Event Experience Experts

Jay Menashe
  • 5.0 (1)
  • Marketing

Event Experience Experts is a conversation-driven podcast for senior event leaders and marketers who want to evolve, not just execute. Each episode features candid conversations with creatives, strategists, and visionaries who are raising the bar on what live brand experiences can do.   Most events are forgettable because the people running them are optimizing for logistics instead of memory. This show is for the people who refuse to accept that. Hosted by Jay Menashe, Senior Director, Strategy & Growth at Exhibitus. Episodes are released weekly on Wednesday's at 9am ET.

  1. 3d ago

    Event Experience Experts - Ep 17 - Booth Gimmicks that Work

    Fluidra sells everything for the pool. Their robotic cleaners only move in water. And water means damage and mess during a trade show demo. So Phoebe Mathius and her team built a booth with no water at all: an anamorphic LED corner, acrylic sheets and light that move like a pool, and an LED wall that continues it. Walk past quickly and you could not tell. The client has now taken the solution out four times. What you will hear: Why the show floor is still the marketplace, even with AI How the team balanced the product managers with a client visionary Why resourcefulness thrives within limitation The booth that stopped a jaded CES walker, and why memory is her test The question she wishes every client asked before the brief Why a gimmick needs a strategy, and what a captive audience is worth The career advice she would give her younger self Phoebe Mathius is a creative director at Exhibitus and the 2025 EDPA Designer of the Year. Her work for ShareGate earned a Gold Hermes Award, and Keyfactor took home a gold dotCOMM Award for motion on the trade show floor. 00:00 Meet Phoebe Mathius 02:55 Why the show floor is still the marketplace 04:45 The Fluidra brief: a water product with no water 06:39 What an anamorphic LED corner can show 07:33 Extending the pool with acrylic, LED, and a pool party 09:36 Tech tells the story, it is not the story 10:19 Pushback from product managers and a client visionary 12:31 Why a jaded show floor still noticed Fluidra 13:43 Walking CES: what stops a creative in the aisle 15:37 The robot vacuum booth she still remembers 17:10 What stands out now: the go to market motion 18:44 The question clients should ask before the brief 21:58 Buzzwords are an invitation, not a red flag 23:32 Gimmicks with purpose in cybersecurity 27:11 The strategy behind the gimmick: qualify while they play 29:33 What she would tell her younger self 32:04 Designers use both sides of the brain 33:52 What a Disney cruise taught her about crowd control 35:02 Serve the minority group first and they are sold for life 36:34 The little details that reward self discovery 38:05 Jay's takeaways: strategy, flow, and no water features #ExperientialMarketing #TradeShowMarketing #BrandExperience #EventExperienceExperts #Exhibitus

  2. Oct 21

    Event Experience Experts - Ep 16 - The Hidden Trade Show Audience

    Robyn Davis has a big screen TV at home that she won at a trade show booth. The marketing budget behind it, she says, was never meant for someone like her. She calls it the Robyn Davis test, and it points at a bigger gap. Jay puts it plainly: the booth gets months, the staff gets 30 minutes on opening day, maybe. Show organizers pay Robyn to train exhibitors, and she works only with organizers who let her be honest. So what does she cut when an afternoon is all you have? What you will hear: Why too much promotion is a bad thing The step in Exhibit Smarter that exhibitors skip most Why 15 to 30 percent of a show is usually your audience Why she opens with a closed-ended question and scans the badge second What she cuts from a 30 minute training, and what she refuses to cut The chapters that did not make the book, including the four Fs of stress Robyn Davis, CPTD, CEM, is the founder of Exhibitors WINH and the author of Exhibit Smarter: A Step-by-Step Guide to Trade Show Success. She is CEM faculty and an IAEE Distinguished Service Award recipient. exhibitsmarter.com #tradeshowstrategy #tradeshowboothstafftraining #exhibitortraining #tradeshow #leadgeneration #tradeshowgoals #eventmarketing #TradeShowMarketing #TradeShowStrategy #ExperientialMarketing #EventExperienceExperts #Exhibitus 00:00 Why show organizers pay her to train exhibitors 03:14 The bridge between organizers and exhibitors 04:59 Why too much promotion is a bad thing 07:00 Attendees cannot visit every booth 07:42 Pushback from exhibitors who have always done it this way 09:38 The 95/5 rule: test something small 10:39 Test your language in the emails you send all year 11:57 The step exhibitors skip: know your audience segment 14:34 Segment your follow-up, hot to cool 15:24 How much of the show is really your audience 17:28 The Robyn Davis test for giveaways 18:41 Turn a badge scan into a conversation 20:49 Who should staff the booth 22:47 You have 30 minutes: what to cut 25:14 What she refuses to cut 26:17 Why so many companies skip onboarding 27:39 The chapters that did not make the book 29:17 Fight, flight, fawn, freeze on the show floor 30:02 Mental health on site 31:17 Where to find Robyn and Exhibit Smarter

  3. Oct 14

    Event Experience Experts - Ep 15 - Trade Show Booths Aren't Where Relationships Get Built

    Fintech is one of the least huggable industries there is, and people still tell Michael Bugno they got their COVID shot from his company. It isn't Pfizer. It's Fiserv. How does a payments giant make one person at a booth feel known? Michael started at Walt Disney World, where the whole point is one guest feeling special. Now he runs that instinct across anywhere from 100 to 300 trade shows a year, from bank conferences to the National Restaurant Association show. What you will hear: Why "What do you do?" gets answered with "How can I help you?" What still says Fiserv when every logo comes off the booth How calls before the show, a playbook, and one senior leader on point keep everyone aligned Why off-site dinners and cocktail hours give him more time with people than the show floor How a school donation, a ball cap, and a Padres locker room tour show people you were listening Why music is his answer when money is no object Michael Bugno is VP, Experiential Client Programming at Fiserv. He started at Walt Disney World and spent years at Comedy Central and Food Network before moving into enterprise events. 00:00 Fintech and experiential in the same sentence 02:06 From Disney to Fiserv, and the Pfizer mix-up 04:30 Banks, payroll, and the coffee shop on the corner 07:15 Asking small business owners if they like their Clover 08:31 On stage at Disney: when he knew events were different 10:11 Hospitality does not take a big budget 11:52 Why "What do you do?" became "How can I help you?" 13:44 Strip every logo off the booth: what still says Fiserv 16:27 Color is the brand: orange, blue, and Clover green 17:55 Square logo, curved Clover, and greenery in the booth 21:07 Designing for one person among tens of thousands 23:54 Preparing the people who staff the booth 26:07 The lead up: goals, a playbook, one senior leader 27:10 Where to reinvest: off-site beats the booth floor 30:30 Collecting dots: the touch points behind every event 32:16 Padres tours, school donations, and the little things 33:34 Money is no object: start with music 35:00 Why you remember a conference concert six years later 36:01 Banker by day, front of the stage at night 37:15 Where to find Michael Keywords: trade show strategy, experiential marketing, brand experience, fintech events, trade show booth design, off-site events, event marketing #TradeShowMarketing #ExperientialMarketing #EventExperienceExperts #FinTech #Exhibitus

  4. Oct 7

    Event Experience Experts - Ep 14 - Build Trust, Not Traffic

    Content type: Interview Primary goal: Educational Summary: Most pharma booths put about 90% of their effort into getting people in the door. Michael W. Young, founder of biomedwoRx, explains why that ratio is backwards and how to design one booth that earns trust with HCPs, MSLs, APPs, and investors, even under heavy regulation. Keywords: HCP engagement, MSL engagement, pharma trade show, healthcare booth design, medical affairs, experiential marketing, trade show strategy, compliance, biomedwoRx Key topics: - Compliance as a design constraint, not an excuse to be forgettable - Spectacle works six aisles out, content wins at reading distance - Why discovery questions and booth staff beat "show up and throw up" - Designing one booth for HCPs, MSLs, APPs, and investors - Leading with benefits and being upfront about side effects - Moving the booth from a destination to a point over time Sound bites: "We are not a bolt-on tactic. We ought to be an integral part of the overall marketing mix." "Physicians are people." "The spectacle helps when you're six aisles over." 00:00 Compliance is not a reason to be forgettable 02:04 Spectacle gets them in, content keeps them there 04:20 Your booth staff are the experience 06:16 What Apple and Tesla showrooms teach healthcare exhibits 07:47 Building the client case: start with questions 11:13 The 90/10 rule: what do they leave with? 13:59 One booth, four audiences: HCPs, MSLs, APPs, investors 15:59 Benefits over features 18:08 Why transparency about side effects builds trust 19:43 What clients have to believe before they take the risk 22:15 Stop treating your booth as a destination 24:23 From a moment in time to a point over time 25:59 Why live events came back after COVID 26:49 Takeaways and where to find Michael

  5. Sep 30

    Event Experience Experts - Ep 13 - Events Aren't About You

    Andrew Roby shares insights on creating memorable live experiences by focusing on intentionality, attendee needs, and strategic planning. Discover how to elevate your events beyond logistics to truly impactful moments.

  6. Sep 23

    Event Experience Experts - Ep 12 - Contribution is King

    In this episode, Chloe Richardson shares insights on the crucial role of the MC in events, how to connect with audiences, and strategies for engaging attendees effectively. Discover practical tips for making your events memorable and impactful. keywords event management, MC skills, audience engagement, event planning, public speaking, event strategy, event leadership key topics The role of the MC in events Audience connection strategies Engagement techniques for speakers and MCs Research and preparation for event success Using body language and energy to captivate audiences The importance of first impressions in public speaking Innovative session formats for engagement The value of contribution over content Building trust with event organizers The power of storytelling in events sound bites "Make your first impression very quickly." "The first 30 seconds decide if they stay or go." "Contribution is king, not content." Chapters 00:00 Introduction to Chloe Richardson and her background 01:04 The importance of the MC role in events 02:02 Early career mistakes and lessons learned 04:18 Versatility and transferable skills in event industry 05:03 Connecting with large audiences on stage 07:08 Researching and understanding your audience 09:08 Gaining access to audience insights 10:19 The value of trust and access with organizers 12:35 Knowing when your presentation is working 13:16 Using body language and energy to gauge engagement 14:11 Handling distractions and keeping attention 16:06 Adjusting delivery to maintain interest 19:02 Starting strong with first impressions 20:28 The 3-10-30 rule for first impressions 21:20 Engaging the audience from the start 22:33 Building trust to enhance event success 28:34 Designing memorable and innovative event formats 30:38 The role of the MC in storytelling and brand perception 32:21 The MC as a sales and credibility booster

  7. Sep 16

    Event Experience Experts - Ep 11 - Feelings Aren't Facts

    In this episode, Joe Federbush, president of Evolio Marketing, shares insights on measuring event ROI, optimizing budgets, and leveraging data to improve live experiences. Discover how to turn event metrics into actionable strategies that drive success. keywords event ROI, event measurement, experiential marketing, event budgets, data-driven decisions, attendee engagement, event strategy, measurement tools, ROI metrics, experiential marketing trends key topics Measuring event ROI and success metricsSupporting clients with data-driven strategiesOptimizing event budgets and reducing wasteSegmenting audiences for targeted engagementThe role of emotional intelligence in event successFuture trends in experiential marketing Sound Bites "Support clients with data-driven strategies.""Quantify engagement through on-site exit surveys.""Emotional intelligence is crucial in event success." Chapters 00:00Introduction to Event Measurement and ROI 02:05Supporting Clients with Success Metrics 04:04Targeting Decision Makers and Influencers 06:11Expanding Event Strategies Beyond the Booth 07:59Rising Costs and Cost-Effective Solutions 10:04Effective Use of Measurement and Data 12:13Common Wasteful Spending in Events 14:04Measuring Sentiment and Engagement 16:12The Importance of Emotional Intelligence 17:58Feeling vs. Data: How to Know an Event Worked 19:59Best Practices for Surveys and Feedback 22:10Segmentation and Personalization in Measurement 24:01Qualitative and Quantitative Data Fusion 25:55Avoiding Common Survey Pitfalls 28:06Questions to Ask Before Hiring a Measurement Partner 29:53The Future of Experiential Marketing 32:11The Impact of AI and Technology on Events 33:58Human-Centered Event Design and Emotional Intelligence 36:02Key Takeaways and Final Thoughts

  8. Sep 9

    Event Experience Experts - Ep 10 - Money is Made in the Meeting Rooms

    In this episode, Mandy Glenwright shares her journey from the agency side to building a strategic event program at Prologis, emphasizing the importance of relationships, data-driven decision making, and adaptive strategies in event management. keywords event management, trade shows, sponsorship, relationship building, data analytics, logistics, industrial real estate, program strategy key topics Transition from agency to in-house event managementImportance of asking 'why' and understanding the 'how'Relationship maintenance as a KPIData-driven decision making in event sponsorshipsBuilding a long-term, incremental event programThe role of sponsorship management in strategic planningAdapting event strategies to different industriesThe significance of site visits and logistical planningMeasuring success beyond traditional metricsThe value of storytelling and passion in leadership takeaways Ask questions early and often to learn and support your team.Relationship building is the core of successful event programs.Data and anecdotal insights are both crucial for measuring impact.Long-term planning requires patience and a solid foundation.Passion and confidence can influence stakeholder buy-in. Sound Bites "Ask questions early and often to learn and support your team.""The money is made in the meeting rooms.""All events are about relationships, whether for awareness or consideration."

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About

Event Experience Experts is a conversation-driven podcast for senior event leaders and marketers who want to evolve, not just execute. Each episode features candid conversations with creatives, strategists, and visionaries who are raising the bar on what live brand experiences can do.   Most events are forgettable because the people running them are optimizing for logistics instead of memory. This show is for the people who refuse to accept that. Hosted by Jay Menashe, Senior Director, Strategy & Growth at Exhibitus. Episodes are released weekly on Wednesday's at 9am ET.

Information

  • Creator
    Jay Menashe
  • Years Active
    2026
  • Episodes
    17
  • Rating
    Explicit
  • Copyright
    © 2026 Jay Menashe