Event Marketing Redefined

Matt Kleinrock

Brands create events based on what they want, instead of what their customers want. There is no foundations, principles, or best practices for face-face marketing success. This forces event marketers, like you, to figure out what running a successful trade show or event is like. Trade shows and event marketing are often the biggest line item in marketing budgets. Yet many companies have no idea if their face-face marketing strategy at these events are effective, impactful or generating ROI. This problem seems to exist because, for the most part, face-face marketing is not taught. But we are here to help! Welcome to “Event Marketing: Redefined” a show where we teach YOU how to create immersive and meaningful face to face marketing experiences- that drive real results for your business. We imagine a world where brands create immersive and meaningful face- face marketing experiences- that drive real results.If you feel the same, you might be one of us! We are brand experience creators that share one thing in common: we’re committed to changing the way businesses think about face-face marketing. We want to immerse people through an experience- not passively selling a service or product. We are on a mission to create memorable moments that build relationships through storytelling and building brand affinity. Building booths are a commodity, but creating lasting impressions and unique, meaningful impressions on your clients is a necessity. In a world where the industry is evolving and marketing is rapidly changing, one thing will always remain the same- the life changing experiences we create and share face to face. “Event Marketing: Redefined'' is hosted by trade show, and event marketing expert, Matt Kleinrock of Rockway Exhibits + Events. read less
BusinessBusiness

Episodes

Ep 96 | From Corporate Events to Community Building: Changing the Focus
Jul 3 2024
Ep 96 | From Corporate Events to Community Building: Changing the Focus
Event marketers are always looking to create impactful and engaging experiences. They pour immense effort into planning and executing events that resonate with attendees. But, often the focus is on the logistics and external elements, overlooking the vital aspect of fostering genuine connections among participants. This can leave events feeling mechanical and attendees disengaged.On this week’s episode of “Event Marketing: Redefined,” host Matt Kleinrock sat down with Liz Lathan, Co-Founder and CMO of The Community Factory. Liz brings a wealth of knowledge from her 20-year career in corporate events and her passion for creating engaging, community-focused experiences. They discussed:✅ How to transition from focusing solely on event logistics to prioritizing attendee engagement and connection.✅ How to design events that cater to both extroverts and introverts, making sure everyone feels included and valued.✅ Practical tips for integrating community-building activities into your event planning process to enhance attendee experience and satisfaction.By shifting the focus from mere attendance to meaningful participation, event marketers can create more impactful and memorable events that attendees will be eager to return to!Connect with LizOn her LinkedIn: https://www.linkedin.com/in/lizlathan/  Connect with MeOn my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/  On my Company: https://rockwayexhibits.com/   🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 93 | Earning the Right to Innovate at Your Events With Kat Leong
Jun 12 2024
Ep 93 | Earning the Right to Innovate at Your Events With Kat Leong
Creating memorable and innovative events is a challenging goal for many event marketers. Crafting experiences that stand out while securing leadership buy-in and balancing budgets can feel like an insurmountable task.And many marketers dream of transforming their events with unique and engaging elements. But the journey to achieving this level of innovation is fraught with obstacles. Getting stakeholder approval, navigating early rejections, and balancing traditional elements with fresh ideas require strategic thinking and persistence.So we’re bringing in Kat Leong, an accomplished event specialist with over a decade of experience in the B2B and hospitality industries. As the Director of Corporate Events at Gainsight, Kat has played a pivotal role in producing flagship events like Pulse, Pulse Europe, and CxO Summit. Her expertise in creating unforgettable event experiences and her proven track record make her insights invaluable for anyone looking to innovate in event marketing.You'll learn:✅ How Pulse transformed from a small conference to a major, creatively unique event.✅ Effective strategies for securing leadership buy-in for creative ideas.✅ Ways to balance traditional event elements with innovative executions to create standout experiences.Tune in to discover how to earn the right to innovate at your events and make your event marketing strategies impactful.Connect with KatOn her LinkedIn: https://www.linkedin.com/in/kleong/ Connect with MeOn my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 92 |  Getting the Most Out of Your Tradeshow Investment with Minal Shah
Jun 5 2024
Ep 92 | Getting the Most Out of Your Tradeshow Investment with Minal Shah
Participating in trade shows can be a significant investment, but too often, companies fail to see the return they hoped for. And with trade shows being one of the most substantial marketing expenses, many companies are under pressure to justify the costs. But simply showing up with a booth and some promotional material is no longer enough.So, to help us navigate this complex landscape, we’ve invited Minal Shah, Manager, Global Strategic Events at Salesforce. With a rich background in marketing, including her roles at Benjamin Moore and as an intern in the Office of the First Lady at the White House, Minal brings a wealth of experience that will leave you with actionable insights that drive real results.Matt talks to Minal about:✅ How to ensure all departments, from sales to digital marketing, are on the same page and equally invested in the success of your trade show presence.✅ Practical tips on planning ahead, designing modular booths, and negotiating sponsorships to maximize your budget.✅ Innovative ways to create a memorable experience for attendees that goes beyond the typical trade show setup.Don’t miss out on this episode – your next successful trade show is just a listen away!Connect with MinalOn her LinkedIn: https://www.linkedin.com/in/minaldshah/ Connect with MeOn my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/On my Company: https://rockwayexhibits.com/🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 90 | Smarter Event Spend: From All-In-Or-Nothing To Result Driven Decisions w/ Hollie Ashby, Senior Global Events at Akamai Technologies
May 22 2024
Ep 90 | Smarter Event Spend: From All-In-Or-Nothing To Result Driven Decisions w/ Hollie Ashby, Senior Global Events at Akamai Technologies
Event marketing often feels like a high-stakes poker game, where the pressure to go all-in to impress can lead to bloated budgets and uncertain returns. And in a world where every event dollar counts, how do we ensure that our investments translate into real business value?But despite the big budgets, many companies find themselves trapped in traditional spending habits that drain resources without delivering proportional returns. This cycle of overspend leads to misaligned marketing goals and missed opportunities for genuine engagement.That’s why Hollie Ashby, Manager, Senior Global Events at Akamai Technologies, steps in to guide us away from the all-in-or-nothing mentality. Hollie challenges the status quo, advocating for a more strategic and result-driven approach that aligns closely with broader marketing goals.You’ll learn:✅ Optimizing Event Budgets: How to stretch your event dollars further by moving away from "all-in" budgets towards more strategic and impactful spending.✅ Building Effective Teams: Insights into Hollie's techniques for assembling and nurturing a high-performance event management team.✅ Innovative Sponsorship Strategies: Strategies for creative and effective sponsorship that drive real engagement and results.And much more!Don’t miss this engaging discussion on how to transform your approach from spend-heavy to strategy-smart!Connect with HollieOn her LinkedIn: https://www.linkedin.com/in/hollieashby/ Connect with MeOn my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/On my Company: https://rockwayexhibits.com/🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 89 | Should You Exhibit or Host Your Own Event? Garrett’s Team Does Both! Find Out How
May 15 2024
Ep 89 | Should You Exhibit or Host Your Own Event? Garrett’s Team Does Both! Find Out How
In this episode of "Event Marketing Redefined," host Matt Kleinrock chats with Garrett Burnett, Head of Global Events, who has mastered the art of connecting with a niche audience of developers in the wireless IoT sector through a blend of hosted and participated events—establishing a successful events portfolio at Silicon Labs.But as the world emerges from COVID-related changes, he faces the challenge of adapting to new ways in which audiences consume information and interact, pushing the need to innovate beyond traditional event formats.So by blending virtual and in-person elements, their team crafts tailored experiences that engage and educate, all while navigating the complexities of global event planning.Learn about:✅ How Garrett's team uses detailed persona insights to tailor events specifically for developers in the semiconductor industry.✅ The transition from virtual to hybrid formats, including roadshows, to enhance engagement and reach.✅ Strategies for meeting the unique needs of technical attendees at various global locations, ensuring content relevance and impactful experiences.Press play today—whether you're deciding between exhibiting or hosting, this episode offers valuable perspectives on making the most of both worlds.Connect with GarrettOn his LinkedIn: Connect with Me: https://www.linkedin.com/in/garrett-burnett/ On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/On my Company: https://rockwayexhibits.com/🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 87 | Creating and Measuring Belonging At Your Events
May 1 2024
Ep 87 | Creating and Measuring Belonging At Your Events
Event marketers today have access to an overwhelming amount of data, arming them with the potential to craft unprecedented personalized experiences at their events.But despite the availability of advanced data analytics and technologies, many struggle to apply these tools effectively to enhance audience engagement and ensure each attendee feels valued and understood.That's why Naomi Clare Crellin joins us to help bridge the gap between data collection and its practical application. Naomi is the CEO and founder of Storycraft Lab, a company that stands at the intersection of art and science in experiential engagement. She brings her deep understanding of audience needs to the forefront, emphasizing the importance of knowing your audience to create tailored and impactful event experiences.Key points to listen for:✅ How to employ radical empathy and audience understanding to enhance event personalization✅ The methodologies and tools Naomi uses to transform event experiences through strategic insights.✅ Common pitfalls in scaling personalized experiences (and how to overcome them using data-driven approaches)Tune in now to learn how to harness the power of personalization and audience data to not just meet, but exceed expectations.Connect with NaomiOn her LinkedIn: https://www.linkedin.com/in/naomi-clare-crellin/ Connect with MeOn my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/On my Company: https://rockwayexhibits.com/🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 85 | 3 Biggest Event Marketing Ideas From Our 3 Biggest Episodes of 2023
Apr 17 2024
Ep 85 | 3 Biggest Event Marketing Ideas From Our 3 Biggest Episodes of 2023
This episode is different!Since our audience has grown a bunch recently, we thought it would be helpful for you if we, from time to time, went back into our most popular episodes and pulled out the best piece from them and give you a little sampler of them so you can decide whether or not you wanted to go back and check ‘em out!This one is just that- our 3 most downloaded episodes from 2023, curated for you in one episode for your listening enjoyment.They include highlights from:Ep. 62 Jon Wolff, Global Event Manager at Lenovo Business Solutions talking about how he built an events portfolio from the ground up, including What his first 90 days looked like How he decides which events to attend, which to exhibit at, and what to sponsor How he plans his offsite activationsEp. 58 Beyanka Soleymanian, events manager to marketing manager at NurevaThe difference between being an event planner vs event marketer What she focused on as a planner that allowed her to become a good marketer How she goes about it nowEp. 61 Victoria Matey, event psychology advisor providing science based solutions for event challengesScience backed ways to get more/better feedback from event attendees5 basic principles of using behavioral psychology for eventsDid you like this episode??? Here is the FEEDBACK LINK Pablo mentions on the show. Would love your advice!!!Connect with JonOn his LinkedIn: https://www.linkedin.com/in/jondwolff/ Connect with Beyanka:On her LinkedIn: https://www.linkedin.com/in/beyanka/Connect with Victoria:On her LinkedIn: https://www.linkedin.com/in/victoriamatey/Connect with MeOn my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/On my Company: https://rockwayexhibits.com/🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 83 | Global Event Marketers Panel: Doing More With Less in 2024
Apr 3 2024
Ep 83 | Global Event Marketers Panel: Doing More With Less in 2024
Navigating the tightrope of escalating expectations and shrinking budgets is a familiar dance for event marketers. And while the goal remains to eclipse last year's success, the reality of financial constraints looms larger than ever. But in this landscape of cutbacks and careful spending, there lies an unprecedented opportunity for creativity and innovation. That’s why we're excited to welcome back two high-level event marketers who know this scenario all too well.Matt Kleinrock is once again joined by Bethany Murphy, Senior Director of Events at 6sense and Erin McElroy, Program Director of Executive Programs & Event Experience at IBM. They're here to share not just how they've risen to the challenge, but how these constraints have led to some of their most successful events yet!Learn about:✅ Crafting impactful events on a shoestring budget ✅ Strategies for prioritizing resource allocation (wants vs. needs)✅ Leveraging limited resources to drive maximum engagement✅ And much more!Tune in as they reveal how to not just survive but THRIVE in the art of delivering more with less, setting new benchmarks in event marketing excellence without breaking the bank.Connect With ThemBethany Murphy: https://www.linkedin.com/in/bethanyjmurphy/  Erin McElroy: https://www.linkedin.com/in/erinmcelroybiz/  Connect With MeOn my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 80 | SPECIAL TOWN HALL: Re-Live & Re-Cap Lessons Learned at EXHIBITORLIVE This Week With Mandy Glenwright
Mar 13 2024
Ep 80 | SPECIAL TOWN HALL: Re-Live & Re-Cap Lessons Learned at EXHIBITORLIVE This Week With Mandy Glenwright
We are fresh off the floor at EXHIBITORLIVE, and want to share the experience with those of you that couldn’t make it, plus relive a little of the magic with those of you that were there.But we don’t want to do it alone!That’s why when we ran into Mandy Glenwright on the floor… and she made it real clear that she was doing well thought out, tactical reckon on everything happening… we decided to invite her to share her takeaways and make this an open town hall!Join us we review:✅ What the number one thing we heard Event Marketers have been asked to do this year, and how we think they should approach it✅ Mandy’s biggest takeaways from the classes and show floor✅ How ExhibitorLIVE changed their format this year, and whether we think it benefited the attendees or exhibitors✅ Hopefully, YOUR takeaways from the show!Town Hall means instead of webinar, we’ll be on a Zoom call, able to see everyone’s faces, and if you raise your hand, we can bring you on screen to give your biggest takeaway.Don’t miss the chance to learn from your fellow Event Marketers as they share their takeaways on the show!Connect with Mandy: https://www.linkedin.com/in/mandy-glenwright/ On her LinkedIn: Connect with Me:On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined
Ep 79 | Successful Sponsorship and Standout Strategies for Small Booths at Events
Mar 6 2024
Ep 79 | Successful Sponsorship and Standout Strategies for Small Booths at Events
Event spaces and budgets greatly differ, and achieving a significant impact is a universal challenge for marketers and organizers, requiring creativity and strategic insight, especially in the face of limited resources or small booths. But traditional methods of sponsorships and booth design often don't deliver, leaving many questioning how to distinguish themselves in a competitive event landscape without overspending.That's why this week’s episode of “Event Marketing: Redefined” features a conversation with Kodi Morton, a seasoned marketing and events specialist at Bruker Scientific with over 16 years at Bruker Corporation. Kodi shares valuable insights from her EXHIBITORLIVE sessions, including:✅ Aligning sponsorships with your brand's messaging and objectives.✅ Strategies for making small booths memorable.✅ The benefits of the Certified Trade Show Marketer (CTSM) program for education and networking.Don't let booth size or budget constraints curb your event’s success. Tune in to learn how turning limitations into strengths can give you an edge in the competitive event marketing landscape!Connect with Kodi:On her LinkedIn: https://www.linkedin.com/in/kodi-morton-97820613a/ Connect with Me:On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ On my Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined