Trade shows are evolving — not just in scale, but in structure, sponsorship models, attendee behavior, and global execution.

In Episode 53 of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with international trade show consultant Stephanie Selesnick, President of International Trade Information, for a wide-ranging conversation on what she’s seeing across major global shows — from CES and World of Concrete to Shanghai and Dubai.

With more than 30 years in the industry (and starting at age 10), Stephanie brings a global, second-generation perspective to how expos are shifting — and what organizers and exhibitors must rethink to stay relevant.

1️⃣ Multinationals Are Building Innovation Ecosystems — Not Just Booths

At CES, major brands like Canon, LG, and Samsung are creating proprietary pavilions within startup areas like Eureka Park. Instead of simply exhibiting, they’re:

• Partnering with emerging startups
• Incubating innovation
• Creating R&D ecosystems inside the show

This signals a shift: large exhibitors are using trade shows not just to sell — but to invest, scout, and build future partnerships.

For organizers, this opens new revenue models and partnership conversations.

2️⃣ The Show Floor Must Serve the Attendee First

Stephanie emphasized a recurring lens:

Attendees today:

• Arrive with a plan
• Have limited attention spans
• Expect engagement, not passive browsing

Organizers must rethink:

• Floor layout
• Sponsorship models
• Education formats
• Appointment-setting technology

If your show still relies on “they’ll walk the aisles and discover things,” you may already be behind.

3️⃣ Sponsorship Needs to Evolve Beyond Banners

The traditional:

• Gold / Silver / Platinum tiers
• Static signage
• Generic activations

…are losing impact.

Stephanie urges organizers to shift toward consultative sponsorship models:

• Ask exhibitors what success looks like
• Design activations around their goals
• Facilitate one-on-one meetings
• Use technology to enable matchmaking

If an attendee can’t remember what a sponsor does after an activation, the activation failed.

4️⃣ One-on-One Meetings Are the Future

From Money 20/20’s “speed dating” sessions to UFI matchmaking formats, structured meetings are becoming central to ROI.

Shows that invest in:

• Appointment-setting tech
• Curated matchmaking
• Attendee-to-attendee meetings

…will differentiate themselves.

The expectation is no longer browsing — it’s precision networking.

5️⃣ Global Shows Require Cultural Intelligence

For exhibitors expanding internationally, Stephanie highlighted major differences:

• Selling cycles vary by country

👉🏼 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

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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Marc LeDuc, a conference innovator with over three decades of experience building large-scale B2B and technical conferences.

Marc brings a rare, behind-the-curtain perspective on how conferences are actually created — from identifying real audience gaps to architecting content that fuels engagement long after the doors close. Rather than treating conferences as one-off events, Marc challenges organizers to think in terms of problem-solving, long-term impact, and community building.

This conversation explores what separates good conferences from unforgettable ones, why content must be integrated earlier in the planning process, and how event teams can survive — and even thrive — when everything goes sideways.

• A conference is born from a problem, not a venue
  Marc explains that the strongest conferences begin by identifying gaps in the market — what audiences aren’t getting elsewhere — and validating those gaps before a single speaker is booked.
• Content is the backbone, not the afterthought
  From session arcs to speaker strategy, Marc breaks down what “content creation” really means in the conference world and why it must align with long-term learning, not just show-day agendas.
• The 365, 24/7 mindset
  Conferences should be one moment in an ongoing engagement cycle. Webcasts, podcasts, articles, and community touchpoints before and after the event are what create lasting value.
• ROI goes beyond spreadsheets
  Marc challenges traditional ROI thinking and introduces the importance of Net Promoter Score, audience advocacy, and long-tail business impact when measuring success.
• Managing chaos when everything changes
  From speaker cancellations to weather disasters, Marc shares real stories about pivoting under pressure — and why experience, preparation, and teamwork matter more than perfect plans.
• Cross-functional collaboration wins
  Conferences succeed when content, sales, marketing, AV, and leadership are aligned — not siloed. Marc emphasizes learning each other’s roles to unlock better outcomes

This episode is a masterclass in thinking differently about conferences. Marc LeDuc reminds us that great events aren’t defined by square footage or production value — they’re defined by clarity of purpose, quality of content, and the ability to create momentum beyond the show floor.

For event marketers, planners, exhibitors, and content teams alike, this conversation is a powerful reminder that conferences don’t end when attendees leave — that’s when the real work begins.

👉🏼 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

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Season 2 is officially here — and EMT kicks off 2026 with a deep dive into AI, automation, and what “real ROI” can look like when you capture the conversations happening on the show floor. Chris Dunn (BlueHive Exhibits) and Brendon Hamlin (Hamlin Creative) are joined by Jordan Walker and Hunter McKinley, co-founders of Backtrack, an AI note-taking tool built specifically for live events.

You’ll hear why teams forget most of what they hear within a day, how “speed to lead” can make or break post-show momentum, and how conversation capture can turn fuzzy anecdotes into real, usable reporting — without losing the human part of events.

• “Humans do the human things, robots do the robot things.” The goal isn’t replacing connection — it’s removing busywork so teams can stay present on-site.
• The real ROI problem: you can’t improve what you can’t remember or measure — and teams often leave shows with vibes… not usable data.
• Speed-to-lead wins deals: the first follow-up is 3–5x more likely to move to the next step than waiting until later.
• Privacy is a feature, not an afterthought: “be a good human and always ask,” with opt-in rates around 90% when done transparently.
• How to start using AI without getting stuck: “start with fun, then work” — low-stakes experiments that teach you the tools before you automate the serious stuff.

As Event Marketer’s Toolbox kicks off Season 2, this episode sets the tone for 2026: smarter tools, stronger relationships, and more intentional event strategy. If you care about improving follow-up, proving value, and keeping events human in an increasingly automated world, this conversation is a must-listen.

Listen to the full episode, share it with your team, and start thinking about one place in your event workflow where AI could give you back time — without taking away connection.

👉🏼 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

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