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Event Marketer's Toolbox

Event Marketer's Toolbox

By: Chris Dunn
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Each episode, host Chris Dunn teams up with a leading event professional to explore the tools, tactics, and trends that drive real results.

Event Marketer’s Toolbox is the definitive playbook for corporate event professionals and trade show marketers.

From first-time marketers to seasoned planners, this show delivers practical solutions to make your events memorable and impactful.

Engage. Excel. Execute.

© 2026 Event Marketer's Toolbox Economics Marketing Marketing & Sales
Episodes
  • EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change

    EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change
    Jun 5 2026
    The trade show industry continues to evolve, but one challenge remains at the center of nearly every exhibitor conversation: cost.In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito welcome back Jessica Sibila, Executive Director of The Exhibitor Advocate, for a timely discussion about rising exhibition costs, exhibitor advocacy, education, and what it will take to create a more sustainable future for the events industry.One year after her first appearance on the show, Jessica shares how The Exhibitor Advocate has grown to more than 1,300 members and expanded its educational resources, research initiatives, and industry partnerships. The conversation explores the realities exhibitors are facing today, why collaboration is essential across the event ecosystem, and how organizers, suppliers, and exhibitors can work together to improve outcomes for everyone.Rising Costs Continue to Be the Industry's Biggest ChallengeAccording to Jessica, exhibitor costs remain the number one concern across the industry. Through The Exhibitor Advocate's 2025 Annual Survey of Exhibition Rates, exhibitors continue reporting significant increases in material handling, labor, electrical services, and other show-related expenses.These costs directly impact exhibitors' ability to invest in the experiences, activations, technology, and engagement strategies that ultimately drive ROI and attendee value.Exhibitors Need a Seat at the TableOne of the central themes of the conversation is the importance of exhibitors becoming active participants in industry conversations.Jessica explains that many exhibitors direct frustrations toward their exhibit houses or service providers, when in reality many cost-related decisions originate elsewhere in the event ecosystem. Meaningful change happens when exhibitors communicate directly with show organizers and become part of the discussion around long-term event sustainability.Better Partnerships Create Better EventsThe discussion highlights the need for stronger collaboration between exhibitors, organizers, service contractors, and suppliers.When every stakeholder understands the challenges faced by others, it becomes easier to find solutions that improve the overall event experience. The goal is not simply reducing costs, but creating healthier business models that allow exhibitors to invest more in attendee engagement, product demonstrations, and memorable experiences.Education Remains a Critical NeedThe industry continues experiencing workforce shifts, budget consolidation, and new professionals entering event marketing roles.To address these challenges, The Exhibitor Advocate has expanded its educational offerings with templates, benchmarking tools, budgeting resources, sustainability guides, AI education, advocacy templates, and training resources designed to help exhibitors make more informed decisions and communicate more effectively with leadership teams.AI Presents New OpportunitiesJessica also discusses the growing role of AI in event planning and management.From helping exhibitors measure event success to simplifying complex exhibitor service manuals, AI presents opportunities to reduce friction, improve efficiency, and help event professionals make better decisions.Innovation Requires ListeningOne of the most encouraging themes of the episode is that many show organizers are listening.Jessica shares examples of organizers implementing exhibitor advisory councils, conducting exhibitor-specific surveys, and finding creative ways to support exhibitors while maintaining successful events. The shows that actively seek exhibitor feedback are often the ones seeing the strongest long-term growth.Resources Mentioned in This EpisodeWebsite: https://www.exhibitoradvocacy.com/2025 Annual Survey of Exhibition Rates:https://www.exhibitoradvocacy.com/resources/TEA-DWN-ASER-2025Membership Information:https://www.exhibitoradvocacy.com/membership-levelsThis conversation serves as an important reminder that the future of trade shows depends on collaboration.Exhibitors, organizers, suppliers, and service providers all play a role in creating successful events. By improving communication, sharing data, investing in education, and rethinking long-standing business models, the industry has an opportunity to create more sustainable and impactful event experiences for everyone involved.Jessica's message is clear: meaningful change is possible, but it requires exhibitors to become active participants in the conversation. 👉🏼 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 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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    1 hr and 2 mins
  • EMT #60 with Dave Brown - 35 Years in Live Events: Lessons, Systems & Industry Evolution

    EMT #60 with Dave Brown - 35 Years in Live Events: Lessons, Systems & Industry Evolution
    May 21 2026

    What keeps someone passionate about live events after 35 years in the industry?

    In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with industry veteran Dave Brown for a candid conversation about career growth, exhibit systems, problem-solving, and the evolution of experiential marketing.

    What began as a discussion about modular exhibits quickly turned into a broader conversation about adaptability, creativity, and why live events continue attracting people who thrive on challenge and change.


    • Why live events are built for problem-solvers and fast thinkers
    • Dave Brown’s unexpected entry into the exhibit industry in 1991
    • The importance of curiosity, communication, and asking questions
    • How exhibit “systems” evolved from portable displays into sophisticated build materials
    • Why the line between modular and custom exhibits has become increasingly blurred
    • How brands prioritize flexibility, sustainability, transportation, and outcomes over construction methods
    • The growth of outdoor activations and experiential marketing beyond the trade show floor
    • Why innovation in live events always starts with solving customer problems


    This episode is a thoughtful look at how the live events industry continues evolving while still being driven by the same core principles: creativity, adaptability, relationships, and problem-solving.

    Watch or listen to the full episode of Event Marketer’s Toolbox with Chris Dunn, Dana Esposito and Dave Brown.

    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

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
    Show More Show Less
    1 hr and 7 mins
  • EMT #59 with Bethany Murphy - Events Are Not Marketing. They’re Business Investments.

    EMT #59 with Bethany Murphy - Events Are Not Marketing. They’re Business Investments.
    May 14 2026

    In this episode of Event Marketer’s Toolbox, host Chris Dunn sits down with Bethany Murphy, Head of Events at SentinelOne, for a practical conversation about the evolving role of event marketing.

    With nearly 25 years of experience across brands like LogMeIn, Drift, Akamai, SixthSense, and SentinelOne, Bethany shares how modern event teams are moving beyond logistics and becoming key drivers of pipeline, customer engagement, and business growth.

    Chris and Bethany discuss how to build intentional event portfolios, measure ROI more effectively, align events to different stages of the funnel, and navigate today’s growing budget pressures.


    In This Episode

    • Why events now sit at the intersection of brand, demand, and relationships
    • The difference between lead quantity and lead quality
    • How to strategically evaluate which events are worth the investment
    • When companies should consider launching their own proprietary events
    • Why events should be treated as year-round campaigns instead of one-time moments
    • Measuring source pipeline, influenced pipeline, meetings, and event ROI
    • How rising costs are reshaping event strategy and budget planning
    • Creative ways event marketers can stand out without overspending\


    Events today are about much more than booths and badge scans. This episode highlights how strategic planning, intentional experiences, and strong business alignment can turn events into powerful growth drivers.

    Watch or listen to the full episode of Event Marketer’s Toolbox for more insights from Chris Dunn and Bethany Murphy.

    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

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
    Show More Show Less
    1 hr
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