My husband and I just took our first vacation in 15 years! We covered a bit shy of 2000 miles in 8 days, checking off a bunch items on our wish list.

We got to experience cranberry harvest in Wisconsin and spent time exploring the North Shore of Lake Superior. And of course as a trade show & event professional, I couldn’t help but notice a few lessons along the way.

It’s time to say goodbye to “gold, silver, bronze” and hello to smarter, more impactful sponsorships!

In this episode, Wendy Porter joined me for a dive deep into the broken state of sponsorships – and how you can be part of the reinvention.

What’s Inside This Episode?

• Why Traditional Sponsorships No Longer Work: Learn why logos on lanyards or banners in the lobby aren’t moving the needle, plus what sponsors and organizers should focus on instead.
• Custom Collaborations Over Cookie-Cutter Packages: Discover how bespoke, experiential activations can create value for sponsors, organizers, and attendees.
• Align Sponsorships with Your Goals: Understand why you need to choose opportunities that truly match your objectives – whether that’s lead generation, awareness, or thought leadership.
• Creative Solutions & Real Examples: From white-glove airport pickups to curated VIP dinners, you’ll be inspired with inventive sponsorship activations that build relationships (not just impressions).
• Make Sponsorships Work Year-Round: Find out how sponsors can remain engaged and visible beyond the main event, with ideas like an educational series, small group dinners, and more.

Plus ... Wendy and I are introducing our new partnership offering a full range of support – from auditing your current sponsorship program with Your Sponsorship Map to hands-on white-glove activations with SponsorLink.

This episode is for two kinds of people: those who run trade shows, and the marketers who exhibit at them.

No matter which one you are, we've got a shared playbook you can implement at your upcoming shows.

There are three paradigm shifts that can help both exhibitors and show organizers achieve better quality leads, fewer headaches, and clearer proof of value.

Let’s start with the number-one gripe I hear: “We didn’t get enough leads.”

Exhibitors say it … organizers dread hearing it.

Here are a few smart plays to overcome it.