Event Experience Experts

Robyn Davis has a big screen TV at home that she won at a trade show booth. The marketing budget behind it, she says, was never meant for someone like her.

She calls it the Robyn Davis test, and it points at a bigger gap. Jay puts it plainly: the booth gets months, the staff gets 30 minutes on opening day, maybe. Show organizers pay Robyn to train exhibitors, and she works only with organizers who let her be honest. So what does she cut when an afternoon is all you have?

What you will hear: Why too much promotion is a bad thing The step in Exhibit Smarter that exhibitors skip most Why 15 to 30 percent of a show is usually your audience Why she opens with a closed-ended question and scans the badge second What she cuts from a 30 minute training, and what she refuses to cut The chapters that did not make the book, including the four Fs of stress

Robyn Davis, CPTD, CEM, is the founder of Exhibitors WINH and the author of Exhibit Smarter: A Step-by-Step Guide to Trade Show Success. She is CEM faculty and an IAEE Distinguished Service Award recipient. exhibitsmarter.com

#tradeshowstrategy #tradeshowboothstafftraining #exhibitortraining #tradeshow #leadgeneration #tradeshowgoals #eventmarketing #TradeShowMarketing #TradeShowStrategy #ExperientialMarketing #EventExperienceExperts #Exhibitus

00:00 Why show organizers pay her to train exhibitors

03:14 The bridge between organizers and exhibitors

04:59 Why too much promotion is a bad thing

07:00 Attendees cannot visit every booth

07:42 Pushback from exhibitors who have always done it this way

09:38 The 95/5 rule: test something small

10:39 Test your language in the emails you send all year

11:57 The step exhibitors skip: know your audience segment

14:34 Segment your follow-up, hot to cool

15:24 How much of the show is really your audience

17:28 The Robyn Davis test for giveaways

18:41 Turn a badge scan into a conversation

20:49 Who should staff the booth

22:47 You have 30 minutes: what to cut

25:14 What she refuses to cut

26:17 Why so many companies skip onboarding

27:39 The chapters that did not make the book

29:17 Fight, flight, fawn, freeze on the show floor

30:02 Mental health on site

31:17 Where to find Robyn and Exhibit Smarter

Fintech is one of the least huggable industries there is, and people still tell Michael Bugno they got their COVID shot from his company. It isn't Pfizer. It's Fiserv.

How does a payments giant make one person at a booth feel known? Michael started at Walt Disney World, where the whole point is one guest feeling special. Now he runs that instinct across anywhere from 100 to 300 trade shows a year, from bank conferences to the National Restaurant Association show.

What you will hear:

Why "What do you do?" gets answered with "How can I help you?"

What still says Fiserv when every logo comes off the booth

How calls before the show, a playbook, and one senior leader on point keep everyone aligned

Why off-site dinners and cocktail hours give him more time with people than the show floor

How a school donation, a ball cap, and a Padres locker room tour show people you were listening

Why music is his answer when money is no object

Michael Bugno is VP, Experiential Client Programming at Fiserv. He started at Walt Disney World and spent years at Comedy Central and Food Network before moving into enterprise events.

00:00 Fintech and experiential in the same sentence

02:06 From Disney to Fiserv, and the Pfizer mix-up

04:30 Banks, payroll, and the coffee shop on the corner

07:15 Asking small business owners if they like their Clover

08:31 On stage at Disney: when he knew events were different

10:11 Hospitality does not take a big budget

11:52 Why "What do you do?" became "How can I help you?"

13:44 Strip every logo off the booth: what still says Fiserv

16:27 Color is the brand: orange, blue, and Clover green

17:55 Square logo, curved Clover, and greenery in the booth

21:07 Designing for one person among tens of thousands

23:54 Preparing the people who staff the booth

26:07 The lead up: goals, a playbook, one senior leader

27:10 Where to reinvest: off-site beats the booth floor

30:30 Collecting dots: the touch points behind every event

32:16 Padres tours, school donations, and the little things

33:34 Money is no object: start with music

35:00 Why you remember a conference concert six years later

36:01 Banker by day, front of the stage at night

37:15 Where to find Michael

Keywords: trade show strategy, experiential marketing, brand experience, fintech events, trade show booth design, off-site events, event marketing

#TradeShowMarketing #ExperientialMarketing #EventExperienceExperts #FinTech #Exhibitus

Content type: Interview

Primary goal: Educational

Summary:

Most pharma booths put about 90% of their effort into getting people in the door. Michael W. Young, founder of biomedwoRx, explains why that ratio is backwards and how to design one booth that earns trust with HCPs, MSLs, APPs, and investors, even under heavy regulation.

Keywords:

HCP engagement, MSL engagement, pharma trade show, healthcare booth design, medical affairs, experiential marketing, trade show strategy, compliance, biomedwoRx

Key topics:

- Compliance as a design constraint, not an excuse to be forgettable

- Spectacle works six aisles out, content wins at reading distance

- Why discovery questions and booth staff beat "show up and throw up"

- Designing one booth for HCPs, MSLs, APPs, and investors

- Leading with benefits and being upfront about side effects

- Moving the booth from a destination to a point over time

Sound bites:

"We are not a bolt-on tactic. We ought to be an integral part of the overall marketing mix."

"Physicians are people."

"The spectacle helps when you're six aisles over."

00:00 Compliance is not a reason to be forgettable

02:04 Spectacle gets them in, content keeps them there

04:20 Your booth staff are the experience

06:16 What Apple and Tesla showrooms teach healthcare exhibits

07:47 Building the client case: start with questions

11:13 The 90/10 rule: what do they leave with?

13:59 One booth, four audiences: HCPs, MSLs, APPs, investors

15:59 Benefits over features

18:08 Why transparency about side effects builds trust

19:43 What clients have to believe before they take the risk

22:15 Stop treating your booth as a destination

24:23 From a moment in time to a point over time

25:59 Why live events came back after COVID

26:49 Takeaways and where to find Michael

Andrew Roby shares insights on creating memorable live experiences by focusing on intentionality, attendee needs, and strategic planning. Discover how to elevate your events beyond logistics to truly impactful moments.

In this episode, Chloe Richardson shares insights on the crucial role of the MC in events, how to connect with audiences, and strategies for engaging attendees effectively. Discover practical tips for making your events memorable and impactful.

keywords

event management, MC skills, audience engagement, event planning, public speaking, event strategy, event leadership

key topics

The role of the MC in events

Audience connection strategies

Engagement techniques for speakers and MCs

Research and preparation for event success

Using body language and energy to captivate audiences

The importance of first impressions in public speaking

Innovative session formats for engagement

The value of contribution over content

Building trust with event organizers

The power of storytelling in events

sound bites

"Make your first impression very quickly."

"The first 30 seconds decide if they stay or go."

"Contribution is king, not content."

Chapters

00:00 Introduction to Chloe Richardson and her background

01:04 The importance of the MC role in events

02:02 Early career mistakes and lessons learned

04:18 Versatility and transferable skills in event industry

05:03 Connecting with large audiences on stage

07:08 Researching and understanding your audience

09:08 Gaining access to audience insights

10:19 The value of trust and access with organizers

12:35 Knowing when your presentation is working

13:16 Using body language and energy to gauge engagement

14:11 Handling distractions and keeping attention

16:06 Adjusting delivery to maintain interest

19:02 Starting strong with first impressions

20:28 The 3-10-30 rule for first impressions

21:20 Engaging the audience from the start

22:33 Building trust to enhance event success

28:34 Designing memorable and innovative event formats

30:38 The role of the MC in storytelling and brand perception

32:21 The MC as a sales and credibility booster

In this episode, Joe Federbush, president of Evolio Marketing, shares insights on measuring event ROI, optimizing budgets, and leveraging data to improve live experiences. Discover how to turn event metrics into actionable strategies that drive success.

keywords

event ROI, event measurement, experiential marketing, event budgets, data-driven decisions, attendee engagement, event strategy, measurement tools, ROI metrics, experiential marketing trends

key topics

• Measuring event ROI and success metrics
• Supporting clients with data-driven strategies
• Optimizing event budgets and reducing waste
• Segmenting audiences for targeted engagement
• The role of emotional intelligence in event success
• Future trends in experiential marketing

Sound Bites

• "Support clients with data-driven strategies."
• "Quantify engagement through on-site exit surveys."
• "Emotional intelligence is crucial in event success."

Chapters

00:00Introduction to Event Measurement and ROI

02:05Supporting Clients with Success Metrics

04:04Targeting Decision Makers and Influencers

06:11Expanding Event Strategies Beyond the Booth

07:59Rising Costs and Cost-Effective Solutions

10:04Effective Use of Measurement and Data

12:13Common Wasteful Spending in Events

14:04Measuring Sentiment and Engagement

16:12The Importance of Emotional Intelligence

17:58Feeling vs. Data: How to Know an Event Worked

19:59Best Practices for Surveys and Feedback

22:10Segmentation and Personalization in Measurement

24:01Qualitative and Quantitative Data Fusion

25:55Avoiding Common Survey Pitfalls

28:06Questions to Ask Before Hiring a Measurement Partner

29:53The Future of Experiential Marketing

32:11The Impact of AI and Technology on Events

33:58Human-Centered Event Design and Emotional Intelligence

36:02Key Takeaways and Final Thoughts

In this episode, Mandy Glenwright shares her journey from the agency side to building a strategic event program at Prologis, emphasizing the importance of relationships, data-driven decision making, and adaptive strategies in event management.

keywords

event management, trade shows, sponsorship, relationship building, data analytics, logistics, industrial real estate, program strategy

key topics

• Transition from agency to in-house event management
• Importance of asking 'why' and understanding the 'how'
• Relationship maintenance as a KPI
• Data-driven decision making in event sponsorships
• Building a long-term, incremental event program
• The role of sponsorship management in strategic planning
• Adapting event strategies to different industries
• The significance of site visits and logistical planning
• Measuring success beyond traditional metrics
• The value of storytelling and passion in leadership

takeaways

• Ask questions early and often to learn and support your team.
• Relationship building is the core of successful event programs.
• Data and anecdotal insights are both crucial for measuring impact.
• Long-term planning requires patience and a solid foundation.
• Passion and confidence can influence stakeholder buy-in.

Sound Bites

• "Ask questions early and often to learn and support your team."
• "The money is made in the meeting rooms."
• "All events are about relationships, whether for awareness or consideration."

In this episode, Matt Beck shares insights on designing impactful live experiences, emphasizing storytelling, audience engagement, and the importance of trust and authenticity in client relationships. Discover how to create memorable environments that resonate on a personal level and drive meaningful connections.

key topics

• Story leads before structure in experience design
• The importance of audience agency and personalization
• Balancing technology with storytelling
• The role of exploration and vetting ideas early
• Creating spaces that allow for dwell moments and calm
• Building trust through curiosity and transparency
• The value of enthusiasm and authentic hospitality
• Designing for both crowd impact and individual experience

Chapters

00:00Introduction and guest background

02:24Core beliefs about live experiences

05:28The environment as a storytelling tool

08:16From napkin sketches to reality

11:32Using the North Star as a guide

13:39Designing for crowds and individuals

16:31Creating journey and breadcrumbs in the space

19:05Unreasonable hospitality and small moments of kindness

20:21Building trust with clients

22:36The role of enthusiastic staff and authentic engagement

23:04Gaining trust for innovative ideas

24:29Understanding risks and executing blue sky ideas

25:31Challenging the status quo and being brave

26:28The industry’s constant challenge and opportunity for innovation

27:23Dream project: classical architecture installation

28:55Designing environments that influence behavior

30:25Creating memorable, calming spaces in chaos

32:45Balancing technology and storytelling

34:02The importance of collaboration and saying no

35:00Closing remarks and appreciation

Jay Menashe sits down with Michael Cirino, founder of House of Attention, to talk about how experiential design has become central to hospitality, events, trade shows, and brand storytelling. The conversation explores why the best spaces are no longer just built, but activated, and how loyalty is created through moments, not amenities.Michael breaks down the shift from hardware to software, from passive spaces to living ecosystems, and from vanity metrics to real brand value. They also connect the dots between hospitality, cultural programming, and the kind of memory-making that makes people travel, return, and remember.

• In this episode, Michael Cirino explains why experiential design is becoming more important across hospitality, events, trade shows, and brand activations as audiences expect more than static luxury.
• They discuss his idea that people are no longer collecting luxury goods as much as collecting moments, and why the building is only the beginning of the guest experience.
• Michael shares how major experiences need pre, during, and post strategy, not just on-site production, especially for trade shows and conference appearances.
• The conversation breaks down the difference between hardware and software in hospitality: hardware is the physical building, while software is the cultural programming, sensory design, and human activation that bring it to life.
• Michael argues that comfort has become commoditized, so the real value comes from pushing people slightly outside their comfort zone in a memorable, safe, and intentional way.
• They talk about why KPIs like photo booth traffic, social media posts, and lead counts often miss the real outcome of an experience, which is memory, trust, and brand attachment.
• Michael introduces his framework for experience design as a triangle of media, experience, and artifact, where each piece supports audience validation and memory-making.
• The discussion includes examples from the Riyadh Future Hospitality Summit, the World Cup, the El Train dinner, and other experiential productions that required deep planning and cultural awareness.
• Jay and Michael connect unreasonable hospitality to broader event and brand strategy, emphasizing that great experiences are built for specific audiences, not generic traffic.
• The episode closes with a practical reminder that attention means nothing without action, and spectacle only works when it sits on a foundation of real value.

00:00 - Why the building is only the beginning
00:48 - Experience design in the age of AI and cultural sameness
04:21 - Why trade show booths are now the center of gravity
06:12 - The pushback on "we collect moments, not luxury goods"
11:05 - Experience design starts before the event and continues after
13:49 - What unreasonable hospitality looks like in practice
17:45 - Why brand investment is bigger than likes and leads
21:05 - Michael's relationship with Will Guidara and the line between outrageous and unreasonable
25:59 - Why the future of hospitality is five senses, not five stars
31:18 - Hardware versus software in events and hospitality
34:12 - Comfort is commoditized, but memory comes from risk
37:22 - Why most brands should design better experiences before buying more booth
39:46 - The triangle of media, experience, and artifact
42:40 - Attention without action is not enough

Michael describes experience design as three connected parts:

• Media - the content or signal that attracts the audience
• Experience - the live moment or activation that gives them something real
• Artifact - the takeaway that helps them remember and validate the experience later

In this episode, Joe Fontana shares insights on creating impactful live events, the importance of trust and research, and how to leverage unreasonable hospitality to build pipeline and genuine relationships. Discover why authentic engagement and understanding your buyer's needs are key to success in the event space.

keywords

live events, sales, marketing, relationship building, unreasonable hospitality, event strategy, buyer engagement, pipeline development, event marketing, sales tips

key topics

The importance of trust and connection in live events

Unreasonable hospitality and its impact on relationships

Research and preparation as keys to event success

The role of authenticity over pitches in events

Common pitfalls in event marketing and how to avoid them

guest name

Joe Fontana

Chapters

00:00 Introduction and Joe's Event Philosophy

00:29 The Power of Connection Over Venue

01:50 Energy in the Room as a Success Metric

02:40 Building Pipeline from Live Events

04:03 The Shift from Selling to Relationship Building

05:01 The Role of Trust and Authenticity

06:21 Approaching Buyers in the Modern Age

07:47 No Pitches, No Decks, No Problem

09:05 The Value of Research and Preparation

10:44 Unreasonable Hospitality in Practice

12:12 Avoiding Feature-Heavy Presentations

14:11 Handling Difficult Moments at Events

16:15 Making Attendees Feel Seen and Heard

17:24 Wasted Event Budgets and Misaligned Expectations

19:23 Setting Realistic Expectations for ROI

21:06 The Power of In-Person Engagement

22:22 The Value of Deep Research and Personalization

23:30 Creative Tension in Event Planning

24:22 Involving the Right Decision Makers

27:08 The Role of Influencers and Advocates

28:26 Handling Unexpected Challenges at Events

32:19 Post-Event Follow-Up and Pipeline Management

34:12 The Old Playbook vs Modern Approaches

35:14 Understanding Buyer Power and Expectations

36:16 Guaranteeing Attendee Match and Event Success

39:00 The Importance of Being Prepared for Anything

40:26 The Impact of Authentic Relationships on Deals

41:16 Closing Remarks and Final Advice

resources

Buyer Foresight - https://buyerforesight.com

guest links

LinkedIn - https://linkedin.com/in/joefontana