How IPME Is Redefining Event Design Through Sustainable Innovation

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Craig Rapoza, President of Built Rite and Co-Founder of IPME, to explore how shipping containers are transforming the way brands build, move, and scale experiential environments.

From high-impact activations for Audi and Volkswagen to the World Cup 2026 and CES, Craig shares how IPME’s modular, container-based structures deliver sustainable design, efficiency, and creative freedom — all while reducing stress, setup time, and environmental impact.

Listeners will learn how modular architecture is helping brands create smarter, greener experiences that move — literally — from one city to the next.

• Design That Moves:
  IPME’s modular container builds act as self-contained environments — transporting, storing, and transforming into immersive brand spaces in minutes. From rooftop decks to LED walls and bars, every build is engineered for mobility and speed.
• The Trojan Horse Advantage:
  Instead of shipping dozens of crates, IPME structures arrive fully integrated — the container is the booth. As Craig puts it, “We’re adults playing with rectangular cubes,” but these cubes save hours of labor and hundreds of forklift moves per setup.
• Sustainability in Their DNA:
  IPME’s “cradle-to-cradle” philosophy means every build is designed to be reused, repurposed, and reimagined. By upcycling existing containers, they dramatically cut down CO₂ emissions and landfill waste while keeping costs stable.
• Faster Builds, Less Stress:
  Whether it’s a 15-minute forklift move or an 82-day concept-to-completion build for Kia Motors at CES, IPME’s hybrid systems allow for remarkable speed without compromising quality or safety.
• Designing for the Future of Events:
  From World Cup 2026 activations to modular tasting rooms in Napa, IPME is pushing creative boundaries — making sustainability not just a buzzword, but a functional design choice.

This episode is a masterclass in how innovation and sustainability intersect in experiential marketing.
Craig shows that being bold in design doesn’t mean being wasteful — it means thinking smarter, moving faster, and building for the future.

Whether you’re designing an exhibit, a pop-up, or an entire tour, this conversation proves one thing: modular thinking is the new mindset for event pros.

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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Stephen Benedetti, International Business Development Director at Heilmayer Messe Design in Munich, Germany, to discuss what it really takes for American exhibitors to succeed in Europe.

Stephen has lived and worked on both sides of the Atlantic, helping brands translate their trade show strategies for an entirely different landscape. From construction rules and costs to design philosophy and cultural nuances, this episode breaks down the why behind the differences — and how understanding them can make or break your next international activation.

1. Design philosophies are fundamentally different.
In the U.S., exhibitors design for efficiency, modularity, and speed. In Europe, design is an art form. Booths often use real materials — wood, glass, metal — with higher craftsmanship and integrated hospitality spaces. Stephen explains how these elements shift both expectations and execution.

2. Labor, rigging, and electrical costs operate on a different model.
Unlike in the U.S., where union rules dominate show floors, European venues take a more streamlined approach. “There are no electricians in the halls here,” Stephen notes, explaining how this flexibility can lead to more creative and cost-effective builds — if teams plan correctly.

3. Sustainability isn’t a selling point — it’s the standard.
European exhibitors approach sustainability as the default. Components are reused, rental systems are optimized, and the entire process focuses on longevity. Stephen highlights how this mindset not only reduces waste but often saves money over time.

4. Cultural fluency is key to success.
Language, communication style, and work culture all influence how international projects unfold. Stephen stresses the importance of trust and collaboration: “Give your local partners the freedom to work to their strengths. Don’t just send your design and say, ‘Build this like we did it in the States.’”

5. Experience and hospitality drive engagement.
Trade shows in Europe are as much about relationship-building as they are about sales. Exhibitors invest in welcoming lounges, espresso bars, and conversation spaces. It’s not just about attracting attention — it’s about creating connections.

Exhibiting internationally is more than just a logistical challenge — it’s a mindset shift.

This conversation with Stephen Benedetti pulls back the curtain on what makes European shows tick: deeper craftsmanship, flexible operations, and a genuine culture of sustainability and hospitality.

Whether you’re planning your first overseas activation or refining your global event strategy, this episode is packed with actionable insights to help you design smarter, build stronger, and connect deeper with audiences around the world.

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On this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with speaker, author, and Engagify CEO, Anders Boulanger, to break down how attention becomes connection—and connection becomes real pipeline—at trade shows.

From the “engagement gap” model to practical booth layout fixes, Anders shares how to give attendees a reason to stop, a reason to listen, and a reason to buy. Expect tactics you can use at your next show: building micro-crowds, placing aisle-view presentations, writing sharper booth messages, and training staff so the gains live in the engagement—not just the structure.

• Engage before you educate. “It doesn’t matter what you know if people aren’t paying attention.” Anders’ magician’s background taught him that capturing attention is step one; information only lands after that. Think dopamine spikes, curiosity, and crowd dynamics.
• Close the Engagement Gap. Attendees are overwhelmed, overbooked, and often overlooked; meanwhile many booth teams are untrained, unmotivated, or unremarkable. Your job is to remove those “uns” with real training and a welcoming presence.
• Three bridge-stones: Stop → Listen → Buy. Create an undeniable draw to stop traffic, build meaningful interactions so people stay, and deliver a memorable message that moves them to a next step (demo, meeting, or follow-up).
• Design to the aisle, not behind a blockade. Don’t bury the theater; avoid a reception desk blocking the “hot corner.” If you’re running internal talks, set seating where the path of least resistance keeps people watching.
• Micro-crowds create macro-gravity. Three people is the “magic number” that turns a few onlookers into a crowd—social proof and FOMO kick in fast.
• Right-size your activation. A compact aisle-view presentation (Anders uses an 8-lb portable stage) can outperform big footprint gimmicks and hand-offs cleanly to the demo area.
• Budget where it moves the needle. Most spend goes to booth/build; the gains are in engagement—including staff training delivered live, virtually, or on-demand.
• Message like a human. If a passerby can’t quickly tell who you are, what you do, and why it matters, they’ll keep walking. Keep the first read crystal clear.

Events work when people work—when teams spark curiosity, host with intent, and deliver a message that sticks. Take one idea from this episode (hot-corner fix, aisle-view mini-stage, or a tighter first-read) and put it in play at your next show. Then share what changed.
Watch the full episode and subscribe for weekly tools, tactics, and trends on Event Marketer’s Toolbox. Engage. Excel. Execute.

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In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Matt Williams, the creator of the Plant Grow Harvest framework - a simple, honest approach to social selling that helps sales and marketing teams stop lurking and start connecting.

Matt brings years of experience bridging sales and marketing through authentic relationship building — online and in person. Together, the three dive deep into how LinkedIn and trade shows work hand-in-hand to drive meaningful business growth before, during, and after the event.

If you’ve ever wondered how to make your trade show investment last beyond teardown, or how to align your online brand with your in-person presence, this episode is full of insight, humor, and real-world examples you can start applying right now.

Key Takeaways

1. Relationships Don’t Start on the Show Floor
Matt reminds us that trade show success begins long before you arrive. The work you do before the event - commenting, supporting, and engaging on LinkedIn - builds familiarity so people already know who you are when they walk by your booth.

2. Support > Sell
“The biggest mindset shift”, Matt says, “is going from being a supplier to a supporter”.
When you show up online to add value and celebrate others, your audience becomes more receptive and your conversations more genuine.

3. Create a 90–120 Day Plan
Treat your next trade show like a campaign. Use that window to:

• Follow and engage with prospects.
• Post about the show and tag the event hashtag.
• Build your visibility and relevance leading up to your appearance.

4. Events Are Content Gold Mines
Brendon and Matt discuss how to use live events to capture authentic content — behind-the-scenes footage, setup shots, and real conversations — to create relatable, evergreen material for months after the show.

5. Follow Up Like a Human
Forget the post-show “nice to meet you” email blast. Instead, use personal notes and short video DMs referencing your real conversation. As Matt says: “People remember faces, not follow-ups".

6. Empower Your Team’s Personal Brands
Matt urges companies to “weaponize” their employees’ personal brands. People connect with people — not logos.
Your team’s authentic voices will outperform polished company posts every time.

7. Play the Long Game
This isn’t a 90-day hack. Building trust takes patience. “You can’t throw 10,000 emails through a filter and expect results anymore”, Matt says. “The timeline for trust has been extended — but the return is bigger”.

Matt Williams reminds us that LinkedIn is the modern trade show floor, and the relationships built there can drive real business when approached with patience, empathy and creativity.

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In this week’s episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with industry historian, author, and advocate Bob McGlincy to uncover the incredible scope, history, and impact of the global trade show industry — a trillion-dollar force that too often goes unseen.

Bob shares insights from his book The Invisible Industry and his decades of experience leading operations and teams in live events. From ancient marketplaces to the Crystal Palace and today’s international conventions, he takes us through the evolution of trade shows — and why they remain vital to innovation, human connection, and economic growth.

Visit Bob’s website to learn more about his work and writings: bobmcglincyauthor.com

1. Trade shows are an economic powerhouse.
Bob reveals the staggering size of the industry — with 11,000+ shows annually in the U.S. alone, supporting millions of jobs and generating hundreds of billions of dollars in commerce. Events like COMDEX once produced nearly $700 million in local economic impact from a single show.

2. The roots of exhibitions go back centuries.
From ancient trading posts to the Frankfurt Book Fair (1462) and the 1851 Crystal Palace Exhibition, trade shows have always driven commerce and collaboration. Bob traces how each generation reinvented the format while keeping the same goal — bringing people together to exchange ideas and opportunity.

3. Trade shows are where innovation debuts.
The world’s first looks at air conditioning, the typewriter, color TV, and touchscreen technology all happened on trade show floors. From Colt’s first firearms demos to Apple’s early product unveilings, exhibitions have been launchpads for game-changing innovation.

4. The human connection is irreplaceable.
Despite digital transformation, face-to-face connection remains the ultimate driver of trust, creativity, and business relationships. As Dana Esposito shared during the conversation, “Humans seek experience. We need to feel, see, and connect.” Bob adds, “You can’t replace that with a screen.”

5. It’s time for the industry to be seen.
Bob calls trade shows “the invisible industry” because so many — even insiders — underestimate their influence. He shares how advocacy groups like EDPA and EEWDF are educating policymakers and promoting the industry’s impact to ensure it gets the recognition and support it deserves.

Trade shows are more than events — they’re living ecosystems that fuel innovation, creativity, and commerce around the world.
As Bob reminds us, “You might not see the industry every day, but you feel its impact everywhere.”

Behind every show floor are thousands of people creating opportunity, building relationships, and keeping the global economy moving — one handshake at a time.

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In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Rachel Weeks, a marketing executive with two decades of experience leading growth, transformation, and culture-first teams.

Together, they explore how recognition and appreciation are more than just good leadership — they’re strategic business levers that drive retention, engagement, and real performance.

Rachel shares lessons learned from her time at Reward Gateway and other HR tech companies, explaining how thoughtful appreciation can turn stressful event cycles into high-performing, connected teams.

Whether you’re leading a warehouse crew, a creative team, or an event floor operation, this episode breaks down how to make recognition part of your culture — and why that small shift pays huge dividends.

1. Recognition isn’t a “nice-to-have” — it’s a growth driver.
Rachel explains that employee appreciation directly impacts retention, motivation, and productivity. Recognition creates emotional connection and reduces burnout — outcomes that are measurable and proven to affect the bottom line.

2. A “culture of recognition” starts at the top.
It’s not about pizza nights or bonus checks — it’s about leadership consistency. CEOs and executives need to model gratitude as part of company values so that recognition becomes baked into everyday workflows, not occasional rewards.

3. Authentic appreciation beats one-size-fits-all.
What matters to one team might not resonate with another. Rachel encourages leaders to ask employees what’s meaningful — whether it’s an extra day off, public acknowledgment, or choosing rewards that align with personal interests.

4. Recognition builds belonging — and belonging drives retention.
Simple public shout-outs or e-cards tied to company values can make employees feel seen. That sense of belonging helps teams stay motivated through demanding project seasons.

5. Communicate through the chaos.
Silence breeds uncertainty. Rachel emphasizes that during periods of change or pressure, communication is the ultimate form of respect and recognition. Even saying, “I know this is tough — we see your effort,” can rebuild trust and motivation.

6. Small acts, big impact.
Rachel introduces the “10 Minutes by Friday” rule — if leaders spend just 10 minutes each week to recognize their people, it can shift engagement metrics across the organization.

Recognition isn’t about programs — it’s about people.
This episode reminds us that behind every event, campaign, or exhibit build are teams giving their all. When leaders take the time to say thank you, they don’t just motivate — they create momentum.

In a business where deadlines don’t move and pressure runs high, gratitude might just be the most effective management strategy there is.

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In Episode 40 of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with MK Granados, Director of Sponsorships at Informa Markets, to challenge one of the most overlooked areas of event strategy: sponsorships.

MK brings a career spanning New York Comic Con, Gartner, PAX, and Informa Markets — and she’s here with a bold message: sponsorships don’t have to be cookie-cutter logo placements. Done right, they can transform an event, elevate brands, and create experiences attendees actually talk about.

This episode dives into:

• Redefining Sponsorships Beyond the Booth
  MK explains that sponsorship isn’t just lanyards or banners. It’s “anything you spend beyond the booth” — a chance to amplify brand presence, drive engagement, and surprise attendees in ways that stick.
• Why Creativity Beats Tradition
  From Cheerios breakfasts in Comic Con queue lines to Coffee Mate’s on-the-go coffee teams, MK shows how unexpected activations turn into unforgettable attendee moments.
• Audience-Centric Design
  The best sponsorships start with empathy. MK highlights how organizers can solve real attendee pain points — like Amazon providing water bottles and booth babysitters for overworked artists at Comic Con — while delivering measurable ROI for sponsors.
• Reverse Engineering Value
  Instead of offering “off-the-shelf” sponsorship packages, MK encourages brands and organizers to co-create. Start with the attendee or exhibitor’s unmet need, then design a sponsorship that solves it.
• Inspiration From Everywhere
  MK finds ideas in TikTok trends, theme parks, children’s museums, even Dave & Buster’s reward models. Her advice: stop limiting inspiration to the event industry — the best activations come from unexpected places.
• Budget, Scale & Creativity
  Money matters, but scrappy creativity goes further. From scaling activations to working with turnkey options, MK explains how even small budgets can deliver outsized impact when paired with strong storytelling.
• Community & Connection
  The conversation also touches on the power of communities like Club Ichi, how peer networks spark innovation, and why building a sponsorship community (like MK’s own Sponsorship Playbook newsletter) elevates the whole industry.

This episode of Event Marketer’s Toolbox is a wake-up call for organizers and marketers alike: stop buying boring sponsorships. When brands and event teams collaborate, think bigger, and design with the audience in mind, sponsorships become more than line items — they become stories worth retelling.

Whether you’re planning your 2026 event calendar or rethinking your sponsorship strategy, MK’s message is clear: fight for bold ideas, push boundaries, and build experiences that feel like a “warm hug” for your industry.

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The events industry is at a turning point—and sustainability is no longer optional.

In this episode of Event Marketer’s Toolbox, Chris Dunn and co-host Dana Esposito welcome Jim Obermeyer, Regional VP at Bray Leino Events and co-chair of the EDPA/ESCA Sustainability Committee. With more than 40 years of industry experience, Jim shares how a once-small committee has grown into a passionate 28-person task force reshaping the way events are planned, built, and measured.

This episode dives into the creation of Version 2 of the industry’s sustainability guidelines, the need for cross-association collaboration, and the practical steps event professionals can take to reduce waste, reuse smarter, and rethink how live experiences impact the planet.

• Why sustainability matters now
  Post-pandemic, clients and the industry alike are demanding measurable action—moving beyond “green talk” into accountability.
• Inside Version 2 of the Guidelines
  A more detailed, practical playbook with scoring and action steps to help companies start small and grow sustainable practices.
• Collaboration across associations
  EDPA, ESCA, IFES, and Exhibitor Advocate are aligning efforts to avoid fragmented standards and drive unified progress.
• Real-world examples of change
  From Brumark’s carpet recycling program to reusable banding, rental inventories, and creative reuse of graphics and materials.
• Global perspectives & the road ahead
  Europe leads with “sustainability-first” design, while U.S. companies focus on rental and storage—both shaping a greener future for live events.

Sustainability in events isn’t solved in one leap—it’s built one decision at a time. As Jim emphasized, the key is to start small, involve your partners, and keep building.

If you’re ready to take meaningful steps, check out the EDPA sustainability resources (linked in show notes) and begin with one actionable change today.

🎧 Catch the full episode to hear Jim’s insights, real-world examples, and a clear vision for the future of live events.

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