The Event Marketer's Toolbox

In Episode 40 of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with MK Granados, Director of Sponsorships at Informa Markets, to challenge one of the most overlooked areas of event strategy: sponsorships.

MK brings a career spanning New York Comic Con, Gartner, PAX, and Informa Markets — and she’s here with a bold message: sponsorships don’t have to be cookie-cutter logo placements. Done right, they can transform an event, elevate brands, and create experiences attendees actually talk about.

This episode dives into:

• Redefining Sponsorships Beyond the Booth
  MK explains that sponsorship isn’t just lanyards or banners. It’s “anything you spend beyond the booth” — a chance to amplify brand presence, drive engagement, and surprise attendees in ways that stick.
• Why Creativity Beats Tradition
  From Cheerios breakfasts in Comic Con queue lines to Coffee Mate’s on-the-go coffee teams, MK shows how unexpected activations turn into unforgettable attendee moments.
• Audience-Centric Design
  The best sponsorships start with empathy. MK highlights how organizers can solve real attendee pain points — like Amazon providing water bottles and booth babysitters for overworked artists at Comic Con — while delivering measurable ROI for sponsors.
• Reverse Engineering Value
  Instead of offering “off-the-shelf” sponsorship packages, MK encourages brands and organizers to co-create. Start with the attendee or exhibitor’s unmet need, then design a sponsorship that solves it.
• Inspiration From Everywhere
  MK finds ideas in TikTok trends, theme parks, children’s museums, even Dave & Buster’s reward models. Her advice: stop limiting inspiration to the event industry — the best activations come from unexpected places.
• Budget, Scale & Creativity
  Money matters, but scrappy creativity goes further. From scaling activations to working with turnkey options, MK explains how even small budgets can deliver outsized impact when paired with strong storytelling.
• Community & Connection
  The conversation also touches on the power of communities like Club Ichi, how peer networks spark innovation, and why building a sponsorship community (like MK’s own Sponsorship Playbook newsletter) elevates the whole industry.

This episode of Event Marketer’s Toolbox is a wake-up call for organizers and marketers alike: stop buying boring sponsorships. When brands and event teams collaborate, think bigger, and design with the audience in mind, sponsorships become more than line items — they become stories worth retelling.

Whether you’re planning your 2026 event calendar or rethinking your sponsorship strategy, MK’s message is clear: fight for bold ideas, push boundaries, and build experiences that feel like a “warm hug” for your industry.

👉🏼 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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The events industry is at a turning point—and sustainability is no longer optional.

In this episode of Event Marketer’s Toolbox, Chris Dunn and co-host Dana Esposito welcome Jim Obermeyer, Regional VP at Bray Leino Events and co-chair of the EDPA/ESCA Sustainability Committee. With more than 40 years of industry experience, Jim shares how a once-small committee has grown into a passionate 28-person task force reshaping the way events are planned, built, and measured.

This episode dives into the creation of Version 2 of the industry’s sustainability guidelines, the need for cross-association collaboration, and the practical steps event professionals can take to reduce waste, reuse smarter, and rethink how live experiences impact the planet.

• Why sustainability matters now
  Post-pandemic, clients and the industry alike are demanding measurable action—moving beyond “green talk” into accountability.
• Inside Version 2 of the Guidelines
  A more detailed, practical playbook with scoring and action steps to help companies start small and grow sustainable practices.
• Collaboration across associations
  EDPA, ESCA, IFES, and Exhibitor Advocate are aligning efforts to avoid fragmented standards and drive unified progress.
• Real-world examples of change
  From Brumark’s carpet recycling program to reusable banding, rental inventories, and creative reuse of graphics and materials.
• Global perspectives & the road ahead
  Europe leads with “sustainability-first” design, while U.S. companies focus on rental and storage—both shaping a greener future for live events.

Sustainability in events isn’t solved in one leap—it’s built one decision at a time. As Jim emphasized, the key is to start small, involve your partners, and keep building.

If you’re ready to take meaningful steps, check out the EDPA sustainability resources (linked in show notes) and begin with one actionable change today.

🎧 Catch the full episode to hear Jim’s insights, real-world examples, and a clear vision for the future of live events.

👉🏼 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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This episode of Event Marketer’s Toolbox dives deep into the art and science of micro events—those intentionally small, connection-focused gatherings that break through the noise of traditional B2B experiences. Guest Emily Dilbeck of Unbound shares her practical five-step micro event playbook and explains how “backyard party” philosophy creates stronger emotional bonds, higher ROI, and more memorable attendee experiences.

From LEGO figurine check-ins to wizard-themed sidecar events, Emily offers a masterclass in designing events that feel human, not transactional. If you’re overwhelmed with bloated budgets and underwhelming outcomes, this episode offers clarity, strategy, and actionable takeaways to reshape how you view event marketing.

1. Connection Over Crowd Size

“Small is powerful.”
 Micro events don't need 500 attendees to make an impact. In fact, smaller, curated events often foster stronger, more authentic relationships—the kind that lead to deals, partnerships, and lasting brand recall.

2. The Five-Step Micro Event Playbook

Emily’s roadmap for planning impactful small-scale events includes:

• Define the Goal – Know your purpose: pipeline, relationship-building, or thought leadership.
• Curate the Guest List – Choose attendees who contribute, not just consume.
• Map the Journey – Think beyond the event itself: pre-invite messaging, on-site interactions, and post-event follow-ups matter.
• Play & Delight – Create whimsical, joyful moments that disarm and connect attendees.
• Measure What Matters – Success is not just attendance. It's about conversations, connections, and follow-ups.

3. The "Backyard Party" Mentality

Instead of high-pressure corporate events, Emily recommends experiences that feel intimate, familiar, and safe—like a gathering in someone’s backyard. Think: cornhole, fire pits, and real talk. These relaxed environments encourage vulnerability and build trust fast.

4. Sidecar Events = Control + Creativity

Emily shares a memorable case study of Lavender’s “Wizard Rave” at SASTR—an example of a brand bypassing the noise of the trade show floor to create an unforgettable, socially sharable experience. Sidecar events give marketers the power to own the narrative and the vibe.

5. Budget Constraints Breed Innovation

Big budgets ≠ Big impact. Emily emphasizes the value of intentional design over flashy production. Even a $15K event can drive results if it’s rooted in emotional experience, clarity of purpose, and meaningful attendee selection.

👉 If you're a field marketer, event planner, or experiential strategist, Emily’s micro event playbook should be your new go-to. And remember: belonging is the best branding.

👉🏼 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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In the latest episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sat down with Mitchell Mauk, Principal of Mauk Design, to discuss how storytelling, metaphor, and simplification can transform exhibits into memorable, engaging, and effective experiences.

Mitchell, whose work spans NASA, Google, McDonald’s, AT&T, and O.C. Tanner, shared his insights on how exhibits can communicate complex ideas simply, captivate audiences, and reinforce brand messaging. Even for those who weren’t able to see the visuals, Mitchell “painted a picture” with his examples and explanations, making the episode both educational and actionable.

Key Insights from the Episode:

• Storytelling drives engagement: Exhibits that tell a clear narrative capture attention and make messages stick.
• Metaphor simplifies communication: Using relatable concepts helps attendees remember your message long after the event.
• Simplification enhances interaction: Clear, intuitive design ensures attendees can navigate, engage, and connect with your booth.
• Visual storytelling matters: Graphics, lighting, and spatial cues all reinforce the brand’s story.

Guest Quotes from Mitchell Mauk:

• “Storytelling is how we, as humans, connect. Your exhibit should communicate a narrative, not just information.”
• “Metaphor simplifies communication and makes it easier for people to remember your message.”
• “Simplification lets attendees find and engage with your exhibit—it’s as much about clarity as it is about aesthetics.”

This episode is a must-listen for event marketers, designers, and experiential professionals looking to create exhibits that are not just seen, but experienced, remembered, and talked about.

👉🏼 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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In the latest episode of Event Marketer’s Toolbox, Chris Dunn sat down with Jakob Eliason, co-founder of Pickleball Pop-Ups, to explore how pickleball has evolved into a powerful experiential marketing tool.

Jakob shared how the sport engages audiences across corporate events, tradeshows, festivals, and community programs, and why it’s become a go-to activity for brand activations and corporate wellness initiatives.

During the conversation, listeners learned:

• Pickleball as an engagement tool: How activations create fun, interactive experiences that leave a lasting impression.
• Corporate wellness & public health applications: Why pickleball is ideal for team-building and employee engagement.
• Real metrics & insights: Jakob shared growth data and personal experiences demonstrating the effectiveness of the sport.
• Event strategy & execution tips: How to successfully integrate pickleball into events of all sizes.

Jakob emphasized that most people aren’t familiar with pickleball, which makes each activation an opportunity to show why it works—and to create memorable brand experiences.

Key Quotes from Jakob Eliason:

• “Most people aren’t pickleball players—so every activation is about showing why the game works and creating a memorable experience.”
• “Pickleball is perfect for corporate wellness and team-building because it’s simple, social, and fun.”
• “We can use pickleball anywhere: tradeshows, festivals, corporate events—the applications are endless.”

The episode wrapped up with actionable advice for marketers looking to maximize engagement, build wellness programs, and drive ROI through experiential activations.

👉🏼 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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On this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Brandon Lee, founder of Fist Bump, to explore how trust and reputation drive revenue at events and tradeshows.

Brandon shares insights on creating credible booth experiences, building advocacy, and aligning sales and event teams to convert leads into long-term relationships. Whether you’re a first-time event marketer or a seasoned professional, this episode provides actionable tools and strategies for building trust-based event programs that increase ROI.

• Why reputation matters more than awareness in driving long-term revenue.
• How to create trust and credibility on the show floor with staff, design, and storytelling.
• Post-show strategies to turn relationships into pipeline.
• Aligning sales and event teams for maximum impact.
• Brandon’s practical tools for pre, during, and post-event reputation-building.

• Trust > Leads: Focus on building credibility before chasing prospects.
• Booth Matters: Design experiences that reflect your brand and create memorable interactions.
• Follow-Up is Key: Post-event content and engagement turn trust into pipeline.
• Team Alignment: Sales and events must work together on a reputation-first strategy.
• Practical Tools: Pre-show audits, credibility campaigns, and post-show connection ladders are actionable ways to implement Brandon’s strategies immediately.

Brandon Lee shows how reputation-driven strategies can transform events into revenue-generating experiences. By focusing on trust, credibility, and alignment, marketers can create lasting impressions, build advocacy, and increase 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 

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In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with Finn Yonkers, EVP Creative at BlueHive Exhibits, to explore the art and science behind creating memorable exhibits and experiences. With over 30 years of experience spanning exhibit design, multimedia, and interactive experiences for brands like Amgen, Bose, Intel, Biogen, and Adobe, Finn shares insights on designing for impact, translating abstract ideas into reality, and leveraging brand DNA to create unforgettable experiences.

• Designing for memorability: How relevance and impact create experiences that leave a lasting impression.
• Brand DNA: Lessons from automotive styling and design language applied to exhibits.
• Turning abstract ideas into big concepts: A walkthrough of Finn’s approach with Biotechne.
• Neurological impact of engagement: How different types of interaction affect attendee perception.
• Future trends & AI: Why face-to-face interaction will remain critical as technology changes industries.

This episode is packed with actionable strategies and forward-thinking ideas for designers, marketers, and event professionals looking to elevate their events and drive meaningful engagement.

• Memorable experiences start with relevance: Design with the audience and brand in mind.
• Brand DNA drives design: Consistent visual and experiential language makes exhibits cohesive and impactful.
• Abstract-to-action: Translating concepts into actionable, engaging experiences is key to standout events.
• Engagement matters neurologically: Experiences should capture attention and leave lasting impressions.
• Future-forward thinking: AI is changing industries, but human interaction remains critical for authentic engagement.

Finn Yonkers shows how expert exhibit design and creative strategy can transform ordinary events into unforgettable experiences. From leveraging brand DNA to understanding the neurological impact of engagement, this episode is full of insights and actionable strategies for anyone looking to elevate their events.

👉🏼 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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In the latest episode of Event Marketer’s Toolbox Live, Chris Dunn sits down with Dana Esposito to share insights from her 30+ years in exhibit design and event strategy. Dana dives into the lessons she’s learned, career transitions, and the practical strategies that help professionals grow, engage, and make an impact in the events industry.

Whether you’re a designer, marketer, or event professional, this episode is packed with actionable advice and inspiration for taking your career and events to the next level.

What You’ll Learn in This Episode

• Career Evolution & Transition
  Learn how Dana expanded her career beyond exhibit design into broader roles in event strategy and leadership. She shares advice for anyone looking to move into new roles or take on bigger responsibilities.
• Insights from Conventions & Shows
  Dana shares key takeaways from recent conventions, highlighting trends, innovations, and best practices that professionals can apply to their own events.
• Employee Engagement
  Discover why it’s essential to get your team out to events, how to overcome obstacles, and the benefits this brings to knowledge, connections, and company growth.
• Industry Involvement & Presenting Beyond Your Role
  Dana explains how participating in industry organizations and presenting on topics outside your expertise can expand influence and credibility.
• Practical Advice for Event Professionals
  From career growth to team development, Dana offers insights that are immediately applicable to event strategy, team management, and personal development.

Key Quotes from Dana Esposito

• “Don’t be afraid to move beyond your role. The skills you’ve built can open doors in unexpected areas of events and marketing.”
• “Seeing trends in-person at shows can completely change how you think about your own event strategies.”
• “Getting your team out to events is not just for fun—it’s critical for their growth and the company’s success.”
• “Sometimes the most impactful presentations are the ones that are outside your core expertise.”

Dana Esposito’s experience shows that career growth, employee engagement, and industry involvement go hand-in-hand. Whether you’re starting in events or leading a team, her insights provide practical tips for making a real impact in your career and your company.

👉🏼 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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In the latest episode of Event Marketer’s Toolbox Live, Chris Dunn sits down with Bob Hanson and Nick Sal to discuss one of the most pressing challenges in the events industry: How can in-person and virtual events work together seamlessly?

For years, event professionals have treated in-person and virtual events as competitors. But the truth is—they can be powerful partners, amplifying each other’s strengths and driving greater ROI. In this episode, Bob and Nick share how to bridge the gap between these two event formats and maximize results.

🔹 Before the Event: Pre-show Promotion

Bob, Nick, and Chris kick things off by discussing how to engage your audience before the event even begins. Pre-show promotion is crucial to boosting attendance and building excitement. Virtual channels, like webinars and case studies, offer powerful ways to connect with your audience ahead of time.

As Bob highlights, “Pre-show promotion should be seen as an extension of your event, not just a promotional campaign.” Engaging with your audience early on sets the tone for the event, builds anticipation, and extends your reach.

🔹 During the Event: Creating Real Connections

Once your event kicks off, it’s time to make the most of both formats. Nick emphasizes the importance of integrating virtual components into live events to maintain engagement. Whether it’s live streaming keynotes, sharing behind-the-scenes content, or incorporating customer story videos, there are countless ways to bring virtual-first strategies into the mix.

Nick says, “Virtual events and in-person events should be partners, not competitors. Together, they can amplify the experience.”

Hybrid events not only broaden the reach but also enhance attendee engagement, making your event accessible to a larger audience while still offering an intimate, in-person experience.

🔹 After the Event: Maximizing Post-Event Impact

The conversation doesn’t stop once the event ends. Bob and Nick stress the importance of repurposing content for post-event engagement. From post-event webinars to roadshows and follow-up emails, keeping the conversation going after the event is essential for nurturing leads and driving conversions.

As Chris points out, “Repurposing content after the event is essential. Don't just create content for one moment—make it part of your ongoing marketing strategy.”

By extending the lifecycle of your event content, you can continue building relationships, driving sales, and ultimately maximizing ROI long after the event 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.

This Show is sponsored by Blue Hive 

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In the latest episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito chat with Chris Griffin, President of the EDPA and Owner of Crew XP. Chris shares valuable insights on leadership, industry advocacy, and the importance of building strong relationships in the events sector.

Chris discussed the crucial role of advocacy for the future of the industry, especially in his time at Legislative Action Day in Washington, D.C., where industry leaders lobbied for important policies. As Chris said, “If you're not at the table, you're on the menu.”

He also emphasized the power of relationship-building within the industry:
"You can’t just go to the table and ask for help—relationships are built through deposits, not withdrawals."

The conversation also touched on how the pandemic has sparked a new spirit of collaboration in the industry, allowing businesses to adapt and innovate together.

Another key point was workforce development. Chris highlighted the importance of mentoring young talent and showing them that event planning is a career worth pursuing.

• Advocacy: Industry professionals must engage in legislative action to drive change.
• Relationship Building: Success in events depends on strong, trust-based relationships.
• Collaboration: The pandemic’s challenges sparked a new wave of adaptability and innovation.
• Workforce Development: Encouraging younger generations to pursue careers in the events industry is crucial.

Listen to the Full Episode

Chris Griffin’s insights on leadership, advocacy, and building relationships offer key lessons for anyone looking to impact the events industry.

👉🏼 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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