The Event Marketer's Toolbox

Most trade show booths look the same—generic pitches, aggressive badge scanning, and forced conversations. But what if humor could change that?

In this episode of Event Marketer’s Toolbox, Jon Selig, a former enterprise sales pro turned stand-up comedian, joins Chris Dunn & Caitlin Carey to explore how humor can break the ice, make brands more memorable, and create real engagement at events.

Why Humor Works in Event Marketing

Trade shows are overwhelming—attendees walk past hundreds of booths in a single day. 

Humor can stop them in their tracks, create an emotional connection, and make interactions feel natural rather than forced. 

When done right, humor grabs attention, establishes trust, and makes people more likely to engage with your brand.

The “Pitch-Slap” Problem & How to Fix It

Most exhibitors start conversations by immediately launching into a sales pitch—what Jon calls a “pitch-slap.” It’s a surefire way to turn people off. 

Instead, humor can help disarm prospects, create curiosity, and lead into a real conversation. 

The goal isn’t to tell a joke for the sake of it, but to use humor to make the prospect feel seen and understood.

How to Make Trade Show Booths More Engaging

A flashy booth alone won’t draw in the right people—your messaging and approach matter more. 

Jon breaks down simple ways exhibitors can use humor to stand out in a crowded room:

• Using fun, attention-grabbing signage that highlights customer pain points in a relatable way
• Training booth staff to lead with curiosity instead of a pitch
• Creating an inviting, conversational environment instead of an aggressive sales zone

Crafting the Right Kind of Humor

A well-placed joke can make your brand more approachable and memorable, but humor needs to be strategic and relevant:

• Make it about the audience – The best humor is rooted in your prospects’ challenges and frustrations
• Keep it natural – Over-rehearsed or forced humor can backfire. It should feel conversational, not like a comedy set
• Test and refine – Not every joke lands. Just like in stand-up, testing different angles helps refine what resonates

Beyond the Booth: Using Humor in Sales & Marketing

Humor isn’t just for the trade show floor—it can be a powerful tool across sales outreach, email campaigns, social media, and presentations. 

Jon shares how well-crafted humor can:

• Make cold emails more engaging and increase response rates
• Break down barriers in networking and build stronger relationships
• Help sales teams stand out in competitive industries

Humor isn’t about being a stand-up comedian—it’s about connecting with your audience in an authentic, human way. 

Whether at a trade show, in sales outreach, or on a keynote stage, using humor to highlight shared challenges makes your brand more relatable, engaging, and unforgettable.

👉🏼 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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Turning an event into an engaged, long-term community takes strategy, consistency, and the right approach. In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Caitlin Carey sat down with Liz Lathan, co-founder of Club Ichi, to explore how event professionals can move beyond one-time gatherings and build lasting connections.

Events as a Revenue Driver, Not a Cost Center

Many event marketers struggle to justify budgets to leadership. Liz shared how aligning events with the buyer’s journey—from awareness to conversion—helps prove their ROI.

The Power of Personalization

Small details create big impact. From capturing attendees’ hotel loyalty numbers for VIP treatment to giving them session choices, personalization builds deeper engagement.

Creating Year-Round Community Engagement

The 5 S’s of community-building:

• Show – A top-of-funnel engagement channel (YouTube, podcast, newsletter).
• Site – A digital hub (Slack, private forum).
• Series of Gatherings – In-person & virtual events throughout the year.
• Sounding Board – A small advisory group to guide the community.
• Shareable Moments – Encouraging members to share their experiences.

Audience Acquisition: The Hardest Part of Events

With attendees waiting until the last minute to register, Liz emphasized the need for 18-21 touchpoints across different channels to drive action.

The 5 C’s of Event Design

To create memorable, community-driven events, focus on:

• Care – Passion for your event translates to attendees.
• Collaborate – Give attendees ways to work together.
• Co-Create – Involve them in shaping the event.
• Converse – Make sessions interactive, not one-way lectures.
• Connect – The goal is real, lasting relationships.

Liz didn’t just share insights—she provided a blueprint for event professionals looking to build a true community around 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 this episode of Event Marketer’s Toolbox, Matt Beran, IT service expert and host of Ticket Volume, joins Chris Dunn & Caitlin Carey to break down what separates great events from forgettable ones. With over 23 years in customer service and IT service management, Matt shares his firsthand experience attending and speaking at events worldwide.

The Two Essentials for a Great Event – Content and networking. 

Attendees want valuable learning experiences and opportunities to build real connections. But does your event actually facilitate both?

Trade Shows as Team Reunions 

With remote work on the rise, events are no longer just about meeting prospects—they’re a rare opportunity for colleagues to connect in person. Are you creating spaces that foster deeper relationships?

How to Design a Booth That Works 

Stop overwhelming attendees with too much text and flashy visuals. Your booth should answer one simple question in seconds: "What do you do?"

The Best Networking Doesn’t Happen by Accident 

Events can’t just assume networking will happen in the coffee line. Smart planners design intentional opportunities—from industry-specific lunch tables to structured discussions that get people talking.

The Power of Community-Based Marketing 

The best events don’t end when the doors close. Building a real community around your event ensures that the conversations (and brand impact) continue all year long.

A successful event isn’t just about putting people in a room—it’s about creating moments that matter. 

Whether you’re designing a trade show booth, planning networking opportunities, or thinking about post-event engagement, the key is intentionality. 

Matt reminds us that the best events feel purposeful, welcoming, and engaging—because when you build a real community, your brand impact lasts long after the event is over.

👉🏼 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, Adam Centamore of Eat, Drink, Learn joined Chris Dunn & Caitlin Carey to explore how culinary experiences can elevate corporate events. 

Adam shared his expertise in designing intentional food and beverage moments that go beyond just serving meals—they create connection, engagement, and storytelling opportunities.

Start with the Event’s Purpose 

Every great culinary experience starts with understanding the event’s goals. 

Is the food meant to reinforce a brand message? Provide a moment of relaxation between seminars? Encourage networking? 

Adam emphasizes that asking the right questions upfront helps shape an experience that aligns with the bigger picture rather than just filling a slot in the schedule.

Storytelling Through Food 

Attendees connect more deeply with a meal when they know the story behind it.

Adam focuses on highlighting the farmers, artisans, and producers who make the ingredients special. 

Whether it’s a small-batch cheese maker or a winemaker using sustainable practices, these stories create an emotional connection that transforms eating into an experience.

Interactive Culinary Engagements 

Instead of passive dining, interactive elements can turn food into a team-building opportunity. 

Adam shared examples like charcuterie board competitions, where teams design their own display based on artistic principles, or trivia-based wine and cheese tastings that get attendees talking and thinking together. 

These activities drive engagement and create memorable moments.

The Shift Away from Alcohol-Heavy Events 

More corporate gatherings are embracing non-alcoholic beverage options as health-conscious trends rise. 

Adam discussed how creative mocktails, tea pairings, and coffee cuppings are replacing traditional cocktail hours, giving attendees more inclusive options while still maintaining the elegance and complexity of a well-crafted drink.

Food as a Trade Show & Event Activation Tool 

Attracting attendees to a trade show booth or branded activation is always a challenge, but food is an instant conversation starter. 

Adam explained how strategically placed chocolate tastings, locally sourced food offerings, and customized culinary experiences can draw people in and connect them with a company’s story in a more engaging way. 

This episode highlighted how food can be much more than a catering decision—it can be a powerful engagement tool when approached with strategy and creativity.

Whether you're hosting a small corporate retreat or a large-scale trade show activation, integrating culinary experiences that are intentional, interactive, and meaningful will leave a lasting impact on attendees.

Watch the full episode for more insights from Adam Centamore! 

👉🏼 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, hosts Caitlin Carey and Chris Dunn explored the transformative role of digital experiences in trade shows and corporate events. 

Joined by digital strategist Tyson Vasapoli of Blue Hive Exhibits, they uncovered key insights on how digital elements can enhance storytelling, capture attendee interest, and provide valuable data.

Digital is More Than Just Screens

From LED walls to interactive touchpoints, every exhibit today has a digital component. 

But as Tyson pointed out, it’s not about technology for technology’s sake—it’s about integrating digital elements that enhance the storytelling process and create meaningful engagement.

Create Moments of Awe and Wonder

Great digital experiences captivate audiences by tapping into emotions like awe and curiosity. 

Tyson shared how an early fascination with Jurassic Park led him to explore digital storytelling, emphasizing the power of immersive and unexpected moments in booth design.

Use Digital to Extend Event Lifecycles

Events shouldn’t end when the lights go down. 

Digital platforms, such as microsites and interactive content, allow attendees to stay engaged before, during, and after the event—providing continuous touchpoints that build long-term relationships.

Leverage Data to Optimize Engagement

Interactive displays don’t just engage attendees—they collect invaluable insights. 

Through heat maps and touch interactions, event planners can analyze which content resonated most, helping refine strategies for future activations.

Blend Physical and Digital for Maximum Impact

One of Blue Hive’s standout activations combined a high-tech interactive experience with a simple, tactile element—ping pong balls. 

Attendees selected a color-coded ball that reflected their interests, allowing exhibitors to capture organic engagement in a fun and seamless way.

The conversation reinforced the importance of strategic digital integration in events. 

It’s not about adding flashy screens—it’s about crafting thoughtful, interactive experiences that resonate with attendees and leave a lasting impression. 

As the industry evolves, embracing digital in a way that feels natural and purposeful will be key to driving event success.

👉🏼 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, hosts Caitlin Carey and Chris Dunn sit down with Brendon Hamlin of Hamlin Creative to explore the role of video in event marketing. 

Brendon shares insights from his extensive career in film, television, and experiential marketing, emphasizing how storytelling through video can amplify brand experiences beyond the event itself.

Video is More Than Documentation

Many brands treat video as an afterthought, but planning early allows for storytelling that extends the event’s impact rather than just recording what happened.

Capturing the Right Moments Requires Strategy

On-site experiences are fleeting. 

A clear plan and shot list ensure that event video captures the essence of brand interactions instead of just footage.

Maximizing Content for Evergreen Use

Event footage isn’t just for a single recap video—it can be repurposed across social media, internal marketing, and future event promotions, making the investment much more valuable.

Smartphone Filming Can Work—If Done Right

While high-end cameras produce the best quality, learning how to properly use a phone for content creation can help brands capture compelling visuals on the fly.

Supporting Local Communities Through Events

Brendon also shares the story of Asheville’s recovery from severe flooding, highlighting how video and storytelling played a role in rallying support for small businesses.

Great event marketing doesn’t just happen in the moment—it lives on through video. 

Whether it’s capturing brand activations, customer testimonials, or behind-the-scenes stories, integrating video early in event planning ensures a bigger and longer-lasting impact.

Are you incorporating video into your event marketing strategy? 

👉🏼 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, hosts Chris Dunn and Caitlin Carey are joined by guest Dana Esposito, a seasoned expert in experiential and functional design. 

Together, they explore the intersection of creativity and strategy in event marketing. 

Dana shares valuable insights on crafting memorable events, solving client challenges, and fostering trust through storytelling and team building.

Start with the Problem

Great design begins with understanding the client’s specific challenges. Identifying the “why” behind each project sets the stage for meaningful, tailored solutions.

Storytelling as a Strategic Tool

Storytelling isn’t just creative—it’s a powerful way to connect with audiences and convey brand values. Learn how to infuse your events with narratives that resonate.

Teamwork Makes the Dream Work

Building a strong team is critical to executing complex events. Open communication and mutual trust ensure every stakeholder is aligned and invested in success.

Streamline for Success

Efficient processes save time and resources, allowing you to focus on delivering impactful experiences. Strategies for simplifying workflows can elevate your event management approach.

Think Big with Multi-Show Strategies

A cohesive strategy for multi-trade show programs ensures consistency and maximizes brand impact across multiple events.

Chris, Caitlin, and Dana deliver a masterclass in turning creative vision into actionable strategy. 

By focusing on storytelling, collaboration, and streamlined execution, you can craft events that not only meet but exceed client expectations.

For more practical tips and insights, watch the full episode and get inspired to Engage. Excel. Execute.

👉🏼 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, hosts Caitlin Carey and Chris Dunn are joined by Emily Knight, founder of EFK Event Strategies, to discuss creating impactful and memorable events. 

Emily shares insights from her 20+ years of experience in the Boston event industry, covering her journey from hospitality to launching her own business. 

They explore themes, attendee experiences, and strategic planning for both nonprofit and corporate events.

Start with Goals:

Emily emphasizes the importance of defining the event’s goals upfront. 

For nonprofits, success often revolves around fundraising, while corporate events may prioritize productivity, launches, or team engagement.

Attendee-Centered Planning:

Every element, from parking to the event’s conclusion, impacts how guests perceive the experience. 

A seamless and thoughtful journey can leave a lasting impression.

The Power of Themes:

A strong theme can tie an event together and amplify its impact. 

Emily shared a literary-themed retirement event that incorporated creative elements like book-page chandeliers and immersive designs to honor the honoree.

Incorporate Surprise and Delight:

Memorable moments, such as living statues or unexpected performances, capture attention and enhance attendee engagement. 

These unique activations also drive social media buzz and brand visibility.

Discovery and Communication:

The discovery phase is essential for understanding a client’s vision, preferences, and constraints. 

Regular, clear communication ensures alignment and helps overcome challenges like tight budgets or shifting goals.

This episode underscores the art and strategy behind exceptional event planning.

By focusing on attendee emotions, clear objectives, and creative storytelling, event professionals can deliver experiences that resonate deeply. 

Emily’s insights remind us that thoughtful details and authentic connections are key to success.

👉🏼 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 into the critical challenge of demonstrating the ROI of events.

Hosts Caitlin Carey and Chris Dunn welcome industry pro and data expert Chris Dancy, known as the "world’s most connected human," to discuss how data-driven strategies can empower event marketers to elevate their impact.

Dare Table’s Evolution

Chris Dancy shared insights from his successful event series, Dare Table, emphasizing the journey from modest beginnings to a $100,000 global gathering.

His innovative use of Airtable for event management showcases how technology and creativity can transform the attendee experience.

Understanding True Costs

Event success goes beyond budgets and attendance numbers. 

Chris introduced the concept of calculating the "fully burdened cost," including emotional and physical tolls on team members, giving planners a more holistic view of event impacts.

Embracing Subjective Metrics

Surveys capturing pre-, during, and post-event sentiments from stakeholders provide invaluable data. 

From attendee feedback to team well-being, subjective insights help refine strategies and prove event value.

The Power of People

Events thrive on engagement. 

Chris emphasized sending captivating, personable team members who can make lasting impressions—moving beyond gimmicks to authentic human connection.

Future-Proofing ROI Measurement

With advanced integrations like AI-driven attendee profiling and real-time Salesforce updates, Chris demonstrated how precise data tracking can hold teams accountable and improve event planning processes.

This episode highlighted the intersection of data and human connection in crafting impactful events. 

As event planners evolve into strategic growth drivers, leveraging comprehensive metrics and fostering genuine engagement remain key. 

For more actionable insights, catch the full episode and transform how you measure and communicate event success!

👉🏼 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 Event Marketer’s Toolbox has officially launched!

Hosted by Chris Dunn and Caitlin Carey, this podcast is your go-to resource for practical tools, actionable insights, and expert advice tailored to trade show marketers and corporate event planners.

In this inaugural episode, Chris and Caitlin share their vision and dive into the essential strategies for making your events stand out in a competitive landscape.

The Power of Partnerships:

Learn how strategic partnerships, like the one between Blue Hive and Pop Event, can help create seamless, impactful events.

Evolving Trade Show Industry:

Chris discusses how the trade show landscape has changed over the past 30 years, emphasizing the importance of adapting to new challenges like budget constraints and resource limitations.

Maximizing ROI:

Caitlin shares tips on setting measurable goals, aligning stakeholders, and building a cohesive event strategy that drives results.

Choosing the Right Venue:

From Vancouver’s scenic waterfront to San Diego’s vibrant Gaslamp District, the duo highlights what makes certain cities ideal for trade shows and events.

2025 Trends and Challenges:

As the new year kicks off, Chris and Caitlin explore emerging trends, including the rising importance of in-person events in fostering meaningful connections.

Watch the full episode for actionable tips to elevate your event strategy and prepare for a successful 2025.

👉🏼 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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Follow Us on LinkedIn and YouTube

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