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.

If you’ve ever tried to find key information on a trade show or event website, you know how frustrating it can be.

Recently, I posed the question on LinkedIn: “What can trade show organizers do to make the event website more helpful & user-friendly?”

That sparked a lively discussion of common website problems and practical solutions. So I want to share what exhibitors and attendees are saying, and offer a few tips to help event organizers improve their websites to better serve everyone.

Exhibit managers often come to me with a similar story: their sales team comes to the show, hangs out in the booth, and becomes more of a handicap than an asset. They want to know how they can turn that situation around.

Unfortunately, this is a common problem because the very things that make a sales person great at what they do can often create a challenge in the trade show environment.

Here are specific steps you can take to overcome this situation.

Everybody says trade shows are all about the ROI …

Yet most exhibit marketers aren’t doing enough to measure or prove it to their accounting department.

So I invited my friend Rich Vallaster to join me for a candid conversation that puts ROI in context for both exhibitors and show organizers. Listen in as we break down what needs to change in both metrics and mindset:

• Why it’s so important to measure ROI (before someone else does it for you!)
• What show organizers can do to help exhibitors get better results
• How shows can add value for exhibitors
• What some shows are doing to blur the line between education & the show floor

Chances are you’ve been overlooking a key demographic in the audience at your events – people who choose not to drink alcohol for a variety of reasons, including those in recovery.

Did you realize that could be a quarter of your audience or more? So in the same way gluten-free or vegan are now standard options at events, it’s time to reconsider the non-alcoholic beverage alternatives too.

Networking doesn’t have to happen around the bar. In this episode, Sober Life Rocks founder Laura Nelson shares strategies and practical examples on how to:

• Change the after-hours experience to create better connections
• Craft more creative alcohol-free drink options
• Educate bartenders on how to make all guests feel included
• Design interactive spaces that don’t revolve around drinking

These days, it seems everyone's talking about budgets and the rising cost of exhibiting.

And yes ... I realize that some elements are out of your control. But there are areas where you might be able to save money and still make a great impact on the show floor.

Recently I posed this question to my LinkedIn cohorts and they shared so many great tips that I just had to compile them for you in this episode!