

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• Public speaking is about resilience and the comeback. Things will happen that you cannot predict or plan for. Your ability to roll with it, change directions, and keep going is what separates a good speaker from an excellent one.

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• Start with an engagement activity. Get the audience talking to each other, laughing, or sharing before you get into the content. You're there to facilitate an experience, not deliver a monologue.

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🎭 The Ridiculous Question

Kristin asks: What's your most hype walkout song if you could choose one every time you take the stage?

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Courtney's answer, without hesitation: "Countdown" by Beyoncé. It has a built-in countdown at the top that gets people pumped, and she loves it so much she also builds music cues into her sessions throughout. Her position: music changes everything in a live experience.

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

ㅤ

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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🔗 Links & Resources Mentioned

• Ken Holsinger on LinkedIn
• Freeman research reports: freeman.com/research

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Kristin Nagle sent her guest three different event questions before this episode. He said it didn't matter which one she asked, because they all have the same answer. That answer is attendee retention.

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Ken Holsinger, SVP of Industry Research & Insights at Freeman, breaks down what the data actually shows: the average year-over-year attendee retention rate across hundreds of events is 27%. Even on a three-year rolling cycle, it barely reaches the mid-thirties. Ken walks through exactly what that costs event organizers in customer acquisition dollars, why most teams don't even have retention on their dashboard, and why your post-event survey will never tell you the answer you need.

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👤 About Ken Holsinger

Ken Holsinger is the SVP of Industry Research & Insights at Freeman, the global event services and production company. He leads the teams behind the Freeman Trends Report, one of the most widely referenced research publications in the events industry. Ken sold his previous tech company to Freeman about 10 years ago, holds multiple hardware, software, and process patents, and is a frequent keynote speaker at major industry events including ECEF and PCMA Educon.

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✅ The Event Question

Kristin sent Ken three questions before recording. He said they all have the same answer. The questions: What separates events that grow consistently from the ones that plateau? What's one data point event organizers are ignoring that would completely change their strategy? How should event marketers actually be measuring success today?

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📌 What You'll Learn

• The average year-over-year attendee retention rate across hundreds of events is 27%. Even when you extend to a three-year cycle, it only reaches the mid-thirties. Most organizers don't know this number because it's not on their dashboard.
• Customer acquisition costs to market to event attendees run between $100 and $300 per person. For a 1,000-person event, replacing churned attendees costs between $70,000 and $250,000 a year. Even attendees on a three-year cycle carry ongoing marketing costs to keep them warm.
• When Freeman researchers went to hundreds of events and asked what their attendee retention rates were, the organizers couldn't tell them. Retention isn't a standard metric most teams track. That has to change.
• Your post-event survey only captures people who came back. The people who didn't return won't fill it out. You have to actively go after the ones who left and ask them why.
• Attendees come to events to learn, network, have fun, and do business. Loyalty isn't built in general sessions or classrooms. It's built through the connections people make with each other, which means event design needs to create space for that.
• Millennials and Gen Z are now the largest group of event attendees and the growth engine the industry needs. They trust events as a channel, but loyalty takes time and they haven't built it yet. Member-driven organizations especially need to understand what retains them.
• Events that grow vs. events that plateau: the difference is retention. When retention is higher, organizers can put resources toward improving the event instead of constantly churning the attendee list.

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🎭 The Ridiculous Question

Would you rather have to dance every time you hear music, or sing everything you say? Ken picked singing without hesitation. Nobody wants to see him dance. What most people don't know: he was in bands in college and sang opera.

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

ㅤ

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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🔗 Links / Resources Mentioned

• Guest LinkedIn: https://www.linkedin.com/in/yushsztalkoper/
• Company Website: www.neurosparkplus.com
• Capacity Reflection™: www.neurosparkplus.com/capacity-reflection
• Cvent: cvent.com/jay
• Eventastic: eventastic.com
• Know Your Audience (design lens for events): https://www.neurosparkplus.com/knowyouraudience

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Events are traditionally designed around content delivery and expected outcomes. But what happens to the actual human experience when attendees arrive stressed, overstimulated, and carrying the weight of their daily lives?

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Host Kristin Nagle tackles this exact disconnect with Yush Sztalkoper, CMP. Yush explains why attendees never arrive at an event as a blank slate.

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Listeners will hear how to shift their planning focus upstream. Yush details the high demands events place on nervous systems, from constant social interaction to context switching. By understanding the formula of demand plus capacity, event professionals can build gatherings that actually fit their audience.

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👤 Guest Bio

Yush Sztalkoper, CMP, spent 20 years directing global corporate events for Fortune 500 organizations. She recently left that career to found NeuroSpark+. Through Human Capacity Design™, Yush helps organizations recognize the invisible conditions that affect how people show up. She builds frameworks and tools, like Capacity Reflection™, that allow planners to see attendee strain clearly before making event decisions.

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✅ The Event Question

Kristin Nagle asks: "Events are often designed for content and outcomes. What gets missed about how people actually experience them?"

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📌 What You'll Learn

• Assess what attendees carry with them before they even step foot in the venue.
• Recognize the hidden demands of your event, including energy requirements, social interaction, and context switching.
• Design upstream by mapping the pressure your environment places on human capacity.
• Apply the core equation of event success: Demand plus capacity equals fit.
• Provide quiet spaces and built-in pacing so attendees can regulate their nervous systems.

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🎭 The Ridiculous Question

Kristin asks: "Would you rather give up your favorite app or your favorite snack?"

Yush chooses to give up her favorite snack. She prefers keeping apps that enhance her life, specifically her own free tool, Capacity Reflection™, which helps users see their environmental demands and capacity levels.

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

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• Guest LinkedIn: Caitlin Book
• Company Website: Backblaze
• Host LinkedIn: Kristin Nagle
• Website: Eventastic

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How do you design a trade show booth to actively pull people in instead of just waiting for passive foot traffic? Host Kristin Nagle asks Caitlin Book, Senior Events Manager at Backblaze, this critical question. They discuss why booth architecture is just as important as the swag on the tables. Caitlin explains the value of open floor plans and why putting up walls can subconsciously turn attendees away.

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The conversation covers specific tactics, such as pre-show sales outreach to secure meetings before the doors even open. Listeners will hear how to use gamification to encourage meaningful interactions rather than hit-and-run swag-grabbing. Caitlin also shares why training your booth staff to stay approachable is your ultimate secret weapon on the show floor.

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Guest Bio

Caitlin Book is the Senior Events Manager at Backblaze, a publicly traded cloud storage and computer backup provider. She manages all logistical aspects of global trade shows, tech conferences, and conventions with up to 50,000 attendees. With over 15 years of live production experience and an MFA in Theatre Management, Caitlin brings a highly orchestrated, audience-first approach to corporate event marketing and custom booth builds.

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The Event Question

Kristin Nagle asks: "How do you design a booth to pull people in instead of just waiting for foot traffic to go by the booths?"

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What You Will Learn

• Enable your sales team to do pre-show outreach and schedule in-booth meetings before the event floor opens.
• Build an open and accessible floor plan without tall walls so attendees feel comfortable walking right in.
• Keep the space active with live product demos and presentations so visitors have a clear reason to stay.
• Implement gamification like a sticker rally to reward attendees for completing specific actions like watching a demo or speaking to a rep.
• Train your booth staff to avoid huddling together in the center of the space so they remain welcoming to approaching visitors.

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The Ridiculous Question

The Question: What is a random skill you are weirdly proud of?

The Answer: Thanks to her background in theater and cosplay, Caitlin can fix almost any event disaster, including a collapsed booth wall, using just gaff tape, hot glue, and safety pins from her handy stage manager kit.

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

ㅤ

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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🔗 Links / Resources Mentioned

• Ksenija (Martinec) Polla, CMP, CICE on LinkedIn
• Talley Website
• Eventastic
• Kristin Nagle on LinkedIn

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What makes a global event community actually stick? Host Kristin Nagle asks exactly that to kick things off. Creating a space where people want to connect requires more than just launching a platform. Listeners will find out why forcing engagement never works and what organizers should do instead to build loyalty.

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Ksenija (Martinec) Polla, CMP, CICE, brings over three decades of international event experience to the conversation. She explains the essential elements required to build a group that lasts. Ksenija shares why associations are in a great position to facilitate knowledge sharing. She also details the importance of setting basic rules of engagement to keep digital and physical spaces respectful.

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👤 Guest Bio

Ksenija (Martinec) Polla, CMP, CICE, is the Director of International Development at Talley, an association management company and professional congress organizer. She holds nearly 30 years of global event experience. Ksenija started her career at a convention bureau in Croatia before spending 27 years with the International Congress and Convention Association in Amsterdam. She specializes in strategic partnerships, multicultural event management, and building long-lasting association communities globally.

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✅ The Event Question

Host Kristin Nagle asks: "You've been a major part of building global event communities. What do you think makes a community actually stick?"

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📌 What You'll Learn

• Fill a specific gap: A community only survives when it solves a distinct problem or meets an actual need for its members.
• Leverage association strengths: Use your organization's unique position to bring peers together for shared experiences and knowledge.
• Let growth happen organically: Avoid forcing engagement or creating portals before there is a natural, member-driven demand.
• Keep the barrier to entry low: Make it incredibly easy for members to join, participate, and interact with one another.
• Set clear guardrails: Establish simple rules of engagement early on to ensure all interactions remain respectful and peaceful.

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🎭 The Ridiculous Question

Question: "If you could live in any TV show or movie, what would it be?"

Answer: Ksenija chose the crime thriller The Blacklist because she is currently binge-watching it with her son, noting that the show's ridiculous premise makes it highly entertaining.

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

What is one event activation that every brand should be doing? Host Kristin Nagle asks this exact question to find out how to grab an audience's attention. David Adler shares a historical example involving a high society party designed exclusively for dogs. He explains why bringing pets into the picture creates the ultimate democratizing experience with massive retention rates.

Kristin and David also discuss the neuroscience behind event music. They explore why combining a DJ with a live drummer wakes up the brain and brings energy to a room. Finally, they cover the logistics of event food, including David's strict rules for hors d'oeuvres and his thoughts on the mashed potato bar.

David Adler is the Chairman and Founder of BizBash, the largest business-to-business media property for event professionals. He started the platform in 2000 to give event organizers a central hub for commerce, content, and community. Before his landmark venture into the event space, David held significant corporate communications roles at Primedia and Macmillan Inc. Today, he operates as an independent observer, keynote speaker, and the curator in chief of GatheringPoint.news. Connect with David on LinkedIn.

Check out the ‘People’ section from Small Bite Architecture to see some of your favorite Event Pros personalized as hors d'oeuvres! https://smallbitearchitectutr.lovable.app/people

Kristin Nagle asks: "What is one event activation you have seen recently that made you stop and say every brand should be doing this?"

1. Create activations that feature pets to instantly boost engagement and retention rates.
2. Design events that function like a dog park to democratize the networking experience.
3. Bring live music onto the stage to wake up the audience using neuroscience.
4. Combine a DJ with a live musician, like a drummer, to bring a different element of energy.
5. Focus on delivering goosebumps through great conversations, music, and human connection.
6. Serve classic comfort foods like pigs in a blanket to satisfy guests.
7. Follow the "one bite, two chews" rule for hors d'oeuvres so attendees can eat without interrupting their conversations.

Kristin asks: "If you had a theme song for your career or your life, what would it be?"

David says his song is "Life on the Other End of a Toothpick," a custom track he is writing on Suno. He also notes that his stage walk-on song would be "Eye of the Tiger."

1. David Adler LinkedIn
2. BizBash
3. GatheringPoint.news
4. Small Bite Architecture
5. Suno
6. Eventastic: https://www.eventastic.com

EVENTASTIC Conference registration is now OPEN! The world's largest event about EVENTS!

Free + Virtual! Save your spot! https://www.eventastic.com/

ㅤ

MASSIVE thank you to our Sponsor, Cvent!!

Cvent is an event marketing and management platform designed to help you plan, promote, and measure your events all in one place - whether they’re virtual, in-person, or hybrid.

Regardless of your size, check out Cvent today to get the tools you need to run smarter, more effective events.

Check out more at cvent.com/Jay

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Your email bounce database is actually gold, and ignoring it is a big mistake. Jay Schwedelson shares why bounced emails are not just contacts to remove, but a signal that a company still sees value in your event, even if the person behind that address is gone. The move is to take your bounce database, pull the domains and companies, and turn them into a targeting file for paid social media, prospect email, and direct mail campaigns. For sponsorships and exhibits, bounced addresses should go straight to your salespeople, BDRs, and SDRs so they can find who took that spot and who needs to be contacted now.

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📌 What You’ll Learn

1. Why “do nothing” and removing bounced emails from the list is a big mistake
2. How to treat your email bounce database as a targeting file using domains and companies
3. Where to use the bounce company list: paid social media campaigns, prospect email campaigns, direct mail campaigns
4. Why bounced addresses matter for sponsorships and exhibits
5. Who should get the bounced sponsor and exhibit emails: salespeople, BDRs, SDRs
6. Priority number one: find who took their spot and who you need to be talking to now
7. Why starting with the last 90 days, 6 months, or a year is the right motion